You came here for a number and you deserve a straight one, so here it is: Angi does not publish a per-lead price, because there isn’t a single one. It moves with your trade, your town, the size of job the homeowner typed in, and how many contractors are bidding near you. Every “average cost per lead” article you’ll read today, including the ones quoting confident dollar ranges, is somebody’s estimate. So on this page we’ll only use figures that sit on the public record, and then show you how to work out your own.
The most reliable published source on Angi Leads pricing isn’t a marketing page, it’s a Federal Trade Commission filing. When the FTC brought its case against HomeAdvisor, Inc. (which the Commission describes as doing business as Angi Leads and HomeAdvisor Powered by Angi), it set out the fee structure in writing. These are the numbers in that document.
The FTC states that providers joining the network “generally pay an annual membership fee of $287.99”, on top of a separate fee for every lead. That’s before a single homeowner has been sent to you.
The same filing notes many providers also paid $59.99 for an optional one-month subscription to scheduling software called mHelpDesk. The FTC alleged sales agents misrepresented that month as free.
There is no public price list. The fee per lead is set by category, location and the job value the homeowner enters, and you see your own range inside your own account. Anyone quoting you a national average is guessing.
Length, renewal and notice periods vary by product and by when you signed. We’re not going to print a term here as though it applies to you. Open your agreement and check the renewal date yourself, here is how to leave without going quiet.
Fee figures above are quoted from the Federal Trade Commission press release of 23 January 2023 regarding In the Matter of HomeAdvisor, Inc., FTC Matter No. 1923106. They describe the fee structure as set out by the FTC at that time and may not reflect current pricing, your market or your agreement. Settlement of an FTC matter is not an admission of liability. Check your own account for current figures. ES Studios is an independent marketing company, not affiliated with Angi, HomeAdvisor or Thumbtack.
It isn’t random, it’s just not fixed. Understanding what drives the price is the difference between feeling ripped off and knowing exactly why last Tuesday’s lead cost triple what you expected.
A roof replacement is worth far more than a lawn cut, and the lead is priced to match. High-ticket trades, roofing, HVAC, remodels, carry the dearest leads. That’s the platform pricing to the value of the job, not to your margin on it.
More contractors chasing the same postcode pushes the price up. A dense metro costs more than a rural county for the identical job, because the platform is selling scarcity and there isn’t any.
The estimated project value entered in the form feeds the price. A $600 fence repair and a $30,000 kitchen are not billed the same. Which also means an optimistic homeowner makes your lead more expensive.
You can’t change the other three. You can change this. On a shared lead the first credible reply takes a big share of the work, so the same spend produces wildly different results depending on how quickly the phone gets picked up.
Cost per lead flatters everybody. The number that actually decides whether this is working is cost per booked job, and it takes about ten minutes with a bank statement and your job list. Most contractors have genuinely never done it.
Twelve months of lead charges, plus the membership fee, plus any add-ons and any ad-spend minimum. That’s the top of the sum. People forget the membership every time.
Not leads. Not quotes. Signed, completed, paid. Be strict, and be honest about the ones you’d have got anyway from a repeat customer or a referral.
Spend divided by booked jobs. That’s your true acquisition cost. Now compare it against your average profit per job, not revenue, profit, and you’ll know within a minute whether this is a business or a treadmill.
What did that same money buy you that you still own today? If the honest answer is nothing, that’s not an argument about price. That’s an argument about what you’re buying.
We’re not going to put another company’s numbers on this page and let you read them as yours. What’s below is how we charge and what we measure. Any client result we quote, we quote as that one client’s outcome, and we’ll open the live account on the call so you can check it yourself.
One flat monthly fee for the work. No charge when a call comes in, no bidding against other contractors for the same homeowner, no minimum ad spend, no add-on that turns out not to be free. You know the number before you start and it doesn’t move.
Calls by source, calls answered, jobs booked, revenue traced back. So you can run the cost-per-booked-job sum on us as easily as on anyone else.
Month to month. No renewal date to diarise, no notice period, no early-termination charge. If it stops working you stop paying.
The figures above describe how ES Studios charges and what it tracks and reports, not results achieved by any particular business. Where we share client outcomes elsewhere, they reflect that client’s individual situation and are examples of what’s possible, not a guarantee of the same results for every business.
Straight answers, and an honest “we don’t know” where that’s the truth.
There is no published per-lead price, because there isn’t one fixed price. It varies by trade, market and the job value the homeowner enters. Your own account shows the range for your services and area, that’s the only figure that applies to you.
The figure on the public record is $287.99 a year, stated by the FTC in January 2023, charged in addition to the fee for each lead. That was the position described in that filing, check your own account for what you’re on today.
Because they’re estimates, mostly gathered from contractors in different trades and markets, and mostly written by companies who’d like to sell you something. We’d include ourselves in that, which is exactly why this page sticks to figures you can go and verify.
Platforms generally run a credit request process with conditions and a time limit, and the outcome is often account credit rather than cash back. The terms are the platform’s to set and they change, so read the current policy in your account rather than a summary of it here.
Sometimes per click, rarely per booked job, and it misses the real difference: a Google Ads click lands on your site, and the customer becomes yours. Both are still rented attention though. Ranking in the map pack is the part that isn’t.
One flat monthly fee, no charge per lead, no contract, month to month. You’ll get the exact figure on the call once we’ve looked at your service area, and if the sum doesn’t work for your ticket size we’ll tell you rather than take the fee.
Fifteen minutes. Total lead spend against jobs you can genuinely trace, so you leave the call knowing your real cost per booked job whatever you decide to do next. Then we’ll pull your market up live and show you where you sit on the map today. If buying leads is working for you, we’ll say so.
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