How Much Do Roofing Leads Cost in 2026?
Bought roofing leads run about $75 to $110 each when they are shared with other contractors, and $150 to $300 when they are exclusive, per ranges ActiveProspect published in March 2026. Ziwi does not sell leads. We build lead flow you own, with ads management from $297 a month. See roofing marketing.
About 10 roofers a month type this exact question into Google, and another 1,300 a month search for "roofing leads" outright (our September 2026 keyword pull). The honest answer has two halves: what a lead broker charges you today, and what that same money buys if you spend it on visibility you keep. Below are the published marketplace prices with each source named and dated, the arithmetic that turns a lead price into a cost per signed job, and Ziwi's printed prices for the alternative.
What do roofing leads actually cost in 2026?
Published 2026 ranges put a shared roofing lead at roughly $75 to $110 and an exclusive roofing lead at roughly $150 to $300, with the wider market spanning $25 to $550 depending on the vendor, the trade and the metro. Every figure below comes from a named third party on the date shown.
None of them are Ziwi numbers, and none of them are quotes for your market.
| Source and date | Lead type | Published price range |
|---|---|---|
| ActiveProspect, March 2, 2026 | Shared marketplace roofing lead | About $75 to $110 and up |
| ActiveProspect, March 2, 2026 | Exclusive roofing lead | About $150 to $300 and up |
| ActiveProspect, March 2, 2026 | Google Local Services Ads lead | About $25 to $80 and up |
| Fixr, 2026 | Shared high intent lead, 2 to 3 contractors | $80 to $120 |
| Fixr, 2026 | Exclusive high intent lead | $150 to $180 |
| 99Calls, February 2026, updated July 2026 | Shared leads on Angi, HomeAdvisor and Thumbtack | About $25 to $200 |
| 99Calls, February 2026, updated July 2026 | Exclusive leads from lead vendors | About $40 to $550 |
Read those ranges as a snapshot, not a rate card. Lead prices move with storm season, with how many roofers are bidding in your county, and with the job type behind the lead. A full replacement request in a hail market is priced nothing like a leak repair in a quiet suburb, and most vendors quote you a number only after you talk to sales.
Why is the same roofing lead sold to four contractors?
Because that is the marketplace business model: one homeowner form fill can be sold several times, so shared leads are priced lower per lead and exclusive leads cost two to three times more. The homeowner who fills in one form has already agreed to hear from multiple companies, which is why the phone call you make is rarely the first one they took.
- 01
Shared lead. Sold to several roofers at once. Cheapest per lead, most price shopping, fastest caller usually wins.
- 02
Exclusive lead. Sold to you only. Two to three times the price, and you still pay whether or not the homeowner answers.
- 03
Aged lead. Resold weeks or months later at a discount. Cheap for a reason.
- 04
Your own lead. Comes from your map listing, your reviews, your site or your ad account. Costs you time or ad spend, not a per lead fee, and nobody else receives it.
Make your own ads with AI
Twelve pages: six copy-paste prompts for Facebook, Instagram and Google Search ads plus the ad image, printed next to the exact copy and pictures they produced.
Read the guideWhat does a bought lead cost per signed job?
Divide the lead price by your close rate and the number stops looking cheap.
At a $75 shared lead and one signed job in every ten leads, each job costs $750 in lead fees before a single crew hour. Below is the arithmetic at common price points. Fill in your own close rate, because that is the only variable you control.
| Lead price | 1 job in every 10 leads | 1 job in every 5 leads | 1 job in every 3 leads |
|---|---|---|---|
| $75 | $750 per signed job | $375 per signed job | $225 per signed job |
| $110 | $1,100 per signed job | $550 per signed job | $330 per signed job |
| $150 | $1,500 per signed job | $750 per signed job | $450 per signed job |
| $300 | $3,000 per signed job | $1,500 per signed job | $900 per signed job |
This is arithmetic, not a projection, and your close rate is yours to measure. The point is the shape of it: on shared leads you are paying for the introduction, not the job, and the meter runs on every homeowner who never picks up. When you stop paying, the leads stop the same day and you keep nothing you can reuse next season.
What does owning your roofing lead flow cost instead?
Ziwi publishes every price, and it is a flat monthly fee, never a cut of your ad spend and never a fee per lead. Ads management starts at $297 a month with ad spend up to $1,500, and Local SEO Essentials starts at $297 a month per location. Everything sits in accounts with your name on them.
| What it is | Published price | What you get for it |
|---|---|---|
| Ads management, spend up to $1,500 | $297 a month | Google Ads, Local Services Ads, Facebook and Instagram, or YouTube, run in your own ad accounts. Ad spend is paid to the platform on top. |
| Ads management, spend $1,500 to $3,500 | $497 a month | Same work, larger spend band. |
| Ads management, spend above $3,500 | $797 a month | Same work, larger spend band still. |
| Local SEO Essentials | $297 a month per location | Local SEO and Google Business Profile work aimed at the map pack for your service area. |
| Local SEO Plus | $997 a month per location | The heavier version for competitive metros or multiple service areas. |
| Reviews and reputation | $197 a month per location | The review engine that decides who a homeowner calls first. |
| Ziwi Engage | $99 a month | Every new lead answered by text and call back in seconds, 24/7. Engage Pro answers, qualifies and books for $299. AI usage is billed at cost. |
| Website | $0 build fee with an ongoing plan kept 12 months | Live in 3 days from kickoff. You own the site, the domain and the accounts from day one. |
Compare the two on the same line. A roofer buying twenty shared leads at $100 spends $2,000 in a month and owns nothing at the end of it.
A roofer on ads management with $1,000 of spend pays $1,297 all in that month, and the map listing, the reviews, the site and the ad history stay with the business. Call tracking is included in every Ziwi plan, so the cost per booked job is a number you can actually read instead of estimate.
Want lead flow you own instead?
Ziwi builds the site, runs the ads, answers the leads and shows what it booked. Published pricing, month to month, everything in your name.
Are Local Services Ads the same as buying leads?
Local Services Ads are pay per lead too, but the account is yours.
Google's own Local Services Ads help documentation states that you "pay only for leads related to your business and the services you offer" and that lead credits are available in the US and Canada for leads that do not qualify.
ActiveProspect put the typical roofing lead there at about $25 to $80 in March 2026, which is usually the cheapest paid lead a roofer can buy.
- The profile is yours. Your background check, your reviews, your Google Business Profile, not a broker's listing.
- Bad leads can be disputed. Google's lead credit process exists in the US and Canada; a lead broker's refund policy is whatever the contract says.
- It sits above the map pack. So it stacks with the local SEO work rather than competing with it.
- It still stops when you stop. Paid is a tap, local SEO and reviews are the asset. Most roofers need both.
When does buying roofing leads still make sense?
Buy leads when you need work this week and have nothing else running: a new company with no reviews, a crew sitting idle after a slow month, or a new service area you have never advertised in. Treat it as short term cash flow at a known price, cap the monthly spend, and track cost per signed job from day one.
The mistake is not buying leads, it is buying them for three years and never building anything of your own alongside them.
- 01
Total what you paid brokers over the last 90 days. Include the membership fee, not just the per lead charges.
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Count the jobs you actually signed from those leads. Signed, not quoted.
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Divide. That is your real cost per job from bought leads.
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Compare it with a flat monthly fee. $297 for ads management plus your own spend, or $297 per location for local SEO.
- 05
Ask what you keep if you stop. With brokers, nothing. With your own site, listing and reviews, everything.
If you want the long version of the channel by channel playbook, read how to get more roofing leads without buying them. If you would rather have it built and run for you, Ziwi's roofing marketing service publishes every price on the page, runs month to month with no long contract, and leaves the site, the accounts and the data in your name.