08/29/2026
Two roofers. Same market. Same 4.8-star rating. One pays $42 per lead. The other pays $118.
The difference has nothing to do with the stars.
Google is not just looking at your rating. It looks at how many reviews you have, how recent they are, whether you respond, and the quality of what customers write.
A profile with fresh, consistent activity gets cheaper leads. A profile with old, stale reviews gets penalised even when the rating is strong.
The fix is not a one-time review push. It is a system that asks every completed customer at exactly the right moment, every single month.
Over 90 days, that moves you from 2 to 3 reviews per month up to 9 to 14. LSA cost per lead drops from $118 to the $80-$96 range.
Your rating is not the problem. Your review system is.
DM us "REVIEWS", and we will walk you through how to build it.