I run SEO for home-service businesses, so I have a bias: I think most owners should own their lead flow instead of renting it. But I also think Angi can make money for the right business at the right stage, and I will show you where that line sits. Everything below about Angi's pricing and policies comes from Angi's own pages or the FTC, and I name the source each time. Where Angi does not publish a number, I do not make one up.
This guide is the hub for my lead-platform comparisons. If you are weighing a specific decision, jump to is Angi worth it for contractors, the side-by-side Thumbtack vs Angi comparison, or my list of alternatives to Angi and HomeAdvisor.
A homeowner describes a project on Angi or a partner site. Angi matches that request to pros whose profile covers the job type and zip code. Each matched pro is charged a lead fee and gets the homeowner's contact details. Then it is a race: the first pro to call usually gets the conversation.
Three details matter more than the rest:
Here is the honest answer: Angi does not publish a lead price list. Its pro FAQ says "different sized jobs have different Lead Fees" and sends you to a phone number for details. So any website that quotes you an exact "Angi lead cost" for your trade got it from pros, a sales call, or its own guess.
What I can tell you from Angi's own pages:
| Cost item | What Angi says | Source |
|---|---|---|
| Per-lead fee | You pay a fee for each lead you are matched to. Fee varies by job size and type. No public price list. | Angi Leads pro FAQ |
| Lead volume | No guarantee of leads or work | Angi Leads pro FAQ |
| Payment processing (if you use Angi's EasyPay to collect from customers) | 2.99% per transaction, funds paid out within 2 business days | Angi Leads pro FAQ |
| Pausing | You can turn the lead service on or off by adjusting your profile | Angi Leads pro FAQ |
| Credits for bad leads | Issued as store credit, request within 30 days, expires 6 months after issue | Angi Lead Credit Guidelines |
Pros search for this more than anything else, so let me be direct about why I am not printing a table of per-trade prices. Angi does not publish one, and the prices you see quoted online come from individual accounts in individual markets. A roofing lead in one metro and a roofing lead in the next county can be priced very differently, and prices change.
The way to get your real number is simple: before you sign anything, ask the rep for the lead fee on your three most common job types in your top three zip codes, in writing. Then run it through the math at the bottom of this page. If the rep will not give you numbers in writing, that is your answer.
What does hold true across trades: bigger-ticket jobs (roof replacement, HVAC system install, remodels) carry higher lead fees than small repairs, because Angi prices by job size. Small repair trades tend to see lower fees but also lower job values, so the ratio can end up similar.
Angi charges the card or account on file as leads are delivered. You do not approve each lead individually; if a request matches your profile's job types and zip codes, it is sent and charged. That is why your profile settings are your budget control.
This is where most frustration comes from, so read the rules before you need them. According to Angi's Lead Credit Guidelines:
| Situation | Credit? |
|---|---|
| Duplicate lead from the same homeowner | Full credit |
| Wrong zip code that is outside your profile | Full credit |
| Wrong job type that is not in your profile | Full credit |
| Competitor testing you | Full credit |
| All contact information wrong or disconnected | Full credit |
| Wrong job type that IS in your profile | Partial credit |
| Homeowner never calls back | No credit |
| Homeowner hired someone else, changed their mind, or was just shopping | No credit |
| You did not win the job | No credit |
| Requested more than 30 days after the charge | No credit |
Two things to notice. First, credits are store credit applied to future charges, not cash back, and they expire six months after they are issued. Second, the most common complaint, "the homeowner never answered," is explicitly not creditable. So your dispute process should focus on what qualifies:
The pages ranking for this topic are mostly Reddit threads and contractor forums, and the complaints repeat. Here is how I sort them.
Shared leads are the model, not a bug. Angi does not publish how many pros each lead goes to, so you cannot plan around a number. You can plan around speed: pros who call within minutes win more of these. If you cannot answer the phone during jobs, shared leads will cost you more per job than they cost your competitor with an office manager.
Common, real, and not creditable under Angi's guidelines. The FTC's complaint also alleged that many HomeAdvisor leads came from consumers who did not intend to hire soon. Budget for it as a cost of the channel.
Often a profile problem, sometimes a matching problem. If the job type is not in your profile, it qualifies for full credit. If it is in your profile, only partial credit. Clean your profile first.
This one has a public record. In January 2023 the FTC ordered HomeAdvisor to pay up to $7.2 million and stop deceptive claims about its leads, including claims about how often leads turn into jobs. The FTC later sent more than $3 million in refunds to businesses that paid for memberships. Get every promise in writing.
I would not call a channel bad just because I sell the alternative. Angi can work well when:
It usually stops being worth it when your calendar is full from referrals and Google, or when your close rate on Angi leads drops below the break-even line in the math below. Many owners keep a small Angi budget as a gap filler and put the rest into channels they own. My honest verdict on whether Angi pays for contractors walks through that decision step by step.
Angi is not the only rented channel. Thumbtack lets you set your own lead prices; see is Thumbtack worth it for how that plays out. Networx publishes price ranges and offers exclusive leads; my Networx review covers its model. And for a structured side-by-side, read Thumbtack vs Angi for home-service pros.
Owned channels work differently. A Google Business Profile, organic rankings and referrals do not charge you per lead. Google's Local Services Ads still charge per lead, but the lead is yours alone and comes from someone who searched Google, not a partner site. I cover that in my guide to Google Local Services Ads. For the full list, see Thumbtack alternatives, plus Angi and HomeAdvisor options.
This is a worked example with made-up inputs, not Angi's prices or a client result. Plug in the numbers your Angi rep gives you in writing and your own close rate.
Assumptions for the example:
| Line | Angi (example) | SEO retainer (example) |
|---|---|---|
| Monthly spend | 30 x $60 = $1,800 | $1,500 (my Pro plan) |
| Jobs won | 30 x 15% = 4.5 | Depends on rankings; often few or none in the first months |
| Cost per job won | $1,800 / 4.5 = $400 | Falls as rankings grow |
| Gross profit after lead cost | 4.5 x $900 - $1,800 = $2,250 | Depends on the calls your rankings bring; no fixed figure |
| What you own when you stop paying | Nothing; leads stop the day you pause | Rankings, reviews and pages that keep working |
Your break-even close rate is the lead fee divided by gross profit per job. In the example, $60 / $900 = 6.7%. Below that, every Angi lead loses money. Above it, Angi is profitable, and the question becomes whether that profit is better spent building something you keep.
SEO is slower and there is no ranking guarantee from me or anyone honest. The trade is rent now versus equity later. For trade-specific numbers, see where roofers get leads, HVAC leads without buying them and plumber leads you own. For what my side costs, our published pricing is on one page.
Angi does not publish a price list. Its pro FAQ says lead fees vary by job size and asks pros to call for details. Get your fee per job type and zip in writing before signing.
You can request a credit, not a cash refund, within 30 days of the charge. Duplicates, wrong zips, wrong job types outside your profile, competitor tests and fully invalid contact info qualify. A homeowner who never answers does not. Credits expire six months after issue.
Standard Angi leads are matched to more than one pro. Angi does not state the number on its pro FAQ, so ask your rep for your trade.
They are the same company. HomeAdvisor's pro lead product is now branded Angi Leads, and Angi's credit guidelines are hosted on the HomeAdvisor pro site.
Yes. Angi's FAQ says you can turn the lead service on or off by adjusting your profile.
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