LSA economics for roofers

What you are buying

Placement above the map pack on high-intent searches, billed per lead. Eligibility involves screening on licensing and insurance, and participating businesses can display a badge.

You are buying position and contact volume. You are not buying qualification.

Where per-lead billing bites

A lead is charged whether or not it becomes work. Wrong-area enquiries, price shoppers, and jobs outside what you do all bill the same as a booked replacement.

So the number that decides whether LSA works for you is your qualification rate, and most roofers do not know theirs before they start.

The arithmetic to do first

Take your average job value, your close rate on inbound enquiries, and your qualification rate. Multiply. That is what a lead is worth to you.

Compare it to the per-lead cost in your market. If the gap is thin before you have accounted for your own time on the phone, it is thinner than it looks.

Do this before the first month, not after it.

Roofing-specific factors

Storm cycles spike demand and competition together, and per-lead costs move with them. Insurance-restoration enquiries take longer to qualify and longer to close, so the same lead cost buys a slower return. Seasonality means a month tells you less than a quarter.

Dispute unqualified leads. The process exists and most contractors do not use it.

How it sits against the rest

LSA buys volume now. Organic, map and AI visibility compound and take quarters. They are complements, and neither improves the other.

Where a roofer needs work this month, we will say that paid is the right answer and that what we do is the wrong one for that timeframe.

“Where a roofer needs work this month, we will say that paid is the right answer and that what we do is the wrong one for that timeframe.”