Are Angi leads worth it? The real cost per won job, worked out
· 3 min read · By the Fullweek team
Short answer
An Angi lead costs a contractor about $50, and the same lead is usually sold to several companies, so contractors win roughly 1 in 6 or 7. That makes the true cost about $300 to $350 per won job before any discount or refund. Whether that is worth it depends on your average ticket and on what a booked job costs you through channels you own.
Key takeaways
- Price a channel by cost per won job, not cost per lead. A cheap lead you rarely win is expensive.
- At $50 a lead and a 1 in 7 win rate, Angi costs about $350 per won job. At 1 in 6, about $300.
- Shared leads reward whoever calls back first, so speed to answer matters more than the lead price.
- Demand from your own Google profile, Local Services Ads and website builds an asset. Marketplace leads stop the day you stop paying.
On this page
Cost per lead is the wrong number
Lead marketplaces quote a price per lead because it sounds small. But you cannot invoice a lead. What you pay for, in the end, is the jobs you actually win. The number that matters is cost per won job: everything you spent on a channel in a month, divided by the jobs it produced.
The math, step by step
Angi has said on its own earnings calls that a typical lead costs a pro around $50 and that pros win roughly one in six to seven of them. Plug that in:
| Win rate | Leads per won job | Cost per lead | Cost per won job |
|---|---|---|---|
| 1 in 5 | 5 | $50 | $250 |
| 1 in 6 | 6 | $50 | $300 |
| 1 in 7 | 7 | $50 | $350 |
| 1 in 10 | 10 | $50 | $500 |
If your average ticket is a $250 drain clearing, $300 to win it is a loss. If it is a $4,000 water heater replacement, it can be fine. The point is to know the number for your own business, not the marketplace's average.
Work out your own number
- Add up everything you paid the marketplace last month, including subscription fees.
- Count the leads you received and the jobs you actually booked and completed from them. Use your field-service software (ServiceTitan, Housecall Pro or Jobber), not memory.
- Divide spend by completed jobs. That is your cost per won job.
- Do the same for every other channel: Local Services Ads, Google Search ads, your website, referrals.
Why the win rate is so low
A marketplace lead is usually sent to several contractors at once. The homeowner picks whoever answers first, quotes fastest or sounds most sure. If your office is closed or your techs are on jobs, you are paying for the chance to lose. That is also why missed calls hurt so much: in our scan of 900+ contractors, about 1 in 7 had reviews complaining nobody answered.
Homeowners are moving away from the middlemen
Organic search traffic to the big directories has fallen sharply. Between September 2025 and October 2026, estimated organic traffic dropped about 75% for Angi, 72% for HomeGuide and 73% for Modernize, while some local operators grew. Homeowners increasingly search "plumber near me" and call a business directly from Google. That demand lands on your Google Business Profile and Local Services Ads, which you own.
What to use instead (or alongside)
| Channel | Who owns it | You pay for | Exclusive? |
|---|---|---|---|
| Angi / Thumbtack leads | The marketplace | Each lead | Usually shared |
| Local Services Ads | You (Google account) | Each lead, disputable | Yes |
| Google Search ads | You | Each click | Yes |
| Google Business Profile | You | Your time | Yes |
| Your website and city pages | You | Build and upkeep | Yes |
Fullweek runs the owned channels for you and prices on booked jobs, counted from your own software. See pricing or request a free city audit to compare your current cost per won job.
Sources
FAQ
How much does an Angi lead cost?
Angi has said on its earnings calls that a typical lead costs a pro around $50. Prices vary by trade, job type and zip code.
What is a good cost per won job for a plumber?
It depends on your average ticket and margin. A useful rule: cost per won job should be a small fraction of the gross profit on that job. Compare every channel with the same formula.
Are Angi leads exclusive?
Most marketplace leads are shared with several contractors, which is why win rates sit around 1 in 6 or 7.
Can I get refunds for bad leads?
Marketplaces and Google Local Services Ads both have credit or dispute processes for invalid leads. Dispute every wrong-number, spam or out-of-area lead.
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