Vendor-published 2026 figures: roughly $25 to $200 per shared lead and $40 to $550 per exclusive lead. Neither number tells you anything on its own. The number that decides whether the spend worked is cost per job sold, and this page shows the math that gets you there.
The most citable figures come from 99 Calls' 2026 roofing cost guide, a vendor document that names competitors and prices. Shared leads from Angi, HomeAdvisor, and Thumbtack: roughly $25 to $200 per lead. Exclusive leads from Service Direct, 99 Calls, and 33 Mile Radius: roughly $40 to $550 per lead. Per-vendor, the same guide reports Angi at about $15 to $85, HomeAdvisor at about $75 to $110 in many markets, and Thumbtack from about $10 to over $100.
Prices move with market, season, and job type. A storm-season replacement inquiry in a competitive metro costs multiples of a spring repair lead in a small town, from any vendor. Which is exactly why the sticker price is the wrong place to stop.
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Request a Discovery Call →"Cost per lead is irrelevant. What matters is cost per job sold," says Juan Colicchio, founder of LGG Media, which runs Google Ads for a roofing company and for private-equity-owned roofing groups. The math is one division: lead price divided by your close rate on that lead source.
A $60 shared lead you close at 10 percent costs $600 per sold job, plus the sales hours burned on the nine homeowners who booked with whoever dialed fastest. A $250 exclusive lead you close at 40 percent costs $625 per sold job with a quarter of the chasing. Same neighborhood of cost, completely different operation. Run the division on your own CRM numbers before believing anyone's price sheet, including this one.
The roofing groups LGG manages hold every channel to a minimum 10 to 1 return: revenue from jobs sold against ad spend. On a $20,000 replacement, the maximum acceptable acquisition cost is $2,000. On a $9,000 repair, it is $900. That ceiling applies to lead vendors exactly as it applies to owned campaigns: if the jobs a vendor's leads produce do not return 10 dollars per dollar spent, the vendor goes.
The ceiling is enforceable on an owned account because the sold job and its value flow back into bidding through offline conversion import, and Target ROAS bidding holds spend to the ratio automatically. A vendor relationship has no such mechanism, so you enforce it manually, quarterly, in your CRM.
Free roofing leads exist: referrals, past customers, neighbors of active jobs, and organic search once it ranks. They are the cheapest jobs you will ever sell and they do not scale on demand. When a crew opens up in March, your referral network does not know that.
Vendor offers of free leads are usually trial batches of the same shared inventory, priced at zero to start the relationship. Run them through the same division as paid leads: time spent per sold job is still a cost, even when the invoice reads zero.
Juan Colicchio's threshold: a contractor who can dedicate at least $500 per day to Google Search should build their own lead generation instead of buying. At that spend, the account accumulates enough conversion data for value-based bidding to work, every lead is exclusive by construction, and the asset compounds instead of renting.
Below the threshold, buy honestly: demand a written credit policy, track close rate by source, and hold every vendor to the 10 to 1 ceiling.
Exclusive vs shared roofing leads → · Value-based bidding: thresholds and setup →
Take a $20,000 average job and the 10 to 1 rule, so at most $2,000 of lead cost per sold roof. Now test three published price points against your close rate.
$2,000 buys 26 leads. You need to close about 1 in 26, a 3.8 percent close rate, just to break even on the ceiling. Sounds easy, until four competitors are dialing the same homeowner and your contact rate becomes the bottleneck.
$2,000 buys 10 leads, so the breakeven close rate is 10 percent. At the top of the shared range you are paying exclusive-tier money for a lead that is still being resold. This tier fails the math most often.
$2,000 buys 3.6 leads, so you need to close about 28 percent. That is a real bar, and exclusive leads are the only tier where close rates like that are common, because nobody else is calling.
On an owned account there is no per-lead sticker at all. Target ROAS holds spend to the ratio directly: the algorithm buys whatever mix of clicks produces $10 of sold jobs per $1 of spend, and the arithmetic above becomes its job, not yours.
Vendor-published figures run roughly $25 to $200 for shared leads and $40 to $550 for exclusive leads, varying by market, season, and job type. Per-vendor reported ranges: Angi about $15 to $85, HomeAdvisor about $75 to $110, Thumbtack about $10 to over $100.
The operator standard on LGG's roofing accounts is a minimum 10 to 1 return: at most $2,000 of acquisition cost on a $20,000 job. Compute your own ceiling as one tenth of your average job value, then divide any lead price by your close rate to see whether a source clears it.
Only if the division says so. Cheap usually means shared, and shared means lower close rates and a speed-to-dial race. A $60 lead closed at 10 percent costs more per sold job than a $250 exclusive lead closed at 40 percent. Price per lead is a distraction; price per sold job is the answer.
Answer faster, follow up on every estimate, and measure close rate by source so budget moves toward what converts. If you can dedicate $500 per day to Google Search, the bigger lever is owning the campaigns and bidding on jobs sold, which removes the vendor margin entirely.
Pricing figures: 99 Calls, Roofing Lead Generation Costs in 2026 (published February 2, 2026, updated July 22, 2026), retrieved September 2026. Platform mechanics: Google Ads Help, About offline conversion imports and About Target ROAS bidding. The 10 to 1 rule and the $500-per-day threshold are operator guidance from LGG Media's active roofing accounts and are labeled as such.
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