“Roofing leads” aren’t one thing. Segment first, then judge CPL.
Repairs have urgency; replacements have higher value. Your CPL will differ by design.
Roofing can attract low-intent “price check” leads unless you gate the system.
Especially for leaks, the first competent reply wins the job.
Roofing is won on booked visits and quotes, not cheap form fills.
If you only track one extra metric, track booked visits.
For roofing, the biggest win is segmentation + better questions + faster follow-up.
Separate repairs, replacements, flat roofs, and gutters/fascias so creative and questions match.
Photos raise lead quality and speed up triage. They also reduce “quote for anything” leads.
Say the service area and show proof. For replacements, set expectations on surveys and process.
Build the full system: segment, qualify, and win on speed.
