The short answer
Roofers in the US typically pay $15-$60 per click, with replacement and storm damage searches at the top. Most roofing companies spend $2,500-$15,000 a month. Leads cost more than in most trades, but with replacement jobs often worth $10,000 or more, the maths works if you close well.
Cost per click for common roofing searches
| Search | Typical CPC | Notes |
|---|---|---|
| Roof replacement / new roof | $25-$60 | Highest value, longer decision |
| Roofing contractor near me | $15-$45 | Mixed repair and replacement intent |
| Roof repair / roof leak | $15-$40 | Urgent, smaller ticket, can lead to replacement |
| Storm / hail damage roof | $20-$60 | Surges after storms, insurance-driven |
| Commercial roofing | $15-$50 | Fewer searches, much larger jobs |
| Metal roofing / flat roof | $10-$35 | Specialist, lower competition |
Why roofing leads cost more than most trades
A roofer's average job is worth far more than a plumber's or an electrician's, so roofers can afford more per lead, and they bid like it. Storm chasers and national lead-gen companies push prices up further, especially after hail or wind events.
Roofing leads also take longer to close. A homeowner might get three quotes, wait for an insurance adjuster, and take weeks to decide. That makes follow-up and measuring the right thing (signed jobs, not form fills) more important than in most home services.
Worked example: a residential roofing company
Spending $6,000 a month at about $30 a click, with a landing page offering free inspections and financing.
| Step | Example |
|---|---|
| Monthly ad spend | $6,000 |
| Average cost per click | $30.00 |
| Clicks | 200 |
| Conversion rate to inspection requests | 10.0% |
| Inspection requests | 20 |
| Cost per inspection request | $300 |
| Close rate to signed jobs | 25% |
| Signed jobs | 5.0 |
| Cost per signed job | $1,200 |
| Average job value | $9,500 |
| Revenue | $47,500 |
| Return on ad spend | 7.9x |
About $300 per inspection request and $1,200 per signed job, for roughly 7.9x return on ad spend. Getting to inspections quickly and following up consistently is what keeps the close rate at 25% instead of 15%.
Where roofing budgets get wasted
Material and DIY searches
"Roofing shingles price", "how to fix a leaking roof" and supplier searches bring clicks, not jobs.
Jobs outside your sweet spot
If you only do replacements, don't pay for "gutter cleaning" or tiny repair searches. Say what you do in the ad.
Counting form fills as wins
A form fill isn't a job. Import inspections and signed contracts so Google finds more of the leads that close.
Slow response
Homeowners contact several roofers. The first one to call back and book an inspection usually wins.
How to get more jobs from the same budget
- 1
Split repair and replacement
Different values, different bids, different landing pages. It's the single biggest structural fix in most roofing accounts.
- 2
Add Local Services Ads
Roofing is an LSA category. Pay-per-lead Local Services Ads often bring cheaper leads than search.
- 3
Plan for storms
Have storm damage ads and pages ready to switch on, with budget held back for the days after an event.
- 4
Show financing and reviews
Monthly payment options and local reviews lift conversion rates on replacement pages.