The ranked list
- Referrals & reviews (cheapest, slowest to scale). 79% of homeowners start with word-of-mouth and 67% call reviews decisive (Roofing Contractor, 2025). Systematize the ask — every completed job should generate a Google review request within 24 hours.
- Google Local Services Ads. $71–$162 per exclusive roofing lead with junk-lead credits. Rank is driven by reviews and answer rate, which compounds with #1.
- Google Search Ads on replacement intent. $94–$228 per lead depending on management quality — worth it against $9,500 average replacements. Separate storm/repair from replacement campaigns.
- AI search visibility. 45% of homeowners now use AI to find contractors (improveit360, 2026) while ~78–87% of contractors are invisible in AI answers. Cheap to claim now, expensive to reclaim later.
- Meta before/after retargeting. Roofs aren't impulse buys, but retargeting researchers during the quote window measurably lifts close rates for under $1,000/month in most markets.
- Canvassing/storm response. Works where legal, scales with headcount not dollars, and pairs naturally with a strong digital proof layer (homeowners Google the person at their door).
- Shared marketplaces (last resort). $40–$120 per shared lead, 3–8 competitors, $1,000+ per booked job effective. Cap it, track it, treat it as overflow.
The system beats any single channel
Channels 1–4 feed each other: ads produce jobs, jobs produce reviews, reviews raise LSA rank and AI citations, which lower next month's cost per lead. That flywheel — not any single tactic — is what makes the best roofing companies' marketing look effortless after 12 months. Our job as an agency is to install it and prove each step with weekly numbers.
Frequently asked questions
What is the fastest way to get roofing leads?
Local Services Ads plus search ads — both can produce leads within days of launch. LSA roofing leads run $71–$162 exclusive; search leads $94–$228 depending on management. Marketplaces are equally fast but shared with 3–8 competitors.
How many leads does a roofing company need?
Work backward from revenue: at a $9,500 average replacement, 30% estimate-to-close, and 60% lead-to-estimate, roughly 6 leads produce one job. A crew doing 8 replacements a month needs ~50 quality leads.
Do free roofing leads exist?
Referrals, reviews, and organic/AI visibility are as close as it gets — near-zero marginal cost but slow to build. Anyone selling 'free' leads is monetizing you somewhere else.
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