THE SHORT ANSWER
Modelled roofing job values in Ireland run EUR 6,850 to EUR 17,100 in 2026, midpoint EUR 11,950. That midpoint carries 25 to 35 percent gross margin, which is EUR 3,000 to EUR 4,200. Winning the customer takes 4 to 6 exclusive leads at EUR 100 to EUR 100 each, so acquisition costs EUR 300 to EUR 700 and absorbs 7.2 to 23.7 percent of the margin on a single project.
Contractors quote job value from memory, and memory drifts upward in a good year and downward in a bad one. This page gives a modelled band for roofing work in Ireland in 2026, then does the arithmetic that makes a band useful: what it leaves as gross margin, and how much of that margin a customer costs to win.
The band is wide on purpose. What moves a project from one end to the other is surface area, whether the structure underneath needs work, and scaffolding access. Local context matters too: in Ireland, the small population means volume runs out quickly: a national campaign can saturate its audience in weeks, and cost per lead climbs once it does.
The numbers, at a glance
Typical project value: EUR 6,850 to EUR 17,100 for a standard roofing job in Ireland, midpoint around EUR 11,950
Gross margin: 25 to 35 percent of contract value, which is EUR 3,000 to EUR 4,200 on the midpoint job
Cost to win one customer: EUR 300 to EUR 700 in lead spend, assuming 4 to 6 exclusive leads per signed job at EUR 100 to EUR 100 each
Acquisition as a share of margin: 7.2 to 23.7 percent of the gross margin on a single job, before any repeat or referral value
What a typical roofing project is worth in Ireland
The roofing band above describes a complete, permitted, installed project for a private homeowner. It excludes VAT, excludes anything a landlord or housing association would tender competitively, and excludes emergency call-out work, which prices on a different logic entirely.
What separates the bottom of the band from the top is surface area, whether the structure underneath needs work, and scaffolding access. Ireland is a small market of roughly 5.3 million people, and the number of installers chasing that population is what decides how firmly you can quote the upper half.
Bottom of the band, around EUR 6,850. A straightforward job on an accessible property with standard specification and nothing unexpected behind the wall.
Midpoint, around EUR 11,950. The job most quotes are written for, with one or two upgrades the customer asked for after the first visit.
Top of the band, around EUR 17,100. Larger scope, difficult access, or a household that chose the premium option in every category.
A small market saturates, so job value has to carry the business
With a population of about 5.3 million and a heavily concentrated Dublin market, Irish demand for any single measure is finite in a way German or French demand is not. A contractor cannot outrun a weak average job value by buying more volume, because the volume is not there to buy. That pushes the whole business towards scope, selling the complete retrofit rather than the single measure, and towards repeat and referral work in a market small enough that reputation actually travels. Measure revenue per customer rather than number of jobs, because the second number has a ceiling here.
Pitch, access and scaffolding set the floor of any roofing price
Two roofs with identical surface area can differ by 40 percent in price, and the reason is almost never the tiles. A pitch above 35 degrees needs roof ladders and slows every trip. A terraced house with no side access means everything is carried through the property. A three-storey elevation over a conservatory needs a designed scaffold rather than a standard tower. Scaffolding alone commonly runs EUR 1,200 to EUR 4,000 on a domestic re-roof and is the line most often underestimated. Photograph all four elevations before pricing, and treat any job where you have not seen the access as unpriced.
What that means for what a lead is worth
A modelled exclusive lead for roofing work in Ireland costs EUR 100 to EUR 100, and it takes 4 to 6 of them to sign one customer, because some enquiries never answer, some quotes lose and some projects are not ready. That puts the cost of a signed customer at EUR 300 to EUR 700 against gross margin of EUR 3,000 to EUR 4,200, so acquisition consumes 7.2 to 23.7 percent of the margin on a single job.
At the favourable end that is comfortably profitable on the first job alone. At the unfavourable end it works only if you convert above average, sell the fuller scope, or earn repeat and referral work. Which end you land on is mostly a function of how quickly you answer the phone, not how hard you negotiate the lead price.
What is actually left after materials and labour
Strip materials and installation labour out of a roofing contract in Ireland and 25 to 35 percent remains. On the EUR 11,950 midpoint that is EUR 3,000 to EUR 4,200, and it is the only figure on this page with any bearing on whether a marketing budget is affordable.
Two businesses with identical turnover can therefore have completely different capacity to buy work. Before comparing your acquisition spend with anyone else's, convert it into a percentage of gross margin. Ten percent is conservative, 20 percent is normal, and above 30 percent you are financing growth out of next year's profit, which is a legitimate decision but should be a decision rather than an accident.
Irish labour is genuinely expensive, and it is not a rounding error
Ireland carries one of the highest construction cost bases in this comparison, driven by a tight labour market, sustained housing demand and the cost of living in and around Dublin. On a like-for-like job an Irish quote can sit around 15 percent above the Benelux equivalent with no difference in specification at all. Two things follow. Do not benchmark against UK figures out of habit, because the sterling comparison flatters in the wrong direction. And plan capacity carefully, because in a market this tight the constraint on growth is almost never demand.
The case against paid lead generation at this job value
The arithmetic on this page can point the other way, and pretending otherwise is how contractors lose a quarter. At EUR 3,000 to EUR 4,200 of gross margin on the midpoint job, acquisition stops being sensible somewhere above EUR 750 per signed customer, and the modelled figure sits at EUR 300 to EUR 700.
So test yourself before you test a supplier. If your median time to first call attempt is measured in hours, if you quote fewer than half the enquiries you receive, or if you are already turning work away, more volume will not help. In each of those cases the cheapest available improvement is internal and costs nothing per lead.
Break-even on a block of 90 leads
A single lead price is hard to judge. A block is not. 90 exclusive leads cost EUR 5,400 and should convert into 15 to 22 signed roofing jobs at a midpoint of EUR 11,950 each, which is EUR 179,550 to EUR 263,300 of work booked and EUR 44,900 to EUR 92,150 of gross margin.
Break-even therefore arrives inside the first job. The useful question is not whether EUR 60 per lead is expensive in the abstract, but what happens to that arithmetic if your conversion is half the modelled rate, because that is the scenario worth planning for.
What you find when the tiles come off
Battens, felt, decking and occasionally rafters are unknown until the covering is stripped, and on a pre-1970 roof something is wrong more often than not. Contractors who absorb that discover their margin was theoretical. The professional answer is a provisional sum: a stated rate per square metre for replacement decking and a stated rate per rafter, agreed in the contract, with photographs sent the day it is found. Customers accept it when it was in the quote and refuse it when it arrives as a surprise. It also raises average job value honestly, because the work genuinely happens on a meaningful share of roofs.
Turning this benchmark into your own figure
Start from invoices, not quotes: a median of twenty signed roofing contracts is worth more than any published average, including this one.
Take materials and installation labour out of each contract so you are working with margin rather than turnover.
Divide the number of enquiries you received by the number of customers you signed. That ratio, not the lead price, is what most contractors get wrong.
Price a signed customer by multiplying that ratio by the quoted lead price, then express it as a share of your median margin.
Re-run all five twice a year. Job values drift, conversion drifts faster, and a benchmark from eighteen months ago is a guess.
How these figures were built
These figures are a benchmark model, not a survey. They combine an industry base range observed across Western European home-improvement campaigns with a country multiplier for local auction pressure. Treat them as a band to negotiate against, not a quote. Every figure derives from two inputs: a base band for roofing work and a labour and materials index of 1.14 for Ireland against a Benelux baseline of 1.00. The index is not the ad auction multiplier, and treating the two as one number is the most common error in cross-border benchmarking.
How Flock Leads prices this
If the arithmetic works at your conversion rate, this is what buying that volume costs outright, with no retainer sitting on top of it:
Starter - 10 leads for EUR 750, which is EUR 75 per lead
Growth - 25 leads for EUR 1,750, which is EUR 70 per lead
Scale - 45 leads for EUR 2,925, which is EUR 65 per lead
Pro - 70 leads for EUR 4,340, which is EUR 62 per lead
Max - 90 leads for EUR 5,400, which is EUR 60 per lead
No retainer, no contract term, and no lead sent to a second business. Unused volume rolls over under the Flock Lead Promise.
Want leads like this in your pipeline?
Flock runs the campaigns, screens the enquiries and hands you only the ones that match your service area, job size and capacity. You pay per lead, not per month.
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Related answers
Frequently asked questions
How much does a roofing project cost in Ireland?
Between EUR 6,850 to EUR 17,100 for a private household in 2026, midpoint around EUR 11,950, excluding VAT and excluding competitively tendered work. Where a specific job lands depends on surface area, whether the structure underneath needs work, and scaffolding access.
Does this figure include VAT?
No. Every number here is exclusive of VAT, because rates on home improvement work vary by country, by measure and sometimes by the age of the property. Quote your customer inclusive if that is the local convention, but do your margin arithmetic exclusive, otherwise the tax looks like profit.
Why is the band so wide?
Because surface area, whether the structure underneath needs work, and scaffolding access genuinely swings the price that much. A narrow average would be more comforting and less true. The useful move is to establish where your own typical job sits inside the band, then price your marketing against that point rather than against the midpoint.
Is job value in Ireland rising or falling in 2026?
Material prices have largely stabilised after the volatility of the early decade, while installation labour remains the tighter constraint across most of Western Europe. The practical effect is that job values drift upward slowly and the labour component grows as a share of each quote. Re-check your own median twice a year rather than trusting a published figure.
Does a higher job value make lead buying easier?
Usually, yes, because the lead price is close to fixed while the margin scales with the contract. At the EUR 11,950 midpoint, acquisition is 7.2 to 23.7 percent of gross margin. Raise the average job by a fifth and that percentage falls by roughly the same proportion without a single change to what you pay per lead.
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