What Angi leads actually cost
Sticker prices run $15–$120+ per lead depending on trade and market — HVAC service $15–$40, HVAC installs $30–$80, roofing $40–$120 (Hook Agency, Jan 2026), with early-2026 reports of single leads at $230–$400 in hot categories (Astra Results / 7ten, 2026). The catch is sharing: each lead is typically sold to 3–8 contractors, and shared leads close at 10–20% (LeadTruffle, 2026).
Run the math and the effective cost lands at $1,000–$1,400+ per booked job for many trades (Improve & Grow, 2026) — before counting the hours spent racing competitors to the phone. Add contract friction — one-year terms with a 35% early-termination fee, and dispute denial rates reported at 30–50% (7ten, 2026) — and the sticker price is the smallest part of the cost.
| Metric | Angi/HomeAdvisor (shared) | Google LSA (owned) |
|---|---|---|
| Sticker cost per lead | $15–$120+ | $53 blended |
| Who gets the lead | 3–8 contractors | Only you |
| Close/booking rate | 10–20% | 43.9% booked |
| Effective cost per booked job | $1,000–$1,400+ | $233 per paying customer |
The platform's trajectory
The trust signals point one direction: an FTC complaint in 2023 alleging misleading lead practices, a $100K Vermont AG settlement in 2025, revenue down 13% year-over-year to $1.03B with 350 layoffs, and site traffic down roughly 35% from its July 2023 peak (Hook Agency/Ahrefs). Roughly 40% of contractors still call Angi/HomeAdvisor their top aggregator (Hatch survey) — it isn't useless, but it's a declining asset to rent, not a foundation to build on.
When marketplace leads make sense — and the exit ramp
Fair uses: filling capacity fast in a new market, feeding a brand-new crew, or supplementing during seasonal troughs — with a strict per-trade cap and honest cost-per-booked-job tracking. The exit ramp is building owned lead flow: Local Services Ads average $53 per lead with a 43.9% booking rate (SearchLight, Feb 2026) — leads that are yours alone. Contractors who shift budget from shared leads to LSA + search + reviews typically halve their cost per booked job within two quarters. That migration is exactly what we build.
Frequently asked questions
How much do Angi leads cost in 2026?
Typically $15–$120+ per shared lead depending on trade, with hot-category reports of $230–$400. Because each lead is sold to 3–8 contractors and closes 10–20% of the time, the effective cost per booked job frequently exceeds $1,000.
Why are my Angi leads not answering?
You're likely the second or fifth contractor calling the same homeowner — speed decides shared-lead outcomes. Many leads are also low-intent form fills. Both problems are structural to shared marketplaces, not fixable with better scripts.
What's the best alternative to Angi leads?
Google Local Services Ads is the closest like-for-like replacement: pay-per-lead, but exclusive — $53 average with a 43.9% booking rate (SearchLight, Feb 2026). Pair it with search ads and a review engine to replace marketplace volume within a quarter or two.
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