What does a roofing lead cost in the UK? (2026 data)

A roofing lead from Google search ads typically costs £35–£82, averaging around £58, based on GetFindable benchmark data, 2026. Facebook and Instagram leads run £22–£45— still cheaper than Google, but the gap is narrower than for emergency trades. Roofing leads cost more than plumbing leads because roofing is a planned, considered purchase: people compare several quotes before booking, which pulls the lead-to-job close rate down to around 22%. The maths still works in the roofer's favour, though — with an average job value benchmark of £1,200, a typical £58 lead closing at 22% works out to roughly £260 in ad spend to land a £1,200 job. Actual costs vary by area and competition, so use these as benchmarks, not quotes.

How much does a roofing lead cost from Google ads?

Roofing is a considered purchase rather than an emergency one — a leaking roof is urgent, but a new roof or a re-roof is something homeowners plan for and shop around on. That changes the cost structure compared with a trade like plumbing.

Typical cost per click on Google search ads for roofing terms runs £2.10–£4.90, with a mid-point around £3.50— lower than plumbing's click cost, because roofing searches are less time-pressured and less competitive on a per-click basis. But based on GetFindable benchmark data, 2026, only around 6%of roofing clicks turn into an actual lead, well below plumbing's 1-in-10, because people are researching and comparing rather than picking up the phone immediately.

That lower conversion rate is what pushes the cost per lead up: typical cost per lead via Google for roofing works out at £35–£82, averaging around £58.

Are Facebook leads cheaper?

Yes, generally — Facebook and Instagram leads for roofing typically run £22–£45, below Google's average of £58. The gap between the two channels is smaller for roofing than for a trade like plumbing, though, because roofing decisions are already unhurried: someone scrolling past a Facebook ad for a re-roof isn't behaving all that differently from someone doing a slower Google search on the same subject.

Facebook tends to work well for roofing as a way to reach homeowners before they've started actively searching — building a pipeline of enquiries rather than catching people mid-search. Google still tends to bring people who are further along and more ready to get a quote booked in. Running both typically covers more of the buying process than either one alone.

How many leads become paying jobs?

Roofing close rates run lower than emergency trades, at around 22%, based on GetFindable benchmark data, 2026 — a reflection of homeowners typically getting two or three quotes before committing, given the size of the spend involved.

Average job value for roofing work benchmarks around £1,200, with full re-roofs running considerably higher.

Worked example: at a typical £58 cost per lead and a 22% close rate, a roofer needs roughly 4–5 leads to land one job — that's about £260 in ad spend per job won, against an average £1,200 job value. Compared with plumbing, roofing leads cost more individually and take more of them to close a job, but the far higher job value carries the maths comfortably.

What about Checkatrade or other lead-buying sites?

Lead-buying platforms like Checkatrade are a pay-per-lead model, and plenty of roofers use them, particularly when starting out. The catch is that a lead bought this way is typically sold to several roofing businesses at once, so a homeowner requesting a quote is often fielding calls from two or three companies before deciding who to go with.

Running your own Google and Facebook ads costs money up front, but every lead is exclusively yours — nobody else is quoting the same job at the same time, and repeat and referral business from that customer stays with you rather than being split with a directory. Given roofing's higher job values, owning the lead relationship tends to matter more, not less.

How do I keep the cost per lead down?

A few practical changes tend to move the needle most for roofing cost per lead:

• Tight area targeting. Roofing jobs are local and travel time matters — narrowing targeting to where you actually cover work stops budget going on clicks outside your area.
• Fast callbacks. Even in a considered-purchase trade, the roofer who responds first often gets the first quote slot, and first quotes carry an advantage.
• Reviews. Roofing is a high-trust, high-spend decision — recent reviews with photos of completed work typically lift the rate at which enquiries turn into booked quotes.
• A landing page or website that converts.Roofing customers often want to see examples of past work before calling; a page that shows this converts more of the clicks you've already paid for.
• Being findable in AI search. Homeowners increasingly ask AI assistants for roofing recommendations before opening a search engine. Being set up to be found there brings in enquiries that never show up in a normal ads report.

Getting this set up

GetFindable runs this whole process — Google and Facebook ads, landing pages, AI search visibility — end to end, from £149/month. To see typical lead costs and job volumes for your own area, try the calculator on the GetFindable homepage.

Sources and method:figures are from GetFindable's 2026 benchmark model, built from live Google ad-pricing data and in-house channel benchmarks. They're estimates for typical UK conditions, not quotes — actual cost per lead varies by location, competition, and time of year.