Ask a roofer where their best jobs come from and most will shrug. Ask which source they spend the most on and they'll usually name the wrong one. You can't grow what you don't measure.
Volume isn't value
The source that brings the most leads is rarely the one that brings the most jobs. Referrals are a smaller slice of the pie, but they close at a far higher rate than a cold click from an ad.
Track the close rate, not the click
A lead source isn't good because it's cheap or busy. It's good because it turns into signed work. When every lead is tagged by where it came from, you finally see which channels deserve more money and which are quietly wasting it.
Then double down
Once you know your referrals close at 40 percent and your social leads at 14, the next move is obvious. Feed the channels that book jobs, and stop pouring money into the ones that just look busy.