Cost Per Lead (CPL) Benchmarks
| Channel | CPL | Close Rate | CAC (close $) |
|---|---|---|---|
| Referrals + past customers | $0-$50 | 40-60% | $0-$125 |
| Door-to-door (storm canvassing) | $50-$120 | 15-25% | $200-$800 |
| Google Local Service Ads (LSA) | $80-$200 | 20-30% | $270-$1,000 |
| Google Search PPC | $120-$300 | 10-18% | $700-$3,000 |
| Facebook Ads (lead form) | $25-$80 | 5-10% | $250-$1,600 |
| HomeAdvisor / Angi | $30-$80 (paid per lead) | 3-8% | $400-$2,500 |
| Yelp ads | $60-$200 | 6-12% | $500-$3,300 |
| Direct mail (storm zones) | $15-$45 | 1-3% | $500-$4,500 |
Note: CAC = cost to acquire a closed job. Healthy roofing CAC is 5-12% of job revenue. Above 15%, your channel mix is broken.
The Retail + Insurance Mix
The best roofers don't depend on storms. Target mix by year 3:
- 40-60% insurance restoration (storm + age claims)
- 30-50% retail replacement (no insurance, homeowner-paid)
- 10-20% commercial / repairs / maintenance
Pure storm chasers boom and bust. Pure retail can't handle storm response volume. Mix wins.
The Highest-ROI Channels (Long-Term)
- Reviews + reputation. Google reviews directly drive LSA ranking, organic traffic, and referrals. Target 200+ reviews, 4.7+ stars.
- Past customer follow-up. 5-year reach-out for inspections. Convert to repairs, gutter work, new roofs.
- Realtor partnerships. Inspection report follow-ups close at 25-40%.
- Google LSA + organic SEO. Compounds over years.
The Channels That Burn Money
- HomeAdvisor / Angi shared leads. 4-7 contractors get the same lead. Race to the bottom.
- Lead aggregator subscription services. Same problem.
- Untracked direct mail. If you can't measure response, you're gambling.
- Cheap door-knocker hires without training. Burns through storm zones with bad reputation.
Build a Real Marketing Stack
- Get on Google Business Profile + LSA
- Build review machine (CompanyCam after-photos → review request)
- Run a single PPC campaign (one zip, one offer) and measure
- Add Facebook retargeting for site visitors
- Only after #1-4 are stable, add direct mail or D2D
Software That Helps
- JobNimbus — CRM-first pipeline, ideal for sales-driven shops
- AccuLynx — for insurance restoration workflow
- Full roofing software review