Free Roofing Marketing Tool
Roofing Marketing Budget Calculator
Model the path from ad spend to leads, booked inspections, sold jobs and projected revenue. Change the assumptions to see which part of your funnel has the biggest effect on customer acquisition cost.
Your assumptions
Enter your roofing funnel numbers
This is an illustrative planning calculator, not a performance guarantee or revenue forecast.
Projected funnel
What those assumptions produce
Change any input and recalculate to compare scenarios.
Why this matters
Roofing marketing should not stop at CPL.
A cheap roofing lead is not automatically a good lead. The important question is whether the opportunity becomes a booked inspection and ultimately a profitable job.
That is why the calculator carries the same spend through the whole funnel rather than reporting only clicks or form fills.
The formulas
How each result is calculated
Leads
Ad spend ÷ cost per lead
Booked inspections
Leads × lead-to-inspection rate
Sold jobs
Booked inspections × inspection close rate
CAC
Ad spend ÷ sold jobs
Projected revenue
Sold jobs × average job value
ROAS
Projected revenue ÷ ad spend
Benchmark context
Do not treat the default CPL as your target.
The default $228 value is rounded from LocaliQ's 2025 U.S. home-services search-ad benchmark for Roofing & Gutters, which reported a $228.15 cost per lead. Your market can be much higher or lower.
Replace every default with your own CRM and advertising data whenever possible.
Read the roofing lead cost guide →Build the whole system
Use the calculator with the rest of the roofing funnel.
FAQ
Roofing marketing budget calculator questions
How does the calculator work?
Enter monthly ad spend, CPL, lead-to-inspection rate, inspection close rate and average job value. It calculates the estimated volume and economics at each stage.
Is this a revenue forecast?
No. It is a planning model. Real performance depends on market demand, campaign structure, lead quality, response speed, sales execution and many other factors.
What should I enter for CPL?
Use your own qualified paid-lead data if you have it. If not, you can use an external benchmark only as a temporary planning assumption and replace it once campaign data is available.
What should I optimize first?
Find the stage creating the biggest economic leak. That might be expensive leads, low inspection booking, weak close rate or poor follow-up. Improving a downstream conversion rate can sometimes create more profit than simply lowering CPL.