We make ACE, so read our ranking with that in mind. We've tried to be fair to every option, including when ACE isn't the right fit. Costs below are reported ranges from the published sources listed at the bottom, as of October 2026. Prices change by market and season, and many companies don't publish theirs, so always get a written quote.
The short answer
- Best overall: ACE
- Best for people searching right now: Google Local Services Ads
- Best for full control of your ads: Google search ads
- Best for volume: Angi
- Best for volume with a cap on shared pros: HomeAdvisor
- Best for small jobs and a flexible budget: Thumbtack
- Best shared marketplace for bigger projects: Modernize
- Best for storm response on social media: Facebook and Instagram ads
- Best free option: Nextdoor
- Best for big-city markets: Yelp Ads
- Best long-term asset: a roofing SEO and ads agency
- Best for in-person storm work: door-knocking crews
How we ranked them
We scored each option on six things that matter most to roofers:
- Shared or exclusive. Is the homeowner yours, or are other roofers calling them too?
- Intent. How likely is the homeowner to actually need a roof?
- What you pay for. A click, a name, or a real action?
- Reach. Can it reach homes you can't knock, like no-soliciting and gated neighborhoods?
- Control and contracts. Can you start, stop and change spend easily?
- Rules. Does it fit state rules, like Florida's limits on what roofers can offer?
At a glance
| # | Company | How you pay | Shared or yours | Best for |
|---|---|---|---|---|
| 1 | ACE | Per verified action | Yours | Reaching in-market homeowners everywhere |
| 2 | Google Local Services Ads | Per lead | Yours | People searching right now |
| 3 | Google search ads | Per click | Yours | Full control of your ads |
| 4 | Angi | Per lead, plus membership | Often shared | Volume |
| 5 | HomeAdvisor | Per lead, plus membership | Shared with up to a few pros | Volume |
| 6 | Thumbtack | Per lead, with a budget cap | Customers often contact several pros | Small jobs |
| 7 | Modernize | Per lead | Shared by default | Bigger projects |
| 8 | Facebook and Instagram ads | Per click or impression | Yours | Storm response |
| 9 | Nextdoor | Free page, paid ads optional | Yours | Neighborhood word of mouth |
| 10 | Yelp Ads | Per click | Yours | Big-city markets |
| 11 | SEO and ads agency | Monthly fee plus ad spend | Yours | Long-term growth |
| 12 | Door-knocking crews | Commission or per appointment | Yours | In-person storm work |
1. ACE
- How it works
- ACE finds homeowners in your area who show signs they need a roof, then reaches them by mail, text and email. Each homeowner gets a personal offer from your company and can unlock a real gift card, like a coffee or lunch on you, for watching a short video about your company. The video can't be skipped, the sound has to be on, and the reward unlocks after 75% is watched. A second reward can unlock when they book, for example $20 for watching and $30 for booking. They have 30 days to claim.
- Shared or exclusive
- Yours. Homeowners respond to your offer, not a marketplace.
- Cost
- You pay per verified action. We'll walk through your numbers on a free call.
- Contract
- Campaign-based.
- Best for
- Reaching homeowners who are in market for a roof, including the ones you can't knock.
Pros
- You pay for verified actions, not clicks or names.
- Homeowners aren't shared with other roofers.
- Reaches no-soliciting and gated neighborhoods that door knockers can't.
- Works after a hailstorm, when every roofer sends the same "free inspection" pitch.
- Homeowners have already watched your video before you call.
- You keep the list of who engaged.
- Built to fit Florida's rules: Florida campaigns only reward watching the video.
Cons
- Campaigns take 2–3 weeks to launch.
- You still have to call homeowners back quickly.
- Built for homeowners, so it's less suited to commercial-only roofers.
What we've seen: about 9% of homeowners activate in ACE roofing campaigns, and one homeowner went from a direct mail offer to a booked roof inspection in 20 minutes. Good Faith Roofing is one of the roofers using ACE.
2. Google Local Services Ads
- How it works
- Your business shows at the top of Google with a "Google Verified" badge. Homeowners call or message you straight from the ad. Google checks your license, insurance and background first.
- Shared or exclusive
- Yours.
- Reported cost
- About $50 to $150 per lead for roofing, depending on market.
- Contract
- No long-term contract. You set a weekly budget.
- Best for
- Homeowners searching "roofer near me" right now.
Pros
- Top-of-Google placement with a trust badge.
- You pay per lead, not per click.
- Leads come only to you.
Cons
- Only reaches people already searching.
- Since 2024, Google gives automatic credits for leads it judges invalid instead of letting you dispute them.
- Ranking depends heavily on reviews and how fast you answer.
3. Google search ads
- How it works
- You bid on searches like "roof replacement near me" and pay when someone clicks your ad.
- Shared or exclusive
- Yours.
- Reported cost
- Roofing clicks often run from several dollars to over $40 each in competitive markets, and reported cost per lead ranges from about $124 to $300 or more.
- Contract
- None with Google. Agencies often have their own contracts.
- Best for
- Roofers who want full control and have a strong landing page.
Pros
- Total control over keywords, areas and budget.
- Can start in days.
Cons
- You pay for every click, even if they never call.
- Bidding wars, especially after storms.
- Needs constant management.
For a head-to-head look, see ACE vs. Google Ads.
4. Angi
- How it works
- Homeowners request help on Angi (formerly Angie's List), and roofers pay for the leads that match their settings.
- Shared or exclusive
- Often shared. One request can go to several roofers.
- Reported cost
- About $15 to $85 per lead, plus a yearly membership fee of around $300. Angi doesn't publish a standard price list.
- Contract
- Membership renews yearly. Read renewal and cancellation terms.
- Best for
- Steady volume if you can call back within minutes.
Pros
- Big, well-known brand.
- Lots of homeowner requests.
Cons
- Leads are often shared, so you race other roofers.
- You can pay for leads that never answer.
- Homeowners are often comparing prices.
For a head-to-head look, see ACE vs. Angi.
5. HomeAdvisor
- How it works
- HomeAdvisor is part of the same company as Angi. Homeowners submit a project, and HomeAdvisor matches it to pros.
- Shared or exclusive
- Shared. HomeAdvisor has said each lead goes to no more than three other pros.
- Reported cost
- Per-lead prices vary by job type and area, plus a yearly membership fee.
- Contract
- Yearly membership.
- Best for
- Volume, with a limit on how many pros get each lead.
Pros
- Large homeowner audience.
- A cap on how many pros share each lead.
Cons
- Still shared leads.
- In January 2023, the FTC announced an order requiring HomeAdvisor to pay up to $7.2 million over alleged misrepresentations to contractors about lead quality. HomeAdvisor did not admit wrongdoing.
6. Thumbtack
- How it works
- You pay when you're matched with a customer or when you reach out to a request. Some leads are only charged if the customer replies.
- Shared or exclusive
- Customers often contact several pros.
- Reported cost
- Varies by job and market. Lead fees aren't refunded if the job doesn't close.
- Contract
- None. You set a weekly or monthly budget cap.
- Best for
- Repairs and smaller jobs.
Pros
- Flexible budget you can change anytime.
- No long-term contract.
Cons
- You compete with other pros on most jobs.
- Fewer full replacement requests.
For a head-to-head look, see ACE vs. Thumbtack.
7. Modernize
- How it works
- Modernize sells leads from homeowners researching bigger home projects, including roof replacements.
- Shared or exclusive
- Shared by default. Exclusive leads cost more.
- Reported cost
- Prices vary by market and aren't published. Exclusive leads are reported at about 1.5 to 2 times the shared price.
- Contract
- Ask for terms in writing.
- Best for
- Bigger projects like full replacements.
Pros
- Homeowners researching larger projects.
- Option to pay more for exclusive leads.
Cons
- Shared by default.
- Pricing isn't public.
8. Facebook and Instagram ads
- How it works
- You run ads to homeowners in your area and collect leads through forms or calls.
- Shared or exclusive
- Yours.
- Reported cost
- About $40 to $80 per lead in normal months, and as low as $10 to $22 per lead in the days right after a hailstorm.
- Contract
- None with Meta.
- Best for
- Fast storm response and local awareness.
Pros
- Can reach a whole storm area quickly.
- Low cost per lead right after storms.
Cons
- Many form leads are early or low intent.
- You need good ads and fast follow-up.
9. Nextdoor
- How it works
- Claim a free business page, post a few times a month, and let neighbors recommend you. Paid ads are optional.
- Shared or exclusive
- Yours.
- Reported cost
- Free business page; paid local ads are optional and generally low cost.
- Contract
- None for the free page.
- Best for
- Neighborhood word of mouth.
Pros
- Free to start.
- Neighbor recommendations build trust.
Cons
- Takes steady time and effort.
- Results can swing a lot from year to year.
10. Yelp Ads
- How it works
- You pay per click for ads on Yelp search results.
- Shared or exclusive
- Yours.
- Reported cost
- Home services clicks often run about $7 to $25, and roofing can top $40 per click in big cities.
- Contract
- Yelp often pitches 12-month contracts. Month-to-month is sometimes available.
- Best for
- Dense big-city markets where people use Yelp.
Pros
- Strong in some big cities.
- Puts you next to your reviews.
Cons
- Expensive clicks for roofing.
- Contracts and cancellation can be a hassle.
- Weaker in suburban and rural areas.
11. A roofing SEO and ads agency
- How it works
- An agency builds your website, local search rankings and paid ads.
- Shared or exclusive
- Yours.
- Reported cost
- A monthly fee plus ad spend. Prices vary widely by agency.
- Contract
- Often 6 to 12 months. Ask before you sign.
- Best for
- Building a lead source you own for years.
Pros
- Leads are yours.
- Good rankings keep working.
Cons
- Takes months.
- Results vary a lot by agency.
12. Door-knocking crews
- How it works
- Canvassers knock on doors, often after storms, and set inspection appointments.
- Shared or exclusive
- Yours.
- Reported cost
- Usually commission or a fee per appointment.
- Contract
- Varies by crew.
- Best for
- In-person storm work in neighborhoods that allow it.
Pros
- Face-to-face trust.
- Fast after storms.
Cons
- Can't reach no-soliciting and gated neighborhoods.
- Many people don't answer the door.
- High turnover.
What a booked inspection really costs
The price per lead doesn't tell you much. What matters is what you pay for each inspection that actually gets booked.
The formula: cost per lead ÷ share of leads that book an inspection = cost per booked inspection.
Worked example (made-up numbers to show the math)
- A shared lead costs $60, and 1 in 10 books an inspection. That's $60 ÷ 0.10 = $600 per booked inspection.
- An exclusive lead costs $120, and 3 in 10 book. That's $120 ÷ 0.30 = $400 per booked inspection.
The cheaper lead cost more per inspection. Shared leads are cheap because several roofers are calling the same homeowner. Track your own numbers for 60 to 90 days before you decide what's working.
With ACE, you pay for verified actions instead of names, so you can see exactly what each watched video and booked inspection cost. On a free call, we'll walk through what that looks like in your market.
Questions to ask any lead company before you sign
- Is each lead sent only to me, or to other roofers too? How many?
- What exactly am I paying for: a click, a name, a call or a booked appointment?
- What happens if a lead is fake, wrong or out of my area? How do credits work?
- How long is the contract, and how do I cancel?
- Are there setup or membership fees?
- Can I see reporting by lead, not just totals?
- Do I keep the contact list if I stop?
- Can you show me results from roofers in markets like mine?
Red flags
- "Exclusive" leads that are really sold to several companies.
- No clear answer on how many roofers get each lead.
- Long contracts with auto-renewal you can't easily cancel.
- Paying for every lead, with no credits for bad ones.
- Reporting that shows clicks and impressions, but not booked jobs.
- Offers that reward homeowners for an inspection or an insurance claim in states like Florida, where that's not allowed.
Which is best for your situation?
- Storm season: prepare before hail season, then use storm data to find the area and reach every home with ACE or Facebook ads after a hailstorm.
- The slow season: bring back old estimates that went quiet and reach the neighbors around a job.
- New roofing company: start with Google Local Services Ads, a free Nextdoor page and strong Google reviews, then add ACE to reach homeowners who aren't searching.
- Growing company with a sales team: ACE plus Google, with a shared lead source like Angi for extra volume if your team calls fast.
- Commercial roofing: see our guide to commercial roofing leads. Most of the options above are built for homeowners.
The rules in Florida and other states
In Florida, roofers can't offer anything of value for a roof inspection or an insurance claim. ACE's Florida campaigns only reward watching the video, never the inspection or the claim. This is how we set up campaigns, not legal advice. Other states have their own rules, so check with your attorney before running any offer.
When ACE isn't the right fit
- You need leads this week. Campaigns take 2–3 weeks to launch.
- You won't follow up. ACE shows you who engaged; you still have to call, and our call scripts help.
- You only do commercial roofing. ACE works best reaching homeowners.
For a deeper look at how each type of lead works, see our guide to the types of roofing lead sources, or our complete guide to getting roofing customers. Learn more about ACE for roofers.
Frequently asked questions
What is the best lead generation company for roofers?
For most roofers in 2026, we think ACE is the best overall, because you reach in-market homeowners and only pay for verified actions. Google Local Services Ads is best for people searching right now. We make ACE, so compare for yourself.
How much do roofing leads cost?
Reported ranges vary a lot: about $15 to $85 for shared leads, $50 to $150 for Google Local Services Ads, $40 to $80 for Facebook leads in normal months, and $124 to $300 or more for Google search ads. What matters most is the cost per booked inspection.
Are Angi and HomeAdvisor leads shared?
Yes, usually. Angi often sends a request to several roofers, and HomeAdvisor has said each lead goes to no more than three other pros.
What are exclusive roofing leads?
Leads that go only to you. Google ads, Facebook ads and ACE all give you homeowners who responded to you, not a request sold to several roofers.
Are exclusive leads worth the higher price?
Often, yes. Because you're not racing other roofers, more of them book, which can make the cost per booked inspection lower.
What's the best source of roofing leads after a hailstorm?
A mix: storm data to find the area, then a way to reach every home, like ACE or Facebook ads, plus Google for people searching.
How do roofers get leads in no-soliciting neighborhoods?
Reach homeowners by mail, text and email instead of knocking, and give them a reason to raise their hand first.
Can roofers offer gift cards for inspections in Florida?
No. Florida bars roofers from offering anything of value for a roof inspection or an insurance claim. ACE's Florida campaigns only reward watching a video. Talk to your attorney about your own offers.
What's the best free way to get roofing leads?
Strong Google reviews, a free Google Business Profile, a free Nextdoor page and referrals from the neighbors around each job.
How long does it take to start getting leads?
Google, Angi, Thumbtack and Facebook can start in days. ACE campaigns take 2–3 weeks to launch. SEO takes months.
Should I use more than one lead source?
Yes. Most roofers do best with two or three: one for people searching, one to reach homeowners who aren't searching yet, and referrals.
How do I know if a lead source is working?
Track cost per booked inspection and cost per closed job for 60 to 90 days, not just cost per lead.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
See who's in market near you. On a free 15-minute call, we'll pull 50 people in market for what you sell in your area, live while you watch, scrubbed against Do Not Call lists. You keep the list. Claim your free 50
Sources
- Housecall Pro, "What Is Angi and How Does It Work" (2026)
- ClockShark, "Everything Contractors Need to Know About HomeAdvisor"
- TechCrunch, "The FTC fines HomeAdvisor up to $7.2M" (2023)
- Housecall Pro, "What Is Thumbtack and How It Works" (2026)
- Superdupr, "Is Modernize Worth It for Contractors in 2026?"
- Elevarus, "Google Local Services Ads for Roofers" (2026)
- Elevarus, "How to Get Roofing Leads in 2026"
- Web Tonic, "Google Ads for Roofing Statistics" (2026)
- Web Tonic, "Roofing Meta Ads Statistics Report" (2026)
- PipelineOn, "Yelp Ads for Contractors" (2026)
- PipelineOn, "Nextdoor for Contractors" (2026)
- Camp Digital, "Google LSA Lead Disputes Deprecation" (2024)