What a roofing lead is worth.
Run your own math, not an agency's slideshow. Say a booked replacement clears $3,000 after materials and labor, and one in four inspections turns into a signed job:
$3,000
kept from a booked roof
1 in 4
inspections sign
≈ $750
what each lead is worth to you
Now the other side. Roofing has some of the priciest leads in Local Services Ads because the ticket is five figures and every crew in the metro bids on the storm. Pay $150–$300 for something worth $750 and the argument is over — as long as the phone gets answered and the inspection gets scheduled the same day. Those are ballparks to show the math; the audit call runs it with your book.
Ballpark for the metro: $400–$1,500 repairs · $8,000–$20,000 replacements · storm claims set by the deductible and the adjuster.
Ranges are market ballparks for context, not client claims. Bring your real book to the audit call — we use yours, not mine.
Storm season is won in the quiet months.
The crews that dominate the week after hail didn't set anything up that week. Their Local Services Ads were verified in March, their reviews were stacked all summer, and their site already ranked for "storm damage roof repair" before the sky went dark. The surge lands on whoever was already there.
That's the plan: verification and screening done in the off-season, a weekly budget that stays on all week, and a review habit that asks at the truck the day the roof is finished. When the storm hits, the ads are already ranked. How I run these ads →
Reviews that mention the insurance claim.
Roofing customers are scared of two things: being ripped off on a claim and a crew that disappears. Reviews that say "walked us through the insurance process" and "showed up when they said" close more roofs than any ad. Your map listing's primary category has to be Roofing contractor, the photos have to be finished roofs with the street visible, and the reviews have to name the job.
Posting to the profile every day? Near the bottom of what moves rank. I don't sell busywork. How I run the listing →
A site that sells the inspection, not the roof.
Nobody buys a $14,000 roof from a web page. They book a free inspection from one. So every page — replacement, repair, storm damage, metal, flat, gutters — ends with one ask: schedule the inspection, phone number in the header, a three-field form, financing mentioned once. Price ranges on the page filter out the tire-kickers before they cost you a ladder climb.
Between storms the site is what keeps the calendar from going to zero: it ranks for the planned replacements while the ads chase the emergencies. How I build sites that rank →
Where's the proof?
The proof is my father's drywall company — 52 charged ad leads in July 2026 at $39.89 apiece, a five-star listing, and a website that rings on its own. Roofing tickets are thirty times a drywall patch and the searches are more urgent, which is exactly why the same engine is the bet — and why the first leads land before you pay.
