Short answer: roofing companies get paid leads from three places: lead marketplaces like Angi, Google Local Services Ads, and Google search ads. The cheapest lead is rarely the cheapest job. A shared lead that four other roofers are also calling can cost less up front and far more per signed contract. Compare sources on cost per signed job, and you need conversion tracking to know that number at all.
The three ways roofers buy leads
| Source | How you pay | Who else gets the lead | Who owns the customer data |
|---|---|---|---|
| Lead marketplaces (Angi and similar) | Per lead, often plus a membership | Usually other pros too: homeowners are invited to compare quotes | The marketplace, then you |
| Local Services Ads | Per lead (a call, message or booking from your ad) | Only you: the homeowner picked your profile | You and Google |
| Google search ads | Per click, whether or not they call | Only you | You |
Lead marketplaces
Marketplaces sell you a homeowner's request. The appeal is that you pay for a person, not a click, and you can start the same week.
The catch is competition for the same homeowner. Angi's own homepage invites homeowners to "request and compare quotes from highly rated pros near you," so expect to be one of several roofers calling. Speed matters: the first roofer to call back has the best shot, which turns lead buying into a speed contest.
Angi does not publish a price list for roofing leads. You see the price inside your pro account, and it varies by job type and market. Treat any public "average Angi lead cost" as a rough estimate, not a quote.
Local Services Ads
Local Services Ads put your company at the very top of Google with a Google Guaranteed badge. You pay per lead, not per click, and the homeowner chose your profile, so the lead is not being shopped to four competitors at the same moment.
Two things to know before you budget:
- Google does not publish LSA lead prices. You set a budget and pay per lead, and what a lead costs depends on your market, your job types and the time of year.
- Not every bad lead gets refunded. Google says leads it later finds to be low quality may be credited automatically, usually within 30 days. Leads marked "job type not serviced" or "geo not serviced" are no longer credited, so a profile that lists a service you do not offer, or an area you do not cover, is paying for leads it cannot use.
We cover setup and bidding for roofers on the Local Services Ads for roofers page.
Google search ads
Search ads are the most controllable of the three, and the most expensive per lead. LocaliQ's 2025 home services benchmark (3,211 US search campaigns, April 2024 to March 2025, medians) puts Roofing & Gutters at:
| Metric | Roofing & Gutters | All home services |
|---|---|---|
| Cost per click | $10.70 | $7.85 |
| Conversion rate | 3.70% | 7.33% |
| Cost per lead | $228.15 | $90.92 |
Roofing had the highest cost per lead of any home services category in that report. What you get for it is control: you choose the searches ("roof replacement" rather than "roof leak DIY"), the areas, the hours and the landing page, and every lead is yours alone.
Source: LocaliQ, Search Ad Benchmarks for Home Services.
Cost per lead is the wrong number
Every one of these sources is sold on cost per lead. The number that pays your crews is cost per signed job:
cost per signed job = cost per lead ÷ the share of those leads you close
A worked example, with round numbers chosen only to show the math. Plug in your own:
| Cheaper lead | Pricier lead | |
|---|---|---|
| Cost per lead | $80 | $200 |
| Leads you close | 1 in 10 | 1 in 3 |
| Cost per signed job | $800 | $600 |
The lead that costs two and a half times as much is the cheaper way to fill the schedule, because more of those homeowners sign. Shared leads tend to close at lower rates because you are not the only roofer on the phone. Exclusive leads, from LSA or your own ads, tend to close higher. Your own close rates by source are the only figures that settle it for your company.
You cannot compare sources you are not measuring
Cost per signed job needs two numbers from each source: what you paid, and which leads became contracts. Marketplaces and LSA report their own leads. Search ads only know what happened after the click if your website reports it back with conversion tracking.
Many roofers are buying ads without that. In our conversion tracking report we loaded 297 roofing company websites in a real browser. Of the 62 we confirmed were running ads, 21 (33.9%) had no conversion tracking of any kind. Those accounts can see what a click costs but not what it produced, so Google's automated bidding has nothing to learn from.
Many roofing leads arrive by phone, so tracking calls matters as much as tracking forms. Our guide to call tracking for contractors covers how to see which ads make the phone ring, and offline conversion imports go one step further: they tell Google which leads became signed jobs, so it bids for more of those.
Which source fits which roofer
- Just starting, or filling a gap this month: marketplaces get the phone ringing fastest. Call back within minutes, and track your close rate on them from the first lead.
- Established, with reviews: LSA is often the best value for repair and replacement leads, because the leads are exclusive and you pay only when a homeowner contacts you. Reviews drive your ranking there.
- Want volume you control, especially for replacements: Google search ads, with conversion tracking set up before you spend, so bidding optimizes toward real leads. See how we structure roofing Google Ads and LSA together.
- After a storm: demand spikes for days, not weeks. Our storm response playbook covers scaling LSA and Meta inside 48 hours.
Our view: once you are running a few crews, LSA and search ads together, with less reliance on shared leads, is usually the stronger mix, because exclusive leads tend to close better and the data stays yours.
The short version
- Judge every lead source on cost per signed job, not cost per lead.
- Shared leads are fast but competitive; exclusive leads cost more and usually close more.
- Neither Angi nor Google publishes a roofing lead price. Your own account data is the real benchmark.
- If your ads are not reporting leads back, you cannot tell which source is working. Fix that first.
More on running paid search for roofing companies is on our roofing industry page.