Most agencies charge roofing companies a monthly retainer commonly in the low thousands of dollars, plus the roofer's own ad spend paid directly to the platform. Exact pricing varies widely by market, scope, and agency experience — but nearly all pricing falls into a handful of recognizable models.
The common pricing models
- Flat retainer + ad spend: the most common structure. The roofer pays the agency a fixed monthly fee for management, creative, and follow-up systems, and pays Meta or Google directly for the ads. Retainers for a single-location roofer often land somewhere in the low thousands per month, though smaller and larger arrangements both exist.
- Per-lead pricing: the agency sells leads at a set price each. Simple to understand, but it rewards volume over quality unless leads are qualified before delivery.
- Percentage of ad spend: more common with bigger budgets — the fee scales with spend, typically with a monthly minimum.
- Hybrid / performance: a smaller base retainer plus a bonus per booked appointment or closed job. Aligns incentives but requires trustworthy tracking.
What drives the price up or down
Scope is the big lever. "Run my Facebook ads" costs less than a full system: ad creative, landing pages, instant AI follow-up, appointment booking, CRM, and ROI reporting. Market competitiveness matters too — storm-belt metros with dozens of roofers bidding on the same homeowners demand more work than quieter markets. And agencies that can show booked-job results, not just lead counts, generally command higher retainers.
How roofers should judge the number
The retainer only makes sense relative to job value. Roof replacements are high-ticket, so a program that reliably adds even a few extra jobs per month can justify a healthy fee many times over. The better question than "how much does it cost?" is "what does a booked appointment cost me, and what does a job close for?" Agencies that report at that level are usually the ones worth paying.
Go deeper: Read our full guide to running a home-services agency, or the pillar on Facebook ads for home services.