Veteran-owned. Jacksonville-based. Fixed rate per verified delivery — no auction, no Middleman Tax.
Jacksonville roofing market data
Highest service-call window
PITCH Roofing — Florida Hurricane Season CountdownThe product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim — no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Lease a one-mile stretch. When a driver enters the strip, they get a just-in-time message — perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
1-square-mile area
Premium
Hyper-local, area-based
Lease a one-square-mile block — not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
$0.20
per claim, fixed
City-wide brand presence on rotation. Highest reach for the budget — best when familiarity beats precision. The $0.20 fixed rate is the only flat-rate tier WilDi sells.
Best for
What the driver gets when an ad is claimed
If the driver wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL — ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app — promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown — not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | $50–$150 per lead (FL roofing) | Pay-per-lead, Google-Guaranteed badge, but Florida CPL skews 20–50% above national norms in dense metros and inflates further during storm season. AgedLeadStore — Home Improvement Lead Costs 2025 by State |
| Google Search Ads (non-branded) | $80–$256 per lead (median ~$125) | Roofing keywords clear $30–$80 per click; auction inflates aggressively pre-storm and during hurricane recovery; CPL ranges $69–$674 across accounts. SearchLight Digital — Roofing Google Ads CPL benchmarks |
| Static billboards (Jacksonville) | $4.50–$5 CPM (~$1,500–$4,500 / 4-week flight) | ~750,000 impressions per 4-week unit. Impressions include drivers, passengers, renters, and out-of-market traffic — homeowner-with-aging-roof share is small. AdQuick — Jacksonville billboard cost |
| Digital billboards (Jacksonville) | ~$11 CPM | Rotating slot, ~7–10 second exposure shared with 5–7 other advertisers. Storm-chaser roofers spike pricing during named-storm windows. AdQuick — Jacksonville DOOH |
| Lead-generation marketplaces (Angi, Thumbtack, HomeAdvisor) | $45–$220 per shared lead | Roof-replacement leads in competitive metros sell $75–$110 each on HomeAdvisor; Angi annual fee ~$288 plus $15–$100 per lead. Same lead is sold to 3–5 contractors; real cost per booked job runs $500–$900. GhostRep — HomeAdvisor Roofing Leads Real Cost Per Job |
| WilDi Maps — Cost Per Verified Delivery (CPVD) | From $0.20 (background) — tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. No auction, no bots, no shared-lead economics, no Middleman Tax. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a fixed rate — $0.20 — each time your message is delivered to a real phone moving through a real street segment you've leased. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach" — a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click) — the pricing models that hide 30–50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
Applied rate: ~50% waste
That's $30,000 per year. Here's where every dollar ends up:
What you put in
~50% estimated total waste on Local services (HVAC, plumbing, electrical) · ~50% upper · WordStream + DoubleVerify
What's left after the tax
Same budget — same ambition
Fixed verified human delivery · no auction
100% of your budget — a known quantity
$15,000 stops flowing to middlemen. 150,000 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel infrastructure. Background brands may utilize Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax uses the ~30% intermediary-extraction figure from the ANA Programmatic Media Supply Chain Transparency Study (PwC, 2023) and the ISBA Programmatic Supply Chain Study (PwC, 2020). Per-vertical estimates combine WordStream cost-per-click benchmarks with DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1986 — meaning a typical home is now 40 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
Oldest neighborhood in Jacksonville — over two-thirds of homes built before 1921, ~1,800 structures over 75 years old; constant reroof and historic-tile replacement activity.
Historic district (1920s–1940s housing stock), 5,000 buildings on the National Register; aging roofs plus Certificate-of-Appropriateness work funnel jobs to specialist roofers.
Median construction year 1952, 28.5% of homes built before 1940 — shingle roofs cycling through their second or third replacement.
Coastal evacuation Zone A — direct hurricane wind exposure plus salt-spray accelerates shingle and metal-roof failure; high insurance-claim density.
1960s–1980s suburban stock with significant Hurricane Irma roof damage in 2017 (Sans Souci, Arlington commercial roof losses) — insurance reroof wave still working through aging units.
1970s–1990s housing stock with mature tree canopy; limb-strike and wind-uplift damage drive consistent repair-to-replacement conversions every storm season.
For operators on shared-lead platforms
Lead-marketplace platforms charge $45–$220 per shared roofing lead — and the same lead is typically sold to 3–5 competing contractors. Real cost per booked job runs $500–$900 once you back out the dead leads, the price-shoppers, and the contractors who got there first. CPVD is a different model entirely: you own the corridor, the delivery is verified to your phone-as-driver, and there's no shared-lead economics. See how the math compares for roofing operators.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every roofing ad budget. A few honest cases where traditional channels still pencil out:
When a named storm makes landfall and 100,000+ homes need emergency tarps simultaneously, sheer reach beats targeting precision. Radio + billboard + Google Search Ads combined deliver more raw impressions in the first 48 hours than a single-corridor mesh deployment. WilDi catches the 14–90 day insurance-driven repair wave, not the immediate emergency-tarp hour.
Commercial flat-roof work, federal-facility roofing, and industrial TPO/EPDM jobs are sold through buyer relationships, bid platforms, and trade associations — not consumer-grade local advertising. CPVD doesn't help you reach a school-district facilities director or a warehouse owner during procurement.
Storm-chaser roofers operating across multiple states need broadcast-scale reach the day a hurricane is named, in markets where they have no existing presence. WilDi's mesh runs neighborhood-deep in markets you intend to operate in long-term — not flash-deploy across three Gulf states for a 60-day claim window.
If you're a multi-state franchise rolling out 10+ locations across the I-10 / I-95 corridor, broadcast television and programmatic display can deliver brand-awareness scale that GPS-verified delivery can't match yet. The Middleman Tax is a worse deal at small budgets — at $5M+ annual spend, the absolute waste is large but the scale convenience may justify the trade.
Most Jacksonville roofing contractors run $250–$750 customer acquisition cost (CAC) depending on close rates and average job ticket. Google Local Services Ads charge $50–$150 per lead in Florida, Google Search non-branded CPL runs $80–$256 (median ~$125), and shared marketplace leads from Angi, Thumbtack, and HomeAdvisor sell $45–$220 each — but the same lead goes to 3–5 competing contractors, pushing the real cost per booked job to $500–$900. WilDi Maps' Cost Per Verified Delivery (CPVD) starts at $0.20 per GPS-verified delivery on background rotation, with tunnels and zones priced higher for hyper-local precision.
Cost Per Verified Delivery is WilDi Maps' pricing model. You pay $0.20 each time your message is delivered to a real phone moving through a real street segment you've leased. The delivery is GPS-verified — the device was physically present in the corridor at the time of delivery. No bots, no off-screen impressions, no auction, no Middleman Tax. CPVD replaces the impression-based pricing (CPM) and shared-lead pricing that traditionally hides 30–50% of a roofing contractor's ad budget in intermediary fees.
Florida insurance law gives homeowners 1 year to file an initial hurricane claim and 18 months to file supplemental claims, so the roofing-demand wave runs well past the storm. The first 48 hours are dominated by emergency-tarp work where raw reach (radio, broadcast, Google Search) wins. The 14–90 day insurance-driven repair-and-replace window is where verified neighborhood-level delivery wins — homeowners are home, claim checks are landing, and out-of-state storm chasers are flooding the market. CPVD lets you saturate specific damaged corridors instead of bidding against storm chasers in a Google auction.
Roof age is the single strongest predictor of replacement spend, and Florida asphalt-shingle roofs run 15–25 years before end-of-life. Springfield (oldest housing stock in the city, two-thirds of homes pre-1921), Riverside/Avondale (1920s–1940s historic district), and Murray Hill (median construction year 1952) carry the deepest reroof inventory. For storm- and salt-driven work, Atlantic Beach (coastal evacuation Zone A) and Arlington (heavy 2017 Hurricane Irma damage) lead. Mandarin (1970s–1990s stock with mature canopy) drives consistent limb-strike and wind-uplift jobs every storm season.
Door-knocking still works after a major storm — the canvasser shows up, the homeowner just had wind damage, and the conversion math is unbeatable for the first 30 days. Outside that window, canvassing degrades fast: HOA pushback, ring-camera-driven trespass complaints, and rising labor cost per door. The structural problem is that a canvasser only knocks doors during one shift; a GPS-verified delivery in a leased corridor reaches every driver moving through that street segment, every hour, for the cost of $0.20 per delivery. Most operators run both — canvas for 30 days post-storm, then switch verified delivery on for the 14–90 day insurance-claim wave.
Three levers. First, stop paying for shared leads — every Angi or HomeAdvisor lead you buy is also being sold to 3–5 competitors, and your booked-job math collapses even when CPL looks reasonable. Second, target by housing-stock age and storm-exposure zone, not by raw traffic count — a tunnel through Springfield, Riverside, or Atlantic Beach reaches the homes whose roofs actually need replacing. Third, switch the verifiable share of your budget from auction-priced CPM and CPL to fixed-rate CPVD so your spend doesn't inflate every time a named storm enters the Atlantic basin.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.
