LEAD COST RESEARCH
What do roofing leads cost in 2026?
Quick answer: Published prices checked September 11, 2026 range from $85 to $550 per roofing call at Service Direct, while 99 Calls lists $54.99 per organic roofing lead plus applicable package fees. Garrison starts at $800 for year one with 5 qualified leads included, then $90 per additional qualified lead; compare the full annual cost and your booked jobs before choosing.
Trojan Digital Marketing sells Garrison memberships. This guide separates our offer from other providers’ published pricing, and labels every hypothetical calculation. It covers roofing and water damage restoration because lead prices and qualification rules can differ substantially between those trades.
What should you compare first?
- Compare the same trade and the same billable event.
- Add setup and recurring fees before comparing total costs.
- Use your own booked jobs and collected revenue to judge the result.
- Check distribution rules separately from a homeowner’s ability to contact other businesses.
Why does the lead channel change the cost?
Different channels charge for different things. A click buys a website visit; a valid call or contact is a separate event; a qualified inquiry follows a written definition. A national price range does not establish the cost or quality available in your service area.
What do you pay for with organic SEO?
You fund the website, content and ongoing work that helps customers find it. A provider may charge a retainer, a membership, per lead fees or a combination. Garrison combines a network of branded local sites with an annual included allowance. Organic visibility takes time, and the fee does not establish a delivery date for each inquiry.
How does paid search pricing differ?
Traditional search advertising commonly charges for clicks. Local Services Ads charges for valid leads under Google’s rules. Include advertising spend and any management fee when evaluating either model. Google says Local Services lead prices depend on factors including location, service and lead type; a fixed national roofing price would conceal those differences. Read Google’s cost explanation.
What does pay per call include?
The billable event is a call that meets the provider’s rules. Service Direct’s published roofing and restoration ranges relate to its call product. Ask about service area, service type, wrong numbers, repeat callers and invalid call disputes before assigning that rate to your budget. Read Service Direct’s published ranges.
How should you compare marketplaces?
Check how the homeowner selects professionals, what contact triggers a charge and whether the inquiry may reach other businesses. Use your written quote for the specific service and location. This guide does not assign Angi or Thumbtack an unsupported nationwide rate or assume the same contract applies to every product.
Which lead prices can you verify?
The following are provider publications as of September 11, 2026. They are useful reference points, with the scope kept next to the price. They are not market-wide averages or quotes for your towns.
| Provider | Delivery and commitment | Published costs |
|---|---|---|
| Garrison membershipBranded organic microsites[1] | TDM owns and runs websites branded to one contractor per market. Calls and forms route to that contractor alone. Your team answers each call and reads each form. Annual membership. Included qualified leads reset each year. A homeowner can independently contact other businesses. | $800 to $2,600 for year one. Renewals are $600 to $2,400 per year. The $200 build is included in year one only. 5 to 20 qualified leads included each year; $84 to $90 per additional qualified lead, by tier. |
| Service DirectExclusive call leads[2] | The provider describes an exclusive pay per call service. Published ranges vary by trade and market. No term contract. Its valid call rules govern billing. | No setup fee is advertised for the pay per lead service. $85 to $550 per roofing call; $500 to $2,250 per water damage restoration call. |
| 99 Calls GrowthMarketing package with organic leads[3][4] | A broader package that includes a website, Google Business Profile services, CRM and advertising management. The provider describes its organic leads as exclusive. Contract-free plans are advertised, with monthly package billing. Check the agreement and the separate lead qualification rules. | $399 setup plus $399 per month for Growth. Advertising spend and applicable advertising management charges are additional. $54.99 per organic roofing lead; $129.99 per organic water damage restoration lead. Organic lead charges are separate from package fees. |
| Angi LeadsProfessional matching marketplace[5] | Ask which lead product you are buying, how each inquiry is distributed and how many professionals may receive it. Confirm the term, cancellation policy and credit rules in your individual agreement. | Request a written quote for any membership, advertising or other fixed fees. Request current pricing and terms for your trade and ZIP codes. No universal roofing or restoration rate is verified here. |
| ThumbtackProfessional discovery marketplace[6] | Ask how customer contact, competition and refund eligibility work for the service you sell. Confirm the current lead settings, budget controls and payment terms in your account. | Confirm which customer contacts trigger a charge and whether other fees apply. Check your current account pricing and lead settings. No verified nationwide roofing or restoration rate is used in this comparison. |
| Google Local Services AdsPaid local search placement[7] | Customers contact your business through an ad. Direct contact does not prevent a customer from contacting another advertiser. You manage a lead budget. Eligibility and supported lead types depend on the service category and location. | Advertising charges are separate from any agency or third party management fee. Google charges for valid leads. Prices vary with location, job type, lead type and bidding; there is no fixed national roofing rate. |
This compares different products using each provider’s published information. A call, a marketplace contact and an organic qualified lead can have different billing rules. Ask for a current quote and written qualification terms before choosing. Trojan Digital Marketing sells the Garrison membership shown here.
Sources and scope of the comparison
- Garrison membership prices and termsChecked September 11, 2026.
- Service Direct: pay per lead costsChecked September 11, 2026.
- 99 Calls: package pricingChecked September 11, 2026.
- 99 Calls: organic lead pricesChecked September 11, 2026.
- Angi: professional signup and current offerChecked September 11, 2026.
- Thumbtack: current professional offerChecked September 11, 2026.
- Google: Local Services Ads costs and paymentChecked September 11, 2026.
The full membership comparison also shows a first year, 20 lead fee illustration for Garrison and 99 Calls Growth, with its scope and exclusions.
How do you calculate cost per booked job?
Total acquisition costs ÷ jobs booked from that source = cost per booked job. Here, a booked job means work the customer has agreed to buy, not just an appointment. Use the same time period for both numbers. Count each job once, include the applicable fixed fees and allow time for recent leads to become jobs.
Dividing lead price by close rate is a useful first calculation. It isolates the lead charge and leaves out setup, subscriptions, ad management, sales labor and other costs. The two scenarios below use assumed close rates to explain that relationship. They are not observed results, predictions or evidence that one distribution model always wins.
HYPOTHETICAL SHARED LEAD SCENARIO
$500 per booked job
$75 per lead ÷ 15% assumed close rate
The $75 lead price is an example input, without attribution to a provider. Fixed fees and other acquisition costs are excluded.
HYPOTHETICAL EXCLUSIVE LEAD SCENARIO
$360 per booked job
$90 per lead ÷ 25% assumed close rate
The $90 input matches the entry plan’s additional lead charge. This marginal calculation excludes its membership and build fees.
What happens when the membership and build are included?
Assume the 50 website Garrison plan receives 20 qualified leads in year one and books 5 jobs, a 25% close rate. Its listed membership, build and additional lead charges total $2,150.
$800 year one + (20 − 5 included) × $90 = $2,150
$2,150 ÷ 5 booked jobs = $430 per booked job
This includes the listed Garrison fees under that scenario. It still excludes your sales labor and job fulfillment costs, and does not forecast lead volume or close rate. In the same 20 lead scenario, a 15% close rate would produce 3 booked jobs and a higher cost per job. Use your own figures in the lead cost calculator.
Track cancellations and collected revenue too. A booked job can fall through, and a larger sale can carry a lower margin. The useful comparison is whether the channel produces work your team can serve profitably.
The sites were four to twelve weeks old when they did this.
17 leads
204 water restoration sites, July and August 2026.
They included a flooded church basement, a burst sprinkler line and seven inches of water in a basement; 11 came during the August floods.
19 leads
700 roofing sites, their first ten weeks live, through August 31, 2026.
They ranged from full replacements to a slate repair, a commercial rubber-roof leak and a same-day tarp after a tree came down.
3 leads
114 window sites, their first 30 days live, through August 31, 2026.
Two replacement requests and an inspection came in before the sites were a month old.
These networks received inquiries during their first weeks. Continued improvements can help useful pages become easier to find, but site age alone doesn't establish future lead volume. We build clear answers, relevant FAQs and structured data, then use search and inquiry records to guide the next update. A search impression means a page appeared in search; it isn't a call, a form submission or a booked job.
We review each town's search and inquiry data, add content where it helps, and revise or replace underperforming sites when the evidence supports that decision. Results can rise, fall or remain unchanged.
On the 50-site plan, the first 5 qualified leads each year are included. Additional qualified leads are $90 each, and any included lead we miss is refunded at that rate at the end of the membership year. Other tiers have their own allowances and lead prices.
Source: TDM internal records, summarized by Jeff Clerisier through August 31, 2026. These figures have not been independently verified.
Roofing and water restoration memberships are offered outside Indiana, subject to a review of the trade and actual service area. The Indiana observations supply historical context; those trades are not available as Indiana membership territories.
Compare the owned network plan with no per-lead chargeWhat exactly are you buying with Garrison?
A microsite membership is an annual plan where a marketing company owns and runs a network of local websites branded to one contractor per market and charges that contractor per qualified lead.
A qualified lead is an inbound call over 60 seconds or a form submission from a homeowner or property owner in the member’s service area asking for a service the member sells.
Your team answers the calls, reads the forms and handles the customer relationship. TDM does not resell your membership inquiries to competing contractors. A homeowner remains free to contact other businesses independently.
The entry plan is $800 for year one, including the $200 build, then $600 per annual renewal. Annual membership covers domains and fresh content, with 5 qualified leads included each year. The included allowance resets at renewal. Qualified leads above that allowance are manually reviewed before monthly billing at $90 each.
At the end of each 12 month membership year, any included qualified lead we have not delivered is refunded at your plan’s additional lead price. On the entry tier, receiving 4 of 5 included leads results in a $90 refund; receiving none results in $450. The refund follows the missing lead count. Read the full membership scope and pricing before launch.
What else should you ask about lead costs?
How much do roofing leads cost in 2026?
There is no single nationwide price for every type of roofing lead. As of September 11, 2026, Service Direct publishes $85 to $550 per roofing call, while 99 Calls lists $54.99 per organic roofing lead in addition to applicable package fees. Garrison includes qualified leads within an annual membership and charges $84 to $90 for additional qualified leads, depending on the tier. These products have different fixed costs, scope and qualification rules.
How much do water damage restoration leads cost?
Service Direct publishes $500 to $2,250 per water damage restoration call. 99 Calls lists $129.99 per organic water damage restoration lead, with package fees separate. Garrison uses its same membership tiers for eligible restoration markets, with included qualified leads each year and $84 to $90 for additional qualified leads. Prices were checked September 11, 2026; verify the product and current quote before comparing.
How do I calculate cost per booked job?
Divide all relevant acquisition costs for a period by the jobs booked from that source in the same period. Include setup, membership, ad spend, management and lead charges that apply. Lead price divided by close rate gives a marginal lead-charge illustration, but excludes fixed fees. A booked job is not collected revenue or gross profit.
Is a $90 lead always cheaper than a $75 lead?
No. The result depends on your actual close rate and total costs. The examples of $75 divided by 15% and $90 divided by 25% use different assumed close rates to explain the formula. They are not measured provider results or evidence that exclusive inquiries always convert better.
What counts as a qualified Garrison lead?
A qualified lead is an inbound call over 60 seconds or a form submission from a homeowner or property owner in the member’s service area asking for a service the member sells.
Do included Garrison leads reset at renewal?
Yes. The 50 website plan includes 5 qualified leads in each membership year. Year one is $800, including the $200 build; annual renewal is $600 for domains and fresh content, with those included leads inside the membership. At the end of each 12 month membership year, an undelivered included qualified lead is refunded at the plan’s additional lead price of $90. Additional qualified leads above that year’s allowance are manually reviewed before monthly billing.
Can I use these network results as a forecast for my market?
The per-trade observations below cover different early launch periods through August 2026. TDM supplied these internal records; they have not been independently verified. They do not establish an annual rate or the volume another market will deliver. Calls and form fills only; missed calls aren't in the count. These figures come from our Indiana network. Market, competition and city list all move the math, and nobody guarantees rankings.