How to Get Roofing Leads in 2026: The Complete Guide

Why Getting Roofing Leads Is Different in 2026

If you're a roofing contractor looking for more leads, you've probably noticed something: the landscape has changed dramatically in the last few years.

Google Ads costs have skyrocketed. The average cost-per-click for roofing keywords in major metros now exceeds $75—and in markets like Dallas, Phoenix, or Miami, you're looking at $100+ per click. That means you might spend $500+ just to get someone to your website, with no guarantee they'll actually call.

Meanwhile, the lead aggregator model (Angi, HomeAdvisor, Thumbtack) has become a race to the bottom. The same homeowner gets sent to 4-6 contractors simultaneously, everyone competes on price, and close rates have dropped into the 5-15% range for most roofers.

So where does that leave you?

The good news: there are still profitable ways to get roofing leads. You just need to understand which channels work, which ones drain your budget, and how to build a system that delivers predictable, scalable results.

The 5 Main Ways to Get Roofing Leads

Let's break down every major lead source for roofing contractors, with honest pros and cons for each.

1. Referrals and Word of Mouth

Still the gold standard for quality. Referral leads close at 40-60% because trust is already established. The problem? You can't scale referrals. You can encourage them, but you can't control the volume. And when you're trying to grow from $1M to $3M, relying on referrals alone means unpredictable revenue.

Best for: Supplementing your pipeline, not building it.

2. Lead Aggregators (Angi, HomeAdvisor, Thumbtack)

The promise is compelling: pay only for leads, not for ads. The reality is messier.

These platforms sell the same lead to multiple contractors. When a homeowner requests a quote, they're immediately connected to 4-6 roofing companies who all call within minutes. The homeowner gets overwhelmed. The contractors compete on price. And the whole experience feels commoditized.

The numbers tell the story:

• Average cost per shared roofing lead: $75-150
• Close rate on shared leads: 5-15%
• Effective cost per closed job: $500-3,000

Some roofers make it work by being the fastest responder and having a polished sales process. But for most, it's a frustrating, expensive grind.

Related: Exclusive vs. Shared Leads: The Real Cost Difference

3. Google Ads (Pay-Per-Click)

Google Ads capture homeowners at the moment of highest intent—they're actively searching for "roofing company near me" or "roof replacement cost." That intent is valuable.

The challenge is cost. Roofing is one of the most competitive verticals in home services advertising. You're bidding against well-funded competitors, and Google's auction system has pushed prices to eye-watering levels in most markets.

To make Google Ads work in 2026, you need:

• A high-converting landing page (not just your homepage)
• A significant monthly budget ($5,000-15,000+ for meaningful volume)
• Expertise in bid management and keyword optimization
• Strong speed-to-lead systems to convert the traffic you get

Best for: Roofers with $3M+ revenue who can afford the cost-per-acquisition and have the infrastructure to convert expensive traffic.

Related: Facebook Ads vs Google Ads for Contractors: Why Facebook Wins

4. Facebook/Meta Advertising

This is where the game has shifted for smart roofing contractors.

Facebook Ads don't capture high-intent searches like Google. Instead, they reach homeowners before they start searching—creating demand rather than competing for existing demand.

The key insight: most homeowners with roof problems aren't actively searching yet. They've noticed the leak, the missing shingles, the age of their roof—but they haven't started the process of getting quotes. Facebook lets you reach these homeowners with targeted messaging that moves them to action.

The cost difference is dramatic:

• Cost per roofing lead (Facebook): $40-80
• Cost per roofing lead (Google): $150-400+

The trade-off: Facebook leads require more nurturing. They're earlier in the buying process. But when you have a system that handles that—fast follow-up, appointment setting, professional sales process—the ROI beats every other paid channel.

Related: Why Your Best Customers Aren't on Google Yet

5. Exclusive Lead Generation Partners

The newest model—and in our view, the best for most roofing companies doing $1-5M.

With exclusive lead generation, a specialized partner runs your Facebook campaigns, generating leads that go only to you. No sharing. No competition. Just homeowners who've expressed interest in your specific company.

The best partners also include:

• Custom landing pages that build your brand (not theirs)
• Campaigns run through your ad account so you own the data
• Live call center follow-up to book appointments instantly
• Pay-per-lead pricing so you're not paying for impressions that don't convert

This is what we do at Minyona. Typical roofing contractors see $41-65 per exclusive lead, with 25-40% of leads converting to booked appointments.

What Makes a Roofing Lead "Good"?

Not all leads are created equal. Before you evaluate any lead source, get clear on what you're actually looking for.

A qualified roofing lead typically includes:

• Homeowner (not renter) in your service area
• Real contact information that's been verified
• Specific need: repair, replacement, inspection, storm damage
• Timeline: looking to move forward in the next 30-90 days
• Decision-making authority (owns the home, can sign a contract)

The best lead sources pre-qualify for these factors. The worst ones just collect names and phone numbers and hope you can sort it out.

The Math on Roofing Lead ROI

Let's run real numbers to show why lead source matters so much.

Scenario: You need 10 new roofing jobs this month

Average job value: $12,000

Same revenue. The exclusive lead model costs 82% less in customer acquisition. That's not a minor optimization—that's the difference between a struggling roofing company and a thriving one.

More on the math: How Much Should You Pay Per Lead? A Contractor's Guide

Building a Roofing Lead System That Scales

The best roofing companies don't rely on a single lead source. They build systems that combine multiple channels with consistent follow-up processes.

The Ideal Mix for a $2-5M Roofing Company

This mix gives you the stability of referrals, the scalability of exclusive lead generation, and the high-intent capture of search marketing—without over-depending on any single source.

Speed to Lead: The Multiplier Most Roofers Miss

Here's a truth that applies regardless of where your leads come from: how fast you respond matters more than almost anything else.

Research shows that calling a lead within 5 minutes makes you 21× more likely to qualify them compared to waiting 30 minutes. The first contractor to make meaningful contact wins 35-50% of the time—not because they're cheapest, but because they're first.

For roofing leads specifically:

• Under 5 minutes: Peak conversion. Homeowner is still engaged, still thinking about their roof.
• 15-30 minutes: You're in the running, but they may have moved on to something else.
• Same day: You'll probably connect, but other contractors may have beaten you.
• Next day: They barely remember filling out the form. You're essentially cold calling.

If you can't realistically respond to every lead within minutes, consider a partner who includes appointment setting. The best lead in the world is worthless if it sits for hours before you call back.

Deep dive: Speed to Lead: Why the First 5 Minutes Matter More Than Your Price

Common Mistakes When Getting Roofing Leads

After working with dozens of roofing contractors, here are the patterns that kill lead ROI:

Mistake #1: Chasing the Cheapest Lead

A $20 lead that never converts costs more than a $60 lead that turns into a $15,000 job. Focus on cost per acquisition, not cost per lead.

Mistake #2: No Lead Tracking

If you can't tell which lead sources produce closed jobs, you're flying blind. Use a CRM. Track every lead to outcome. Then double down on what works.

Mistake #3: Treating All Leads the Same

A storm damage lead who needs a tarp today requires a different response than a homeowner considering a replacement next year. Segment and prioritize.

Mistake #4: Slow Follow-Up

We've beaten this drum already, but it's worth repeating: speed kills in lead conversion. Build systems that ensure every lead gets contacted within minutes, not hours.

Mistake #5: Giving Up Too Early

Most sales require 5-8 touchpoints. Most contractors give up after 2. Build a follow-up sequence—calls, texts, emails—that nurtures leads over time.

How to Evaluate a Roofing Lead Generation Partner

If you're considering working with a lead generation company (like us, or our competitors), here's what to look for:

Green flags:

• Exclusive leads—not sold to multiple contractors
• Pay-per-lead or pay-per-appointment pricing (aligned incentives)
• Campaigns run through your ad account (you own the data)
• Custom creative and landing pages (not templates)
• Transparent reporting on lead quality and volume
• No long-term contracts (confidence in their results)

Red flags:

• Shared leads sold to 3+ contractors
• Flat monthly retainers with no performance accountability
• Campaigns run through their account (they own your data)
• Template-based landing pages used across multiple clients
• Vague promises without specific metrics
• Long contracts with cancellation fees

More on this: How to Evaluate and Hire a Marketing Partner for Your Contracting Business

The Bottom Line on Roofing Leads

Getting roofing leads in 2026 requires strategy, not just spending. The contractors who win are the ones who:

1. Prioritize exclusive leads over shared ones
2. Focus on cost per acquisition, not just cost per lead
3. Build speed-to-lead systems that contact prospects within minutes
4. Track everything and double down on what works
5. Partner with lead generation companies whose incentives are aligned with theirs

The roofing industry isn't getting less competitive. But for contractors willing to be strategic about lead generation, there's never been more opportunity to build a predictable, scalable pipeline of qualified homeowners.