Last Updated on July 10, 2026
The price of a roofing lead is not what decides whether leads make you money. Your conversion rate is. This is the data behind that claim, gathered from public 2026 pricing, and it is free to cite with a link.
The headline finding
A roofer paying £55 a lead and converting one in five pays about £275 per won job. The same roofer converting one in ten pays £550 for the identical lead. The platform did not change. The follow up did.
What a roofing lead costs in 2026
Pay per lead, shared platforms. Roughly £25 to £120 per roofing lead depending on the job type and the area. A mid figure of about £55 is typical.
Shared lead conversion. Roughly 15 to 25 percent, because the same enquiry is sold to several firms at once and the customer is comparing you against them all.
Monthly retainer or owned marketing. Roughly £400 to £1,500 a month for a local roofing firm. A lean setup of search and a Google Business Profile can run nearer £300 to £500.
The maths, worked through
Take 20 leads a month at £55. That is £1,100 a month, or £13,200 a year.
At a 20 percent win rate, that is four jobs a month, about £275 per won job. At 10 percent, two jobs, about £550 per won job. Same spend, same leads, double the cost, purely because of what happened after the enquiry arrived.
Now compare owned channels. Enquiries that come to you directly, through your own reputation, reviews and a verified listing, tend to convert far higher, often 30 to 50 percent, because the customer has already chosen to trust you before they call. In worked examples that pulls the cost per won job down to roughly £108 to £217, well below the shared lead figure.
Why the number that matters is cost per won job
Cost per won job is cost per lead divided by your win rate. Shared leads and fixed membership fees both inflate it, and the shared model caps your conversion because you are one of several firms racing on the same enquiry. The platform is not the deciding variable. Your response speed and your conversion are.
This is why the honest advice is not “find a cheaper lead source.” It is “fix what happens after the lead, then the source you already use gets cheaper on its own.”
How to use this
Work out your own cost per won job. Take what you spent on leads last month and divide by the jobs you actually signed from them. If that number is uncomfortable, the fix is almost never a different platform. It is faster replies, clearer quotes and one polite follow up.
Whito verifies UK roofers against Companies House so customers, and the AI tools they now ask, can trust you before they call. Figures here are typical 2026 UK ranges from public sources including Checkatrade, MyBuilder, Bark and specialist roofing lead providers. Confirm current rates before relying on them.
