"How much do roofing leads cost?" is the wrong question. The right question is: how much does a roofing customer cost? A $40 lead you never close is infinitely expensive. A $5 lead that turns into a $12,000 job is basically free.
Here's what roofing leads actually cost by source in 2026 — and how to think about the math.
Lead marketplaces: $40–$110 per lead
HomeAdvisor, Angi, and Thumbtack dominate the paid-lead market. Typical roofing lead prices:
| Marketplace | Typical cost per lead | Shared with |
|---|---|---|
| HomeAdvisor / Angi | $50–$110 | 4–5 contractors |
| Thumbtack | $40–$80 | 3–5 contractors |
| CraftJack | $40–$70 | 3–4 contractors |
The hidden cost: you're racing 4 other roofers to call first. Homeowners get bombarded, price-shop aggressively, and ghost. Typical close rates on shared leads run 10–20%.
Real customer cost: $75/lead ÷ 15% close rate = $500 per customer.
Google Ads: $30–$80 per click
Roofing keywords are among the most expensive in local search. "Roof replacement near me" can cost $30–$80 per click — not per lead, per click. With a 10% landing-page conversion rate, you're looking at $300–$800 per lead before you even pick up the phone.
Canvassing: $10–$25 per lead (plus your time)
Door-to-door costs almost nothing in materials — just your time or a canvasser's hourly pay. A good canvasser generates 3–5 qualified leads per day at $15–$20/hour. That's roughly $30–$50 per day in labor for 4 leads, or about $10 per lead. The catch: it's slow, weather-dependent, and most contractors hate managing it.
Referrals: $0–$50 per lead
Referral leads are the cheapest and highest-converting leads in roofing — close rates of 30–50% are common. The cost is whatever you spend on a referral program or thank-you gifts. Every contractor should have a systematic referral ask after every job.
AI-powered prospecting: $1–$5 per lead
The newest category. Instead of buying leads from a marketplace, software scans aerial imagery across a ZIP code, identifies roofs showing visible signs of wear, and gives you the addresses. You pay a flat subscription — typically $50–$100/month — and generate dozens of exclusive leads.
Real customer cost: $99/month ÷ 40 leads ÷ 20% close rate = ~$12 per customer. And the leads are exclusive to you.
That's Roof Rover's Pro plan — $99.99/month for exclusive, AI-found roofing leads. Compare that to $500/customer on shared marketplace leads and the choice is obvious.
Stop paying $75 for shared leads
Roof Rover finds exclusive roofing opportunities for $1–$2 per lead. Try a free ZIP scan.
Scan My ZIP Free →The bottom line
Don't compare lead prices — compare customer acquisition cost. A cheap shared lead that doesn't close is the most expensive lead of all. The contractors winning in 2026 are the ones finding exclusive opportunities before their competitors even know the roof needs work.