Meta & Google Ads benchmarks for Roofing Companies (2026): CPL, CPM, CTR, ROAS
Roofing leads cost $124 on non-branded Google Search, $64 on Performance Max and $44 on branded search, against $41.26 on Meta. The number that matters more: measured non-branded ROAS is 2.07× and branded 6.22× — and on a 30% gross margin, break-even is 3.33×. Non-branded search, as actually measured, loses money.
Written by Seva Kogan, Founder · Updated September 14, 2026
What Roofing Companies actually pay
| Metric | Typical range | What "good" looks like | Source |
|---|---|---|---|
| Cost per lead | $124 non-branded search · $64 Performance Max · $44 branded search · $41.26 Meta | Under $120 on non-branded search. Branded search under $50 is normal and is not a like-for-like comparison. | Web Tonic, 2026 |
| Cost per 1,000 impressions (CPM) | About $12.67 on Meta | $10–$16. Storm weeks push it far higher for a few days at a time. | LocaliQ / WordStream, 2025LocaliQ publishes no roofing-only row. This is its Home & Home Improvement category, which also contains remodellers, landscapers and general contractors.Derived: $0.99 traffic CPC × 1.28% traffic CTR × 1,000. LocaliQ publishes no CPM column. This figure is derived from its traffic-campaign CPC and CTR for the category, because CPM is exactly CPC × CTR × 1,000. |
| Click-through rate | 1.94% on Meta lead ads · 6.47% on Google Search | Above 1.9% on Meta. Roofing creative that shows a finished roof rather than a truck tends to sit at the top of that. | LocaliQ / WordStream, 2025LocaliQ publishes no roofing-only row. This is its Home & Home Improvement category, which also contains remodellers, landscapers and general contractors. |
| Cost per click | $2.23 on Meta lead ads · $8.33 on Google Search | Search under $8.50. Roofing search clicks are among the most expensive in home services and spike hard after a storm. | LocaliQ / WordStream, 2026LocaliQ publishes no roofing-only row. This is its Home & Home Improvement category, which also contains remodellers, landscapers and general contractors. |
| Landing-page / form conversion rate | 3.7% landing page to form or call · 8–12% on optimised pages | Above 8%. The published gap between 3.7% and 12% is landing-page work, not traffic quality. | Web Tonic, 2026 |
Break-even ROAS for Roofing Companies
3.33× is 1 ÷ a 30% gross margin. The 6.2× target is not aspirational — it is the measured branded-search ROAS. The uncomfortable finding is that measured non-branded ROAS is 2.07×, BELOW the 3.33× break-even, which means either close rates are well under the 25% assumed here or margins are well above 30%. Measure yours before you trust either.
The assumptions behind those two numbers
| Input | Assumed value | Basis |
|---|---|---|
| Average ticket | $9,608 per roof replacement | Assumption, using the national-average replacement figure commonly published for US roofing. Repairs are an order of magnitude smaller, and a metro with steep-slope tile work is far above it. |
| Gross margin | 30% | Assumption. Roofing gross margins commonly run 25–35% before overhead. A shop at 20% has a 5× break-even, not 3.3×, which changes every conclusion on this page. |
| Repeat rate | 1 job per customer | Assumption, and close to a fact. A roof is replaced roughly once in twenty years, so unlike a gym or a med spa there is no second purchase to rescue a bad first one. |
| Close rate | 25% of leads become signed jobs | Assumption, from the 20–30% close rate commonly reported for paid digital roofing leads. The measured ROAS below implies the real figure is far lower — which is exactly why you should measure it. |
Worked example
- Assumptions: $9,608 per replacement, a 30% gross margin, one job per customer, and 25% of leads signing.
- Break-even ROAS is 1 ÷ 0.30 = 3.33×. Roofing needs a much higher multiple than a service business because most of the ticket is materials and labour, not margin.
- Modelled, one lead is worth 0.25 × $9,608 = $2,402. Against a $124 non-branded search lead that is 19.4×, and against a $41.26 Meta lead it is 58×.
- Now the reality check. The only published measured figure is 2.07× ROAS on non-branded search — roughly nine times worse than the model, and below the 3.33× break-even.
- Working backwards from the measured number: 2.07 × $124 ÷ $9,608 implies about 2.7% of non-branded leads become signed roofs, not 25%. The gap between a 'lead' and a signed job is where roofing budgets die.
- Branded search measures at 6.22×, comfortably above break-even, at a $44 lead. That is the real argument for spending on brand — not the cheaper click, the close rate behind it.
What moves these numbers
- Close rate, and nothing comes close. The difference between the 25% assumed here and the ~3% the measured ROAS implies is the entire argument.
- Speed to lead. The published booked-job rate of 35–40% is conditional on contacting the lead within five minutes; roofing leads are frequently sold to several contractors at once.
- Branded versus non-branded. Branded search costs $44 a lead and measures 6.22× ROAS; non-branded costs $124 and measures 2.07×. Same account, opposite economics.
- Storms. Hail and wind events compress a quarter of demand into a few days, and both costs and close rates move sharply inside that window.
- Landing page. Published conversion rates run 3.7% typical against 8–12% on optimised pages — a 3× swing that costs nothing in media.
Frequently asked
How much does a roofing lead cost in 2026?
$124 on non-branded Google Search, $64 on Performance Max, $44 on branded search and $41.26 on Meta for the Home & Home Improvement category. The search figures come from tracked spend of $310,000 across 15 contractors and 145 campaigns in Q1 2026.
What is a good ROAS for a roofing company?
On a 30% gross margin, break-even is 1 ÷ 0.30 = 3.33×. Measured non-branded search ROAS is 2.07× — below break-even — while branded search measures 6.22×. Aim for 6× and treat anything under 3.3× as a loss unless your margin is genuinely higher than 30%.
Why is measured roofing ROAS so much lower than the modelled number?
Because close rate is assumed rather than measured. A 25% close on a $9,608 job predicts 19× ROAS at a $124 lead; the measured 2.07× implies about 2.7% of non-branded leads become signed roofs. Leads sold to four contractors at once do not close at 25%.
Is Facebook or Google better for roofing leads?
Meta is three times cheaper per lead — $41.26 against $124 for non-branded search — but a Meta lead is a form fill and a search lead is usually someone with water coming in. Compare the two on cost per signed job, never on cost per lead.
What conversion rate should a roofing landing page hit?
3.7% is the published typical rate from landing page to form or call, while optimised pages reach 8–12%. Tripling conversion rate on the same traffic takes a $124 lead to roughly $41 without touching a bid.
What is the break-even cost per lead for a roofer?
At a 25% close on a $9,608 job with a 30% margin, gross profit per lead is $720, so break-even is $720 a lead. At the ~2.7% close rate the measured ROAS implies, it collapses to about $78 — below the $124 that non-branded search actually costs.
Sources
- LocaliQ / WordStream — Facebook Advertising Benchmarks (2025). All-industry lead-gen average $27.66 CPL, up 20% from $22.87 in 2024. (2025-10-24)
- LocaliQ / WordStream — Search Advertising Benchmarks for Every Industry (2026). All-industry average $5.42 CPC, 6.64% CTR, 8.18% conversion rate, $66.69 CPL. (2026-06-01)
- Web Tonic — Roofing Google Ads statistics and CPL benchmarks, on SearchLight Q1 2026 data: $310,000 tracked across 15 contractors and 145 campaigns. (2026-09-04)
Keep reading
How Karbon Agency runs paid acquisition for roofing companies.
Budget tiers and the acquisition ceiling — a stricter bar than break-even.
Break-even ROAS: 2.5×.
Who else works in this category, and how they compare.
The same metrics across every industry:
Where do your numbers land?
Swap your own ticket, margin and close rate into the model above and we will tell you whether your ad spend is actually profitable — free, and without a pitch deck.