Roofing Glossary

What Is Cost Per Lead (CPL)?

Cost per lead (CPL) is the price a roofing company pays for a single raw contact, shared or exclusive, before any qualification, scheduling, or confirmation has happened.

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Definition

Cost per lead (CPL) is the price a roofing company pays for a single raw contact, shared or exclusive, before any qualification, scheduling, or confirmation has happened.

In Depth

Cost Per Lead (CPL) explained

Published CPL rates vary across the major marketplace platforms. Angi runs $15 to $85 on the low end and up to $120 for higher-value jobs. Networx runs $14 to $100 or more generally, with roofing and HVAC leads specifically priced at $20 to $60. CraftJack, the budget option, sits at $13 to $72.

CPL by itself ignores close rate, which is the number that actually determines what a lead costs you once it either converts or does not. Two leads at the same $50 CPL are not the same purchase if one closes at 30% and the other at 10%, since the effective cost per job on the weaker lead runs three times higher.

Exclusive and shared leads at similar CPL can also deliver very different real cost per job, since exclusive leads close at roughly 25% to 35% across multiple independent sources versus 8% to 20% for shared leads. That gap alone often matters more than a $10 or $20 difference in per-lead price between two vendors.

Why it matters when you're buying

A lower CPL is not automatically a better deal. Run the number through your own actual close rate to get cost per booked job before comparing two vendors on lead price alone, and confirm whether you are buying shared or exclusive access before comparing either number at all.

FAQ

Frequently Asked Questions

What's a typical cost per lead for roofing?

Published 2026 rates run roughly $13 to $85 on the low end across the major marketplace platforms, up to $120 for higher-value jobs. Networx roofing and HVAC leads specifically run $20 to $60.

Why isn't the cheapest cost per lead always the best deal?

Because CPL ignores close rate. A cheaper lead that closes at a much lower rate can carry a higher real cost per booked job than a pricier lead or appointment that converts more often, which is why cost per booked job, not CPL alone, is the number to compare vendors on.

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