How Much Do Angi Leads Actually Cost? The Math Most Contractors Skip.

You're paying $91 per lead on Angi. You know that number. It's right there on the invoice.

But that's not what a lead actually costs you. Not even close.

The number on the invoice vs. the real number

Here's what $91 buys you on a lead marketplace: a name, a phone number, and the knowledge that 2-3 other contractors got the exact same information at the exact same time.

Now let's run the real math.

The hidden costs nobody talks about

The shared lead tax. That $91 lead went to you and two competitors. All three of you are calling the same homeowner within minutes. It's a race, and the homeowner often goes with whoever picks up first - regardless of quality.

The no-show rate. Industry data shows 15-25% of marketplace leads never answer the phone or respond to follow-up. You paid $91 for a ghost.

The "just getting quotes" factor. A significant percentage of marketplace leads are price shopping. They're requesting 3-5 quotes with no intention of hiring anyone until they've compared them all. Your $91 bought you a spot in a lineup.

Your actual close rate. On shared marketplace leads, the average contractor closes 15-20% of the leads they pay for. Let's be generous and say 20%.

The real cost per booked job

Here's the math most contractors never do:

| Metric | Your Numbers | |---|---| | Cost per lead | $91 | | Leads that answer/respond | ~80% | | Leads that are serious | ~60% | | Your close rate on serious leads | ~35% | | Effective close rate on all leads | ~17% | | Real cost per booked job | ~$535 |

You're not paying $91 per lead. You're paying $535 per booked job. And that's before you factor in your time spent calling, following up, and driving to estimates that go nowhere.

What "owned leads" look like

Now compare that to a lead that comes through your own website or online presence:

• It's exclusive. Nobody else got that lead. The homeowner chose you.
• They're warmer. They already looked at your page, read about your services, and decided to reach out.
• Close rates are 2-3x higher. Direct leads close at 40-60% because there's no competition at the point of contact.
• Your cost is fixed. Whether you get 5 leads or 50, your monthly cost doesn't change.

The shift is already happening

Smart contractors are figuring this out. They're not abandoning Angi overnight - but they're building their own lead capture alongside it. Every lead that comes direct is one less lead they have to buy and compete for.

The goal isn't to quit lead marketplaces tomorrow. The goal is to make them optional instead of essential.

How to start capturing your own leads

Three things you need:

1. An online presence. A professional page where homeowners can find you and describe what they need.
2. A way to respond fast. Speed to lead is everything. The contractor who responds in 5 minutes is 21x more likely to win the job.
3. Visibility into what's working. Know how many leads you're getting, where they come from, and what they're worth.

That's the whole playbook. Get found, respond fast, track everything.