Roofing Pay Per Lead: Published Prices

Roofing pay per lead prices run from about $20 to $550 per lead on the published pages we found, depending on whether the lead is shared with other roofers or sold to you alone. Pay per lead roofing vendors, Google Local Services Ads and your own ads each price a lead differently.

Pay per lead roofing prices on published vendor pages range from about $20 for a shared lead to $550 for an exclusive one. Exclusive leads cost more than shared leads. The number that decides profit is your cost per signed job, not the price per lead.

Below is what published pages show, how each pricing model works, the formulas to work out your own costs and a worked example showing how follow-up speed moves the numbers.

What published pages show for roofing pay per lead

We read these pages on November 7, 2026. Both are published by companies that sell roofing leads, so treat the ranges as a starting point for questions, not a price list.

Neither page is an independent survey. Prices also move with your service area, the season, storm activity and the job type (repair, full replacement, insurance claim or commercial). Ask each vendor for the price in your ZIP codes before you compare.

Pay per lead roofing models

Shared leads

A shared lead is a homeowner's request that the vendor sells to more than one contractor. You pay less per lead, and you compete with every other buyer for the same phone call. Whoever calls first usually gets the conversation. If your team calls back two hours later, the homeowner may already have an inspection booked with someone else.

Exclusive leads

An exclusive lead goes to you alone. It costs more per lead, and you get a fair shot at the homeowner without a race against other buyers. Ask the vendor how the lead was generated and whether the homeowner knows which company will contact them. We compare the two in exclusive vs shared leads.

What to check on any pay per lead contract

• Return or credit policy. What counts as a bad lead (wrong number, outside your area, renter, duplicate) and how many days you have to dispute it.
• How many buyers per lead. For shared leads, ask the maximum number of roofers who get the same homeowner.
• Minimums. Any monthly minimum spend, setup fee or contract term.

Pay per appointment

Some vendors book the inspection for you and charge per appointment set. You pay more per unit, and the vendor carries the work of reaching the homeowner. Get the definition in writing. Does an appointment count when it is booked, or only when the homeowner shows up? Is a canceled inspection credited?

Google Local Services Ads

Google Local Services Ads charge per lead, not per click. Google's help page says "You only pay when you get a lead," and offers three bid modes: Maximize leads, Target cost per lead and Max per lead (a manual ceiling on what you pay).

Google also runs automated lead credits. Its help page says leads judged invalid or low quality are not charged, charged leads are reassessed over time and credits usually post within 30 days.

Your own ads

When you run your own Facebook or Google campaigns, you set the budget and own the leads outright. Your cost per lead is simple:

Cost per lead = ad spend ÷ leads

Leads from your own ads are exclusive by default. The tradeoff is that you (or your agency) handle the targeting, creative and lead form.

Comparison table

The math that matters: cost per inspection and cost per signed job

Cost per lead tells you what the top of the funnel costs. Two more numbers tell you whether the money came back.

Cost per inspection = total lead spend ÷ inspections completed

Cost per signed job = total lead spend ÷ signed contracts

Pull these from your CRM for the last 90 days, by lead source. Count completed inspections, not booked ones, because a no-show costs you a truck roll and an empty slot. Then compare cost per signed job to your gross profit per job. We cover the appointment side of this math in cost per booked appointment.

A hypothetical: same leads, different follow-up speed

The numbers below are made up to show the math. They are not benchmarks or predictions for your business.

Say you spend $3,000 a month on leads and get 60 of them. Your cost per lead is $50. Every month, 25% of completed inspections turn into signed jobs.

Slow follow-up. Your office calls leads back the next business day. You complete 18 inspections (30% of leads).

• Cost per inspection: $3,000 ÷ 18 = about $167
• Signed jobs: 18 × 25% = 4.5
• Cost per signed job: $3,000 ÷ 4.5 = about $667

Fast follow-up. Every lead gets a text and a call within a minute, at any hour. You complete 27 inspections (45% of leads).

• Cost per inspection: $3,000 ÷ 27 = about $111
• Signed jobs: 27 × 25% = 6.75
• Cost per signed job: $3,000 ÷ 6.75 = about $444

The lead price did not change. The only variable in this example is how many leads turned into inspections. How much speed moves your own inspection rate is something you measure, not something to assume. Track it for 60 days before and after a change.

How to lower your real cost per lead

Answer every lead fast

InsideSales' 2014 Lead Response Report summarizes a 2007 study that found 100 times greater odds of contacting a web lead when the first attempt came within 5 minutes instead of 30. With shared leads, that gap is also a race against other roofers.

An AI agent can text and call an opted-in lead within seconds, ask what damage they are seeing and book the inspection. On StrideOps, agents respond in under 2 seconds. Calls and texts should only go to homeowners who requested contact, and your form should carry consent language for calls and texts.

Follow up for more than one day

Many homeowners do not answer the first call. A written cadence over several days catches the ones who were on a job site or at work. After a storm, the timing gets tighter, which we cover in roofing storm lead follow-up.

Confirm, remind and track by source

Send a confirmation at booking and a reminder the day before. Tag every lead with its source in your CRM. After 90 days, rank sources by cost per signed job, not cost per lead, and move budget toward the ones that sign jobs.

Ask for credits on bad leads

Keep a log of wrong numbers, renters, out-of-area leads and duplicates. Dispute them under the vendor's policy, and check your Local Services Ads account for automated credits.

FAQ

How much do roofing pay per lead services charge?

Published vendor pages show about $20 to $200 for shared roofing leads and about $40 to $550 for exclusive ones. Ask each vendor for the price in your service area.

What is pay per lead roofing?

It is a model where a vendor charges you a set price for each homeowner request it delivers. The lead may be shared with other roofers or sold only to you.

Are exclusive roofing leads worth the higher price?

Compare cost per signed job, not cost per lead. Exclusive leads cost more up front, and they remove the race against other contractors, so test both for 90 days and let the signed jobs decide.

Do Google Local Services Ads charge per click?

No. Google's help pages say you pay per lead, and leads judged invalid or low quality are not charged or can be credited later.

How can a roofer lower cost per lead?

Improve the ad and form to get more leads per dollar. Then lower your real cost by contacting every lead within a minute, following up for several days and reminding homeowners before inspections.

Turn more roofing leads into inspections

We run roofing lead generation and AI appointment setters that answer every lead in seconds and book inspections onto your calendar. Book a Stride Scaling Call.