A roofing lead is a homeowner request you pay for. Prices differ by source, by market and by whether the lead is shared. This page gives the prices we publish, one sourced comparison point, and a table for working out cost per booked job.
What PickARoofer charges
| Plan | Per accepted lead |
|---|---|
| First 3 leads | Free |
| Founder pilot (until December 31, 2026 or 50 contractors) | $99 flat |
| Tier 3: smaller cities | $150 |
| Tier 2: mid-size metros | $175 |
| Tier 1: major metros and active hail markets | $225 |
You are charged only when you accept a lead. There is no subscription. The tier for your market is confirmed at signup and shown on every lead preview. See lead pricing for how tiers are set.
A comparison point with a source
For Google Local Services, we cite a September 2026 analysis of billing data from 13 roofing campaigns, pulled from the Google Ads API with credited leads excluded: median $127.60, mean $151.67, and the middle 80% between $77.86 and $174.24. It is a small sample from one analysis, so treat it as a rough reference point. It is also below some of our tiers, and we would rather you see that.
For marketplaces that sell one lead to several contractors, we don't quote a price. We could not read their contractor pricing pages when we wrote this, and their rates are set per account. Ask for the price in writing.
Cost per booked job
Divide the lead price by your close rate. The table uses example close rates of 10%, 20%, 30%. These are illustrations, not benchmarks. We know of no reliable published close rate for roofing leads, so use your own.
| Price tier | Per lead | At 10% close | At 20% close | At 30% close |
|---|---|---|---|---|
| Founder pilot | $99 | $990 | $495 | $330 |
| Tier 3 | $150 | $1,500 | $750 | $500 |
| Tier 2 | $175 | $1,750 | $875 | $583 |
| Tier 1 | $225 | $2,250 | $1,125 | $750 |
Read across a row and the same lead gets three times cheaper per job as the close rate triples. Read down a column and the price gap between tiers matters less than the close-rate gap. That is the whole case for tracking your own numbers.
Costs the lead price leaves out
- Time to call. A lead you reach late is worth less than one you reach in minutes.
- Invalid leads. Ask how credits work. Ours are requested in the portal within 7 days, for leads unreachable after 3 documented attempts over 48 hours, fake, duplicate or out of area. See the refund policy.
- Commitments. A monthly fee or minimum spend adds cost when leads are slow.
What we can't tell you
We cannot say how many leads your city will generate or what share you will close. We are new and volume is low. That is why the first 3 leads are free.
Frequently asked questions
How much does a roofing lead cost?
It depends on the source and how many contractors share the lead. On PickARoofer the price is a flat $99 during the founder pilot, then $225, $175 or $150 by market. For other sources, ask for the current price in writing.
What matters more, price per lead or cost per booked job?
Cost per booked job. Divide the lead price by your close rate. A $99 lead that closes at 10% costs $990 per job, and a $225 lead that closes at 30% costs $750.
What is a good close rate on roofing leads?
We don't know of a reliable published figure, so we don't quote one. Use your own numbers from the last 90 days, by lead source.
Are bad leads refunded?
Some are. Request a credit in the portal within 7 days for a lead that stayed unreachable through 3 documented attempts over 48 hours, was fake or duplicated, or sat outside your area. Lost bids are not credited.
Do I pay anything to sign up?
No. Signing up is free and no card is needed for the 3 free leads. Charges start only when you accept a lead beyond those.
Related
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