What's a realistic CPL for roofing?

$120–$350 for repair leads, $400–$900 for full replacement. Storm markets briefly drop into the $20–$80 range during events. The right benchmark is CPA — typically $1,500–$3,000 per closed job in non-storm markets.

Is door-to-door still worth it?

Yes, in hail/wind markets. A trained 4-person canvass team can generate 30–60 inspection appointments per week at $40–$80 CPL. It's labor-intensive but rolls up into the cheapest CPA channel for storm-chasers.

How important are Google reviews for roofing?

Critical. Below 50 reviews, your paid-lead-to-close rate is roughly half. Above 200 reviews with a 4.7+ average, you can charge 10–20% more without losing close rate. Review velocity matters as much as total count.

How long until I see new leads from these tactics?

Paid search (Google Ads, LSAs) starts producing leads in days. Local SEO and Google Business Profile work usually shows up in 4–8 weeks. Content and link-building take 3–6 months to compound. A healthy mix has all three running so you're not 100% dependent on ad spend.

Should I hire an agency or build this in-house?

If you're under $1M revenue and don't have a marketing coordinator yet, agencies are usually faster. Past $2M, building in-house through a program like the Insourced Marketing Blueprint typically cuts cost per lead by 40–60% and gives you ownership of the system.

Roofing · Lead Generation Pillar

How to Get More Roofing Leads in 2026

Roofing is the highest-ticket trade on this list and the most competitive paid-search vertical. The companies that win consistently focus on storm-response speed, insurance-claim education, and review-driven trust before they pour money into ads.

Where roofing leads actually come from

The channel mix below reflects what mid-market roofing companies see in practice — not what an ad platform recommends. Use it as a starting allocation, then adjust based on your CRM data.

Channel	Lead share	Why it works
Google Ads (Search)	30–40%	Replacement intent commands $20–$60 CPCs; you can't ignore it.
Local SEO + GBP	20–25%	Map pack ranking is worth $50K+/mo in shingle markets.
LSAs	10–20%	Useful for repair leads; weaker for full-replacement.
Meta Ads (lead-gen forms)	10–15%	Storm-response and free-inspection offers convert here.
Door-to-door canvassing (storm)	10–20%	Still dominant in hail/wind markets.

Roofing lead-gen benchmarks

Mid-market US ranges from Chris's coaching practice. Metros run 30–100% higher; small markets 20–40% lower.

Cost per lead

$120–$350 (repair), $400–$900 (full replacement)

Form conversion / call conversion

8–15% (form)

Average ticket

$700 repair / $14,000 replacement

Close rate

25–40% on full-replacement leads

The 10 highest-ROI roofing lead-gen tactics

Ranked by ROI for a mid-market shop with one or two crews. Speed = how fast it produces leads. Effort = setup workload.

1.
Storm-response Meta campaigns with hail-map overlay
Lead form + 24-hour callback promise. CPL drops to $20–$50 during events.
Speed: DaysEffort: Medium
2.
Insurance-claim-education landing page
Educate before selling. Earns trust + ranks for "hail damage roof claim" terms.
Speed: WeeksEffort: Medium
3.
Service-area pages per ZIP + neighborhood
25+ pages typical for a regional roofer. Real photos, not stock.
Speed: WeeksEffort: Medium
4.
Get to 200+ Google reviews before scaling ads
Below 50 reviews, paid leads convert at half the rate.
Speed: MonthsEffort: Medium
5.
Run separate campaigns: repair, replacement, commercial, metal
Bidding strategies and landing pages must differ.
Speed: WeeksEffort: Medium
6.
YouTube pre-roll for inspection/quote brand awareness
$0.03–$0.10 per view. Builds trust before they search.
Speed: WeeksEffort: Medium
7.
Schema markup for AggregateRating + service area
Earns star reviews in organic SERPs.
Speed: WeeksEffort: Medium
8.
Neighborhood EDDM after every install
"We just roofed your neighbor" mailer = 1–3% response rate.
Speed: WeeksEffort: Low
9.
Drone footage + before/after gallery on every project page
Massive UX + dwell-time signal for Google.
Speed: MonthsEffort: Medium
10.
Annual roof-inspection reminders to past customers
Reactivation list is 5–10x cheaper than cold.
Speed: DaysEffort: Low

The 90-day roofing lead-gen plan

Window	What you ship
Days 0–14	Quick-win foundations: storm-response meta campaigns with hail-map overlay; annual roof-inspection reminders to past customers.
Days 15–45	Build the conversion infrastructure: insurance-claim-education landing page; service-area pages per zip + neighborhood; run separate campaigns: repair, replacement, commercial, metal.
Days 46–90	Compounding plays: SEO, content, partnerships, and the remaining tactics from the ranked list.