The numbers behind roofing search behaviour, lead economics and conversion — with the context that makes them useful.
Statistics in marketing are usually quoted without context and then repeated until they become folklore. The figures below come from a mix of published industry research and our own client data, and we have noted which is which where it matters.
Roughly 60% of roofing enquiries originate from the three businesses shown in the Google map pack. Position four receives a small fraction of position three.
Around 70% of roofing searches happen on a phone, frequently on mobile data and often standing outside the property in question.
Homeowners overwhelmingly filter to businesses with a 4.5-star average or better, and weight reviews from the last three months far more heavily than older ones.
The first contractor to return a call wins a disproportionate share of quotes — in our client data, close to half of all booked inspections.
Roofing search terms routinely cost $40–$80 per click in competitive US metros, with commercial roofing terms exceeding $70.
Paid roofing leads typically land between $80 and $250 qualified. Mature organic systems commonly fall well below that and keep falling.
Roofing benchmarks vary enormously by market, season and storm activity. A cost per lead that looks alarming in Ohio in February may be excellent in Dallas in May. Use these as orientation, not as targets, and measure against your own trailing twelve months.
The free audit benchmarks your visibility, conversion and lead cost against your actual market.