From October 2025 through January 2026, our research team aggregated data from over 250 roofing contractors across 15 U.S. markets to analyze the true cost of lead generation across multiple marketing channels. This report compiles cost-per-lead benchmarks, conversion rates, and ROI metrics for SEO, Google Ads, social media advertising, and lead marketplace platforms to help roofing business owners and marketing managers make informed budgeting and vendor decisions.
The roofing industry faces some of the highest customer acquisition costs in the home services sector, with lead costs varying dramatically by channel, from near-zero for referrals to over $350 for competitive search ads. Understanding the complete picture of cost per lead (CPL) and conversion rates is critical for optimizing your marketing budget and maximizing profitability.
Average Cost Per Lead for Roofing by Marketing Channel: 2026
The following table presents comprehensive benchmarking data for roofing lead generation across nine primary marketing channels, including both cost per lead and typical conversion rates.
| Marketing Channel | Avg Cost Per Lead | CPL Range | Conversion Rate | Key Insights |
|---|---|---|---|---|
| Organic SEO (Local) | $100 | $50-$150 | 20-40% | Highest intent leads; 3-6 month ramp-up time |
| Google Ads (PPC) | $250 | $150-$350 | 10-30% | Immediate results but highly competitive; avg CPC $11-$25 |
| Google Local Service Ads (LSA) | $85 | $45-$125 | 30-50% | Pay-per-call model; “Google Screened” badge builds trust |
| Meta Ads (Facebook/Instagram) | $100 | $50-$150 | 15-35% | Lower immediate intent but excellent targeting capabilities |
| Email Marketing | $70 | $40-$100 | 25-40% | High ROI for past customer reactivation and nurture campaigns |
| Direct Mail | $45 | $20-$70 | 10-20% | Strong for targeted geographic campaigns; $0.50-$0.70 per piece |
| Shared Lead Marketplaces (Angi, HomeAdvisor) | $55 | $30-$80 | 5-15% | Leads shared with 3-5 competitors; requires immediate response |
| Exclusive Purchased Leads | $250 | $150-$350 | 10-25% | Not shared, but limited control over lead quality |
| Referrals & Word-of-Mouth | $25 | $0-$50 | 50-70% | Highest close rate; cost mainly in referral rewards or systems |
The research findings indicate that the total cost in leads spend doesn’t equal value. The lowest-cost leads (shared marketplace leads at $30-$80) have the lowest conversion rates (5-15%) due to intense competition. Meanwhile, organic SEO leads convert at 20-40%, making the effective cost per customer significantly lower once your website ranks.
The results also indicate that speed-to-lead determines success. Research shows that contacting a lead within 5 minutes makes them 100x more likely to respond compared to waiting one hour. For shared leads from platforms like Angi, the first contractor to call typically wins the business.
Local Service Ads offer the best pay-per-lead value. Google LSAs average $45-$125 per lead with conversion rates of 30-50%, substantially better than traditional Google Ads. The “Google Screened” verification badge builds immediate trust with homeowners.
Roofing Lead Conversion Benchmarks by Source: 2026
Understanding how leads convert through your sales funnel is essential for calculating true ROI. The table below breaks down typical conversion rates at each stage of the sales process.
| Lead Source | Contact Rate | Estimate Rate | Lead-to-Sale Conversion | Avg Job Value |
|---|---|---|---|---|
| Referrals | 85-95% | 50-75% | 50-70% | $8,000-$15,000 |
| Organic SEO | 75-90% | 25-40% | 20-35% | $7,000-$14,000 |
| Google LSA | 70-85% | 35-50% | 30-45% | $7,500-$13,000 |
| Google Ads (PPC) | 60-80% | 20-35% | 15-30% | $6,500-$12,000 |
| Meta Ads | 50-70% | 20-40% | 15-30% | $6,000-$11,000 |
| Shared Marketplace | 40-60% | 10-20% | 5-15% | $5,500-$9,000 |
| Direct Mail | 30-50% | 20-30% | 10-20% | $7,000-$12,000 |
| Door-to-Door Canvassing | 60-80% | 25-35% | 20-30% | $6,500-$11,000 |
Understanding True Cost Per Customer
When factoring in conversion rates, the economics of each channel change dramatically. Referrals averaging $25 per lead with 60% conversion deliver customers at approximately $42 each, while shared marketplace leads at $55 with 10% conversion result in $550 per customer, a 13x difference. Similarly, organic SEO leads at $100 with 28% conversion average $357 per customer, compared to Google Ads at $250 with 22% conversion, averaging $1,136 per customer.
This conversion math reveals why the “cheapest” leads often cost the most in the long run, and why investing in higher-quality channels like SEO, referrals, and Google Local Service Ads delivers superior ROI despite higher initial cost per lead.
Key Insights:
Referrals dominate all metrics. With lead-to-sale conversion rates of 50-+
70%, and the highest average job values, referral leads generate the best ROI. Industry data shows that over 60% of roofing companies report that at least 25% of their revenue comes from referrals, with top performers exceeding 75%.
Marketplace leads have the lowest conversion and job value. Shared leads from Angi, HomeAdvisor, and Thumbtack convert at just 5-15% and typically attract price-shopping homeowners, resulting in lower average job values ($5,500–$9,000) compared to other channels.
Organic SEO delivers sustained performance. Once established (typically 3–6 months), SEO-generated leads consistently convert at 20-35% with minimal ongoing cost, making the long-term cost per customer significantly lower than paid channels.
Roofing Lead Costs by Job Type: 2026
Different roofing services command different lead prices and conversion rates. Emergency repairs generate the highest intent and fastest closes, while full replacements have longer sales cycles but higher job values.
| Job Type | Avg CPL | Conversion Rate | Avg Job Value | Sales Cycle | Cost Per Customer |
|---|---|---|---|---|---|
| Emergency Repair | $75-$150 | 40-60% | $800-$2,500 | 1-3 days | $150-$300 |
| Standard Repair | $50-$120 | 25-40% | $1,500-$4,000 | 3-7 days | $150-$400 |
| Roof Replacement | $150-$350 | 15-30% | $8,000-$18,000 | 7-30 days | $500-$1,200 |
| Storm Damage Claims | $100-$250 | 20-35% | $10,000-$25,000 | 14-60 days | $350-$900 |
| Commercial Roofing | $200-$500 | 10-20% | $15,000-$100,000+ | 30-90 days | $1,000-$3,000 |
Emergency and repair leads convert fastest and at higher rates because homeowners have an immediate need. Replacement leads have longer sales cycles, requiring multiple touchpoints, but deliver significantly higher revenue per job. Storm damage leads spike in demand dramatically after major weather events and often converts at higher-than-normal rates (35-50% in the 72 hours following a storm).
Regional Cost Variations for Roofing Leads: 2026
Lead costs vary significantly by market density, competition levels, and regional demand patterns.
| Market Type | Avg CPC (Google Ads) | Avg CPL (All Channels) | Competition Level | Notes |
|---|---|---|---|---|
| Major Metro (Top 20) | $20-$50 | $250-$500 | Very High | NYC, LA, Chicago, Houston premium |
| Mid-Size Cities | $12-$25 | $150-$300 | High | Regional capitals, tech hubs |
| Suburban Markets | $8-$18 | $100-$200 | Medium | Bedroom communities, satellite cities |
| Small Towns/Rural | $5-$12 | $50-$150 | Low | Less competition but lower volume |
Major metropolitan markets command premium prices due to intense competition and high homeowner search volume. A Google Ad click in New York City or Los Angeles averages $25-$50 for roofing keywords, while the same click in a rural market might cost $5-$12. However, smaller markets often have lower lead volume, requiring geographic expansion to fill capacity.
Conclusion
Roofing lead costs vary dramatically by channel, ranging from $25 for referrals to $250+ for exclusive purchased leads and Google Ads, but the lowest-cost leads rarely deliver the best ROI. Our analysis of 250+ roofing contractors reveals that referrals (50-70% conversion), Google Local Service Ads (30-50% conversion), and organic SEO (20-40% conversion) consistently outperform shared marketplace leads (5-15% conversion) and paid search advertising despite similar or higher upfront costs per lead. When factoring in conversion rates, referrals deliver customers at $42 each, organic SEO at $357, and Google LSAs at $283, while shared marketplace leads cost $550 per customer and Google Ads exceed $1,100 per customer. Roofing contractors seeking profitable growth should prioritize building referral systems, investing in local SEO for sustained lead flow, and using Google Local Service Ads for immediate visibility, while avoiding dependence on shared lead marketplaces that generate low-quality, price-shopping prospects shared with multiple competitors.
Requesting a Copy of This Report
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