The offer. All of it. In the open.
We manage it. You own it.
Fire your agency tomorrow and you find out what you actually bought. In most contracts the ad account stays with them - and so does everything your spend taught it about which homeowners buy from you. You start over somewhere else at full price while they keep the head start you paid for. That cannot happen here. Everything is in your name from day one. Most agencies also make you book a call before they will tell you the price. Here is all of it: what it does to your cost per closed deal, what it costs, and what we guarantee. Read it, run your own math, then apply if it fits.
Start here
An operator tracked 90 days of marketing spend across six roofing companies and worked out what each channel actually cost per closed deal:
Source: one operator's tracked numbers across six roofing companies over 90 days, published publicly. Not an industry average. Your own number is the one that counts: total marketing spend divided by deals closed. Under $800 is strong. Over $1,500 means something is broken.
Shared leads look cheap at $150. Then four other roofers get the same homeowner, close rate falls under 5%, and everything saved on the front end comes back out on the back end.
Every part of this system exists to move that one number. Not to send you more leads. Three levers do the work: what gets filtered out before a rep drives anywhere, how fast a lead gets contacted, and whether the account learning from your spend belongs to you.
Want your own cost per closed deal worked out with your real close rate and ticket?
See if the numbers workWhat it fixes
The written standard. Every lead is qualified against the same five questions your own office asks: are you the owner, how old is the roof, is there an active leak or storm damage, insurance or retail, and when do you want it done. Asked out loud on a recorded call, not guessed from a form. No-shows and soft sets stop reaching your calendar, and your reps' windshield time goes to people who can actually say yes. Read the whole standard - it is published, and you set the thresholds before we spend a dollar.
Speed to lead. AI plus a human setter contacts every lead in under 5 minutes, with a 6-touch cadence, missed-call text-back and automated reminders that cut no-shows about 40%. The homeowner who filled in your form has filled in three more within ten minutes. The fastest caller wins, not the cheapest company.
Client-owned assets. Everything runs on your Business Manager, your ad account, your pixel, your page. We hold partner access, not ownership. Worth knowing: transferring an ad account does not transfer the pixel - they are separate assets, which is how contractors "get their account back" and still lose the audiences and conversion history their spend paid for.
Creative diversity engine. About 40 unique creatives a month, built for your brand and your market, not one template cloned across clients. Two showcased clients of the same agency are currently running the identical ad word for word in different states. That is on page 3 of the report.
Tracking installed and verified before a dollar of spend, then a live dashboard showing cost per lead, cost per booked job and cost per closed deal. Weekly reporting. You should be able to fire us on the numbers, which means the numbers have to be visible.
Homeowner offer build. We audit what you can genuinely deliver, then build a value-stacked offer - financing, warranties, insurance assistance, drone reports - instead of a "$X,XXX roof" discount ad. Discount hooks buy you tire-kickers at full price.
A conversion-built page on your brand with a 2-level qualification quiz, not the thin four-question form your competitors run that filters nothing.
Both engines, not one. Rapid post-storm geo-targeting for the highest-intent window in roofing, plus a retail pipeline that runs when there is no storm. Carriers are tightening, deductible-waiving is being outlawed state by state, and a business that only works after hail is a business with two good quarters. We build for both.
Capacity matching. Volume is capped to your actual crew capacity, so you never burn leads you cannot get to. Burned leads cost the same as worked ones.
Compliance-checked messaging. No deductible waiving, no guaranteed-approval claims, no unlicensed claim-negotiation language, plus account-safety practices so your ad account is not shut down mid-season. Your licence is on the line, not ours.
Ten problems, one system. The free audit tells you which of the ten you actually have.
Apply for the Free AuditThe stack, priced straight
Meta, Google and TikTok included. Most agencies charge $1,000 or more per platform, per month, on top of the fee. Your ad spend never touches us. It stays on your own account, your own card - there is nothing for us to mark up and nothing to hold hostage. Example: at $20,000 a month in spend you pay us $7,000 and the $20,000 stays on your Business Manager. 90-day initial term while the algorithm learns, then month to month. Ownership written into the contract. One roofing client per service area.
50 qualified leads to the written standard in your first 60 days, at a minimum $10,000/month ad spend, or we work free until you get them.
We do not guarantee revenue or closed jobs, because your close rate is yours, not ours. Any agency guaranteeing you revenue is either lying or planning to blame your sales team when it misses. We guarantee the part we control and report against it in the open.
"Qualified" is not left to us to define after the fact. The full standard is published at audit.highlight.digital/lead-standard - five gates, what never counts, and a 5-day window to reject any lead you think fails. Read it before you decide anything.
You have the price and the guarantee. There is nothing else waiting behind a call.
Apply for the Free AuditThe obvious objection
"One of the biggest areas where I see contractors waste money is hiring companies to manage their Google Ads, Facebook Ads, or SEO. You're usually paying a monthly management fee on top of your advertising budget, so it's very easy for thousands of dollars to disappear every month if nobody is tracking the results."
A roofing owner doing $20M a year, posted publicly
He is right, and it is the strongest argument against hiring anyone, us included. So here is how we answer it rather than hoping it does not come up.
Installed and verified before the first dollar of spend. If we cannot measure it in week one, we do not start. Most of the "money disappeared" stories begin with tracking that was never built properly.
Cost per lead, cost per booked job, cost per closed deal. Live, in your account, not a monthly PDF we write about ourselves. You should never have to ask us how it is going.
It stays on your card. There is no markup, no media buying margin, no line item you cannot see. The 10% is disclosed on this page rather than buried in the spend.
90 days, then month to month. You keep the ad account, the pixel, the audiences and every creative. Leaving costs you nothing but the goodbye, which is the only real protection against an agency coasting.
If the numbers are not visible and improving, you should fire us. Making them visible is how we make that possible, and it is why the contract is short.
Make us prove the tracking before you pay us a dollar. That is what the audit is.
Apply for the Free AuditStacked on top
Ad account (whose name is on it), funnel (what your form lets through), creative (templated or original, pulled live from the Ad Library), offer (discount trap or value stack). Gaps in writing, yours to keep either way.
Exactly what your local rivals are running right now: offers, hooks, landing pages. The same capability that produced the report, pointed at your ZIP code.
So your reps stop losing a quarter of your leads to slow follow-up, whether we run your ads or not.
The $2,500 setup line item, included. We audit what you can genuinely deliver and build the value-stacked offer your ads run on.
We onboard a limited number of roofing clients per month, because creative and setter capacity is real. The first founding clients get preferential terms in exchange for a documented case study and reference calls. Ask on the call.
The 4-part audit is free and yours to keep, whether we ever work together or not.
Apply for the Free AuditRun your own numbers
At $10,000 a month in ad spend and our documented $44.76 roofing cost per lead, that is roughly 220 leads a month. Qualify a quarter to the written standard: about 55 qualified leads. Apply your close rate and your average ticket and you have your own cost per closed deal - the only version of this math that means anything. On the audit call we run it with your real numbers and cap volume to your crew capacity.
You could, and none of it is secret. Pull the storm data, buy the list, skip-trace it, hire and train setters, write the qualification script, build a 6-touch follow-up, produce enough creative that Meta does not fatigue the account, install the tracking, read the numbers weekly and act on them. The question is not whether you can. It is whether those twenty hours a week are better spent by you or by someone whose only job is that. If you have the time and the appetite, do it yourself - you would own the assets either way, because we build on your account.
1,424 roofing leads at a $44.76 blended cost per lead across 16 US markets, documented. A live $200k+/month lead operation across roofing and solar you can inspect on the call. And founding-client terms if you want extra protection.
You own everything, tracking goes in before a dollar of spend, reporting is weekly, and the term is 90 days instead of a year. The exit costs you nothing but the goodbye.
Per-lead sellers are paid for volume, so they optimise for cheap leads and sell the same homeowner to four of you. That is the $4,800 row in the table above.
One more thing. Every competitor we mapped sells bare "guaranteed appointments," runs one templated ad cloned across clients, and keeps the ad account. To copy this they would have to give up account ownership, build creative per client, and publish real numbers. That is a business-model change, not a copy-paste.
The next step
Seven questions, about two minutes. If the math does not work for your company we will say so - you keep the report and the audit either way.
Apply for the Free Audit 2 minutes, 7 questions. Worst case: your gaps in writingOne roofing client per service area · Limited founding-client slots