Best Roofing Lead Generation Companies Compared (2026)

Choosing the right lead generation company can make or break a roofing business. Spend too much on low-quality shared leads and you burn through cash fighting over the same homeowners as four other contractors. Invest in the wrong provider and you waste months waiting for leads that never convert.

This guide compares every major category of roofing lead generation, with real pricing data, honest pros and cons, and a clear framework for deciding which approach fits your business.

How We Evaluated Each Provider Category

We assessed roofing lead generation companies across five criteria:

• Lead exclusivity - Are you the only contractor receiving the lead, or are you competing?
• Lead quality - Are these homeowners who actually need roofing work and are ready to buy?
• Cost per lead (CPL) - What do you actually pay for each lead?
• Cost per acquisition (CPA) - What does it cost to actually close a customer?
• Scalability - Can you increase volume when you need more work?

For context on what good CPL looks like across industries, check our cost per lead benchmarks guide.

The Complete Comparison Table

Now let us break down each category in detail.

1. Exclusive Lead Providers (Best Overall ROI)

Exclusive lead providers generate roofing leads through paid advertising, SEO, or content marketing and sell each lead to exactly one contractor. You receive the homeowner's information and you are the only roofer they are connected with.

Why Exclusive Leads Win on ROI

The math is straightforward. If you pay $100 for an exclusive lead and close at 20%, your cost per acquisition is $500. If you pay $50 for a shared lead but only close at 5% because four other contractors are calling the same person, your cost per acquisition is $1,000. You paid less per lead but more per customer.

LeadsHunt (Our Pick for Exclusive Roofing Leads)

LeadsHunt provides 100% exclusive, real-time roofing leads verified through a multi-step process. Each lead includes the homeowner's name, phone number, email, project details, and property information. Leads are delivered the moment the homeowner submits their information, allowing you to respond within that critical five-minute window.

Strengths:

• Every lead is exclusive to one contractor
• Real-time delivery via your preferred method
• Leads are verified before delivery
• Flexible volume with no long-term contracts required
• Covers residential and commercial roofing

Pricing: Custom based on market and volume. Typically $50-$150 per lead depending on your service area.

Best for: Roofing companies with a solid sales process that want a consistent, scalable pipeline of homeowners who actually need roofing work.

Other Exclusive Providers

Several other companies offer exclusive roofing leads, including Inquirly and various regional providers. The key questions to ask any exclusive lead provider are: How do you verify leads? What is your return policy for bad leads? And can I see testimonials from contractors in my market?

2. Marketplace Leads (HomeAdvisor / Angi, Thumbtack)

Marketplace lead companies operate platforms where homeowners submit project requests and get matched with multiple contractors. You pay for each lead, but so do several competitors.

How Marketplace Leads Work

A homeowner goes to Angi or Thumbtack, fills out a form saying they need a new roof, and the platform sells that lead to 3-5 roofing contractors in the area. All of you get the same name, phone number, and project details at roughly the same time. Then the race begins.

The Real Cost of Shared Leads

The per-lead price looks attractive at $25-$80. But factor in the competition:

• You are one of 3-5 contractors calling the same homeowner
• The homeowner is often overwhelmed by calls and stops answering
• Your close rate drops to 3-8% in most markets
• Many "leads" are homeowners who were just price shopping or exploring options

When you run the full math, shared leads often cost more per closed deal than exclusive leads despite the lower sticker price. We covered this dynamic in detail in our exclusive vs. shared leads comparison.

Strengths:

• Lower per-lead cost
• Large volume available in most markets
• Well-known brand names homeowners recognize
• Can start receiving leads quickly

Weaknesses:

• Shared with multiple competitors
• Lower close rates
• Homeowner expectations are often misaligned
• Disputed lead credits can be difficult to obtain

Best for: New roofing companies that need to build a pipeline fast and are willing to accept lower close rates while they establish their reputation and reviews.

3. Pay-Per-Appointment Services

Pay-per-appointment companies go a step further than lead providers. They generate the lead, call the homeowner, qualify them, and schedule an appointment on your calendar. You just show up.

Pros and Cons

Strengths:

• Higher close rates because leads are pre-qualified
• Saves your time on outbound calling
• Appointments are scheduled, so you know the homeowner is expecting you

Weaknesses:

• Higher cost per appointment ($150-$350)
• Less control over the qualification process
• Some services have aggressive minimum commitments
• Appointment quality varies significantly between providers

Best for: Roofing business owners who are strong closers in person but do not have the time or team to handle lead follow-up. Also works well for companies scaling into new markets before they have local sales staff.

4. Google Local Services Ads (LSA)

Google LSA places your business at the very top of search results when homeowners search for roofing services. You pay per lead (call or message), and Google verifies your business with background checks and license verification.

The Google Guarantee Badge

LSA listings display a "Google Guaranteed" badge, which builds immediate trust. Homeowners know Google has verified your business, which can be a powerful conversion factor.

Current State of Google LSA for Roofers

LSA costs have increased substantially over the past two years as more contractors have entered the platform. In competitive metro areas, cost per lead can exceed $100. Dispute rates have also increased, with many contractors reporting that Google denies a higher percentage of lead credits than in previous years.

Strengths:

• Highest intent leads (homeowner is actively searching)
• Google Guaranteed badge builds trust
• Pay only for actual leads, not impressions
• Strong local targeting

Weaknesses:

• Costs rising in competitive markets
• Leads may be semi-shared (multiple LSA ads shown)
• Review quantity and rating heavily influence lead volume
• Limited control over when and how leads arrive

Best for: Established roofing companies with 50+ Google reviews and a 4.5+ star rating. The better your review profile, the more leads you receive and the less you pay.

5. Facebook Lead Generation Agencies

Many marketing agencies specialize in running Facebook and Instagram ad campaigns for roofing companies. They create ads targeting homeowners in your service area, capture lead information through Facebook's built-in forms, and pass those leads to you.

What to Expect

Facebook leads tend to be lower intent than Google search leads. The homeowner was not searching for a roofer; they saw an ad while scrolling social media and clicked on it. This means:

• More leads will be in the "just exploring" phase
• Contact rates can be lower because the homeowner was not actively looking
• You need a strong nurture sequence to convert leads over time
• Lead quality varies enormously based on the agency's targeting and ad creative

Pricing: Most agencies charge a management fee ($1,000-$3,000/month) plus ad spend ($1,500-$5,000/month). Effective cost per lead is typically $20-$60.

Best for: Roofing companies with a CRM and follow-up system that can nurture leads over weeks or months. Not ideal if you need homeowners ready to buy today.

6. SEO and Organic Lead Generation

Investing in your own website's search rankings is the long game. It takes 6-12 months to see meaningful results, but the leads you generate organically are free (after your investment in content and optimization) and exclusive to you.

Best for: Companies willing to invest in a 12+ month strategy for long-term lead generation independence.

Which Approach Is Right for Your Roofing Company?

There is no single answer. The best roofing companies use a combination of lead sources. Here is a framework:

If You Are Just Starting Out

Start with exclusive leads from a provider like LeadsHunt for consistent, high-quality pipeline, and supplement with Google LSA once you have enough reviews. This gives you immediate volume with strong close rates.

If You Are Scaling

Combine exclusive leads with your own SEO investment and insurance restoration work. This creates three distinct channels that are not dependent on each other. Read our guide to insurance company leads to build that third channel.

If You Are Established and Want to Optimize

Analyze your cost per acquisition across all channels. Double down on whatever delivers the lowest CPA and strongest customer lifetime value. For most established roofers, that is exclusive leads combined with referrals and organic search.

For a deeper dive into every strategy for filling your roofing pipeline, read our complete guide to generating roofing leads.

Frequently Asked Questions

How many roofing leads should I buy per month?

That depends on your close rate and revenue targets. If your average job is $12,000 and you want $100,000 in monthly revenue, you need roughly 8-9 closed deals. At a 20% close rate on exclusive leads, that means purchasing around 40-45 leads per month. Start with a smaller volume to test quality and scale from there.

Are shared leads ever worth buying?

They can be, but only if you have a speed-to-lead system that gets the homeowner on the phone within 60 seconds. If you are the first contractor to make contact, you significantly improve your odds even on a shared lead. For most contractors, exclusive leads are the safer investment.

What should I look for in a roofing lead provider?

Ask these five questions: (1) Are leads exclusive or shared? (2) How are leads verified? (3) What is the return or credit policy for bad leads? (4) Can I see results from other roofing contractors? (5) Is there a long-term contract? The best providers are confident enough in their quality that they do not lock you into annual commitments.

How do I track which lead source is most profitable?

Use a CRM that allows you to tag leads by source. Track not just cost per lead but cost per acquisition (total spend divided by closed deals from that source). Also track average job size by source, because a channel that produces larger jobs may justify a higher CPL. Our cost per lead benchmarks guide provides the framework for this analysis.

Can I use multiple lead generation companies at the same time?

Absolutely, and you should. Relying on a single lead source is risky. If that source has a bad month or changes its pricing, your entire pipeline suffers. Running 2-3 complementary channels gives you stability and lets you compare performance accurately.

What is the average close rate on roofing leads?

It varies dramatically by source. Exclusive leads typically close at 15-25%. Shared marketplace leads close at 3-8%. Pay-per-appointment services close at 25-40%. Referrals and insurance work close at 30-50%. Your individual close rate also depends heavily on your sales process, response time, and follow-up consistency.