Google search
Published medianNational
$228.15
Median cost per lead. LocaliQ reports medians and calls them averages. About 80–85% of the spend behind this study is Google; the rest is Microsoft.
Can I afford this?Sample data. Advertisers on this site are invented. Lead-cost figures cite published research and are marked when they are estimates. A live Meta Ad Library import is not connected.
Roofing clicks are expensive because the job is expensive and a lot of shops bid the same storm. A free inspection that has been buying ads since last spring tells you more than a discount that launched on Monday. Read days running first, then the offer.
Separate storm repairs from full replacements before you copy a cost-per-lead number. The LocaliQ median is a blended search lead. An insurance-help lead and a $1,000-off replacement lead do not close the same, and they should not share a budget. If you buy shared marketplace leads, divide the sticker price by your real close rate before you call it cheap.
What can I afford for a roofing lead? · Roofing ads in the sample file
| Channel | National | What the number is |
|---|---|---|
| Google search | $228.15 | Published median Median cost per lead. LocaliQ reports medians and calls them averages. About 80–85% of the spend behind this study is Google; the rest is Microsoft. |
| Meta | $72.40 | Estimate Estimate. WordStream’s Home & Home Improvement leads median is $41.26 and is not split by trade. This cell starts there and scales halfway toward how far Roofing & gutters ($228.15) sits from the $90.92 home-services search median. Unrounded: $72.40. |
| Angi | $25–$120 | Reported range, not a rate card Angi does not publish a rate card. Lead Gen Economy reports $25–$60. 7ten Marketing reports $50–$120 from contractors. The band is the envelope of those two reports. Leads are usually shared. |
| Thumbtack | $50–$150 | Outside observation Thumbtack does not publish prices. Skillmammoth’s October 2026 note says observed roofing leads run $50–$150 or more. The high end is open. Your Pro app is the price that matters. |
National
$228.15
Median cost per lead. LocaliQ reports medians and calls them averages. About 80–85% of the spend behind this study is Google; the rest is Microsoft.
Can I afford this?National
$72.40
Estimate. WordStream’s Home & Home Improvement leads median is $41.26 and is not split by trade. This cell starts there and scales halfway toward how far Roofing & gutters ($228.15) sits from the $90.92 home-services search median. Unrounded: $72.40.
Can I afford this?National
$25–$120
Angi does not publish a rate card. Lead Gen Economy reports $25–$60. 7ten Marketing reports $50–$120 from contractors. The band is the envelope of those two reports. Leads are usually shared.
Can I afford this?National
$50–$150
Thumbtack does not publish prices. Skillmammoth’s October 2026 note says observed roofing leads run $50–$150 or more. The high end is open. Your Pro app is the price that matters.
Can I afford this?Each city page multiplies the national figure by a TradeAdWatch planning factor. That column is an estimate, including when the national number is a published median.
Which offers are still running, and whether the lead-cost anchors moved. Written for an owner or the person who buys their ads.