Roofers report paying about $300 for a lead from Angi, and one owner says appointment sellers charge less than half that for each set appointment. What a lead costs you per signed job depends on two things the price leaves out: how many other roofers get the same homeowner, and what you pay before anyone signs.
Shared leads go to several roofers at once and exclusive leads go to one company, while per-appointment sellers charge for a booked inspection and pay-per-close programs charge for each closed job.
A shared lead can go to four or five roofers at once
Angi’s help center says each homeowner request is matched with “no more than five pros.” On Modernize, a QuinStreet site, the homeowner agrees to marketing calls and texts from “Modernize and up to four home improvement companies.” Its terms say those companies may use auto-dialers and prerecorded voice messages.
On Thumbtack, a community admin wrote that customers can contact four pros in the first four hours, and in a later post that they can contact more after that.
A Federal Communications Commission rule would have limited a homeowner’s consent to robocalls and robotexts to one company at a time, which would have stopped one form from feeding several contractors. A federal appeals court struck that part down.
One owner closed none of 24 Angi leads, while another pays $1,000 a month for about seven leads a week and says he is “crushing it.”
Angi tells pros that most closed leads are won by the first pro to contact the homeowner, and that calling within 15 minutes “more than doubles your chances of connecting.” A roofer on r/Roofing complained of paying $100 for a shared lead only to find four other roofers had already called.
Buy shared leads only if someone can call every one that fast, on every day the budget runs. What Angi bills and when it credits a lead are in Angi and HomeAdvisor Leads for Roofers: What They Cost and Why Owners Quit.
A $130 exclusive lead can cost $520 to $650 per appointment
A roofer on r/Roofing was quoted $130 per residential lead by a seller that claimed 20% to 25% of its leads become appointments.
At the seller’s own rate, that is $520 to $650 in lead fees for each appointment, before anyone signs.
A commercial roofer on r/RoofingSales wrote that he had wasted money on leads sold as exclusive that were anything but. A roofer opening an Austin territory in July 2026 went looking for exclusive retail leads at around $75 each, from a seller that replaces no-shows, homeowners who can’t be reached and invalid leads.
Divide each seller’s price by its own appointment rate so you compare sellers per appointment, and get the replacement terms in writing before the first payment.
One owner says per-appointment sellers want payment upfront
An owner who says two lead companies cost him over $11,000 posted a warning about per-appointment sellers on r/Roofing.
By his account, you pay upfront, a trial runs about 10 leads, and the price is $80 to $120 for what sellers call a set appointment.
One setter on r/RoofingSales was offered $200 for each inspection set, so a bought appointment costs less, as long as the homeowner is home and wants a roof.
A roofer answering a lead seller’s survey named these deal-breakers: shared leads, small scope, long distances and multiple trades. Before you pay for a trial, write down what counts as a set appointment: a homeowner who keeps it, a job of the size you take, an address inside your area, and a free replacement for any that falls through.
One owner tried three pay-per-close companies and lost three grand
Paying only for closed jobs appeals to an owner who can’t carry a monthly fee. One DFW roofing owner ruled out any monthly fee once storm season ended, because his jobs pay out a week to three months after closing.
On r/RoofingSales, a roofer seeing pay-per-closed-job ads all over Facebook and Instagram asked whether any were legit. The top reply said a few may be, but most are scams or run by people who can’t qualify a lead: “I tried three different companies and ended up losing three grand.”
Set any pay-per-close fee beside the sales pay a signed roof already carries. One commenter on r/RoofingSales called 10% of the contract on the front end normal for a rep, and the setter mentioned above had the option of 5% of gross per build instead. If your own rep still runs the inspection and the close, the fee comes on top of that pay.
Before signing up, get four answers in writing: what counts as a closed job, when the fee falls due, what you owe before any job closes, and how you cancel.
Google’s Local Services Ads charge only for valid leads
Google Local Services Ads bill per valid lead: an answered call, a message, a voicemail or a booking, and since October 1, 2026, a call you miss during business hours if the caller stays on the line for more than 20 seconds. Google prices each lead by location, job type and lead type, with message leads “typically priced lower” than phone leads, and credits low-quality leads automatically.
Since November 2025, a message from a homeowner who contacted several businesses at once carries a label saying so and costs less. From August 2026, Google is moving roofing Local Services Ads into Google Ads Performance Max, still charging only for valid leads.
When one DFW roofer signed up in September 2026, Google set a minimum budget of $327 a week and projected about $109 a lead at that floor.
Set that projection beside what lead sellers quote, then judge both by signed jobs. Budgets and disputes are in Google Local Services Ads for Roofers: Budget, Cost per Lead and Disputes.
Hook Agency’s list names seven lead companies and prices none
As of October 2026, Hook Agency’s list of the best roofing lead companies names seven providers, puts Hook first and gives no price for any of them. In Hook’s descriptions, Elite Call charges per lead and transfers calls live, and Service Direct charges per lead with no long-term contract. 99 Calls sells exclusive leads it does not resell, and RoofNuts supplies door-knocking teams.
Ask each one for its price per appointment and its replacement terms before you sign.
The FTC barred HomeAdvisor from calling leads “ready to hire” unless true
In 2022 the Federal Trade Commission charged HomeAdvisor with selling leads as homeowners ready to hire, matched to each pro’s services and area, when many were not. It also charged that many leads were bought from other companies while HomeAdvisor presented them as its own. HomeAdvisor settled in 2023 without admitting or denying the charges.
The final order bars HomeAdvisor from selling leads with phrases such as “ready to hire” and “not window shopping” unless they are true, and requires data behind any claim about how often its leads become jobs.
When any seller uses those phrases, ask for its numbers on how often leads become signed jobs, and ask where the leads come from.
Judge each lead source by the jobs it signed
Before you pay any lead company:
- Read the terms the homeowner agrees to on the seller’s site, which is where Modernize names how many companies may call.
- Price every seller per appointment, using its own appointment rate.
- Get replacement terms for no-shows and bad numbers in writing.
- For pay-per-close, get in writing what you owe before any job closes.
- Count signed jobs by source for a full season before raising a budget, as How to Track Which Marketing Brings In Your Roofing Jobs lays out.
Calls from your own Google Maps listing carry no lead fee. To see where you show up, run the free Google Maps heatmap: pick your Google profile and a search, and in a few minutes you’ll see your rank at 49 points around your office.