FAQ | NorthPeak Leads LLC

Our Model

How is NorthPeak Leads LLC different from other marketing agencies?

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Most agencies charge a flat monthly retainer (typically $1,500-$3,000/month) whether you get leads or not. We operate on a completely different model: you only pay when we deliver a qualified lead. No retainer. No startup fee. No results, no charge. Our income is directly tied to your results, which means we're just as motivated as you are to make the campaign perform.

Do you work with more than one roofing company in the same city?

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Never. We only work with one roofing company per city. Every lead we generate in your city goes exclusively to you, not your competitors. We don't share leads, split them, or sell them to multiple companies. When you partner with us, your territory is protected for the duration of the agreement.

What exactly is the "AI Boost" method?

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AI Boost refers to our use of Google's AI-powered bidding strategies within your campaign. Instead of manually setting bids for every keyword, we leverage Google's machine learning to automatically optimize bids in real time based on who is most likely to convert. This means your ad spend goes toward the people most likely to become actual leads, not just clicks.

Who pays for the Google Ads budget?

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You pay Google directly for the ad spend — completely separate from our per-lead fee. We never touch your ad budget. You maintain full control and visibility into every dollar spent. Our fee is only charged for the leads we actually deliver.

Is there a long-term contract?

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No long-term contracts. Our agreements operate on a month-to-month basis. Either party can terminate with 14 days written notice. We believe in earning your business every month through results, not locking you into something you can't get out of.

The Leads

What counts as a qualified lead?

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A billable lead must meet all of the following criteria:

An inbound phone call of 60+ seconds, OR a completed form submission
The caller is a property owner within your agreed service area
They express a genuine roofing need — repair, replacement, inspection, or storm damage

The following are never billed: wrong numbers, hang-ups under 60 seconds, existing customers, spam calls, and inquiries from outside your service area.

Where do the leads come from?

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All leads come from Google Search ads — not Facebook, not Angi, not shared lead databases. These are homeowners actively typing things like "roof replacement near me" into Google right now. They're already looking for a roofer. We just make sure they find your company first.

How do I know I'm not being charged for bad leads?

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Every inbound call is tracked and recorded through CallRail. You'll have your own login and can listen to every single call at any time. We send a weekly lead log with the date, duration, and recording of every call. If a call is clearly a wrong number, spam, or irrelevant — we remove it from the invoice, no questions asked.

How quickly do leads come in after launch?

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Most campaigns start generating leads within the first 7-14 days of launch. Google's algorithm needs a short learning period to optimize your campaign, so the first month may have a slightly higher cost per lead than months two and three. Results improve as the campaign gathers data.

Are these the same leads Angi or HomeAdvisor sells?

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Not at all. Angi sells a homeowner's information to multiple roofing companies simultaneously — often 4 or 5 at once. You're then racing competitors to call the same lead. Our leads are generated specifically for your company through a dedicated campaign. Nobody else receives them. Ever.

Pricing

How much does each lead cost?

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Our per-lead rate is $100 per qualified lead. This is our management fee, separate from your Google Ads budget which you pay directly to Google. You only pay when we deliver a lead that meets our qualified lead definition.

How much should I budget for Google Ads?

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We recommend a minimum of $1,500/month ($50/day) in Google Ads spend to generate meaningful lead volume. Here's what that typically produces:

$50/day: Expect 6-12 leads/month
$75/day: Expect 10-18 leads/month
$100/day: Expect 15-25 leads/month

If a single replacement job averages $10,000 and you close 2 from a month's leads, your return on total investment is typically 5-10x.

When and how do I get invoiced?

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Invoices are sent weekly every Monday via Stripe for all leads generated the previous week. Each invoice includes a detailed lead log with date, call duration, caller number, and lead type so you can verify every line item before paying. Payment is due within 7 days of receipt.

Are there any setup fees or startup costs?

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None. There is no setup fee, onboarding fee, or startup cost of any kind. The only costs are your Google Ads budget (paid directly to Google) and our $100 per-lead fee when leads are delivered.

Getting Started

What does the onboarding process look like?

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After signing the agreement, here's what happens:

Day 1-2: We set up your CallRail tracking number and connect it to Google Ads
Day 2-4: We build your campaign — keywords, ad groups, ad copy, and bidding strategy
Day 4-5: We send you the campaign for review and approval
Day 5-7: Campaign goes live and starts generating data
Week 2+: Weekly reports every Monday

Most clients are fully live within one week of signing.

Do I need to have a Google Ads account already?

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No — we can set one up for you. If you already have an existing Google Ads account we can work within that. Either way, the account always stays in your name and you retain full ownership of all campaign data even if our partnership ends.

What do I need to provide to get started?

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We keep onboarding simple. You'll need to provide:

Your business name, address, and service area
Access to your Google Ads account (or we create one)
Your business phone number for call forwarding
Your logo and any brand assets if needed
A signed copy of our service agreement

That's it. We handle the rest.

How do I know if my city is still available?

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The fastest way is to complete our eligibility survey on the home page. If your city is still available you'll be able to book a discovery call immediately after. Once a market is taken we cannot accept new clients in that area, so if you're considering it don't wait.

Results

Can you guarantee a specific number of leads per month?

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We don't make specific volume guarantees because lead numbers depend on your ad budget, market size, and competition. What we can guarantee is that you never pay for leads that don't meet our qualified lead definition. We'd rather underpromise and overdeliver than make promises we can't keep.

What if the leads aren't converting into jobs?

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Lead conversion depends on both lead quality and how your team handles them. Speed to lead is critical — homeowners searching on Google are often calling 3-4 companies simultaneously. The first company to answer typically wins the job. We'll always share insights on what we're seeing in the data and work with you to optimize performance on both sides.

How long before I see real results?

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Most campaigns generate their first leads within 7-14 days of launch. Month one typically has a slightly higher cost per lead as Google's algorithm learns your market. By months two and three the campaign is fully optimized and lead volume increases without necessarily increasing your budget.

What reporting will I receive?

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Every Monday you'll receive a weekly performance report covering:

Total leads generated that week
Cost per lead and total ad spend
Impressions, clicks, and click-through rate
Top performing keywords
A detailed lead log with call recordings

You'll also have 24/7 access to your Google Ads account and CallRail dashboard.

Everything You Need To Know

Still Have Questions?