Roofing leads: prices, storm demand and the rules

In Focus Digital's 2025 analysis of more than 16,000 US Google Ads campaigns, roofing had the highest median cost per conversion of any industry listed, at $141.06. The reason is simple: a full replacement is one of the largest repairs a homeowner buys, so contractors can afford to bid hard.

That makes roofing attractive to lead sellers and also crowded with weak supply.

Retail and storm demand

Demand comes in two patterns. Retail replacements arrive steadily as roofs age. Storm work arrives all at once after hail or wind, often involves an insurance claim, and draws out-of-town crews who buy leads aggressively for a few weeks.

None of these sources published separate prices for storm leads or set inspections, so we haven't given one. Expect them to rise sharply in the weeks after a named storm.

Florida is the clearest example. Section 489.147 of its statutes, added in 2021, bars contractors from soliciting homeowners with offers of anything of value in exchange for a roof inspection or for making a roof insurance claim, and restricts advertisements that encourage people to file one.

A federal court blocked enforcement of the advertising provisions soon after the law passed, so check the current status before relying on either reading. Other storm-prone states have their own rules on contractors acting for homeowners in claims.

What it means for ad copy

For a broker the practical point is the ad copy behind the lead. A form promising a free roof paid for by insurance may produce volume, and may also produce leads a Florida roofer cannot lawfully use.

• Storm canvassing leads to in-home sales, which the FTC's Cooling-Off Rule lets homeowners cancel until midnight of the third business day.
• Calls and texts to the homeowner need prior express written consent naming the roofer. The one-to-one consent rule was vacated in January 2025; the written consent rule was not.
• Florida's amended Telephone Solicitation Act and Oklahoma's 2022 act add state claims for unwanted automated calls and texts.

• Leads from outside the roofer's licensed area, common after storms.
• Renters and landlords mixed in with owner-occupiers.
• Repair-only jobs sold as replacements.
• No record of the ad or form wording that produced the lead.

DataBroker sells no roofing leads. It is a paid academy and toolset for people building a brokerage in data and leads: sourcing supply from publishers, checking how each lead was generated, pricing against what roofers pay elsewhere and putting returns and exclusivity into the contract.