HomeAdvisor is now part of Angi, and its lead network runs as Angi Leads. If you are wondering what those leads cost, the short answer is: it depends on your trade, your area and the type of job, and the price you see per lead is not the number that matters.
Typical costs
Contractors commonly report paying roughly $15 to $85 per lead, with higher prices for big-ticket work like roofing, remodeling and HVAC replacement. Angi Leads has historically also charged an annual membership fee. Angi does not publish one price list, and pricing changes, so get a current quote for your trade and service area before you commit.
What drives the price
- Trade and job size: a roof replacement lead costs more than a gutter cleaning lead.
- Market: busy metro areas with lots of competing pros cost more.
- Lead type: urgent and high-value requests are priced higher.
- Your settings: wider service areas and more job types mean more leads and more spend.
The number that actually matters: cost per job
A $40 lead sounds cheap until you realize you only reach half of them, quote half of those, and win one in four quotes. Here is the math:
- Total spend for the month, including any membership fee.
- Divide by the number of jobs you actually won from those leads.
- That is your cost per job. Compare it to your average profit per job.
Example: 30 leads at $45 is $1,350. You reach 20, quote 12 and win 4. Your cost per job is about $338. For a $12,000 roof that may be fine. For a $300 service call it is not.
How to lower your cost per job
- Call or text every lead within five minutes. Speed is the biggest factor in winning shared leads.
- Follow up on every quote at least two or three times. Many jobs are won on the second or third follow-up.
- Tighten your service area and job types to the work you close most often.
- Dispute leads that are clearly bad (wrong number, outside your area) using Angi's credit process.
Is it worth it?
For some contractors, especially new businesses or those entering a new area, paid leads are a useful way to fill the calendar. Long term, most owners want a source they own: their own website ranking on Google, a strong Google Business Profile and lots of reviews. Those leads are not shared with anyone, and they do not stop the day you stop paying.
Curious what your own Google presence could bring in? Start with our free Google audit.