Quick answer: Roofing has the most expensive leads in home services: LocaliQ’s 2025 US data put the median roofing cost per lead at about $228. That is fine when a replacement is worth thousands. Track every lead to a signed job, and separate repairs, replacements and storm work.
Roof replacements are high-ticket, infrequent purchases, and the market is crowded with lead sellers and storm chasers. Roofing ads work when you look clearly local and credible, and when you measure jobs won, not form fills.
What ads cost for roofers
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Home & Home Improvement | $8.33 | 8.05% | $90.92 |
| Google Search: Roofing & Gutters (LocaliQ 2025 trade data) | $10.70 | 3.70% | $228.15 |
| Facebook and Instagram lead ads: Home & Home Improvement | $2.23 | 5.22% | $41.26 |
Roofing has a lower conversion rate than most trades because homeowners compare several quotes. That pushes the cost per lead up. A $228 lead is still a bargain if one in four becomes a $15,000 replacement.
Repairs and leak call-outs are cheaper to win and often lead to replacement work later, so they deserve their own campaign.
Which channel to start with
How to split it:
- Google Search for “roof repair”, “roof leak” and “roof replacement” terms
- Local Services Ads where roofers are eligible in your country
- Facebook and Instagram with real project videos and drone footage for replacement and re-roofing, aimed at homeowners in your service area
- Remarketing for 30 to 90 days, because roof decisions take time
Google Ads keywords for roofers
Separate urgent repairs from replacement and from specialist work.
- Repairs: “roof leak repair”, “roof repair near me”, “emergency roof repair”, “storm damage roof repair”
- Replacement: “roof replacement”, “new roof cost”, “re-roofing”, “metal roof installation”
- Materials: “tile roof restoration”, “colorbond roofing” (AU), “asphalt shingle replacement” (US), “slate roof repair” (UK)
- Gutters: “gutter replacement”, “gutter guard installation”
Negative keywords to add on day one
jobs, roofer salary, apprentice, DIY, how to, materials only, supplier, wholesale, roofing sheets price, tar, paint only.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Before and after project photos from your own jobs
- Warranty details, licence and insurance
- “What happens next” section: inspection, photos, written quote
- Financing info if offered
- Local reviews and suburbs you have worked in
- Short inspection booking form
Full list: landing page checklist.
Track the right things
- Inspection bookings as the primary conversion
- Quotes issued and jobs won per campaign (import offline conversions to Google if you can)
- Close rate by lead source, since roofing quality varies a lot by channel
- Average contract value per campaign
Platform rules that apply to roofers
- Storm and insurance-claim messaging must be accurate. Don’t imply you are affiliated with an insurer or government program.
- Local Services Ads involve licence, insurance and background checks where available.
- On Meta, avoid copy that implies the viewer has a specific problem with their own home finances; keep it about the service.
Common mistakes
- Judging campaigns on cost per lead instead of cost per signed job
- Using stock photos of roofs that are clearly not yours
- No follow-up system: roofing leads cool quickly
- Bidding on materials keywords that attract DIYers
- Sending replacement traffic to a generic home page
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Home & Home Improvement average of $228.15 per lead, 15 leads a month is roughly $3,422 in ad spend before management fees.
Because leads are expensive, roofers usually need a larger budget to get enough data: often $3,000 to $8,000 a month for one metro area. Smaller budgets work better focused on repairs and inspections first.
Frequently asked questions
Why are roofing leads so expensive?
Homeowners compare multiple quotes, so conversion rates are lower, and competition for roofing keywords is intense. LocaliQ’s 2025 data puts the median cost per roofing lead at around $228.
Do Facebook ads work for roofing?
Yes for replacements and restorations, especially with real project video. Not for urgent leaks, which belong on Google Search.
Should roofers buy leads from lead-gen sites?
Shared leads go to several roofers at once. Your own ads cost more per lead but give you exclusive enquiries and build your brand.
How long before roofing ads pay off?
Expect 60 to 90 days, because the sales cycle is longer. Measure signed contracts, not just enquiries.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- LocaliQ 2025 Home Services search benchmarks, trade-level figures as summarised by Webtonic
- LocaliQ 2025 Home Services benchmarks, trade CPC and CPL as summarised by PipelineOn
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Google: Local Services Ads, eligible business types
Want a second opinion on your roofing ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →