Most roofing companies are spending money on marketing they can't measure. Here's how to build an attribution system that ties every dollar to a booked job — and shows you exactly where to cut and where to double down.
The average roofing company has 4–6 active marketing channels and can't accurately attribute revenue to any of them. They know their total spend. They don't know their cost per booked job, their close rate by lead source, or their channel-level ROI.
The result: budget decisions made on gut feel, agencies that optimize for impressions instead of revenue, and marketing that feels expensive because you can't prove what's working.
73%
of contractors can't accurately attribute revenue to a specific lead source
$400–$800
average wasted per month on channels with no measurable ROI
3×
difference in close rate between fastest and slowest lead responders
5–12%
of gross revenue is the healthy marketing budget range for roofing
These patterns appear in almost every roofing company that comes to Root after years of frustrated marketing spend.
A lead that never converts costs you the same as one that does. Your cost per booked job is the number that actually matters.
If you can't say 'Google Ads drove $X in closed revenue,' you're flying blind. Every dollar needs a home.
A roofing customer with LTV of $8,000–$14,000 (repeat + referrals) changes your acceptable CAC entirely.
More leads with low close rates just means you're paying more to lose more. Volume without conversion is waste.
Total marketing spend ÷ jobs booked from that channel
Which channel drove each estimate, appointment, and close
Target 3:1 or better — $3 in lifetime value per $1 in acquisition cost
Revenue closed attributed to each marketing investment
Root's revenue diagnostic identifies exactly where your marketing budget is leaking — channel by channel, lead source by lead source.
What a revenue audit finds
Revenue from closed jobs attributed to marketing ÷ marketing spend × 100. The hard part is attribution — knowing which channel drove which job. Start with a CRM that tracks lead source through close.
It depends on your average job value. If your average ticket is $12,000, spending $600–$900 per booked job (5–7.5% CAC) is healthy. Everconnect, HomeAdvisor, and Google Ads tend to run $300–$800+ depending on market.
Usually one of three things: CAC is too high relative to close rate, your job costing is off (labor/materials), or your marketing budget is allocated to channels with poor conversion. A revenue audit usually surfaces the culprit fast.
Industry standard is 5–12% of gross revenue. Scaling companies often invest 10–15% when pushing into new markets. The smarter question is: what does each channel return per dollar invested?
Ask them for cost per booked job by channel, close rate on marketing-sourced leads, and revenue attribution. If they can't answer those three questions, they're optimizing for their metrics, not yours.
Root's free revenue diagnostic shows you exactly where your marketing budget is going and what it's actually returning.
No obligation. No contracts. Just a clear plan. · rootagency.co