How much does roofing marketing cost?
Most growing roofing companies spend 5 to 10 percent of revenue on marketing. For a $2M roofer that is $100K to $200K a year, split between ad spend and the people or agency running it. A working starting point is $3,000 to $5,000 a month in ads plus $2,000 to $6,000 a month for management, then scale the channel that produces the cheapest booked estimate.
By Marco Savone, co-founder of Scusa Media. Sold and marketed for a Metro Detroit exterior remodeler before starting the agency.Where the money goes
Ad spend is the biggest line: Google Local Services Ads, Google Search and Meta. Industry cost-per-lead ranges run $40 to $150 on Meta and $150 to $400 on Local Services Ads, with LSA leads closing at a much higher rate because the homeowner called you.
Management is the second line: an in-house marketer, a freelancer or an agency. Agencies working with roofers commonly charge $2,000 to $6,000 a month depending on how much of the system they run (ads only, or ads plus CRM, website, content and reporting).
Website, CRM and tracking are usually one-time builds with small monthly costs: a site that converts on a phone, a CRM that answers every lead in minutes, and tracking that ties each dollar to a signed job.
What a roofer should not pay for
Shared leads. Lead companies sell the same homeowner to four roofers; you pay $75 to $250 for a race you win one time in five. Exclusive channels (LSA, your own ads, your own reviews) cost more per lead and less per job.
Impressions, likes and 'brand awareness' reports. If the report does not show cost per booked estimate and cost per signed job, the money is not being measured.
Long contracts before proof. Ninety days is enough to know if a channel works for your market.
How to size the budget
Start from the job, not the platform. If your average job is $12,000 at a 40 percent gross margin, a signed job is worth $4,800 in gross profit. If one in four estimates signs and one in three leads becomes an estimate, a lead is worth about $400 to you. Any channel producing leads under $150 is profitable at that math, which is why LSA and search come first for roofers.
Then split: 70 percent of ad spend on high-intent search (LSA and Google Search) in season, 30 percent on Meta for storm response, financing offers and retargeting. Shift toward Meta and content in the off-season.
What changes the number
Market. Metro Detroit and Miami both have deep roofing competition; cost per click on 'roof replacement' runs two to three times a rural market.
Insurance vs retail. Storm and insurance work needs fast, high-volume follow-up; retail replacement needs financing offers and nurture. Different ads, different budgets.
Follow-up speed. A roofer answering leads in under five minutes gets more jobs from the same spend than one answering in an hour. Fix follow-up before adding budget.
Questions people ask next
What is a good cost per lead for roofing?
Industry ranges are $40 to $150 per lead on Meta and $150 to $400 on Local Services Ads. The number to manage is cost per signed job.
Should a new roofing company start with SEO or ads?
Ads and Local Services Ads first, because they produce calls in weeks. Reviews and service pages at the same time, because they compound. Rankings alone take six to twelve months.
Do you charge a percentage of ad spend?
No. Fees are scoped to the work. Every agreement is tailored to the business.
Related: Roofing marketing · Remodeling marketing
Proof from clients
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Read the answerGoogle Local Services Ads for roofers: setup, cost and what to expect
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Read the answerAverage cost per lead by trade in 2026: roofing, HVAC, plumbing, remodeling and more
Commonly reported cost-per-lead ranges for home-services trades in 2026: roofing $40 to $150 on Meta and $150 to $400 on Google Local Services Ads; HVAC $50 to $200 on Google Search; plumbing $40 to $175; electrical $40 to $175; remodeling $60 to $250 for kitchen and bath; concrete and excavating $40 to $175; landscaping $30 to $120.
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