Are Angi Leads Worth It? Do the Math With Your Own Numbers

With Angi you pay for the lead, not the job. So the question is not whether the leads are good or bad. It is whether the jobs you sell from them cover what you paid for all the leads you did not sell. That is one division problem, and you already have the numbers for it.

This guide walks through it with your own figures, not anyone’s price list. It covers how the leads work, the math, what decides your close rate, what the FTC found when it looked at HomeAdvisor’s lead claims, and when it makes sense to keep paying.

How Angi leads work, in Angi’s own words

Everything in this section comes from Angi’s help center for pros. It is worth reading before you set a budget, because a few lines in it decide most of the math.

• You are not the only one called. “Each time a homeowner submits a project request, we will match them with no more than five pros.”
• You pay even if you never reply. “You are charged for leads whether or not you open or respond to them.”
• A lead is not a job. Angi says leads are not sure jobs, and that you need to follow up quickly to win them.
• The price moves. “Lead fees change based on task, homeowner location, and demand for the work.”

Source: Angi Help Center, “Opportunities and Leads Frequently Asked Questions”. Checked October 10, 2026.

What you can and cannot get credit for

Angi will look at a credit for a wrong phone number, a job outside your ZIP codes, work you do not do, a duplicate charge, or a lead sent while you were paused. You have to have tried to call within 24 hours, and the lead has to be under 45 days old. If you are on an annual subscription, credits are not offered at all.

The list of what does not qualify matters more. In Angi’s words, these are “accounted for in our lead pricing”:

“The homeowner does not answer your calls or return your messages. The homeowner hired another pro before you reached them. The homeowner decided not to move forward with the project at this time. The homeowner is gathering multiple quotes or is in the ‘shopping phase.’ You provided a quote but did not win the job.”

Source: Angi Help Center, “How to Request a Lead Credit”. Checked October 10, 2026.

So the leads that cost you the most, the ones that never pick up or went with someone faster, are the ones you pay for in full. That is not a trick. It is how a shared lead is priced. It just means your own numbers are the only honest answer.

The math, with your own numbers

Pick the last 90 days. A shorter window is too noisy, and a longer one mixes in old prices. Then pull four numbers.

1. What you spent on leads

Add up the lead charges on your Angi billing statements for those 90 days. Use the charges, not your monthly budget. They are not the same thing, and leads you accept by hand are billed on top of the budget.

2. How many jobs you sold from those leads

Sold and paid, not quoted. If you use Jobber, Angi can send each lead into it as a new request labeled “Angi,” which makes this count easy. If you track jobs on paper or in your head, go through the lead list one by one and mark the ones that turned into work.

Source: Angi Help Center, “How to Connect Jobber with Angi”. Checked October 10, 2026.

3. Your cost per sold job

Divide what you spent by the jobs you sold. That is the real price of an Angi customer. It is almost always several times the price of one lead, because every sold job also carries the leads that went nowhere.

Your close rate sets how many. Win one lead in six and every job carries six lead fees. Win one in three and it carries three. Nothing else on the bill moves the number as much.

4. Your gross profit per job

Take the average ticket on those jobs and subtract materials, labor, fuel and anything else the job itself costs you. What is left is what the job puts in your pocket before overhead.

Now compare them

Put cost per sold job next to gross profit per job. Then ask how much of that profit you are willing to spend to get a customer. Only you can set that line, and it depends on whether the customer comes back. A one-time repair has to pay its way on the first ticket. A customer who signs up for a yearly plan can be worth spending more to win.

Angi’s own advice points the same way: decide what you need to make for your monthly spend to count as a success, then work out your return. The difference is that this version uses sold jobs, not leads, so it cannot flatter you.

Source: Angi Help Center, “How to Find and Measure Success with Angi”. Checked October 10, 2026.

One cost will not show on the statement: your time. Count the calls, texts and quotes that went nowhere. If you spend an evening a week chasing leads that hired someone else, that evening belongs in the math too.

On a shared lead, your close rate is mostly speed

When up to five pros get the same request, the first one to reach the homeowner has the edge. Angi says so directly:

“Calling your leads within 15 minutes more than doubles your chances of connecting with the homeowner.” And: “The majority of closed leads are won by the first pro to contact the homeowner.”

Source: Angi Help Center, “Why It’s Important to Call Quickly”. Checked October 10, 2026.

That is a hard ask for an owner who runs jobs all day. You cannot stop mid-install every time your phone buzzes. What you can do is make sure every new lead gets an automated text right away saying you have it and when you will call, then follow-up that keeps going if they do not pick up. You still make the call. The homeowner just hears from you first.

If your numbers from the last section look bad, check your reply time before you blame the leads. A slow reply on a shared lead is the most common way to pay for a job someone else wins.

What the FTC found about HomeAdvisor’s lead claims

In 2022 the Federal Trade Commission sued HomeAdvisor, Inc. over how it sold leads to service pros. The FTC’s complaint alleged that the company “made false, misleading, or unsubstantiated claims about the quality and source of the leads the company sells,” and that it told pros its leads turned into jobs “at rates much higher than it can substantiate.”

The case ended in a final order in April 2023. It bars HomeAdvisor from false or misleading claims about its leads, including claims that they come from people who are ready to hire, and it required the company to pay up to $7.2 million for redress.

Source: Federal Trade Commission, “FTC Approves Final Order against HomeAdvisor, Inc. for Deceptively Marketing its Leads for Home Improvement Projects” (April 2023). Checked October 10, 2026.

The lesson is not about one company. Any close rate you are quoted, by a lead seller, an ad platform or an agency like ours, is a sales claim. The only close rate that counts is the one you measured on your own jobs.

When Angi is worth keeping, and when to move on

Angi tends to make sense when:

• You are new, with few reviews, and need work while your own name builds up.
• You use it to fill slow weeks, with a budget you can switch off.
• You can reply within minutes, every time, including evenings.
• Your cost per sold job clears the line you set above.

It is time to cut it back when:

• Your cost per sold job keeps climbing quarter after quarter.
• You cannot reply fast, so you mostly fund other pros’ wins.
• Most of your spend goes to homeowners who are only gathering quotes.

The alternative is leads that come to you alone: your Google Business Profile, a quote form on your own website, and ads that send people to your page instead of a shared list. None of that is free. It costs money and setup time, and it takes a few months to build. The difference is that a request through your own site goes to you and nobody else, and every review and page you add keeps working after you stop paying for a lead.

We wrote up what that looks like in home services website design that books jobs. Before we take on any owner’s ads, we run the same math as above on their numbers. If it does not work, we say so.

Angi and HomeAdvisor leads FAQ

Are Angi leads shared with other contractors?

Yes. Angi’s help center says each homeowner request is matched with no more than five pros. How many get a given lead depends on the lead type and the pros’ service areas.

Do I pay for a lead if I don’t win the job?

Yes. Angi charges for leads whether or not you open or respond to them, and a homeowner who hired someone else, stopped answering, or was only collecting quotes does not qualify for a credit.

How do I know if Angi is working for me?

Divide your last 90 days of lead charges by the jobs you sold from those leads. Compare that cost per sold job to your gross profit per job. If the cost eats more of the profit than you are willing to spend to win a customer, it is not working.

What close rate do I need on Angi leads?

Work it backward. Decide the most you will spend to win one job. Divide that by your average lead charge. The answer is how many leads you can afford per sold job, so your close rate has to be at least one in that many.