How much does roofing marketing cost?

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

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