Know whether you are buying a contact, a qualified opportunity or an inspection your estimator can attend.
By Commercial Rev Engine · Published · Updated October 7, 2026
A tenant asking about a warehouse leak can be a useful contact. But if they cannot arrange roof access, you do not yet have an inspection ready for your estimator.
Ask which answers came from a form and which were checked in conversation. Unknown details should stay visible.
A contact, a qualified opportunity and an attended inspection are different deliverables. Get the definition in writing. Include how duplicates, reschedules, out-of-area properties and no-shows are handled.
“Exclusive” also needs explaining. Is the enquiry sent only to you? Does the agency work with another roofer in your territory? Those are separate questions.
Illustrative example: $3,000 spent for 30 enquiries and six attended inspections is $100 per enquiry and $500 per inspection. $4,000 for 20 enquiries and ten inspections is $200 per enquiry and $400 per inspection.
The second campaign has the higher lead cost but the lower inspection cost. Neither tells you profit until you know what work was won and what it cost to deliver.
Use one reporting period and include the costs you want to compare. Each result is total acquisition cost divided by that stage’s count. A blank count stays unknown; zero shows that no events were recorded.
These are simple cost ratios, not proof that advertising caused an inspection, quote or sale. Keep the period consistent, remove duplicate enquiries, and allow later inspections and quotes to be matched back to the enquiries that started them.
Ask for a redacted example of a lead handoff, the full fee breakdown and a report that follows enquiries through attended inspections, estimates and sales. Name the person on your team who will respond.
Download the qualification worksheet (CSV) →
For proposal questions, use the agency comparison guide. For campaign setup, read the Facebook ads guide. Planning spend? Use the budget planner.
Danny and Andrew explain what came in, what they quoted and what they closed.
A $46,000 job. Then an $80,000 job.
Danny says he closed a roughly $46,000 job within about two weeks, after spending about $1,300 on advertising to that point. Around three months in, he reports closing another job worth about $80,000.
The $1,300 is his early advertising spend, not the total spend for both jobs.
25 leads. 7 estimates. 2 jobs.
Andrew says he had been getting almost no leads. After about a month working with the team on Facebook marketing, he reports roughly 25 leads, seven estimates sent and two jobs closed.
His account shows the steps from an enquiry to an estimate and a won job. Read Andrew’s story →
These recordings refer to SprayFoam Audit, an earlier brand used by our team. Figures are approximate and reported by the customers about their advertising campaigns. Job values are not profit; these individual experiences are not a promise of the same results.