How Many Leads Should a Roofer Get Per Month? UK Guide

There's no set number of leads a roofer should get from Google each month, because the right figure depends on how many full re-roofs you can actually fit in that month, not on some agency's ad spend calculator. Work out your own target from your diary and your own close rate, and you'll end up with a number that actually means something. Most of the advice floating around answers a different question: what does a given ad budget produce. That's useful once you're already running ads, but it's no help at all if you're starting from a blank page.

This guide gives you a plain way to size your own enquiry target, covers what's actually free, your Google Business Profile and reviews, alongside what you pay for, Google Ads, and flags the one problem most roofers never plan for: too many enquiries landing in the same storm week.

Work out how many re-roofs you can fit in a month

Start with capacity, not leads. Open your diary for last month and count the full re-roofs you completed, start to finish, with the crew you actually have. That number is your real limit, and no amount of marketing changes it until you add another pair of hands or a second van.

• How many days a single re-roof takes you, from strip to final flashing
• How many working days bad weather actually took off you last month
• Whether you're also fitting smaller repair jobs in around the big ones

Homeowners rarely ask just one roofer for a price. Which? advises homeowners to contact at least three roofers for quotes on any job, so a share of your enquiries will always go to someone else even when you do everything right.

That's not a reason to chase more enquiries blindly. It's a reason to know your own numbers before deciding how many you actually need.

Know what counts as a good conversion rate for you

There's no universal good rate for turning an enquiry into a booked re-roof. A fast-reply, fairly-priced firm in a quiet area converts differently to a slow-reply firm competing hard in a city full of roofers.

Your own rate is the only one worth tracking. Write down every enquiry for a month: where it came from, whether you quoted it, and whether you won it. After a month you'll have a real figure, not a guess, and you can watch it move from there.

If your rate is low, the fix usually isn't more enquiries. It's often a faster reply, a clearer quote, or following up properly once you've sent it rather than letting it go cold.

Expect the number to swing with storms and seasons

Full re-roofs don't land evenly across the year. Storm weeks after heavy rain and wind push leak calls up fast, and the phone can go quiet again a fortnight later once the weather settles.

Big re-roofs, the ones people plan rather than panic about, tend to get booked from spring through summer, when homeowners can see the state of the roof and want it sorted before the next winter.

• Autumn and winter: more leak calls, more urgency, shorter decision time
• Spring and summer: more planned re-roofs, longer decision time, bigger jobs

Build slack into your target rather than expecting a flat number every month. Aim lower in a calm month and higher after a storm, and let your capacity sum from earlier flex with it rather than fighting it.

Make your free enquiries pull their weight first

Before you spend a penny on ads, get your Google Business Profile doing its job properly. Google's own guidance says local ranking comes down to relevance, distance and prominence, and that more reviews with good ratings help your prominence.

Ask every customer for a review within a day or two of finishing the job, while the new roof is still fresh in their mind. Reply to every single review, good or bad, it shows prominence and it shows you're actually running the business.

Reviews matter more to some homeowners than others. The Federation of Master Builders found that one in three homeowners under 35 rely on online reviews when choosing a builder, against far fewer of those over 55, so a thin review count costs you more with younger customers than older ones.

For the full setup, see our Google Business Profile checklist.

Decide if Google Ads is worth adding

Ads can fill the gap in a quiet month, but only once your free enquiries are pulling their weight. You set your own daily cap, so the spend never runs away from you, and you can pause it the second a storm fills your diary.

Work out what you can actually afford before you touch the campaign settings. We've written a full breakdown of that sum in our guide on how much a builder should spend on Google Ads.

Don't let a storm week bury you

Too many enquiries can hurt you just as much as too few. Say the phone rings 6 times while you're up a ladder and you only call 2 of them back: the other 4 have likely already rung the next roofer by lunchtime.

Have a holding message ready for exactly this moment. Something like: Sorry I missed you, mid-job on a roof. What's the issue, and I'll call you back within the hour. Send it the second you see a missed call, every time, no exceptions.

• Send the holding text within minutes, not at the end of the day
• Decide a daily limit on new enquiries you'll actually chase that day
• Tell the rest honestly when you can get to them, or point them elsewhere

A roofer who answers honestly keeps their name clean. One who goes quiet on a storm week loses more than that single job, because word travels fast on a street that's just been hit.

There's no magic number of leads waiting for you on Google. Work out your capacity, size your enquiries around it, keep your free profile sharp, track your own conversion rate, and only add paid ads once you know exactly what a job is worth chasing.