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Roofing cost per lead calculator: from price per lead to cost per signed roof
Enter what you pay per lead or appointment, your funnel rates and your average job. You'll see cost per inspection, cost per sit, cost per signed roof and the most you could pay per lead before it eats your margin.
Leads you reach on the phone
Contacts that book an inspection
Inspections that sit
Sits that sign
Your average signed roof
Optional, for profit outputs
There is no neutral published roofing benchmark for contact rate or set rate. The example values are proxies and estimates. Your own CRM numbers will give a far better answer.
Your numbers
- Cost per inspection set
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- Cost per sit
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- Cost per signed roof
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- Add job value to see it as a share of the job
- Gross profit per roof after lead cost
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- Break-even price per lead
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Results update as you type. Break-even is the price at which lead cost uses up all the gross profit on the roof.
Sources for example inputs
- Exclusive roofing lead $60–$220, shared $20–$120 (Fixr, vendor asking prices)
- Exclusive vs shared lead pricing and set rates (Elevarus, vendor estimate)
- Close rate 25–30% on qualified in-home appointments (PipelineOn citing ProLine/Allied)
- Contact rate on exclusive leads, proxy from another home-services vertical (Pavado)
- Average insured roof replacement $17,631 in 2025 (Verisk via Insurance Journal, Jun 2026). Insured claims; retail jobs often differ.
- Midrange asphalt replacement $31,871 (Cost vs Value 2025, national)
- Most roofers make 21%–40% gross profit (JobNimbus, Feb 2026)
The formula
The math, in plain text.
Each step divides by a conversion rate. That's why a cheap lead with weak rates can cost more per signed roof than an expensive one.
Step 1
Cost per inspection set
Price per lead ÷ (contact rate × set rate)
Step 2
Cost per sit
Cost per inspection set ÷ show rate
Step 3
Cost per signed roof
Cost per sit ÷ close rate
Step 4
Share of the job
Cost per signed roof ÷ average job value
Step 5
Gross profit after lead cost
(Job value × gross margin) − cost per signed roof
Step 6
Break-even price per lead
Job value × gross margin × contact × set × show × close
Worked example (Sample, illustrative). A $150 lead at 65% contact, 65% set, 80% show and 30% close works out to about $355 per inspection set, $444 per sit and $1,479 per signed roof. On a $17,631 job at 30% gross margin, that's about 8% of the job and 28% of gross profit, with a break-even price near $536 per lead. These are example inputs from industry estimates, not a forecast.
The $17,631 figure is the average insured residential replacement in 2025 (Verisk). Insured claims; retail jobs often differ, so put in your own number.
Limits
What the calculator can't tell you.
- It can't tell you your rates. Contact and set rates have no neutral roofing benchmark, so the example values are proxies.
- It treats every signed roof as the average job. Repairs, upsells and insurance supplements move the real number.
- It ignores your sales labor, canvassing and overhead. Lead cost is one line in your cost of a sale.
- It isn't a forecast. The example inputs are industry estimates, not what any one territory or vendor will do.
Test-batch scorecard
Track these six numbers on any test batch.
Whoever you buy from, log these per batch. After a few weeks you'll have real inputs for the calculator instead of estimates.
- Leads or appointments received
- Reached by phone (contact rate)
- Inspections set (set rate)
- Inspections that sat (show rate)
- Signed roofs (close rate)
- Total spend and credits issued
For what leads cost by type, read how much roofing leads cost, see our pricing, or compare with booked roofing appointments. Back to the home page.
FAQ
Cost per lead questions
How do I calculate cost per lead?
If you buy leads at a fixed price, that price is your cost per lead. If you run your own ads, divide total spend for the period by the number of leads it produced. Either way, cost per lead is only the starting point. What matters is what a signed roof costs once your contact, set, show and close rates are applied.
How do I calculate cost per signed roof?
Multiply your leads by price per lead to get spend. Multiply your leads by contact rate, set rate, show rate and close rate to get signed roofs. Divide spend by signed roofs. For booked appointments it is simpler: price per appointment divided by (show rate × close rate).
What close rate should I use?
Use your own, measured on inspections that actually sat, over at least the last few months. Published industry figures put close rates on qualified in-home appointments around 25% to 30%, but those are vendor-reported numbers, linked under the calculator. If you don't track it yet, run the calculator at 20%, 30% and 40% to see how much the answer moves.
What is a break-even price per lead?
It's the most you could pay per lead before lead cost eats all the gross profit on the roofs it produces. The formula is average job value × gross margin × contact rate × set rate × show rate × close rate. You want to buy well under it, because lead cost isn't your only overhead.
Does the calculator store what I type?
No. It runs in your browser and doesn't save or send your numbers. If you click through to book a call, only the price you entered and the cost per signed roof go along in the link, so we can look at them with you.