What roofing marketing really costs.
Every agency dances around pricing. Here's the straight version: what each channel involves, what drives cost up or down, and how to judge whether a dollar of marketing is earning its keep — from a team that's priced roofing marketing for 20+ years.
Where the money goes — and what it buys.
Website Design
The foundation every other dollar depends on. Custom roofing sites are priced by scope — pages, features, photography and integrations. Beware of $500 template sites: they cost less up front and far more in lost leads. Our $97 Jumpstart lets you see your custom homepage before committing to a full build.
SEO
Priced as a monthly program because it's ongoing work: content, local signals, links and technical upkeep. Cost scales with market competitiveness — ranking in a metro costs more than a small town, and returns scale the same way. The payoff compounds: it's the only channel whose cost-per-lead drops every quarter.
PPC / Google Ads
Two numbers: ad spend (paid to Google) and management (paid for expertise). Roofing clicks are premium because the jobs are — expect meaningful budgets in competitive metros. The management fee is what determines whether that spend books jobs or evaporates.
Social Media
Priced by cadence and scope — content creation, community management and ad budgets. The most affordable channel to start, and the one that quietly boosts every other channel's close rate, because homeowners always check you out before calling.
Cost is the wrong number. Watch cost-per-job.
A $3,000/month program that books eight jobs beats a $1,000 program that books one — every single time. The only numbers that matter are cost per qualified lead and cost per booked job, tracked honestly by channel.
That's why everything we build includes call tracking and attribution from day one. Our clients average 400% ROI not because they spend the most, but because every dollar is measured and moved to what works.
- Track every call and form. If it isn't measured, it's a guess.
- Compare against job value. One $15k replacement pays for months of SEO.
- Mind the compounding. SEO's cost-per-lead falls; shared-lead prices rise.
- Demand transparent reporting. You should always know what your money did.
Sizing a budget honestly.
Straight answers, no runaround.
What should a roofing company budget for marketing?+
A common benchmark for growth-mode contractors is 5–10% of target revenue. A company aiming at $2M typically invests meaningfully across a website, SEO and paid channels — sized to market competitiveness. The honest answer comes from working backward from your revenue goal, which is exactly what a free consultation is for.
Why do roofing PPC clicks cost so much?+
Because one click can become a five-figure job. Competitors bid accordingly — storm markets especially. That's why management quality matters more than budget size: a well-run account books more jobs from fewer clicks.
Is cheap SEO worth it?+
A $300/month SEO plan usually buys automated reports and directory spam — and sometimes penalties that cost far more to undo. Real SEO is human work: content, links, local signals. Judge providers on roofing results, not price.
How fast should marketing pay for itself?+
PPC should show payback within the first 60–90 days. SEO typically turns clearly positive within 6–12 months and keeps compounding. Our client average across the whole engine is a 400% return on marketing investment.
Do you require long-term contracts?+
No. We price monthly and earn renewals with results. Walk into any agency conversation knowing this: confident agencies don't need handcuffs.
Want a number for your market?
In one free consultation we'll size an honest budget against your revenue goals — and show you exactly what it should return.
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