The 12 channels ranked
Here's every legitimate roofing lead channel, ranked by long-term ROI for a mid-market residential roofer:
| Channel | CPL | Close Rate | Speed to Ramp | Ceiling |
|---|---|---|---|---|
| Referrals (past customers) | $0–$20 | 40–60% | Slow (6+ mo) | Medium |
| Google Business Profile / Local SEO | $5–$25 | 20–35% | 3–9 months | High |
| Google Local Service Ads | $30–$120 | 15–25% | Days | High |
| Google Search Ads | $60–$200 | 12–20% | Days | High |
| Organic SEO (blog + service pages) | $8–$30 | 18–28% | 6–12 months | Very High |
| Facebook Ads (lead form) | $15–$60 | 5–12% | Weeks | High |
| Door-to-door canvassing (storm) | $50–$150 | 8–15% | Days | Very High |
| Nextdoor Pro | $30–$90 | 12–20% | Weeks | Low |
| Angi / HomeAdvisor | $80–$300 | 3–8% | Days | Medium |
| Insurance restoration partners | $0–$40 | 30–50% | Slow (12+ mo) | High |
| Realtor / Property Manager partners | $0–$30 | 35–55% | Slow | Medium |
| Yelp Ads | $60–$200 | 6–12% | Days | Low |
Referrals: cheap, high-quality, underused
Referrals close at 3–5x the rate of any paid channel. Cost per lead is near zero. Yet most roofing companies do nothing systematic to generate them.
The system: 30-day post-job SMS asking for a referral (with a $250 gift card incentive), a birthday text 12 months after install, and a 'weather event' text after any storm in their area ('Hey — noticed the storm last night, want us to swing by for a free inspection?'). A CRM with automated triggers turns this into a channel.
Facebook Ads for roofers
Facebook lead forms let you capture homeowner info without a landing page click. Best for: general awareness, storm response in the days after weather events, and financing offers. Not best for: high-intent 'buy now' searches (Google wins those).
Winning creative: 15-second before/after video, drone shot of a completed roof, homeowner testimonial in their own words, or a storm damage checklist download. Target homeowners aged 35–70 in your service radius, single-family home dwellers.
Storm canvassing
In markets with regular hail and wind, door-to-door canvassing after storms still produces the highest raw volume of leads for many roofers. Modern version: 2-person teams with iPads showing satellite hail-swath maps, real-time route optimization, and instant appointment booking via calendar sync. Same-day inspection is the offer.
Website lead capture
Every roofing website leaks leads through bad forms and no fallback. Fix with: sticky mobile 'Call Now' button, exit-intent popup with instant-quote offer, live chat during business hours (staffed or AI), and a 'Get free estimate' form embedded on every page (not just contact page).
The instant-quote AI is the biggest recent unlock. A homeowner enters their address, an AI pulls satellite roof measurements, and delivers a range ballpark in under 60 seconds. Conversion rates are 3–8x traditional forms.
Insurance restoration partners
Public adjusters, insurance agents, and independent claim adjusters are a slow-build referral channel worth pursuing in hail-prone markets. The pitch: fast, professional inspection reports; consistent scope of work matching Xactimate; clean supplement documentation; no chasing homeowners for signatures. Roofers who nail insurance work get 3–6 partners feeding steady claims.
Angi, HomeAdvisor, Thumbtack, Nextdoor
Lead aggregators charge $80–$300 per lead and sell the same lead to 3–5 competitors. Close rates are 3–8%. Effective CPL after close often exceeds $2,000. Use them only when: you're starting from zero and need immediate volume, or you're testing new markets. Wean off as SEO and LSA ramp.
Frequently Asked Questions
How many leads does a $2M roofing company need?
Roughly 80–150 qualified leads per month, closing 25–40 of them at $10K–$25K average ticket.
What's a qualified roofing lead?
Homeowner, in service area, project within 60 days, budget matches your minimum, and reachable by phone. Anything else is a form fill, not a lead.
Are shared leads worth it?
Only if your speed-to-lead is under 60 seconds. Shared leads go to the first company that calls. Beyond that, they're near-worthless.
How fast should I follow up on a new lead?
60 seconds by text, 5 minutes by call. Every minute of delay drops close rate by roughly 10% in the first hour.
Should I buy lead lists?
No. Cold-list leads are unqualified, unsolicited (TCPA risk), and produce terrible close rates. Money is better spent on inbound channels.
What's the fastest way to get leads today?
Turn on Google Local Service Ads if you're Google Guaranteed, plus door-hangers in a neighborhood where you just finished a job. Both produce calls within 48 hours.