ROOFING LEAD COST
Roofing lead cost: what each source charges per lead, checked November 2026
Published roofing lead prices checked run from $10 for a shared Networx lead to $550 at the top of Service Direct’s roofing range. Google search ads for roofing and gutters cost a median $228.15 per lead in LocaliQ’s benchmark. Shared leads cost less per lead but go to several roofers, so compare sources on cost per booked job, not price per lead.
One table, every figure linked to the page it came from and dated. Where a seller publishes no price, the table says so.
THE TABLE
How much does a roofing lead cost, by source?
| Source type | Seller or benchmark | Published cost | Shared or exclusive | Source |
|---|---|---|---|---|
| Shared marketplace | Angi | $15 to $85 per lead, as pros report it; Angi publishes no price list | Shared | Housecall Pro, What Is Angi's List and How Does It Work for Contractors?, ; checked |
| Shared marketplace | Thumbtack | $10 to over $100 per lead, as pros report it | Shared | Housecall Pro, What Is Thumbtack and How Does It Work?, ; checked |
| Shared marketplace | Networx Pay Per Lead | $10 to $100+ per lead | Shared with up to 4 contractors | Networx Help Center, How much do leads cost?, ; checked ; Networx Help Center, Pay Per Lead, ; checked |
| Shared marketplace | HomeAdvisor | Not published: varies by the type of work and region | Shared | HomeAdvisor, How does HomeAdvisor work for contractors?; checked |
| Exclusive lead seller | Networx Exclusive Leads | $15 to $120+ per lead | Exclusive | Networx Help Center, How much do leads cost?, ; checked |
| Exclusive lead seller | 99 Calls, organic SEO leads | $54.99 per lead on its price card; its FAQ says “Organic leads are just $49, while Google Ads and LSA leads are competitively priced” | Exclusive | 99 Calls, Roofing Leads for Roofers; checked |
| Exclusive lead seller | 99 Calls, Google Ads leads | $147 to $405 per lead | Exclusive | 99 Calls, Roofing Leads for Roofers; checked |
| Exclusive lead seller | Service Direct, roofing | $85 to $550 per lead | Exclusive | Service Direct, Pay-Per-Lead Costs; checked |
| Exclusive lead seller | biddable | $89 per lead | Exclusive | biddable, Roofing Lead Cost Benchmarks 2026, ; checked |
| Exclusive lead seller | All Service Leads (calls) | $150 per call, 5-call minimum | Exclusive | All Service Leads, How Much Do Roofing Leads Cost in 2026?; checked |
| Exclusive lead seller | Modernize | Not published (“Right Pricing”) | Exclusive or shared, not stated | Modernize, How Much Do Modernize Leads Cost?, ; checked |
| Pay per call | eLocal | Not published: you pick your price | Not stated | eLocal, Leaders in Pay-Per-Call; checked |
| Google Local Services Ads | You pay per valid lead; Google publishes no price | Your own ad | Google Local Services Help, How leads work; checked | |
| Google Local Services Ads | 99 Calls client data, roofing | $112.85 average; $106.79 median; $86.10 to $131.03 (10th-90th) | Your own ad | 99 Calls, Roofing Contractor Google LSA Cost Per Lead; checked |
| Google Local Services Ads | 99 Calls, LSA campaigns it runs for roofers | $87 to $143 per lead | Your own ad, run by 99 Calls | 99 Calls, Roofing Leads for Roofers; checked |
| Search ads | LocaliQ benchmark, Roofing & Gutters | $228.15 per lead (median); $10.70 per click; 3.70% of clicks convert | Your own ad | LocaliQ, 2025 Search Ad Benchmarks for Home Services, ; checked |
| SEO or marketing retainer | Footbridge Media | $249 per month; no per-lead fee | Your own leads | Footbridge Media, Roofer Marketing & SEO; checked |
| SEO or marketing retainer | Visionary Roofers | $500 per service per month; $3,000 for all six | Your own leads | Visionary Roofers, Roofing Marketing Pricing; checked |
| SEO or marketing retainer | Roofing Revenue Marketing | $1,545 per month ($18,540 annual), $2,575 per month ($30,900 annual) or $4,377 per month ($52,524 annual); 12-month commitment | Your own leads | Roofing Revenue Marketing, Roofing Marketing & SEO Pricing; checked |
| SEO or marketing retainer | Hook Agency | Roofer SEO from “Contact Us for Pricing” to $4,800 a month | Your own leads | Hook Agency, Roofing Marketing; checked |
| SEO and AI-search retainer | Sourci (publisher of this page) | Inbound $1,950 a month plus $1,000 onboarding; no per-lead fee | Your own leads | Sourci inbound plans |
How to read it. A shared lead goes to more than one roofer: Networx sends a Pay Per Lead to up to 4 contractors. An exclusive lead goes to you alone. “Your own ad” means you pay Google, not a seller, and the lead is yours. Retainers charge a monthly fee for the work, whatever the number of leads.
Two figures in the table are not prices. The Angi and Thumbtack ranges are what pros report to Housecall Pro, because neither company publishes a price. The 99 Calls Local Services Ads figure for roofing comes from its own client campaigns, so it describes those clients, not every roofer. How 99 Calls counts: “each paid figure is real ad spend divided by the vetted, exclusive leads delivered to a business, measured per month over the last 12 full months”.
LocaliQ’s benchmark covers search ads only. Its method: “This report is based on a sample of 3,211 US-based search advertising campaigns from home services businesses running between , and .” The figures are medians.
WHAT CHANGES THE COST
What makes one roofing lead cost more than another?
- Shared or exclusive. The same homeowner sold to several roofers is cheaper per lead and harder to win. Networx’s shared range starts at the low end ($10 to $100+ per lead) and its exclusive range sits higher ($15 to $120+ per lead).
- Your area and the job. Google, on Local Services Ads: “Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode”. HomeAdvisor: “What you'll pay for a lead varies by the type of work you do. Regional costs can also impact price.”
- How you buy. On Local Services Ads you can cap your price: “Max per lead (Manual bidding) : Manually set your own bid limit, which is the most you’d pay for a lead.”
- Credits and refunds. Networx lists this among the reasons it declines a credit: “You contact us more than 14 days past the date on which the lead was received.” Angi: “The lead must be less than 45 days old. You should have attempted to call the homeowner within 24 hours of being sent the lead.” And: “If you have an annual subscription, you can report leads, but credits are not offered for those leads.” Google, on Local Services Ads: “In most cases, credits will be applied to your account balance within 30 days.” Also: “Google no longer supports credits for “job type not serviced” and “geo not serviced” leads.”
- Minimums and terms. All Service Leads: “All Service Leads' minimum orders are $450 and $750, the same price in every state, with no contract, subscription or setup fee.” Roofing Revenue Marketing’s price card: “12-MONTH COMMITMENT *Ad Budget Not Included. 15% MGMT Fee After Cap”. Footbridge Media: “Just $249/Month. 90-Day Money-Back Guarantee. No Contracts. No Risk.”
Credits matter more than the sticker price. A lead you cannot get credited for is a lead you paid for, so log the time of every first call and request credits inside each seller’s window.
COST PER BOOKED JOB
How do you work out cost per booked roofing job?
Cost per booked job is what you spend on a source in a month divided by the jobs it books. The price per lead is only step 1.
Example inputs, not quotes: put in your own numbers.
| Step | Shared lead | Exclusive lead | Search ads |
|---|---|---|---|
| 1. Price per lead (example) | $50 | $120 | $200 |
| 2. Leads bought in a month | 20 | 10 | 6 |
| 3. Spend: step 1 × step 2 | $1,000 | $1,200 | $1,200 |
| 4. Leads you reach and book an inspection (example) | 5 of 20 | 5 of 10 | 3 of 6 |
| 5. Inspections that become signed jobs (example) | 1 of 5 | 2 of 5 | 1 of 3 |
| 6. Cost per booked job: step 3 ÷ step 5 | $1,000 | $600 | $1,200 |
In this example the cheapest lead does not give the cheapest job. The shared lead is a quarter of the exclusive price, but the same homeowner also hears from other roofers, so fewer turn into signed work. Change any input and the order can flip: put in your own close rate from last quarter.
Then hold the cost per booked job against the gross profit on the job, not the job price. The lead economics calculator runs the same steps with your numbers.
BEFORE YOU BUY
What should you ask a roofing lead seller before you buy?
- Is the lead shared? With how many roofers, at most?
- What exactly is charged: a form, a call, a call over a set length, an appointment?
- What can be credited, inside how many days, and is the credit cash or account credit?
- Is there a minimum order, a deposit or a contract term, and what does cancelling cost?
- Can you see the price per lead before you accept it?
WHERE SOURCI FITS
Where Sourci fits
Sourci sells marketing to roofers, so it is not neutral about lead sellers. It does not sell leads. On the table above, Sourci sits with the retainers: a flat monthly fee for the work on your own website, Google presence and AI-search visibility, with no per-lead fee. Its published plans:
- Inbound (website fixes, SEO and AI-search visibility; residential and commercial): Foundation $1,950 a month plus $1,000 onboarding, Growth $3,450 a month plus $1,500 onboarding. Inbound details.
- Outbound (researched email outreach to property managers, facilities teams and commercial owners; commercial accounts only): Foundation $2,950 a month, Growth $4,450 a month. Outbound details.
Plans are month-to-month; cancel with 30 days’ notice. No per-lead fees, and your leads are never shared. Ad spend and paid directory placements are not part of either plan.
Example arithmetic, not a forecast.
At an example average of $1,500 a booked job from leads, the Inbound Foundation fee of $1,950 a month matches the lead spend of about 1.3 booked jobs a month. A flat fee only beats per-lead buying once the work brings in more jobs than that, and it takes months to build.
SOURCES
Where these facts come from.
- LocaliQ, 2025 Search Ad Benchmarks for Home Services (). Checked . Quoted: “The home services businesses with the highest CPLs this year were Roofing & Gutters ($228.15)” “Paint & Painting ($13.74), Electricians & Electrical Contractors ($12.18), and Roofing & Gutters ($10.70).” “Construction & Contractors (2.61%), Roofing & Gutters (3.70%), and Doors & Windows Sales (4.41%).” “This report is based on a sample of 3,211 US-based search advertising campaigns from home services businesses running between , and .”
- Housecall Pro, What Is Angi's List and How Does It Work for Contractors? (). Checked . Quoted: “Angi Leads Pay for each matched lead $15–$85 per lead”
- Housecall Pro, What Is Thumbtack and How Does It Work? (). Checked . Quoted: “Thumbtack doesn’t share cost data publicly, but pros across the platform report costs ranging from $10 to over $100 depending on trade, job size, and market.”
- Networx Help Center, How much do leads cost? (). Checked . Quoted: “You can expect to find leads in the Pay Per Lead plan to range between $10 to $100+ dollars” “between $15 and $120+ dollars in the Exclusive Leads plan”
- Networx Help Center, Pay Per Lead (). Checked . Quoted: “A single Pay Per Lead will go to up to 4 contractors in total and are delivered in real-time via text message and email.”
- HomeAdvisor, How does HomeAdvisor work for contractors?. Checked . Quoted: “What you'll pay for a lead varies by the type of work you do. Regional costs can also impact price.”
- 99 Calls, Roofing Leads for Roofers. Checked . Quoted: “$54.99 Organic SEO · per lead flat rate” “Organic leads are just $49, while Google Ads and LSA leads are competitively priced” “$147–$405 Google Ads · per lead nationwide average” “$87–$143 Local Services Ads · per lead nationwide average” “each paid figure is real ad spend divided by the vetted, exclusive leads delivered to a business, measured per month over the last 12 full months”
- Service Direct, Pay-Per-Lead Costs. Checked . Quoted: “Plumbing $60-$255 Roofing $85-$550”
- biddable, Roofing Lead Cost Benchmarks 2026 (). Checked . Quoted: “biddable delivers exclusive roofing leads at a fixed $89 per lead for home services”
- All Service Leads, How Much Do Roofing Leads Cost in 2026?. Checked . Quoted: “$150 per Roofing Inbound Call, 5-call minimum ($750 to start)” “All Service Leads' minimum orders are $450 and $750, the same price in every state, with no contract, subscription or setup fee.”
- Modernize, How Much Do Modernize Leads Cost? (). Checked . Quoted: “The true cost per lead depends. Modernize uses a “Right Pricing” methodology”
- eLocal, Leaders in Pay-Per-Call. Checked . Quoted: “You even pick the price that works for you.”
- Google Local Services Help, How leads work. Checked . Quoted: “With Local Services Ads, you pay for valid leads.” “Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode”
- 99 Calls, Roofing Contractor Google LSA Cost Per Lead. Checked . Quoted: “the average Google Local Services Ads (LSA) cost per charged lead for Roofing Contractor businesses is $112.85 (median $106.79) with a typical range of $86.10 to $131.03”
- Footbridge Media, Roofer Marketing & SEO. Checked . Quoted: “Everything we do costs you just $249 per month.” “Just $249/Month. 90-Day Money-Back Guarantee. No Contracts. No Risk.”
- Visionary Roofers, Roofing Marketing Pricing. Checked . Quoted: “Every service is a flat $500/mo on its own”
- Roofing Revenue Marketing, Roofing Marketing & SEO Pricing. Checked . Quoted: “$ 1,545 / mo $18,540 Annual Billed Monthly At 12 Months” “$ 2575 / mo $30,900 Annual” “$ 4,377 / mo $52,524 Annual” “12-MONTH COMMITMENT *Ad Budget Not Included. 15% MGMT Fee After Cap”
- Hook Agency, Roofing Marketing. Checked . Quoted: “we are currently offering Roofer SEO for [Contact Us for Pricing] to $4,800 a month.”
- Google Local Services Help, How bidding works for Local Services Ads. Checked . Quoted: “Max per lead (Manual bidding) : Manually set your own bid limit, which is the most you’d pay for a lead.”
- Networx Help Center, Lead Credit Policy (). Checked . Quoted: “You contact us more than 14 days past the date on which the lead was received.”
- Angi Help Center, How to Request a Lead Credit (). Checked . Quoted: “The lead must be less than 45 days old. You should have attempted to call the homeowner within 24 hours of being sent the lead.” “If you have an annual subscription, you can report leads, but credits are not offered for those leads.”
- Google Local Services Help, About Automated Local Services Ads lead credits. Checked . Quoted: “In most cases, credits will be applied to your account balance within 30 days.” “Google no longer supports credits for “job type not serviced” and “geo not serviced” leads.”
Every outside figure on this page links to the page it came from, checked on . Prices and terms change; confirm them with each company before you sign.
QUESTIONS
Roofing lead cost, answered.
How much does a roofing lead cost?
Published prices checked run from $10 for a shared Networx lead to $550 at the top of Service Direct’s roofing range. Exclusive sellers publish $89 (biddable) to $147–$405 (99 Calls Google Ads leads). Many sellers, including Angi, HomeAdvisor and Modernize, publish no price.
How much do Google Local Services Ads roofing leads cost?
Google publishes no price; it says you pay for valid leads and that prices vary by location, job type, lead type and bidding mode. 99 Calls reports $112.85 average per charged lead for its roofing clients.
What do Google search ads cost per roofing lead?
LocaliQ’s benchmark of US home services campaigns puts Roofing & Gutters at a median $228.15 per lead, $10.70 per click and a 3.70% conversion rate.
Are exclusive roofing leads worth more than shared ones?
They cost more per lead and no other roofer gets the same homeowner. Compare both on cost per booked job with your own close rates: a cheap shared lead can cost more per job.
Is it better to buy roofing leads or pay a flat monthly fee?
Buying leads gives you jobs sooner and costs money for every lead. A flat fee for SEO and AI-search work costs the same each month and builds leads you own, but takes months. Many roofers do both while the second one builds.
FREE CHECK
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