Many roofers do not actually know if their marketing is paying off. Are your roofing leads worth it, or is money slipping away? If you want long-term growth, you must track every channel and every job.
Where Do Your Roofing Leads Come From?
Common sources:
- Google paid ads
- Organic SEO and your website
- Lead buying (shared or exclusive)
- Yard signs and local mailers
- Friend and past client referrals
Each has a cost attached, even if it does not look like it. Tracking stops waste.
Key Tracking Metrics
Use simple steps:
- Call tracking numbers for each ad campaign
- Web forms with hidden source fields
- Manual logs (even pen and paper beats nothing)
- Monthly lead tally by channel
Keep things clear. Count calls, not just clicks.
What Makes a Roofing Marketing Agency Worth the Cost?
If you pay a roofing marketing agency like Mr and Mrs Leads, ask for:
- Reports that show exactly how many leads closed from each channel
- Clear breakdown of ad spend and SEO
- No hiding the cost per closed job
If they resist, they are hiding waste.
Real agencies want to prove their value. Those that do not are usually not worth your money.
Comparing Roofing Leads: Paid, Organic, and Exclusive
If you buy roofing leads, track repeat leads carefully. See which sources bring in bigger or smaller jobs, and cut channels if cost per sale climbs too high.
Use this table as a basic example:
| Lead Source | Avg. Cost | Avg. Close Rate | Example Job Size |
|---|---|---|---|
| Google paid ads | $60 per lead | 20% | $9,000 roof replacement |
| SEO (organic) | Cost of SEO agency | 30% | $8,000 repair |
| Exclusive roofing leads | $120 per lead | 40% | $10,000 full job |
The Role of Reviews and Referrals
Some leads cost nothing, but take years to build. Word-of-mouth pays off with higher close rates but is hard to track.
Pitfalls to Avoid in Roofing Marketing Tracking
- Not recording the source of every lead
- Forgetting to follow up on web form or call leads
- Assuming all leads closed due to your ads when they came from referrals
- Ignoring negative reviews that block sales
I met a contractor who thought he was crushing it due to paid ads, but most sales were old relationships. Once he tracked things, he cut ad spend and invested more in follow-ups and reviews.
What If Tracking Shows Bad ROI?
Act fast. Move budget from slow sources to those that close. Share data with your roofing marketing agency and demand change. If you keep spending with no calls, you are just funding other companies’ growth.
If you do not know the numbers, you are guessing. That is rarely a good way to run a business.
Finishing Thoughts
Measure all roofing leads by source, cost, and close rate. Track your spend. Demand clarity from agencies. Over time, better tracking leads to smarter marketing, more profit, and fewer missed opportunities.
