Angi vs Thumbtack vs HomeAdvisor: Which Leads Are Worth Paying For?

Pricing and models change often — verify current terms before committing.

How each one works

• Angi (formerly Angie’s List + HomeAdvisor): you pay per lead — a homeowner’s contact info — typically $15–$120+, and that lead is usually shared with several contractors at once (often 3–8).
• Thumbtack: you buy credits to send a quote, not to receive an exclusive lead. Credits run roughly $20–$80 depending on job type, and the same request goes to five or more pros.
• HomeAdvisor: now part of Angi; similar shared-lead model with per-lead fees in a comparable range.

The real cost: per booked job, not per lead

Because every lead is shared and you only win some, the per-booked-job cost is what counts:

• Angi: often cited around $542 per booked job.
• Thumbtack: around $250 per booked job.
• For comparison — Google LSA: roughly $120 per booked job (LSA cost).

The shared model means you’re competing on price and speed from the first second, which compresses both your close rate and your margin.

Which leads are worth paying for?

• Best value of the three: Thumbtack tends to be cheaper per booked job and lets you choose which jobs to quote — but quality varies and the shared model still applies.
• Angi/HomeAdvisor: can drive volume fast, but high per-job cost, aggressive contracts, and inconsistent lead quality are common complaints.
• Better than all three for most: Google LSA — higher intent, the Google Guaranteed badge, and cheaper per booked job (LSA vs Google Ads).

How to win if you do use them

1. Respond in seconds. With shared leads, the fastest contractor usually wins (response time).
2. Have a tight booking script (CSR script).
3. Track cost per booked job per platform and cut losers (call tracking).
4. Treat marketplaces as a bridge while you build owned channels (buying vs owning).

Your reviews travel with you — marketplace leads don’t

A marketplace customer found the platform, not you. But when you turn every job into a review, you build a reputation that ranks your GBP and LSA, earns referrals, and lowers your dependence on paid leads entirely. Tailwind automates that engine — see how it works.

Pay for leads with your eyes open — and build what you own. See how Tailwind works.