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Benchmarks and decision guides for roofing lead cost, cost per booked job, shared leads, exclusive leads, and contractor marketing ROI.
Help contractors compare paid leads, owned website inquiries, cost per lead, and cost per booked appointment.
Use this table to compare paid lead channels against owned website conversion opportunities.
| Channel | Typical Cost Model | Lead Ownership | Primary Risk |
|---|---|---|---|
| Google Ads | $120-$250 per roofing lead in competitive markets | Owned after capture | Cost rises quickly when landing pages underperform |
| Angi / HomeAdvisor | $25-$80 shared lead | Shared with multiple contractors | Speed-to-lead pressure and duplicate competition |
| Google Local Services Ads | $15-$80 per lead | Owned after contact | Limited inventory and category competition |
| Website quote widget | Traffic source plus conversion system economics | Owned first-party inquiry | Requires enough qualified website traffic |
GeoQuote pages should push contractors to judge marketing by booked appointments, not raw form submissions.
| Metric | What It Measures | Why It Matters |
|---|---|---|
| Cost per lead | Spend divided by inquiries | Can look cheap even when leads are low intent |
| Cost per qualified lead | Spend divided by serviceable, reachable prospects | Filters out bad geography, fake numbers, and wrong project type |
| Cost per booked job opportunity | Spend divided by scheduled sales opportunities | Closer to actual revenue pipeline quality |
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