Roofing Marketing Budget Calculator
Roofing leads are expensive. Find out exactly how much you can afford to pay for each one.
💰 Your Business Numbers
Your average roofing job numbers. Use real averages, not your best job.
🎯 Target ROI
How much return do you want for every dollar spent on marketing?
📊 Your Funnel Metrics
Your actual roofing marketing funnel metrics. Use the defaults as starting benchmarks if you do not know yours yet.
Your Funnel: Impressions to Jobs
Your Marketing Numbers
$0
monthly ad spend to hit your job goal
Adjust the inputs on the left to see your marketing numbers update in real time.
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Marketing Budget for Roofing Companies
Roofing is the highest-ticket, highest-CPC trade in home services. A single click can cost $20 to $35. A single lead can cost $300 or more. At those prices, every part of your funnel has to work.
This calculator shows you the maximum you can pay per lead and per customer based on your reroof margins, close rate, and job volume. Roofing has low repeat rates but high per-job profit. That changes the math. You can afford expensive leads if your close rate is strong.
If your ads feel expensive, this calculator will show you whether the problem is the ads or your funnel.
How the Funnel Works for Roofing
Roofing funnels are slow and competitive. Customers get 3 to 5 quotes on every reroof. The sales cycle from first contact to signed contract averages 2 to 4 weeks. Booking rates for inspections run 50% to 60%, but close rates drop to 25% to 40% because of the multi-bid process. Storm restoration is different: insurance involvement speeds the process and close rates jump to 40% to 55%. Your funnel metrics should reflect your mix of retail vs. storm work. If you are running mostly retail reroof campaigns, plan for lower close rates and longer cycles.
Roofing Marketing Benchmarks
Average roofing Google Ads CPC: $15 to $35. Average cost per lead: $150 to $400. Landing page conversion rate: 3% to 6%. Booking rate for inspections: 50% to 60%. Close rate on retail reroofs: 25% to 40%. Close rate on storm restoration: 40% to 55%. Average reroof ticket: $7,000 to $12,000. Average profit per reroof: $1,960 to $3,360 at 28% margins.
Tips for Roofing Marketing
- Separate retail and storm campaigns. Storm leads close at nearly double the rate of retail leads. Track CPA separately or you will think your retail campaigns are performing better than they are.
- Roofing customers shop heavily. Speed to lead is the single biggest lever. Call within 5 minutes and you are 3x more likely to close than the contractor who calls back in 2 hours.
- Before and after photos in your ads and landing pages increase conversion rates by 15% to 25%. Roofing is visual. Show the transformation.
- Winter marketing is cheap. CPC drops 30% to 50% in northern markets during winter. Run brand awareness campaigns and book spring inspections at a fraction of peak season cost.
Frequently Asked Questions
How much should a roofing company spend on marketing?
Roofing companies typically spend 5% to 12% of revenue on marketing. For a $3M company, that is $150,000 to $360,000 per year. Roofing has the highest CPC in home services ($15 to $35 per click), so budget allocation matters. If your cost per acquisition is $800 and your profit per reroof is $2,380, every marketing dollar returns $2.97. That is close to profitable. Improve your close rate by 5 points and the math works.
What is a good cost per lead for roofing companies?
Roofing cost per lead ranges from $150 to $400 on Google Ads. Reroof and replacement keywords are the most expensive. Repair keywords run cheaper ($80 to $150) but the job value is much lower. The key metric is cost per signed contract. A $300 lead with a 35% close rate costs $857 per job. At $2,380 profit per reroof, that is a 2.8:1 return on the first job.
What is a good close rate for roofing estimates?
Roofing close rates average 25% to 40% on standard reroofs. Storm restoration work closes at 40% to 55% because insurance covers the cost. The biggest factor in close rate is how fast you follow up. Roofing customers typically get 3 to 5 quotes. The first contractor to deliver a professional proposal closes at nearly double the rate of the third or fourth.
How do roofing companies calculate marketing ROI?
Divide your profit from marketing-generated jobs by your total marketing spend. If you spent $8,000 on ads and closed 8 reroofs at $2,380 profit each, your marketing profit is $19,040. ROI = $19,040 / $8,000 = 2.38:1. That means every dollar spent returned $2.38 in profit. Roofing has high ticket sizes which means even moderate close rates produce strong ROI.
Should roofing companies run Google Ads year round?
It depends on your market. In warm climates, yes. In seasonal markets, reduce spend during winter months and ramp up in spring. However, many roofing companies shut off ads completely in the off season and lose their account history and quality scores. A better approach: reduce budget by 50% to 70% in slow months and maintain your campaigns. You will outperform competitors who restart from scratch every spring.
Knowing Your Numbers Is Step One
This calculator shows you one piece. The Growth Report shows you the full picture: where you're leaking revenue, what to fix first, and how contractors like you are growing past the ceiling.