The worked example
Take a $50 lead in any trade. On Thumbtack or Angi it's shared — typically with 3–8 pros. Win 25% of shared conversations and you've paid roughly $200 per booked conversation; at more typical 10–20% shared close rates it's worse (PipelineOn, 2026). The same intent captured through Local Services Ads costs about $53, is exclusive, and books at 43.9% — landing near $88–$120 per booked conversation and $233 per paying customer (SearchLight, Feb 2026).
| Platform | Lead cost | Exclusivity | Typical close/book | Effective cost per booked job |
|---|---|---|---|---|
| Google LSA | $53 blended | Exclusive | 43.9% booked | ~$120–$233 |
| Thumbtack | $25–$75 | Shared | 10–25% | ~$200–$500 |
| Angi/HomeAdvisor | $15–$120+ | 3–8 contractors | 10–20% | $1,000–$1,400+ (Improve & Grow, 2026) |
Where each platform fits
- Google LSA: the default. Exclusive leads, Google Guaranteed badge, dispute credits, ranked by reviews and answer rate. Weakness: volume caps in small markets.
- Thumbtack: $8–$150 per lead, most trades $25–$75 (PipelineOn, 2026). Reasonable for new businesses building a review base and for quote-driven project work; watch auto-charged low-intent contacts.
- Angi/HomeAdvisor: volume machine with structural sharing, 1-year contracts, 35% early-exit fees, and declining consumer traffic. Use capped, tracked, and never as the foundation.
The decision rule
Track one number per channel monthly: total spend divided by jobs booked. Cut whatever exceeds your trade's owned-channel benchmark (LSA + search typically lands $233–$800 per paying customer depending on trade). Most contractors who run this exercise shift the majority of marketplace budget to owned channels within 90 days — and keep a small marketplace remnant only where it still clears the bar.
Frequently asked questions
Is Thumbtack or Angi better for contractors?
Thumbtack generally offers lower per-lead costs ($25–$75 for most trades) and more control, while Angi delivers more raw volume with harsher contracts and sharing. But both lose to Google LSA on cost per booked job in 2026 benchmarks — the fair comparison is against owned channels, not each other.
What does a booked job actually cost from lead services?
Using published close rates: roughly $120–$233 via Google LSA, $200–$500 via Thumbtack, and $1,000–$1,400+ via Angi/HomeAdvisor shared leads (SearchLight, PipelineOn, Improve & Grow — all 2026).
Can I quit Angi without penalty?
Standard Angi Leads contracts run 12 months with a 35% early-termination fee on remaining value (7ten, 2026). Read your agreement before scaling down; many contractors time the exit to contract renewal while ramping LSA in parallel.
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