Roofing Advertising Budget Calculator

Start from what a lead costs. The platform-published benchmark for roofing search ads is $228.15 per lead (LocalIQ, Apr 2024 to Mar 2025), the highest of the four home-services verticals LocalIQ publishes. Divide by your close rate to get your cost per customer: at 50% that is about $456, at 25% about $913. No published source meets our bar for roofing customer acquisition cost directly, so this calculator derives it and shows the arithmetic. At roughly $652 per customer and a goal of 10 new jobs a month, that is about $6,500 a month in ad spend.

The lead itself costs more. Against LocalIQ's Apr 2024 to Mar 2025 benchmarks, roofing runs $228.15 per lead where HVAC is $127.74, plumbing $129.02 and electrical $93.69. The ticket is also larger: HomeAdvisor's True Cost Guide puts a roof replacement at a $9,607 national average, with a typical range of $5,902 to $13,374 (updated June 2026). A bigger ticket is what lets a roofer absorb a lead price the other trades could not.

Close rate is the multiplier between leads and customers. Invoca's 2025 home-services call data shows 52% of inbound calls answered, 38% of answered calls qualifying as leads, and 45% of qualified leads booking, so roughly one call in six becomes a job. ServiceTitan's by-trade booking data covers plumbing, electrical and HVAC but not roofing, so this calculator defaults to 35%, an assumption inside its 25 to 50 percent range rather than a measured roofing figure. At 50%, 20 leads are 10 jobs; at 25% they are 5.

Google Search Ads carry a published benchmark: $228.15 per lead for roofing (LocalIQ, Apr 2024 to Mar 2025). Google Local Services Ads bill per lead at a price Google sets by market and job type; Google does not publish per-vertical lead prices, so we show none. Lead marketplaces publish no benchmark that meets our bar, and the same roofing lead is commonly sold to several contractors at once, which is why quoted marketplace prices and real close rates rarely line up. For corridor and neighborhood reach, WilDi Maps delivers a verified offer to an opted-in person's phone from $0.25 (background, tier-based), with tunnels and zones priced higher for hyper-local precision over storm-track neighborhoods.

If your monthly roofing ad spend is $5,000, that is $60,000 a year. A $5,000 monthly deposit sits in the Enterprise tier at $0.25 per background delivery, so the same annual budget buys about 240,000 verified deliveries to real phones. A smaller $2,000 monthly deposit sits in the Pro tier at $0.32, which is about 6,250 deliveries a month. A delivery is not a lead; it is a verified offer to one opted-in person driving where you chose. Most roofers run a mix: tunnels on commute corridors that pass damaged neighborhoods, zones over older-roof clusters in Avondale, San Marco and Atlantic Beach, background for city-wide awareness.

Auction channels reprice when demand spikes, so the cost per lead you pay during and after a named storm can sit well above the annual benchmark. We do not publish a multiplier for that: no platform or methodology-published source states one, and the agency figures that circulate do not meet our sourcing bar. What you can plan around is the shape of it. Storm demand arrives fast and competes with out-of-state operators, while your fixed-price tunnel and zone presence does not reprice. Licensing is the local operator's real edge, and Florida's DBPR contractor lookup is public, so leaning on it in your message costs nothing.

Most healthy roofing operators run both. Search captures high-intent demand (someone typing 'roof leak repair near me' right now). CPVD captures corridor and neighborhood reach (people driving through a storm-track zip code who have not yet had the roof looked at). They serve different funnel positions: search is bottom-funnel intent capture, CPVD is corridor-level demand creation, and its price does not move because a storm chaser outbid you.

The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.

Four public tiers: Starter ($50 minimum deposit, background only), Local ($250, up to 2 tunnels and 1 zone), Pro ($1,000, up to 8 tunnels and 5 zones), and Enterprise ($3,000, up to 25 tunnels and 15 zones). Per-delivery background rates step down by tier, from $0.50 on Starter to $0.25 on Enterprise. An Agency tier is available through sales.

Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.

No. Every tier has a fixed, published rate per verified delivery. The price you see is the price you pay, whether it is game day or a Tuesday morning. Higher tiers carry lower per-delivery rates.