Based on SearchLight’s revenue attribution platform, which tracked $310,000 in non-branded Google Ads spend across 15 roofing contractors and 145 non-branded campaigns from January through March 2026, the average cost per lead (CPL) for roofing on Google Ads is $124.
That number reflects only non-branded campaigns, where the searcher is looking for a service, not a specific company. It does not include branded campaigns, where the searcher already knows the business by name.
This page breaks down cost per lead by campaign type, by month, and connects CPL to the metrics that actually determine whether a lead was worth the money: cost per paying customer, average ticket, and return on ad spend (ROAS).
This is a living benchmark. As more roofing contractors join the SearchLight platform, this page will be updated with expanded data. The methodology and structure will remain consistent so you can track changes over time.
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Google Ads Cost Per Lead by Campaign Type (Q1 2026)
Google Ads cost per lead varies significantly depending on whether the campaign is non-branded search, branded search, or Performance Max.
| Campaign Type | CPL | Accounts | Spend | Leads | ROAS (Closed) |
|---|---|---|---|---|---|
| Non-Branded Search | $124 | 15 | $310,031 | 2,491 | 2.07x |
| Branded Search | $44 | 11 | $31,767 | 727 | 6.22x |
| Performance Max | $64 | 3 | $4,992 | 78 | 2.71x |
Non-Branded Search Campaigns: $124 per lead.
Non-branded campaigns target service-intent keywords like “roof repair near me,” “roof replacement,” or “roofing contractor.” These are true customer acquisition campaigns. The searcher has a roofing need but has not yet chosen a contractor.
At $124 per lead, non-branded roofing CPL sits between HVAC ($149) and electrical ($128) in the home services landscape, and below plumbing ($183). Non-branded campaigns accounted for 89% of total roofing Google Ads spend in Q1 2026.
Branded Search Campaigns: $44 per lead.
Branded campaigns capture searchers who already know the business by name. At $44 per lead, branded roofing search is 65% cheaper than non-branded, reflecting the higher intent of someone searching for your company specifically.
Branded ROAS of 6.22x is 3x higher than non-branded (2.07x).
However, branded campaigns accounted for only 9% of total roofing spend. Branded volume is inherently limited by the number of people who already know your business.
Performance Max Campaigns: $64 per lead.
PMax campaigns use Google’s AI to serve ads across Search, Display, YouTube, Gmail, and Maps simultaneously. At $64 per lead, PMax falls between branded and non-branded search, though the sample size is small (3 accounts) and PMax campaigns may capture some branded traffic, which would pull CPL lower.
Roofing CPL by Month (Q1 2026)
Roofing demand is seasonal. As winter ends and homeowners begin scheduling inspections and repairs for spring, lead volume increases and cost per lead decreases.
| Month | Non-Branded CPL | Branded CPL | Blended CPL | Accounts | Non-Branded Leads |
|---|---|---|---|---|---|
| January 2026 | $145 | $62 | $127 | 10 | 685 |
| February 2026 | $125 | $54 | $109 | 11 | 768 |
| March 2026 | $111 | $31 | $90 | 15 | 1,038 |
Non-branded CPL dropped 23% from January ($145) to March ($111) as roofing season ramped up. Lead volume increased 52% over the same period.
Account-Level Cost Per Lead Distribution (Non-Branded)
Averages are useful, but they obscure the range. The following distribution shows how non-branded roofing CPL varies across accounts with meaningful spend ($500+ and 5+ leads):
| Minimum | 25th Percentile | Median | 75th Percentile | Maximum |
|---|---|---|---|---|
| $69 | $80 | $125 | $256 | $674 |
If your non-branded roofing CPL is below $80, you are in the top quartile. If it is above $256, you are in the bottom quartile and likely have optimization opportunities in campaign structure, keyword targeting, geographic targeting, or landing page relevance.
The spread between the best-performing accounts ($69) and worst-performing accounts ($674) is nearly 10x. This is wider than the range seen in HVAC or plumbing, and reflects several factors unique to roofing:
- Market variability. Roofing CPL in storm-prone markets with high insurance claim volume looks very different from markets where most work is elective replacement.
- Keyword strategy. Contractors bidding on high-intent terms like “roof replacement near me” will pay more per lead than those targeting repair-focused keywords, but the revenue per job is dramatically different.
- Campaign maturity. Several accounts in this dataset are in their first 90 days on the platform, where CPL tends to be higher before campaigns optimize.
Beyond CPL: Roofing Revenue Metrics (Q1 2026)
The following metrics are calculated from SearchLight’s closed-loop attribution platform:
| Metric | Q1 2026 |
|---|---|
| Blended CPL | $105 |
| Non-Branded CPL | $124 |
| Branded CPL | $44 |
| Closed Revenue | $854,416 |
| ROAS (Closed) | 2.46x |
| ROAS (Total Pipeline) | 17.82x |
| Booked Customers | 934 |
| Paying Customers | 263 |
The gap between closed ROAS (2.46x) and opportunity ROAS (17.82x) reflects the nature of the roofing sales cycle. Roofing jobs, especially full replacements, often have longer timelines between lead, estimate, contract signing, and project completion. Revenue classified as “opportunity” represents estimates that have been delivered but not yet closed (one per customer, taking an average if multiple estimates are provided).
Over time, a portion of this potential revenue will likely convert to closed revenue, improving the realized ROAS.
How Roofing Compares to HVAC, Plumbing, and Electrical
The following comparison uses SearchLight data and a consistent methodology across all four trades.
| Metric | Roofing | Plumbing | HVAC | Electrical |
|---|---|---|---|---|
| CPL (Non-Branded) | $124 | $183 | $149 | $128 |
| Accounts | 15 | 524 | 816 | 271 |
| Spend Analyzed | $310K | $14.6M | $14.9M | $1.8M |
Roofing has the lowest non-branded CPL among the four trades at $124, compared to plumbing ($183), HVAC ($149), and electrical ($128).
However, CPL alone does not determine which trade is more cost-effective to advertise. Roofing has a fundamentally different unit economics profile: higher average tickets, longer sales cycles, and lower lead-to-customer conversion rates compared to service-and-repair-dominant trades like plumbing.
A roofing contractor converting 10% of leads at a $12,000 average ticket is in a very different position than a plumber converting 18% of leads at a $1,680 average ticket, even if the plumber’s CPL is 48% higher.
What a Good Cost Per Lead Actually Looks Like
A “good” cost per lead depends entirely on what happens after the lead arrives. The question is not “is my CPL low?” — it is “does my CPL produce profitable customers at a cost my business can sustain?”
For a roofing business doing primarily full replacements with a $10,000 average ticket and 30% gross margin, each job generates roughly $3,000 in gross profit. If 15% of your leads become paying customers, you can afford a CPL of up to $450 before customer acquisition becomes unprofitable on a single-job basis.
The Q1 2026 data shows the average non-branded roofing CPL at $124, well below that $450 threshold. Even at the 75th percentile ($256), the math works for replacement-focused contractors.
For contractors focused on repairs with average tickets of $500–$1,500, the math tightens significantly. At a $1,000 average ticket and 30% margin, each job generates $300 in gross profit. At a 15% conversion rate, your break-even CPL is $45 — below the current non-branded average. Repair-focused roofing advertisers need to either segment their campaigns tightly by service type or accept that customer lifetime value (future replacement work, referrals) justifies the higher acquisition cost.
Data Source
Source: SearchLight Roofing Advertising Benchmark
Sample: 15 roofing contractors across the United States
Spend Analyzed: $347,421 in Google Ads spend (non-branded + branded + PMax)
Period: January 1 – March 31, 2026
Leads Tracked: 3,304 unique leads
Methodology: Spend-weighted calculations. Roofing campaigns identified by account vertical and campaign naming conventions. Revenue metrics derived from CRM-attributed data where available. Cost per lead is calculated as total spend divided by total unique leads within each segment.
This benchmark will be updated as more roofing contractors join the SearchLight platform. Check back for expanded data.
Frequently Asked Questions
What is the average cost per lead for roofing Google Ads in 2026?
The average non-branded cost per lead for roofing Google Ads is $124 as of Q1 2026, based on $310,000 in observed non-brand spend across 15 contractors. Branded campaigns average $44 per lead. The median account-level non-branded CPL is $125, with the 25th percentile at $80 and the 75th percentile at $256.
How does roofing CPL compare to HVAC and plumbing?
Roofing non-branded CPL ($124) is lower than both plumbing ($183) and HVAC ($149) on Google Ads. However, roofing has different unit economics — higher average tickets but longer sales cycles and lower lead-to-customer conversion rates.
Does roofing CPL change by season?
Yes. In Q1 2026, non-branded roofing CPL dropped 23% from $145 in January to $111 in March as roofing demand increased heading into spring. Contractors who maintain consistent ad spend through winter benefit from lower CPLs as seasonal demand rises.
What is a good Google Ads budget for a roofing company?
Based on the accounts in this dataset, non-branded roofing spend ranged from a few hundred dollars per month to over $25,000 per month. A roofing contractor looking to generate meaningful lead volume should plan for a minimum of $2,000–$3,000 per month in non-branded Google Ads spend, with the expectation of 16–24 leads per month at the current average CPL.
Is Performance Max good for roofing companies?
PMax campaigns in this dataset averaged $64 per lead, which is lower than non-branded search ($124). However, the sample size is small (3 accounts) and PMax campaigns may capture branded traffic, which would artificially lower the CPL. PMax can be a useful supplement to non-branded search, but should not replace it as the primary acquisition channel.
Why is my roofing CPL higher than these benchmarks?
Common reasons for above-average CPL include: bidding on broad keywords without negative keyword management, targeting high-competition metro areas, running a single campaign instead of segmenting by service type (repair vs. replacement), poor landing page relevance, and campaign immaturity (new campaigns typically have higher CPL in their first 60–90 days).
Last Updated: April 2026