Which Lead Platforms Are Worth It for Roofers?

We read each platform's own help center, contract and pricing pages, checked on October 27, 2026, and compared what each publishes against the roofing benchmark we hold. A price appears as a platform price only when the platform published it; otherwise it is labelled as an owner report or third-party figure with its source. HomeAdvisor and Thumbtack were checked against platform pages on October 28, 2026. In our own tracker (ChatGPT and Perplexity, September 1 to October 27, 2026), the 17 roofing questions cited BaaDigi in 150 of 724 answers (20.7%), and the most-cited domains were reddit.com with 385 citations and thumbtack.com with 243.

One limit up front: we have no verified roofing-specific LSA sample. Three accounts' trade labels remain unconfirmed, so none of the lead costs on this page come from our own roofing campaigns.

No platform here publishes a roofing price list, so treat every number below as a range with a source.

The one roofing anchor with a published methodology is LocaliQ's 2025 home services benchmark: Google search ads for roofing and gutters cost $228.15 per lead with a 3.70% conversion rate, against $90.92 for home services overall.

**Angi.** Its help center says lead fees change with task, homeowner location and demand. Owners report about $300 per roofing lead (Zentora Marketing, October 25, 2026). A software roundup lists $15 to $85+ per lead plus $300 to $2,500 a month of spend (MyQuoteIQ, June 2026). None is an Angi quote. Separately, one BBB reviewer of unspecified trade reports a 12-month Angi advertising contract signed May 6, 2024 at $650 a month, $7,800 for the year; that is a historical advertising-contract report, not a roofing lead price.

**Networx.** The help center lists $10 to $100+ per shared lead and $15 to $120+ per exclusive lead across all categories, on articles dated 2022 to 2023.

**Modernize.** No figure is published. Three third-party roofing estimates for shared leads, $35 to $65, $40 to $120, and $50 to $100 rising to $150+, do not cite an invoice.

**Houzz Pro.** $99, $199 and from $399 a month for software, with advertising from $499 a month, per a Houzz blog dated October 5, 2026.

**Google Local Services Ads.** 99 Calls shows an average of $122.29 and a median of $113.79 per charged roofing lead from 12 roofing sites, with credited leads excluded. Earlier or different samples run from $65.80 (99 Calls, Q1 2026) to $162 (Media Captain, 2025). The spread is the reason to track your own cost.

**Our own LSA data.** Across four accounts from June 11 to October 12, 2026, we paid $45.93 per charged lead ($40,876.82 on 890 charged of 1,110 leads). We have no verified roofing-specific LSA sample, and three of those accounts' trade labels remain unconfirmed, so that figure is not a roofing benchmark. Cost per booked job is cost per lead divided by your own close rate; we do not publish a roofing close rate for shared leads because we have no sourced one.

Angi says each request is matched with no more than five pros, and since January 2025 a pro receives a lead only when the homeowner picks that pro from a list. Angi reports that self-reported pro win rate rose 10% after that change; that figure is vendor-reported and unaudited. Networx sends a shared lead to up to four contractors, and its exclusive plan sends it to one. Modernize's consent language allows the company and up to four others to contact the homeowner, while Branded Programs leads are exclusive, with a vendor-reported 40% average set rate. HomeAdvisor falls under the same no-more-than-five cap. On Thumbtack, a customer can contact up to five pros from search results in the first four hours and more after that (terms updated September 28, 2026). On Local Services Ads the customer chooses your profile, but Google prices message leads partly on whether the customer contacted other advertisers, so one homeowner can be charged to several.

Sharing matters because the same homeowner is called by several companies at once. The roofing benchmark we hold measures click-to-lead conversion (3.70%), not lead-to-job, so we do not claim a roofing close rate for any platform.

These are complaint counts and refund terms, not measured rates, and none is split out by trade.

**Angi and HomeAdvisor.** BBB lists 1,745 complaints in three years on the Angi profile where complaints are counted, 381 of them in the last 12 months. HomeAdvisor lead credits must be requested within 30 days, are issued as store credit, and exclude leads where you did not win the job.

**Thumbtack.** Fees are final except under the refund policy: no refund when the customer hires someone else, other refund requests within 45 days at Thumbtack's discretion, and no refund when you close the account.

**Google Local Services Ads.** Wrong-service and out-of-area leads are no longer credited, voicemails during business hours count as connected calls, and credits usually apply within 30 days, with the original charge remaining on the invoice.

Ask for these in writing before you fund or sign anything:

1. The term and what renews it. Angi subscriptions renew automatically and the fee can rise up to 10%; Houzz Pro needs a do-not-renew request at least 30 days before renewal. 2. The termination fee, as a number. Angi's public agreement says the fee is set in your contract and does not state it. 3. Refund of unused money. Angi gives no refund of fees on termination; Networx does not document refund of an unused prepaid balance. 4. Credit rules. HomeAdvisor and Angi lead credit guidelines require a request within 30 days and exclude leads where you did not win the job; Networx requires it within 14 days; Thumbtack allows other refund requests within 45 days at its discretion. 5. A hard spending cap. Angi calls the monthly budget a target; Modernize lets you set a ceiling per lead. 6. Who answers the phone to cancel. Angi cancels by phone through Customer Care.

Pick by where you are, not by which platform sounds biggest.

**No verified Google profile or reviews yet: none yet, fix your Google Business Profile and Local Services Ads first.** Google says higher-quality profiles, including those with images, may rank higher and pay less per lead in Local Services Ads.

**Small crew with a thin calendar:** run Local Services Ads with a budget you can afford to lose, answer every call, and, if you want a second source, test one marketplace on pay-per-lead for a month while counting replies and booked jobs.

**A full calendar for the next month:** do not buy volume. Spend the time on reviews and your own site.

**Larger roofing company with a sales team:** ask Modernize and Angi for written terms, then compare cost per booked job against Local Services Ads using your own close rate.

**Roofing plus remodeling or design-build:** Houzz Pro is software first; buy it for estimates and proposals, and treat its advertising as optional.

**You want leads you own:** build your site, rankings and Google profile through a monthly retainer instead of renting a marketplace's audience.