Roofing leads: where to buy them, and how to need fewer

Each row is a place roofing leads come from, how it charges and our read on the fit for roofers.

All lead sources compared lists each platform's published prices next to Koira's, with the same columns.

Google lists "Roofers" among the categories eligible for Local Services Ads, so roofers can run them once they pass Google's screening. With Local Services Ads you pay for leads related to your business and services, not for clicks. There is no public price list. Google's help page says what a lead costs depends on location, job type, lead type and how you bid.

For roofers, the call that matters is a roof leaking into the living room. Google counts a missed call during your business hours as a charged lead if the caller stays on the line for more than 20 seconds. Over a 30-day window Google checks lead quality and automatically credits poor, duplicate or invalid leads.

Google orders Local Services ads by bid and by profile quality, which covers your rating, review count, response time, photos and completed verification checks. Some categories need 5 reviews to show at all, and Google recommends 5 or more for everyone. For the rules in full, see Google Local Services Ads for contractors and the setup guide.

Lead volume follows the season. For roofers it peaks around the weeks after a hail or wind storm and the dry months and drops in the coldest, wettest weeks of winter, which changes what a paid lead is worth from month to month.

Expect homeowners who have not hired a roofer in fifteen years, if ever, and compare three quotes over several weeks, along with property managers, HOA boards and church facilities committees and referrals from home inspectors, insurance agents and realtors.

In its 2025 annual report, Angi describes lead fees as owed for each consumer match, regardless of whether the pro ultimately provides the service. Bark says the cost of contacting a customer depends on the service, the value of the job and supply and demand in the area.

Thumbtack's pro page says there is no charge to join, no annual fees and no membership fees.

For roofers the test is simple: a lead source pays when the jobs you win from it are worth more than everything you spent on it, including the leads that went nowhere. Your customers are homeowners who have not hired a roofer in fifteen years, if ever, and compare three quotes over several weeks, so speed and a clear price decide most shared leads. Thumbtack vs Angi puts the two biggest side by side.

Ignore the price per lead for a moment and look at the price per booked job: a month's spend divided by the jobs that source actually produced. Then compare it with what you keep on a leak repair or a full reroof. If the booked job costs more than it leaves you, the source is losing money however busy it feels.

Run your own numbers through the free cost per lead calculator; it also shows the close rate where a source breaks even. The missed call calculator shows what calls that go to voicemail cost you before any lead fee.

• Reviews. Ask everyone, right after they pay, with a link straight to the review form. Offering anything for a review, like a discount or a free service, is strictly prohibited by Google. Koira's review engine sends the ask and drafts each reply.
• A price on your site. A leak repair priced from your own list, day or night, with booking on the same page (instant quotes).
• The street around each job. A new roof with the dumpster gone and the yard magnet-swept. Neighbor postcards go to the likely homes around the job the next morning.
• Referrals. From happy customers and from home inspectors, insurance agents and realtors (referrals).
• Seasonal reminders. A note to past customers before the weeks after a hail or wind storm and the dry months (campaigns).
• Commercial buyers. Three short emails to property managers, HOA boards and church facilities committees near you, then stop (commercial outreach).

On a call about a roof leaking into the living room, the customer rings down the list until someone picks up. It does not matter whether the lead came free or cost you a fee. Koira's receptionist answers on your number and texts missed callers back in about a minute with three open times for a leak repair or a look at a full reroof. On Grow you pay $249 a month, plus the texts, call minutes and emails at cost. See the roofing answering service guide for live and AI options and their published prices.