Roofer FAQ · Costs
Every marketing argument in roofing ends at the same formula: what you spent, divided by the jobs you signed. Most contractors have never run it per channel — and the channels counting on that are the ones the formula embarrasses.
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THE SHORT ANSWER
Customer acquisition cost (CAC) is total channel spend divided by jobs signed from that channel. On a $12–15K average roofing ticket, healthy CAC commonly lands in the hundreds of dollars — but shared-lead channels can push it into the thousands once close rates are counted. Demand-first math runs lower: one measured $2,500 campaign on AI-qualified homes signed ~$130K of work.
CAC
= channel spend ÷ signed jobs — the only formula
$2,000
real CAC on a $200 shared lead closed 1-in-10
~$625
CAC on the measured $2,500 → 4-job campaign
~52×
that campaign's revenue return
The formula, with nothing hidden
CAC = everything a channel cost you ÷ jobs it signed. 'Everything' includes the spend you forget: the wages of whoever chases the leads, the fuel for dead-end estimates, the software fee behind the campaign. Roofing's high ticket size forgives a lot of marketing sins — which is exactly why unexamined CAC drifts up for years before anyone notices.
What 'good' looks like — and how to keep it good
Benchmark against your ticket: many residential contractors aim for CAC under 5% of job value — a few hundred dollars on a $12–15K roof. Then defend it: recompute per channel quarterly, include labor honestly, and shift budget toward channels whose CAC holds as they scale. Auction channels inflate with competition; owned demand — lists you scored, households you targeted — is the CAC that compounds in your favor.
Why sticker price and CAC are different animals
1
A $200 shared lead is not $200 — sold to 4–5 contractors, closed maybe 1-in-10, it's a $2,000-per-job channel before fuel and estimating time.
2
A cheap click is not a cheap job — pricey roofing keywords plus modest conversion rates stack into four-figure CAC in competitive metros.
3
A $1.79 opportunity is $1.79 of list — outreach (mail, Home Ads) is the real spend; because every door verifiably needs work, the response — 3–5% on qualified lists — carries the math.
A worked example you can copy
1
Spend — $2,500: scored homes at $1.79 each plus a two-touch Direct Mail Sequence on the best of them.
2
Response — 3–5% of qualified doors raise a hand; Mail Alerts text you each QR scan in seconds.
3
Close — in the measured case, 4 signed jobs → CAC ≈ $625 on ~$130K of contracted work.
4
Compare — the same $2,500 buys roughly 4–16 shared leads at $150–700 each. The auction has to go perfectly to break even.
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