How much do roofing leads cost?

LocaliQ and WordStream put the median cost per lead from Google search ads for roofing and gutters at $228.15. One seller's data on Google Local Services Ads shows roofing leads averaging $143.28, with a median of $130.98. One lead seller lists exclusive organic roofing leads at a flat $54.99. Meta lead ads for home improvement as a whole ran $42.95 a lead in LocaliQ's latest benchmark.

This page is general information to help you compare lead sources. It is not financial advice.

Cost per lead by source

Each figure below comes from the named source, read today. Where sources disagree, both are shown. Ranges are each source's own, and they measure different things: a seller's list price, an advertiser's median, or a percentile spread across a handful of accounts.

Three cautions before you use the table:

• The samples are small. The 99 Calls figures come from its own client campaigns, twelve of them for the estimator. SearchLight's come from 15 accounts. Treat them as one seller's or one agency's data, not a national census.
• The Meta figure is not roofing. It covers all home and home improvement advertisers, so a roofing campaign could run higher or lower.
• Search ads and LSA are what you spend, not a price you are quoted. Google charges Local Services Ads per valid lead, and it says lead prices vary by location, job type, lead type and bidding mode. With search ads you pay per click, and the cost per lead is what falls out of your clicks and your landing page.

From cost per lead to cost per job

A lead is not a job. To compare sources fairly, work out what each one costs you per signed contract, then set that against the profit on the job.

The formula:

• Cost per lead ÷ close rate = cost per sale
• Gross profit per job − cost per sale = what the job leaves after lead cost

The only close data we could verify comes from SearchLight Digital's Q1 2026 roofing report. Across 15 accounts it tracked 3,304 leads, 934 booked customers and 263 paying customers, on $347,421 of spend. Our arithmetic on those figures:

• 263 paying ÷ 3,304 leads = about 8.0% of leads became paying customers within the quarter
• $347,421 spend ÷ 263 paying customers = about $1,321 in ad spend per paying customer

SearchLight notes that replacement jobs take a long time to move from lead to signed contract, so some of those leads may still close later. Read 8% as a floor for that group in that quarter, not as a roofing close rate.

A worked example. The numbers below are hypothetical, chosen to show the method. They are not data.

• Say you pay $150 per lead and close 10% of them.
• $150 ÷ 0.10 = $1,500 per sale (example arithmetic).
• For job size, HomeAnvil's homeowner guide to roof replacement cost reports that most replacements cost $5,900 to $13,400, with an average of $9,609 (HomeAdvisor survey, June 2026).
• Say your gross margin is 30%. $9,609 × 0.30 = $2,882.70 gross profit per job (example arithmetic).
• $2,882.70 − $1,500 = $1,382.70 left after lead cost (example arithmetic).

Run it the other way to find your ceiling. Gross profit per job × close rate = the most you can pay per lead and break even. In the example, $2,882.70 × 0.10 = $288.27 (example arithmetic). Use your own close rate and margin, measured over enough leads to mean something.

A $50 lead that you close 3% of the time costs about $1,667 per sale. A $150 lead that you close 10% of the time costs $1,500 per sale (both example arithmetic). The cheaper lead is the more expensive job.

What moves the price

• Replacement or repair. A full replacement is worth far more than a repair call, so sellers and ad auctions price it higher. Angi says its lead revenue varies with the service requested. 99 Calls says its prices move with the specific job.
• Exclusivity. A lead sold to one roofer costs more than a lead sold to several, because you are not racing other companies for the same homeowner. See exclusive vs. shared leads for how the two compare in practice.
• Market competition. The more roofers bidding in your area, the more a click or a lead costs. Google, Angi, Modernize and 99 Calls all name location as a price factor.
• Storm season. After hail or high wind, many homeowners in one area need a roofer at the same time, and more roofers compete for them. 99 Calls names the season as a factor in its prices.
• Qualification questions. A seller that asks the homeowner about ownership, roof type, project timing and whether insurance is involved can charge more, because more of those leads are real jobs. Modernize says its prices reflect the predicted value of the lead, within a limit you set.
• Speed to lead. Your own response time does not change the price you pay, but it changes what the lead is worth. A homeowner who has asked for a bid is free to call other roofers while you wait. Under Google's rules, a call you answer or a missed call you return is a chargeable lead, so a slow callback can mean you paid for a homeowner who has already booked someone else.

How to judge a quoted price

A price per lead means little until you know what you are buying. Ask the seller these questions, and get the answers in writing.

1. Who else gets this lead? Is it sold to one roofer, or to several at once? How many?
2. What did the homeowner answer? Ask to see the questions on the form: ownership, replacement or repair, roof material, timing, insurance claim.
3. Where does the lead come from? The seller's own ads and form, or leads bought from other companies and resold?
4. How is consent recorded? Ask what the homeowner agreed to, the exact wording, and whether the seller keeps a record of it for each lead.
5. What gets credited back, and within what window? Wrong numbers, out-of-area leads, duplicates, commercial jobs you do not do. Ask how long you have to report one.
6. Is there a contract term? Can you pause or stop, and what does it cost to leave?
7. How is price set and changed? A flat rate, a bid, or a price the seller predicts per lead? How much notice do you get before it goes up?

These questions have a history. In 2023 the FTC approved a final order requiring HomeAdvisor to pay up to $7.2 million. The FTC said the company had misrepresented its leads, including claiming they came from homeowners ready to hire, or who had asked HomeAdvisor directly. The order does not describe every seller, but it shows why you should ask where a lead came from and what the homeowner actually said.

How HomeAnvil prices roofing leads

HomeAnvil does not publish a price list. Here is how pricing works:

• Your price depends on the trade and your market.
• We quote your per-lead price on the call, in writing.
• Each new lead goes to one contractor only during your exclusivity window; after it, a lead may be offered again, under the terms the homeowner saw.
• You keep a prepaid balance, which your card tops up when it runs low.
• There is no contract term and no cancellation fee. You can pause or stop any time.
• We give you 30 days' written notice before your per-lead price goes up.
• If a lead is a wrong number or outside your area, report it within 14 days of delivery, unless your agreement says otherwise.

For how our shingle and metal roofing leads are generated, see roofing leads from HomeAnvil. For the full conditions, see our terms.

Our terms, in brief

Exclusive leads

Each new lead goes to one contractor only during your exclusivity window; after it, a lead may be offered again, under the terms the homeowner saw.

No contract term

A prepaid balance your card tops up when it runs low. No cancellation fee. Pause or stop any time.

Credits for bad leads

Report a wrong number or out-of-area lead within 14 days, unless your agreement says otherwise. Accepted returns are credited back.

Your ZIPs, your cap

Choose the ZIP codes you serve and how many leads you want each week.

Our full pricing and terms

Frequently asked questions

How we got these numbers

We read each source below on September 28, 2026, and took every figure directly from it. Where we did arithmetic on a source's figures, the text labels it as ours. We dropped any figure we could not read on the source's own page. HomeAnvil does not yet publish lead-cost data of its own.

• LocaliQ, 2025 search ad benchmarks for home services, with WordStream. Read September 28, 2026.
• LocaliQ, Facebook advertising benchmarks. Read September 28, 2026.
• SearchLight Digital, roofing Google Ads cost per lead. Read September 28, 2026.
• 99 Calls, roofing leads page. Read September 28, 2026.
• 99 Calls, roofing contractor LSA cost estimator. Read September 28, 2026.
• ResultCalls, roofing leads page. Read September 28, 2026.
• ActiveProspect, how much do roofing leads cost?. Read September 28, 2026.
• Google, how leads work in Local Services Ads. Read September 28, 2026.
• Google, Local Services Ads moving to Performance Max with pay-per-lead goals. Read September 28, 2026.
• Angi Inc., annual report on Form 10-K for 2025. Read September 28, 2026.
• Modernize, how much do Modernize leads cost?. Read September 28, 2026.
• Federal Trade Commission, final order against HomeAdvisor, April 21, 2023. Read September 28, 2026.
• HomeAnvil, roof replacement cost, citing HomeAdvisor's June 2026 customer survey.

Google has begun moving Local Services Ads into Performance Max campaigns, starting in August 2026 for some home services in the US. Google says you still pay only for valid leads, but LSA costs measured before the move may not hold after it.