Short answer: roofing PPC agencies charge either a percentage of ad spend, commonly 10 to 20 percent, or a flat monthly fee that published price lists put anywhere from about $500 to $10,000. Setup fees around $500 are common. Ad spend is separate and usually $2,500 to $10,000 a month for a roofer, and whether any of it pays back depends on the page the ads send people to.
Fee figures come from what roofing PPC agencies publish about their own pricing: MB Adv's roofing PPC page, Falcon Digital Marketing's roof repair PPC page and askotter's roofing page (all read October 1, 2026), HawkSEM's roofing PPC guide (updated March 2026) and Loona's roofing PPC cost benchmarks (March 2026). No neutral body audits agency fees, so read every number here as an asking price, not a measured average.
Roofing PPC agency pricing at a glance
Proposals from roofing marketers come in a few shapes. The shape matters more than the first number you see, because each one behaves differently when storm season doubles your budget for a month.
| Pricing model | Published range | How it moves when spend rises | Watch for |
|---|---|---|---|
| Percentage of ad spend | 10 to 20 percent of spend (HawkSEM) | The fee rises with every storm surge | An incentive to raise budgets before fixing conversion |
| Flat fee, small account | About $500 a month for $2,000 to $5,000 of spend (MB Adv) | Fixed until you outgrow the spend band | Campaign caps and what reporting is included |
| Flat fee, general range | $1,500 to $10,000 a month (HawkSEM) | Fixed, renegotiated at renewal | Whether landing pages are in scope |
| Bundled marketing service | $600 to $1,000 a month, ads included at the top tier (askotter) | Fixed, ad spend billed separately | How much of the fee is website and SEO rather than ads |
HawkSEM's own worked example makes the percentage model concrete: at $5,000 a month in spend, a 10 to 20 percent fee is $500 to $1,000 on top of the $5,000.
Published roofing PPC rate cards
Most roofing agencies say "custom pricing" and stop. These three publish actual terms for roofers, and between them they show what the low end of the market looks like.
| Provider | What they publish | Terms worth noting |
|---|---|---|
| MB Adv (roofing PPC page) | Essential Audit, $397 one-off: account structure, bidding, keywords, ad copy and quick wins. Growth Mode management, $497 a month for $2,000 to $5,000 of monthly spend, up to 5 campaigns. | Weekly performance report, monthly check-in call, account owned by the client from day one |
| Falcon Digital Marketing (roof repair PPC page) | A separate monthly management fee, with ad spend paid to Google directly in your own account. Setup fee "$500 in most cases". | Month-to-month, no cancellation fee, recommends at least $1,000 a month of spend for roof repair leads |
| askotter (roofing page) | $600 a month managed, $1,000 a month managed with paid channels, ad spend billed separately. A self-managed tier from $99. | Month-to-month. Bundles website, SEO and landing pages with the ads |
Two things stand out. First, the cheap end of roofing PPC is real: a roofer spending $3,000 a month can get an account managed for around $500. Second, askotter's own comparison table puts national roofing marketing specialists at $2,000 to $5,000 a month and local full-service agencies at $1,500 to $4,000, which matches what most roofers report hearing in sales calls. That is one provider's view of its competitors, so treat it as a sanity check rather than a benchmark.
What roofing PPC costs per month, all in
The agency fee is the smaller half of the bill. Loona, an agency that publishes roofing benchmarks, puts typical roofing PPC budgets at $2,500 to $10,000 a month, with clicks at $8 to $50 and leads at roughly $40 to $250 depending on the job type, the market and the season. Here is how a single-location proposal tends to add up.
| Line | Small roofer | Growing roofer |
|---|---|---|
| Google Ads spend | $3,000 | $8,000 |
| Management fee | $497 flat (MB Adv band) | $800 to $1,600 at 10 to 20 percent |
| Setup fee, first month only | About $500 | About $500 |
| Call tracking and landing pages | Often extra | Often extra |
| Monthly total after month one | About $3,500 | About $8,800 to $9,600 |
Loona's own estimate is that a $3,000 budget typically yields 10 to 25 leads a month. That is a wide range, and most of the gap between 10 and 25 is not in the ad account. It is in how many of the people who click actually call or book on the page they land on.
How much does roofing PPC cost per lead?
Published benchmarks put roofing leads at about $40 to $90 for repair, $80 to $250 for replacement and $30 to $70 for storm damage, per Loona's 2026 figures, with booked appointments costing roughly $150 to $500. Your own number depends mostly on your market and your landing page conversion rate, so measure cost per booked inspection, not cost per form fill.
The reason to push past cost per lead is that roofing leads vary wildly in value. A storm inspection lead in a hail zone and a "how much is a new roof" lead from a renter both count as one lead. Ask any agency you talk to whether its reports show cost per booked inspection and cost per signed job. If the answer is only clicks and leads, you will not be able to tell whether the fee is working.
Is a roofing PPC agency worth it?
An agency earns its fee when three things are true: you spend enough that a 10 to 20 percent efficiency gain covers the fee, nobody in the business has time to check search terms and bids every week, and the agency's scope includes the pages your ads point at. At $5,000 a month of spend, a $500 fee needs to save or earn back about 10 percent of the budget. That is realistic in a neglected account, and the storm-season work alone (raising budgets fast after hail, pulling them back after) is hard to do well part-time.
It is usually not worth it when spend is under about $2,000 a month. A $497 fee on $2,000 of spend is a quarter of the budget, and the cheapest improvement available is almost always on the page rather than in the account: a page per job type, a tap-to-call button in the first screen, a four-field inspection form, and financing on the replacement page. Our roofing landing page optimization page walks through exactly what that page needs, including the storm copy that is illegal in Texas.
Roofing PPC agency or in-house?
| Agency | Owner or office manager | |
|---|---|---|
| Monthly cost | About $500 to $10,000 fee, plus spend | Staff time and tools, plus spend |
| Storm response | Depends on the agency's queue and how many roofers it serves in your region | Same day, if someone is watching |
| Knowledge of your crews, materials and areas | Learned over months | Already there |
| Search terms and negatives | Usually strong | Often skipped in busy weeks |
| Landing page work | Often not included at the entry fee | Needs a tool or a freelancer |
The storm row deserves a sentence. An agency that serves several roofers in the same metro is managing your competitors through the same hail week. That is not automatically a problem, but it is a fair question to ask before you sign.
Questions to ask before you sign
- Who owns the Google Ads account, the call tracking numbers and the landing pages if we leave? The answer should be you, in writing. Storm-season history and audience lists are hard to rebuild from scratch.
- Is there a setup fee and a minimum term? $500 setup is common, and month-to-month exists, so a twelve-month lock-in needs a reason.
- Which landing pages are included, and who changes them? If the answer is none, budget for them separately or fix them yourself first.
- Do you report cost per booked inspection and per signed job? Lead counts flatter weak campaigns.
- What is the plan when a storm hits? Budget limits, ad copy and pages should be ready before the hail, not written during it.
- Do you manage Local Services Ads, and how do you separate those leads from search leads? Local Services leads never reach your website, so they need their own reporting.
Once you pick an agency, keep the signed terms somewhere you will actually see them again. Twelve-month roofing marketing contracts often renew automatically with a 30-day notice window, and tracking renewal and notice dates on every vendor contract is what stops a fee you meant to renegotiate from rolling over for another year.
Fix the page first, then decide on the agency
Whether you hire or not, the page your ads send people to sets the ceiling on what any agency can deliver. Paste it into Converto and it scores copy, CTA, layout, speed and AI-readability in about a minute, names the measurement behind each deduction, and writes headline, button and first-screen variants you can ship. Plans start from $29 a month billed yearly, which is a small fraction of one month's agency fee. If you then hire an agency, you hand it a page that already converts, and its fee buys account work instead of covering for the page. Roofers who also run plumbing or HVAC crews can compare notes with our HVAC PPC agency vs in-house breakdown, and the full list of checks is on the landing page audit page.
Frequently asked questions
How much does a roofing PPC agency cost per month?
Published prices run from about $500 a month for a small account to $10,000 for large flat-fee contracts, and percentage deals are commonly 10 to 20 percent of ad spend. Setup fees around $500 are common. Ad spend is paid on top, usually $2,500 to $10,000 a month for a roofer.
How much should a roofing company spend on Google Ads?
Published roofing benchmarks put typical budgets at $2,500 to $10,000 a month, and one roofing agency recommends at least $1,000 a month to start on repair leads. Work backward from your cost per signed job and your close rate rather than from a round number.
Do roofing PPC agencies require long contracts?
Some ask for six to twelve months. Others publish month-to-month terms with no cancellation fee. Ask for the term, the notice period and account ownership in writing before signing.
Is roofing PPC worth it for a small roofing company?
It can be, because one replacement job can pay for months of clicks. Below about $2,000 a month of spend, though, an agency fee eats a large share of the budget, so run the account yourself, fix the landing page first and hire once spend and lead flow justify the fee.
Paste your page and see what is leaking
Drop in any live URL and Converto audits the copy, layout, CTAs, speed, and AI-readability of the page you already have, then hands you ready-to-ship variants to lift signups and sales. Suggestions are data-informed, not guarantees.