For a new contractor, a slow month, or a business moving into a new area, lead marketplaces are tempting: homeowners who need a roofer, plumber or painter submit a request, and the platform sends it to you. But you pay for those leads whether or not you win the job, and many contractors have spent heavily for little return. Others build steady businesses with them.
This guide explains how Angi (which now includes HomeAdvisor) and Thumbtack charge, what leads typically cost, how to work out whether they’re profitable for your business, how to win more of the leads you pay for, and which alternatives to consider.
Lead platforms don’t publish standard rate cards. The prices below are third-party estimates from 2026; your costs depend on your trade, location and the jobs you choose.
The quick comparison
Table of Contents
| Angi (including HomeAdvisor) | Thumbtack | |
|---|---|---|
| How you pay | Pay per lead ("Angi Leads", formerly HomeAdvisor), usually with an annual membership fee; Angi also sells advertising | Free to join; pay per lead when a customer contacts you |
| Typical lead cost (third-party estimates) | Roughly $15 to $85 per lead depending on trade, plus an annual fee of about $288 to $300 | Typically about $15 to $80 or more per lead, higher in competitive trades |
| Competition per lead | Angi’s materials describe connecting a homeowner with up to four pros | Thumbtack says it limits competition per job but doesn’t publish a number |
| Control over leads | Set your services, areas and budget | Set your services, areas, budget and job preferences |
| Best for | Established businesses in trades with high job values | Smaller jobs, handymen and newer pros who want flexible spending |
HomeAdvisor and Angi: what happened?
HomeAdvisor and Angie’s List came together under the Angi brand. For contractors, HomeAdvisor’s lead service now operates as Angi Leads, sending homeowner requests to pros for a fee per lead. Angi also offers advertising in its directory. If you see older guides comparing "HomeAdvisor vs Angi" as separate companies, they’re out of date.
An important warning from the FTC: in 2023, the Federal Trade Commission ordered HomeAdvisor to pay up to $7.2 million over misleading claims to service pros about the quality and conversion rates of the leads it sold, and began returning money to affected businesses later that year. The lesson for any platform: judge leads by your own results, not by sales promises.
How Thumbtack works
Customers describe their project, and Thumbtack shows them matching pros. You set your services, travel area, job preferences and weekly budget. You’re charged when a customer contacts you or chooses you, whether or not you’re hired. Lead prices vary by job type, location and demand. Thumbtack gives you some control over which jobs you’re matched with, which helps you avoid paying for work you don’t want.
Why lead costs vary so much
Lead prices rise with the value of the job and the competition for it. Leads for roofing, remodeling, HVAC replacement and other high-ticket work usually cost more than leads for small handyman tasks or cleaning. Prices are also higher in large cities, in busy seasons and in areas with many competing pros. That’s why two contractors on the same platform can have very different experiences, and why only your own numbers tell you whether a platform works for you.
Shared vs exclusive leads
- Shared leads go to several pros at once, so you’re competing on speed, price and trust.
- Exclusive leads go to you alone, usually at a higher price.
Most marketplace leads are at least partly shared. Speed matters enormously: the first pro to respond often wins.
A worked example: cost per booked job
These are illustrative numbers to show the method. Use your own figures.
| Thumbtack | Angi Leads | |
|---|---|---|
| Leads in a month | 30 at $45 each | 25 at $50 each |
| Membership fee (monthly share) | $0 | $25 ($300 a year ÷ 12) |
| Total monthly spend | $1,350 | $1,275 |
| Jobs booked | 6 | 4 |
| Cost per booked job | $225 | about $319 |
Now compare that with the profit from an average job. If your average job is $900 and your gross profit after materials and labor is 45%, each job earns about $405. In this example:
- Thumbtack costs $225 of that $405, leaving $180 per job: worthwhile, but thin.
- Angi costs about $319, leaving about $86: probably not worth it unless booked customers come back or refer others.
The key numbers are your close rate (booked jobs ÷ leads) and profit per job. Improve either, and lead platforms become much more attractive.
How to win more of the leads you pay for
- Respond within minutes. Turn on mobile notifications and reply fast, even just to acknowledge the request and book a call.
- Call, don’t just message, when the customer provides a phone number.
- Complete your profile: photos of real projects, licenses, insurance, years in business and a friendly introduction.
- Collect reviews on the platform from every satisfied customer.
- Be clear on pricing: give a price range or "starting at" figure where possible.
- Follow up a day or two after your quote.
- Choose your jobs carefully: turn off job types and areas that rarely book or pay poorly.
- Ask for credit on invalid leads, such as wrong numbers or spam, where the platform allows it.
A 60-day test plan
- Set a fixed budget you can afford to lose, for example $500 to $1,000.
- Choose your best-fit job types and a tight service area, where you’re most competitive.
- Complete your profile before turning leads on.
- Respond to every lead within minutes during the test.
- Log every lead: date, cost, job type, whether you reached the customer, quoted and booked.
- After 60 days, calculate cost per booked job and compare it with your profit per job.
- Decide: expand what worked, narrow job types that didn’t, or stop.
Questions to ask before you sign
- Is there a membership or annual fee, and is it refundable?
- How many pros receive each lead?
- What does a lead typically cost for my trade and ZIP codes?
- Can I set a monthly budget cap and pause anytime?
- What’s the process for credits on invalid leads?
- Is there a contract term or automatic renewal?
Get the answers in writing, and read the terms before agreeing to anything on a sales call.
Track your results every month
| Measure | How to calculate it |
|---|---|
| Cost per lead | Total spend ÷ leads |
| Close rate | Jobs booked ÷ leads |
| Cost per booked job | Total spend ÷ jobs booked |
| Profit per job | Average job revenue − materials, labor and other direct costs |
| Return on spend | (Profit from booked jobs − spend) ÷ spend |
Record every lead in a CRM or spreadsheet with its source, cost and outcome. See best free CRM software.
Alternatives to paid lead marketplaces
| Option | How it works | Why consider it |
|---|---|---|
| Google Business Profile | Free listing on Google Search and Maps | Free, and often the biggest source of local calls |
| Google Local Services Ads | Pay per lead, shown at the top of Google, with a Google screening badge | Leads come to you alone rather than to several pros |
| Your own website | Customers find you directly and request estimates | No lead fees; build one free with our contractor website builder |
| Referrals and repeat customers | Happy customers recommend you | The cheapest, highest-converting leads |
| Yard signs and door hangers | Advertise around every job site | Low cost; make them with our yard sign and door hanger maker |
| Yelp and Nextdoor | Local discovery and recommendations | Free pages; see our Yelp guide |
Many successful contractors use lead platforms to fill gaps in their schedule while building their own website, reviews and referrals, then reduce their spend as direct leads grow.
Is a lead platform right for you?
Probably worth testing if:
- You’re new, or new to an area, and need jobs quickly.
- Your average job value and profit are high enough to absorb lead costs.
- You can respond to leads within minutes.
Probably not if:
- Your jobs are small and low-margin.
- You can’t answer leads quickly.
- You already get steady work from referrals, Google and your website.
Common mistakes
- Judging by lead price instead of cost per booked job.
- Responding slowly to shared leads.
- Accepting every job type and area, including ones you rarely win.
- Not tracking results, so spending continues on autopilot.
- Relying on one platform instead of building your own sources of work.
Frequently asked questions
Is HomeAdvisor the same as Angi now?
For contractors, yes. HomeAdvisor’s lead service now operates under the Angi brand as Angi Leads.
Do I pay for leads I don’t win?
Generally yes, on both platforms. You pay for the lead, not the job, which is why your close rate matters so much.
Which is cheaper, Angi or Thumbtack?
It depends on your trade, location and how many leads you convert. Thumbtack has no membership fee, but costs per lead vary. Compare your cost per booked job, not the lead price.
Can I get a refund for bad leads?
Both platforms have processes to request credit for some invalid leads, such as wrong contact details. Check each platform’s current policy.
Should new contractors use lead platforms?
They can help fill your schedule while you build reviews, referrals and your own website. Start with a small, fixed budget and track your cost per booked job from day one.
Keep learning
Sources
- Housecall Pro, Angi competitors and how they charge contractors
- Adapt Digital Solutions, HomeAdvisor vs Angi vs Thumbtack (2026)
- Groupon Merchant, Groupon vs Thumbtack vs Angi (fees and the FTC's 2023 HomeAdvisor order)
Last reviewed October 27, 2026. Startup costs are estimates; check local prices, licensing and tax rules before you commit money.
Leave a Reply