Roofing Cost Per Lead Benchmarks
What roofing companies pay per lead, by channel, from published benchmarks with a source and period on every figure. Roofing tickets are large and sales cycles are long, so cost per signed job matters far more than cost per lead.
Side-by-side channel costs
Cost per booked job / paying customer uses the source’s paying-customer definition. Samples and conversion definitions differ between sources.
All data points for Roofing
| Subcategory / location | Channel | Metric / statistic | Value | Period & source | Notes |
|---|---|---|---|---|---|
| Roofingnational | Google Local Services Ads (LSA) | cost per lead · median | $129 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 – Sep 2026 ↗ | — |
| Roofingnational | Google Local Services Ads (LSA) | cost per lead · p10 | $85 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 – Sep 2026 ↗ | — |
| Roofingnational | Google Local Services Ads (LSA) | cost per lead · p90 | $151 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 – Sep 2026 ↗ | — |
| Roofingnational | Google Local Services Ads (LSA) | Cost per booked job / paying customer · average | $731 | AdGenius (Sep 29 2026 GLSA national benchmark) · 2026-Q1 ↗ | metric = cost per paying customer. cost per paying customer is 'about $731 (calculated)' by source; open estimates excluded |
| Roofingnational | Google Local Services Ads (LSA) | cost per lead · average | $79 | AdGenius (Sep 29 2026 GLSA national benchmark) · 2026-Q1 ↗ | — |
| Roofingnational | Google Local Services Ads (LSA) | cost per lead · average | $73.62 | 99 Calls (LSA CPL by industry, 2025 vs 2026) · Apr 2025 – Jun 2025 ↗ | — |
| Roofingnational | Google Local Services Ads (LSA) | cost per lead · average | $106.87 | 99 Calls (LSA CPL by industry, 2025 vs 2026) · Apr 2026 – Jun 2026 ↗ | — |
| roofing & guttersnational | Google Search Ads | cost per click · average | $10.70 | LocaliQ 2025 Home Services Search Ad Benchmarks · Apr 2024 – Mar 2025 ↗ | — |
| roofing & guttersnational | Google Search Ads | cost per lead · average | $228.15 | LocaliQ 2025 Home Services Search Ad Benchmarks · Apr 2024 – Mar 2025 ↗ | — |
| Roof Installation or Replacementnational | Thumbtack | cost per lead · median | $300 | Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗ | lead price paid by pros tracked in vendor tool |
| Roof Repair or Maintenancenational | Thumbtack | cost per lead · median | $71.73 | Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗ | lead price paid by pros tracked in vendor tool |
Is my lead price good?
Compare a national benchmark, then estimate what a booked job costs you.
SearchLight Feb 2026 average LSA book rate: 43.9%. SearchLight’s example assumes ~25% margin. The inputs above are editable assumptions.
Benchmark for Roofing: $129; typical range $85–$151 (p10–p90)AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 – Sep 2026 ↗
Enter a nonnegative lead cost and a book rate above zero and up to 100%.
Frequently asked questions
What is a good cost per lead for roofing?
See the table above for published roofing benchmarks by channel. A good cost per lead is one that still leaves profit after you account for how many leads turn into signed jobs. Work out your cost per signed job and compare it to your average margin per job. A cheap lead that never signs is not a good lead.
Is Google LSA or Angi better for roofing?
It depends on what each one books for you. See the table above for what has been measured, and note that Angi does not publish its per-lead prices. Track both channels the same way: cost per lead, book rate, and cost per signed job. Then compare that against the margin on the jobs each one brings in.
What does a booked job cost for roofing?
Take what you spent on a channel and divide it by the jobs it actually signed. See the table above for lead prices, and use your own close rate to get from cost per lead to cost per signed job. If that number is lower than your margin per job, the channel is paying for itself.
Further reading
- Google LSA vs Thumbtack for Roofers
- Google Ads vs Google Local Services Ads
- Google LSA lead quality
- Angi lead quality
- Thumbtack lead quality
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