Building a marketing budget around signed jobs

By Jesse Sanchez.

Roofing companies can make smarter marketing decisions by measuring cost per signed job instead of relying on a percentage of revenue alone.

Roofing companies commonly budget 5% to 10% of revenue for marketing, with growth-focused companies often spending more. But as Reworked.ai explains, the percentage alone does not determine whether a marketing budget is working. A more useful approach is to build the budget backward from the number of jobs a company wants to sign. Contractors can begin by identifying their installation goal for the next quarter, estimating the close rate from the first conversation to a contract and calculating how many qualified conversations will be needed to reach that goal.

From there, every marketing channel can be evaluated by its cost per signed job. Different channels carry different costs and levels of competition. Shared leads may cost $150 to $700 each while placing a contractor in competition with four or five other companies. Pay-per-click advertising also operates in a competitive auction environment. Blanket mail and Every Door Direct Mail (EDDM) can cost less per piece, but contractors still pay to reach households that may not need roofing work.

Reworked.ai also describes a demand-first approach built around AI-qualified homes priced at $1.79 per opportunity. In one measured campaign, a contractor spent $2,500 and generated about $130,000 in signed work.

A sample allocation places 60% of the budget toward owned demand, including AI-qualified opportunities, direct mail sequences and home ads. Another 20% goes toward jobsite radius campaigns, 10% toward reputation efforts such as reviews, referral prompts and a credible website and 10% toward a storm-response reserve.

Quarterly evaluation is critical. Contractors can divide channel spend by the number of jobs signed, reduce spending where acquisition costs are too high and increase investment in channels performing below the target.

Learn more about building a roofing marketing budget around measurable cost per signed job!