High job value.
A full roof replacement can be worth many thousands of dollars, so many companies bid for the same searches.
Guide · Roofing
How much should a roofing lead cost in 2026?
Average cost per lead$90.92Google Ads, Home & Home Improvement, 2026
Average cost per click$8.33Second highest of 23 industries
The short answer
WordStream's latest benchmark puts the median Google Ads lead for home improvement at about $91, and roofing leads often cost more because clicks are expensive. But no single price is right. A lead is only cheap if it turns into a signed job, so the number to track is cost per signed job.
Key takeaways
- Roofing usually sits at the expensive end, because roofing keywords have high click prices in many markets.
- The right mix depends on which channel brings jobs your team actually signs, not on which one has the lowest cost per lead.
- Homeowners often ask more than one company, so a fast first reply matters.
- Without tracking, nobody can say which ad brought a signed job, only which ad brought a form fill or call.
Want us to find your three biggest lead leaks?
Free Growth DiagnosisWhat do roofing and remodeling leads cost right now?
The most useful public numbers come from WordStream and LocaliQ, who study thousands of US Google Ads campaigns each year. Their 2026 report (data from April 2025 to March 2026) shows these medians for the Home & Home Improvement industry:
$8.33Average cost per click (the second highest of 23 industries)
8.05%Conversion rate
$90.92Average cost per lead
Google Ads, Home & Home Improvement: 2026 benchmark
The cost per lead in their 2025 report was the same, $90.92, so treat it as "around $90" rather than an exact 2026 price. For comparison, the average across all industries was $66.69.
Home improvement is a wide group. Roofing usually sits at the expensive end, because roofing keywords have high click prices in many markets. One agency estimate puts roofing on Google at about $350 per lead (WhatConverts, February 2026, quoting WebFX). That is an estimate, not audited data, so use it only as a rough guide.
Why is a roofing lead so expensive?
Local competition.
In storm season or in big metro areas, more roofers bid at the same time, and click prices can rise.
Mixed intent.
Some searchers want a quick repair, some want a free quote, some are only comparing prices. Each type can cost about the same per click.
Wasted clicks.
Search Engine Land reported in May 2026 that nearly 29% of more than 15,000 Google Ads accounts had zero conversions over 90 days. Poor targeting raises the real cost of every lead you do get.
Are Google leads or Facebook leads cheaper?
Facebook leads are usually cheaper. An earlier WordStream report (not the 2026 data) showed a cost per lead of about $41 for home improvement on Facebook lead campaigns, against about $91 on Google.
But the two channels bring different people:
Google: people who are searching right now, for example "roof repair near me". They often want help soon.
Facebook: people who were not searching, but who saw your ad and are interested. They often need more follow-up before they book.
Many roofers and remodelers use both for roofing lead generation. The right mix depends on which channel brings jobs your team actually signs, not on which one has the lowest cost per lead.
Why can a cheap lead cost you more?
Here is a simple example with made-up numbers:
Campaign A
Cost per lead$60
Leads in a month50
Ad spend$3,000
Jobs your team signed1
Cost per signed job$3,000
Campaign B
Cost per lead$150
Leads in a month20
Ad spend$3,000
Jobs your team signed4
Cost per signed job$750
Example with made-up numbers: the cheaper lead can cost more per signed job.
Campaign A looks better if you only watch cost per lead. Campaign B is four times better at what pays the bills: signed jobs.
Where do leads get lost after you pay for them?
Money can also be lost between the ad and the signed job:
Ad
Lead1. No tracking
Reply2. Slow first reply
Follow3. No follow-up list
Signed job
Three common leaks between the ad and the signed job.
1
No link between ads and jobs.
Without tracking, nobody can say which ad brought a signed job, only which ad brought a form fill or call.
2
Slow first reply.
Homeowners often ask more than one company, so a fast first reply matters.
3
No follow-up list.
Leads that do not answer the first call are forgotten, because follow-up depends on memory instead of a clear list.
How do you calculate cost per signed job?
Cost per signed job = marketing spend in a period ÷ jobs signed from that marketing in the same period.
1
Add up your ad spend and marketing fees for the month.
2
Count the jobs your team signed from those leads. A CRM makes this easy, because each lead shows where it came from.
3
Divide. Then compare the result with your average profit per job.
Cost per signed job calculator
Your numbers stay on this page. Nothing is sent. Start values: Campaign B from the example above (made-up numbers).
Cost per lead$150
Leads that become signed jobs20%
Your cost per signed job$750
A simple tool for planning, not a promise of results. Your real numbers come from the jobs your team logs in your CRM.
Read more in our guide What is cost per signed job?
What should you do next?
1
Check whether you can see which ad brought each signed job. If not, start with tracking.
2
Measure how fast your team replies to new leads. If it is not within minutes, look at instant lead replies.
3
Want a second pair of eyes? Book a free Growth Diagnosis. We review your ads, website and follow-up and send you a short written summary of the top leaks.
4
See how we run marketing for roofing companies: ads, landing pages, tracking and fast replies, with your team in charge of the calls and sales.
Common questions
What is a good cost per lead for roofing?+
There is no one good number. It depends on your market, the job type and how many leads your team signs. A higher cost per lead can be fine if those leads sign bigger jobs more often.
Are Facebook leads cheaper than Google leads?+
Usually, yes. Earlier WordStream benchmarks show a lower cost per lead on Facebook for home improvement. But people searching on Google are often ready to act now, so their leads can be worth more.
How do I know if my leads are too expensive?+
Divide your marketing spend by the jobs your team signed from those leads. If that cost per signed job leaves you a healthy profit on the average job, your leads are not too expensive.
Written by the Digital Hark team. We run ads, landing pages, tracking and follow-up systems for US roofers and remodelers. Every benchmark in this guide comes from the public sources below; the examples and calculator start values are labeled.
Sources
- WordStream / LocaliQ, "Google Ads Benchmarks 2026" (data April 2025 – March 2026): wordstream.com
- WordStream / LocaliQ, "Google Ads Benchmarks 2025": wordstream.com
- WordStream, conversion rate benchmarks incl. Facebook lead campaigns: wordstream.com
- Search Engine Land, "Google Ads costs keep rising, but conversion rates improved in 2025" (May 2026): searchengineland.com
- WhatConverts, "Why roofing PPC benchmarks break down without lead quality data" (February 2026, quoting WebFX; agency estimate): whatconverts.com
