FlashCrafterRoofing playbook
A guide for independent US roofing owners, built on Google's own documentation, homeowner surveys, and dated cost benchmarks, with the weak spots in the numbers marked.
Most roofing marketing advice comes from companies that sell marketing, software, or leads. The cost figures, budget percentages, and close rates you see repeated across blogs are usually uncited. Where this page gives a number, it says who published it and when. It also says when sources disagree, because on several of the most-quoted figures they do.
The guide covers how homeowners pick a roofer, what Google says you can and can't do with your Business Profile, reviews, Local Services Ads, and organic search, and what each lead channel costs. It also covers the review and insurance-claim rules that can get a roofer in trouble. Google's published rules are treated as the firmest ground. Agency and vendor figures are treated as estimates.
The practical point running through all of it is that cost per lead is not the number to manage. Cost per signed job is. The plays at the end are built around that, plus the free or low-cost basics: an accurate Google profile, a steady review habit, fast response, and a website that shows pricing.
A homeowner survey run by Roofing Contractor and myClearInsights Hub with Owens Corning was fielded in summer 2025 and completed in October 2025. Respondents were homeowners with a mean age of 58, 76% of them male, and more than half with household income of $150,000 or more. Each respondent received a $10 gift card. The sample skews older and higher-income than the average homeowner, so treat the figures as a picture of that group.
The headline finding is that word of mouth still leads. 74% of respondents follow a recommendation from a neighbor, friend or family member, and 62% contact a roofer they have used before. Exactly 50% use internet search engines. About 25% use home-services websites and about 25% use social media. 11% use AI search, which was the first year that option was asked about. A sibling Roofing Contractor article on the same survey reports search engines at 54% instead of 50% and does not disclose a sample size, so the search figure is best read as roughly half.
Reviews and pricing matter at the decision point. 62% call online reviews very or extremely important. 65% are more likely to call a roofer that shows pricing on its website. A search summary of the 2025 edition of the survey put that pricing figure at 78%, so the appeal may be falling, but it remains a majority. 66% seek three quotes, which means you will usually be compared head to head.
Speed is part of the comparison. 39% expect a response within one day and 56% within one to two days. 58% expect a site visit within one to two days. If you quote on a three-day lag, you are slower than most homeowners expect.
| Finding | Share of homeowners |
|---|---|
Follow a recommendation from a neighbor, friend or family member | 74% |
Contact a roofer they've used before | 62% |
Use internet search engines | 50% (a sibling article reports 54%) |
Use home-services websites | About 25% |
Use social media | About 25% |
Use AI search (first year asked) | 11% |
Call online reviews "very" or "extremely" important | 62% |
More likely to call a roofer that shows pricing on its website | 65% (a search summary of the 2025 edition reported 78%) |
Seek three quotes | 66% |
Expect a response within one day | 39% |
Expect a response within one to two days | 56% |
Expect a site visit within one to two days | 58% |
Source: Roofing Contractor, 'The Homeowner's Roofing Journey in 2026' (https://www.roofingcontractor.com/articles/102121-the-homeowners-roofing-journey-in-2026). Fielded summer 2025, completed Oct 2025. Respondents: mean age 58, 76% male, over 50% with household income of $150,000 or more.
BrightLocal's Local Consumer Review Survey 2026 (published Feb 11, 2026; 1,002 US adults surveyed on SurveyMonkey) gives the clearest thresholds. 97% of consumers read reviews for local businesses. 68% require at least 4 stars, and 31% require 4.5 or higher. 47% won't use a business with fewer than 20 reviews. 74% prioritize reviews from the last three months, so a steady flow matters more than a pile of old ones. 81% expect a response within one week.
Where people read reviews is shifting. Google is used for reviews by 71% of consumers, down from 83% in 2025. Use of ChatGPT and similar AI tools for reviews is 45%, up from 6%. BrightLocal also reports 40% who trust AI recommendations. That is a different question from platform usage, so the 45% and 40% figures don't conflict.
Asking works. 78% of consumers were asked for a review, and 65% of those complied. A review request after every finished job is one of the cheapest things on this page, as long as you follow Google's and the FTC's rules on incentives, covered below.
| Finding | Result |
|---|---|
Read reviews for local businesses | 97% |
Google ranks local results on relevance, distance and prominence. It says more reviews and positive ratings can help local ranking, and it states plainly that there is no way to request or pay for a better local ranking on Google. That removes one common sales pitch: nobody can legitimately buy you a higher spot in the local pack. Reviews, accurate information and the right categories are the levers you control.
Roofers who work only at customers' homes are service-area businesses. Google's guidance is to remove your address from the profile if you don't serve customers at your business address. You can set up to 20 service areas, and edits may take up to 48 hours to show. Google says your overall service area shouldn't extend farther than about 2 hours of driving time from where the business is based.
Profile details are policed. The business name must match your real-world branding. Marketing taglines, phone numbers, URLs and similar additions are not allowed. P.O. boxes and remote mailboxes are not acceptable addresses. Google also advises choosing as few categories as possible. Stuffing a keyword into the name or listing a mailbox address are common ways to put a profile at risk, and both run against these rules.
Google's generative-AI optimization guide says Business Profiles can help products and services be visible in both AI responses and other Google Search results. A complete, accurate profile therefore does double duty.
Google tells businesses to ask customers for reviews, using a link or QR code, and to reply to reviews. Its policy is also firm on incentives: offering free or discounted goods or services in exchange for customers posting reviews, changing reviews, or removing negative reviews is considered fake and misleading content and is strictly prohibited. The Maps policy adds that merchants can solicit or encourage content that represents a genuine experience, without offering incentives. It also bars reviews based on a conflict of interest, including from employees, and bars asking that specific content be included.
In practice, a program like '$100 for a 5-star review' or 'gift card for a Google review' breaks Google's rules. A referral reward for a signed job is a different thing from a payment for a review, since the reward attaches to the job, not to the content of a review.
The FTC's Consumer Reviews and Testimonials Rule took effect Oct 21, 2024. It bans compensation conditioned on writing reviews that express a particular sentiment. It also bars suppressing reviews through false accusations, threats or intimidation. A general request sent to all recent customers is typically fine even if some of them are employees. The FTC's page does not state a penalty figure, though law-firm summaries cite $53,088 per violation.
Local Services Ads (LSA) are Google's pay-per-lead ads, and roofing is on the eligible list. Google says you only pay when potential customers get in touch through your ads, and you set your own monthly budget and can change it. Every business must pass screening and verification, and the ad carries a Google Verified badge.
For roofing in the US, Google's verification page lists a business check, an owner check, general liability insurance, professional liability insurance, and state-level business and owner licenses. Google says the process takes 3–4 weeks on average. That timeline is the reason to apply before storm season, not during it. Google's page gives no insurance dollar minimum. Some third-party sites claim a requirement of $1 million with Google as additional insured, but that is not stated on Google's page, so confirm your requirements directly in the application.
Google publishes no price list for LSA leads. Pricing is set by auction and varies by market. The published estimates conflict widely, which is itself the finding: expect a wide range and measure your own.
| Source | Figure | Basis |
|---|---|---|
99 Calls LSA estimator (Oct 2026) |
Google's helpful-content guidance (last updated Dec 10, 2025) says content should be created to benefit people. It uses a Who/How/Why test and says trust is most important. For a roofer, that points toward pages that show who you are, how you work, and what jobs cost, rather than pages written to catch search terms.
The spam policies (last updated 2026-08-28) matter for a common roofing tactic. They define doorway abuse as having multiple domain names or pages targeted at specific regions or cities that funnel users to one page. They also cover scaled content abuse, which includes using generative AI tools to generate many pages without adding value. A site with dozens of near-identical 'roof repair in [city]' pages fits that description. A page for a city you genuinely serve, with real jobs, photos and local detail, is a different matter.
On AI Overviews and AI Mode (page last updated 2025-12-10), Google says there are no additional requirements to appear and no special optimizations necessary. A page must be indexed and eligible for a snippet. Google's generative-AI optimization guide (last updated 2026-07-10, announced May 15, 2026) adds that Google Search ignores new machine-readable files such as llms.txt, that there is no special schema.org markup to add, that chunking content is not required, and that a high page count doesn't make a site better. Paying for 'AI SEO' files or markup is not supported by Google's guidance.
LocalBusiness structured data is optional for appearing in Search. If you add it, name and address are the required properties (guidance last updated Sept 8, 2024).
The figures below come from agencies, software vendors and one government price notice. Most are uncited or drawn from the vendor's own accounts. They show the order of magnitude, not a price you can count on in your market.
Paid search is the best-documented. WordStream's 2026 Google Ads Benchmarks (last updated May 19, 2026; 13,000+ search campaigns across 23 industries, April 2025 to March 2026) put Home & Home Improvement, which is not roofing-specific, at a 6.47% click-through rate, $8.33 cost per click, 8.05% conversion rate and $90.92 cost per lead. The roofing agency 99 Calls reports far higher numbers for roofing search ads: 105 advertisers, $1.75M in spend and 7,500+ conversions from Jan 2024 to mid-June 2026. Its cost per lead was $206 in 2024, $256 in 2025 and $253 in 2026, and its cost per click was $27.94, $26.98 and $25.65. By job type, cost per lead ranges from $200 for repair to $285 for inspection/estimate, and cost per click runs $36.58 for repair and $23.29 for storm. The page's headline says '$235 to $310' for 2026, which doesn't match its own $253 table figure.
Shared marketplaces such as Angi, HomeAdvisor and Thumbtack are quoted at $25–$200 per lead by 99 Calls (updated Jul 22, 2026). Third-party sites say Angi leads are shared by 3–8 contractors and that membership is around $300 per year, but those claims are not confirmed on Angi's own pages. Exclusive-lead vendors are quoted at $40–$550 per lead on the same 99 Calls page.
Roofr's figures, which cite no sources, are search ads at $40–$100 per lead, Facebook at $20–$60, a referral bonus of $100–$200 per closed job, Nextdoor at $2–$5 per click, and yard signs at $5–$10 each.
Direct mail has one hard number. USPS Every Door Direct Mail (EDDM) Retail postage is $0.260 per piece for flats up to 3.3 oz, per Notice 123 effective July 12, 2026. A mail-vendor blog puts the all-in cost at $0.36–$0.48 per piece and calls a 1–2.5% response rate 'good' for EDDM, with under 0.5% 'common' for blanket mail. Those response rates are vendor claims.
A lead price tells you little until you know how many leads become signed jobs. 99 Calls' own worked example uses a $190 average cost per lead. At a 40% close rate that is $475 per closed job. At a 20% close rate it is $950. The same ad spend can look cheap or expensive depending on how well you answer, quote and follow up.
Close-rate figures are secondary and not backed by a verifiable survey. One industry blog (summarized from search results) puts the average at 20–25%, with about 27% for the largest US roofers. By lead source, the same summary gives storm referrals 45–60%, customer referrals 35–50%, paid inbound 20–30% and third-party leads 10–15%. Roofr says referrals close at '3–5x' the rate of cold digital leads, and AccuLynx attributes the same claim to a loyalty-software vendor. Use these as a reason to track your own close rate by source, not as targets.
Tracking is the unglamorous part. Roofr's guide points to call tracking (CallRail), UTM tags and a CRM as the tools to tie each lead source to a signed contract. Without that, you are comparing channels on lead price alone.
| Cost per lead | Close rate | Cost per closed job |
|---|---|---|
$190 |
No roofing-specific survey with a stated sample gives a marketing-budget percentage. The ranges in circulation are agency and vendor opinion, and they agree loosely: somewhere between 5% and 12% of revenue, with smaller companies at the higher end.
The claim that the SBA recommends 7–8% of revenue for businesses under $5M circulates widely, for example on a Chron small-business page, but no SBA page that says it has been found. Treat it as an agency rule of thumb.
Agency retainers are priced separately from ad spend. SEO retainers are quoted at $750 to $7,500+ per month, with most at $1,500–$5,000. Full-service agency fees are quoted at $2,500–$8,000 per month. These come from agency blogs and are not audited. Thrive's 'best roofing marketing companies' list discloses no agency pricing and ranks its own publisher first, so it is not a price guide.
| Publisher | Date | Recommendation | Basis |
|---|---|---|---|
ProLine | Sept 10, 2025 |
Review practices are covered above: no incentives for reviews under Google's policy, and no compensation tied to a particular sentiment under the FTC rule in effect since Oct 21, 2024.
Insurance-claim marketing is state-regulated, and the best-documented example is Texas. The Texas Department of Insurance (page last updated 3/24/2025) says it is illegal for a contractor to offer to waive, rebate or absorb a policyholder's deductible. Contracts of $1,000 or more involving insurance settlements must carry a notice that the policyholder must pay the deductible. A contractor can't act as a public adjuster on a job they are also doing. Websites count as advertisements, and banned claims include promising to recover 'every dime you are owed.' Rules in other states differ and haven't been checked here, so don't assume the Texas rules apply where you work. Check your state insurance department before running any storm or deductible messaging.
Roofing owners also run into the '25% rule,' which shows up as a common search question. As summarized by a law firm and a contractor association, if more than 25% of a roof is replaced, repaired or recovered within 12 months, the whole roof section must meet current code. It is cited as IBC §1511.3 and IRC §R908.3, and it varies by the code your jurisdiction has adopted. Confirm with your local building department before you describe it to a customer.
The Bureau of Labor Statistics Occupational Outlook Handbook (page last modified Aug 27, 2026) counts 166,900 roofer jobs in 2025, with median pay of $55,440 and 5% projected growth for 2025–2035. About 20% of roofers are self-employed. No Census count of roofing contractor establishments was found, so the number of competing firms in your market has to come from your own local look-up.
In the search results for 'roofing company marketing' on Oct 1, 2026 (a single query from one location, so yours may differ), an AI Overview sat at the top. It recommended Local Services Ads, a Google Business Profile and a referral program, cited Roofr and Reddit, and repeated '5% to 10% of gross revenue' and a '25% to 40% close rate.' Four sponsored results followed from 8020iq.com, apex.blue, directplacement.co and marketingpracticality.com. Organic results ran: Reddit r/RoofingSales, Roofr, MBCI (Apr 23, 2025), AccuLynx ('92 Roofing Marketing Ideas'), Thrive ('12 Best Roofing Marketing Companies in 2026', Jan 21, 2026), Teamshares (Mar 27, 2024) and Nextdoor (Apr 23, 2025). Common related questions were 'What is the best marketing for a roofing company?', 'What is the 25% rule in roofing?', 'What are the current trends in the roofing industry?' and 'How to advertise as a roofer?'
Roofr's guide runs about 2,200 words with no visible date. It covers Local Services Ads, search ads, Facebook, Nextdoor, Business Profile, referrals, yard signs, door knocking, example budgets for $500K and $1M companies, and tracking with CallRail, UTM tags and a CRM. It gives about 18 figures, none with a source. It leaves out cost per signed job, legal and compliance (review rules, door-to-door, deductibles), Business Profile suspension risks and LSA document requirements. Roofr sells an instant-estimator product and the page promotes it.
MBCI, a metal-panel supplier (Apr 23, 2025), covers brand, websites, SEO, email, social and traditional media, with uncited statistics such as '10,000 brand messages daily.' It does not cover budget, costs, LSA, reviews or attribution. AccuLynx (undated) lists 92 ideas with a few cited statistics, and skips budget percentages, costs, LSA, review compliance and legal. Nextdoor's guide (Apr 23, 2025) covers website, Business Profile, social, Nextdoor ads and referrals, with no statistics or prices and no mention of LSA. Thrive's list is an agency ranking that places its publisher first (97/100), discloses no pricing and says no agency paid for placement.
Across these pages, almost none gives a sourced cost per signed job. None explains LSA verification or Google's review policies in detail, and none addresses Google's doorway and scaled-content policies, even though the results are full of idea lists and agency listicles. Several are undated or old. The homeowner-survey data from Roofing Contractor and BrightLocal goes unused. Those gaps are where a roofer reading carefully can get ahead: verified profile details, a review routine that stays inside the rules, and cost tracked to the signed contract.
Google publishes no Local Services Ads price per lead and no roofing cost-per-click benchmark. Angi and Thumbtack lead prices were not verified on their own sites. The 99 Calls figures come from its own client accounts: 12 campaigns for LSA and 105 advertisers for search. They are not a national sample.
There is no roofing-specific marketing-spend survey with a stated sample, so budget percentages are opinion. There is no primary source for the claim that Google requires $1M in insurance with Google as additional insured. Storm-response legality outside Texas, state license rules and financing were not assessed. Treat every cost on this page as a starting estimate to be replaced by your own tracked numbers.
Practical playbook
If you work only at customers' homes, remove your address from the profile and set your service areas (up to 20, within about 2 hours' drive of your base). Use your legal business name exactly as branded, with no keywords, taglines, phone numbers or URLs added. Choose as few categories as possible. Allow up to 48 hours for edits to show. Why it works: Google ranks local results on relevance, distance and prominence, and says no one can pay for a better local ranking. Its guidance also says Business Profiles can help visibility in AI responses as well as regular results. Naming and address rules are policy, so breaking them risks the profile.
After each finished job, send a review link or QR code to the customer. Reply to reviews, including negative ones, within a week. Aim to build past 20 reviews with a rating of at least 4.5 stars, and keep new ones arriving so recent reviews are fresh. Why it works: In BrightLocal's 2026 survey, 78% of consumers were asked for a review and 65% of those complied. 68% require 4+ stars, 47% skip businesses with fewer than 20 reviews, 74% prioritize reviews from the last three months and 81% expect a response within a week. Google also tells businesses to ask and reply.
Do not offer discounts, gift cards or cash for Google reviews, and do not ask for specific wording or a particular star rating. Send the same general request to all recent customers. If you run a referral reward, tie it to a signed job, not to a review. Why it works: Google calls incentivized reviews fake and misleading content, strictly prohibited. The FTC rule in effect since Oct 21, 2024 bans compensation conditioned on reviews expressing a particular sentiment. A general request to all recent customers is typically fine.
Gather the business and owner checks, general liability and professional liability insurance, and state business and owner licenses that Google lists for US roofing. Submit early, confirm your insurance requirements inside the application, and set a monthly budget you can change as you learn your lead cost. Why it works: Google says verification averages 3–4 weeks, and you only pay when potential customers get in touch. Lead costs are set by auction and published estimates range from $25 to about $150 per lead, so a capped monthly budget lets you learn your real cost before committing more.
Put price ranges or a clear pricing explanation on your site, such as typical cost ranges by roof type and what moves the price. Make the quote request easy to find. Why it works: 65% of homeowners in the Roofing Contractor survey are more likely to call a roofer that shows pricing on its website, and 66% seek three quotes, so you are being compared. The figure was reported at 78% in the 2025 edition, so the effect may be shrinking but remains a majority.
Set an internal target to reply to every inquiry within one day and to book the site visit within one to two days. Track the time from lead to first response in your CRM. Why it works: 39% of homeowners expect a response within one day and 56% within one to two days, and 58% expect a site visit in that window. Speed is part of how a roofer is compared when the homeowner is collecting three quotes.
Use call tracking, UTM tags and a CRM to tie every lead to a signed contract. Each month, divide spend by signed jobs for each channel: LSA, search ads, marketplaces, mail, referrals. Compare channels on that number only. Why it works: A $190 lead costs $475 per closed job at a 40% close rate and $950 at 20%, per a 99 Calls example. Reported close rates differ widely by source (for example storm referrals 45–60% versus third-party leads 10–15% in one industry summary), so the cheaper lead is not always the cheaper job.
Build a page for a city only if you actually work there and can add real jobs, photos and local detail. Don't pay for llms.txt files, special schema or content chunking to win AI answers. Why it works: Google's spam policies name multiple city-targeted pages that funnel users to one page as doorway abuse, and generating many pages without adding value as scaled content abuse. Google also says Search ignores llms.txt-style files, no special schema is needed and a high page count doesn't make a site better.
Price a small Every Door Direct Mail run, at $0.260 per piece postage plus printing and design. Use a dedicated tracking phone number or URL on the piece so you can count signed jobs from it. Why it works: Postage is a published USPS price as of July 12, 2026, which makes the cost easy to forecast. Response rates of 1–2.5% for EDDM are a vendor claim, so the only way to know whether it pays is to count your own signed jobs against the mail cost.
Read your state insurance department's guidance on contractors and claims before publishing storm or deductible advertising. Never promise to waive or absorb a deductible, and avoid claims like recovering 'every dime you are owed.' Why it works: Texas makes it illegal to offer to waive, rebate or absorb a deductible, requires a deductible notice on insurance-settlement contracts of $1,000 or more, and treats websites as advertisements. Other states' rules may differ, so verify yours rather than assuming Texas rules apply.
Ask finished customers and past customers for referrals, and consider a referral reward paid on a signed job. Record the referral source in your CRM so you can compare its close rate to paid leads. Why it works: 74% of homeowners follow a recommendation from a neighbor, friend or family member, and 62% contact a roofer they have used before. Industry summaries put customer referral close rates at 35–50%, though those figures are not backed by a verifiable survey.
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Use Google for reviews | 71% (83% in 2025) |
Use ChatGPT and similar AI tools for reviews | 45% (6% in 2025) |
Trust AI recommendations | 40% (a separate question from usage) |
Require at least 4 stars | 68% |
Require 4.5 stars or higher | 31% |
Won't use a business with fewer than 20 reviews | 47% |
Prioritize reviews from the last three months | 74% |
Expect a response to a review within one week | 81% |
Were asked for a review | 78% |
Of those asked, left a review | 65% |
Source: BrightLocal, published Feb 11, 2026, 1,002 US adults (https://www.brightlocal.com/research/local-consumer-review-survey/). General local-business survey, not roofing-specific.
Average $141.49; median $130.70; 10th–90th percentile $84.65–$150.72
12 client campaigns, last 3 months |
99 Calls, earlier snapshot (Sept 2026) | Average $151.07; median $123.13 | Same source |
Roofr | $25–$75 per lead | No source cited |
Agency post (summary) | $60–$130 | Underlying page not reviewed |
Sources: https://99calls.com/LSA-Cost-Estimator/roofing-contractor and https://roofr.com/blog/marketing-101-promoting-your-roofing-company-online. Google publishes no LSA price per lead. 99 Calls figures come from its own 12 client campaigns, not a national sample.
| Channel | Figure | Who published it and caveats |
|---|
Google search ads, Home & Home Improvement (not roofing-specific) | CTR 6.47%; CPC $8.33; conversion rate 8.05%; cost per lead $90.92 | WordStream 2026 Google Ads Benchmarks, last updated May 19, 2026; 13,000+ campaigns, 23 industries, Apr 2025–Mar 2026 |
Google search ads, roofing | CPL $206 (2024), $256 (2025), $253 (2026); CPC $27.94, $26.98, $25.65 | 99 Calls (agency): 105 advertisers, $1.75M spend, 7,500+ conversions, Jan 2024–mid-June 2026. Headline on the page says $235–$310 for 2026, which does not match its own table |
Google search ads by job type | CPL $200 (repair) to $285 (inspection/estimate); CPC $36.58 (repair), $23.29 (storm) | 99 Calls, same data |
Shared marketplaces (Angi, HomeAdvisor, Thumbtack) | $25–$200 per lead | 99 Calls, updated Jul 22, 2026. Angi and Thumbtack prices not verified on their own sites |
Exclusive-lead vendors | $40–$550 per lead | 99 Calls, same page |
Search ads (Roofr) | $40–$100 per lead | Roofr; no source cited |
Facebook (Roofr) | $20–$60 per lead | Roofr; no source cited |
Nextdoor (Roofr) | $2–$5 per click | Roofr; no source cited |
Referral bonus (Roofr) | $100–$200 per closed job | Roofr; no source cited |
Yard signs (Roofr) | $5–$10 each | Roofr; no source cited |
USPS EDDM Retail postage | $0.260 per piece (flats up to 3.3 oz) | USPS Notice 123, effective July 12, 2026 |
EDDM all-in cost | $0.36–$0.48 per piece | Mail-vendor blog; vendor claim |
Sources: https://www.wordstream.com/blog/2026-google-ads-benchmarks, https://99calls.com/blog/google-ads-lead-costs-roofing-contractors, https://99calls.com/blog/roofing-lead-generation-costs-in-2026, https://roofr.com/blog/marketing-101-promoting-your-roofing-company-online, https://pe.usps.com/text/dmm300/Notice123.htm, https://www.blog.reworked.ai/roofing-direct-mail-response-rates/. Mostly vendor and agency figures. Google publishes no roofing CPC benchmark.
40%
$475 |
$190 | 20% | $950 |
Source: 99 Calls worked example (https://99calls.com/blog/roofing-lead-generation-costs-in-2026), updated Jul 22, 2026. Vendor example, not a national average.
| Source of lead | Reported close rate |
|---|---|
Average roofer | 20–25% |
Largest US roofers | About 27% |
Storm referrals | 45–60% |
Customer referrals | 35–50% |
Paid inbound | 20–30% |
Third-party leads | 10–15% |
Summary of a subcontractorhub.com post (https://www.subcontractorhub.com/blog/roofing-sales-close-rate). No verifiable survey basis; treat as rough.
7–8% for contractors under $5M; 10–12% for large ones |
Cites no roofing survey |
StructureM | Jan 8, 2026 | 5–10% overall; under $1M revenue: 10%+; $1M–$5M: 7–10%; over $5M: 5–8% | Cites no external data |
Roofr | No date | 5–10% | Uncited |
Widely repeated SBA claim | n/a | 7–8% for businesses under $5M | No SBA page found that says this |
Sources: https://useproline.com/how-much-do-roofers-spend-on-marketing-2025/, https://www.structurem.com/blog/how-much-should-a-roofing-company-spend-on-marketing-in-2026/, https://roofr.com/blog/marketing-101-promoting-your-roofing-company-online, https://smallbusiness.chron.com/percentage-gross-revenue-should-used-marketing-advertising-55928.html.
| Service | Reported monthly price | Source |
|---|---|---|
SEO retainer | $750 to $7,500+; most $1,500–$5,000 | builtrightdigital.com |
Full-service marketing agency (excluding ad spend) | $2,500–$8,000 | inshalytics.com |
Agency blogs, not audited. Sources: https://builtrightdigital.com/roofing-seo-cost/ and https://inshalytics.com/blogs/roofing-marketing-agency-cost.
Vendor pages change. Figures are as published on the capture date; confirm before deciding.