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Roofing · Google LSA category: RoofersRoofers: your crew can't answer from the ridge line. KeptRing can.
In short: Roofing leads cost more than most home-service leads on Local Services Ads, and the calls arrive in waves: after hail, after wind, after the first heavy rain. KeptRing answers the overflow, separates active leaks from estimate requests, and emails you each lead.
Two published lead-cost figures, both high
| Source | Period | Roofing cost per lead |
|---|---|---|
| 99 Calls (managed campaigns) | Apr.–Jun. 2026 | $106.87 (up from $73.62 in 2025) |
| The Media Captain (100+ clients) | Published Aug. 2025 | $162 |
For job size, HomeGuide's consumer guide lists minor roof repairs at $150 to $1,000, repairs involving water damage at $1,000 to $6,000+, and full replacement at $5,700 to $16,000 on average (repair, replacement).
Google's "How leads work" page says a valid lead can be generated when "you missed a phone call during your business hours and the customer stays on the line for more than 20 seconds," and that a business-hours call answered by voicemail or a greeting "is treated as a connected call." The page applies to Local Services Ads generally and lists no exception for this category.
When roofing calls go unanswered
- The morning after a hailstorm. Dozens of homeowners on the same streets call at once. The office line is busy and your estimators are already on ladders.
- Rain with a ceiling stain. An active leak is urgent to the homeowner even if it's a small repair to you. If it goes to voicemail, they call the next roofer.
- Lunch and end of day. Small shops where the owner sells, runs crews, and answers the phone miss the same hours every day.
- Saturday estimate requests. Replacement shoppers call on the weekend, and many are getting several bids.
The questions KeptRing asks
Is water coming inside right now?
Active leaks are marked urgent. If water is dripping near a light fixture or the ceiling is sagging, the caller is told to keep away from that area. If anything is sparking, they're told to get out and call 911.
What happened, and when?
A storm on a specific date, wind, a fallen limb, missing shingles, or an older roof they want replaced. Storm dates matter if the homeowner files a claim, so it records the date they give.
What kind of roof, and roughly how old?
Shingle, tile, metal, or flat, and the approximate age if they know it. It's fine if they don't.
Is this an insurance claim?
It notes whether they've filed and whether an adjuster has been out. It never says a claim will be approved or that you'll waive anything.
Repair or replacement estimate?
So you know whether to send a repair tech or an estimator.
Address, best callback number, and a good time to look
Gate codes, dogs, and HOA notes go in the summary too. Nobody goes on the roof because the assistant suggested it.
Roofing on Local Services Ads
"Roofers" is a U.S. Local Services Ads category (Google). Google describes it this way: "Roofing professionals install, repair, and maintain the shingles, gutters, and venting on your roof, among other services" (Google screening requirements). For scale, BLS counted 31,562 private roofing-contractor establishments with employees in 2024 (BLS QCEW). That counts businesses, not advertisers.
Google also tells advertisers: "If you regularly fail to answer calls or respond to messages, your ad ranking may be affected" (Google Local Services Help).
Storm-season ground rules
No promises about insurance
The assistant won't tell a caller their roof "qualifies," that the claim will be paid, or that a deductible can be covered. It takes the facts and your team handles the rest.
No arrival times
After a storm you may be booked for days. The assistant tells callers the team will call back to schedule, and never commits a date for you.
Our public demo line plays a fictional heating and plumbing company. Your line gets a script written for your trade, and you hear and approve it before anything goes live. Free 14-day pilot, then $249/month per line if you keep it ($197/month locked in for our first 10 paying clients). No card to start, month-to-month, cancel anytime. Lead summaries arrive by email after each answered call. Texting isn't live yet; after carrier registration is approved, only callers who say yes on the call will get a text.
Sources
- 99 Calls, "Google LSA Cost Per Lead by Industry: 2025 vs. 2026." Averages from Local Services Ads campaigns 99 Calls manages, April–June of each year. Agency data, not a Google figure. https://99calls.com/blog/lsa-cost-per-lead-by-industry
- The Media Captain, "Local Service Ads Stats & Cost Per Lead Data for 11 Industries," Aug. 26, 2025, based on 100+ agency clients. https://www.themediacaptain.com/google-local-service-ad-statistics/
- HomeGuide, "Roof Repair Cost" (consumer price guide). https://homeguide.com/costs/roof-repair-cost
- HomeGuide, "Roof Replacement Cost" (consumer price guide). https://homeguide.com/costs/roof-replacement-cost
- U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, 2024 annual averages, NAICS 23816 (Roofing contractors), private sector. Counts employer establishments, not Google advertisers. https://data.bls.gov/cew/data/api/2024/a/industry/23816.csv
- Google Local Services Help, "How leads work." https://support.google.com/localservices/answer/7195435?hl=en
- Google Local Services Help, "Getting started with Local Services Ads" (United States category list). https://support.google.com/localservices/answer/6224841?co=GENIE.CountryCode%3DUS&hl=en
- Google Local Services Help, "Business screening and verification requirements" (United States, Home services). https://support.google.com/localservices/answer/12174778?co=GENIE.CountryCode%3DUS&hl=en
Sources checked Oct. 16, 2026. Lead-cost figures are third-party benchmarks, not KeptRing results; your Google Ads Leads page shows your real number. Price ranges are consumer cost guides. Worked examples are labeled as illustrations. KeptRing isn't affiliated with Google.
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