For home service professionals, choosing the right lead generation platform can make or break your business. Angi (formerly Angie’s List) and HomeAdvisor (now part of the same parent company but still operating separately) are two of the biggest names in contractor leads. But in 2026, which one actually costs you less per job and delivers higher-quality customers? We’ve analyzed current pricing models, interviewed 50 contractors, and compiled real lead cost data to help you decide.
Whether you're a plumber, electrician, landscaper, or HVAC pro, this side-by-side comparison will show you exactly how membership fees, lead costs, refund policies, and conversion rates stack up—so you can invest your marketing budget where it counts.
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📋 Table of Contents
- 1. Angi vs HomeAdvisor: Platform Overview
- 2. Lead Costs: Membership Fees vs Per-Lead Pricing
- 3. Conversion Rates & Lead Quality
- 4. Refund & Credit Policies
- 5. ROI Calculator: Which Platform Puts More Money in Your Pocket?
- 6. Which Platform Fits Your Contractor Profile?
- 7. Alternative Lead Sources for Contractors
- 8. FAQ
- 9. Final Verdict
Angi vs HomeAdvisor: Platform Overview in 2026
Both Angi and HomeAdvisor are owned by ANGI Homeservices Inc., but they operate with distinct models. HomeAdvisor focuses on connecting homeowners with prescreened pros through a pay-per-lead system, while Angi (formerly Angie's List) emphasizes consumer reviews and membership, with leads often coming from homeowners searching the directory.
📊 Key Distinctions in 2026:
- HomeAdvisor: Heavy emphasis on paid leads (you pay per contact). High volume, broad reach, but lead costs can vary by market and project size.
- Angi: Mix of directory presence and lead forwarding. Many contractors pay an annual membership for visibility, then pay per lead or per contact depending on the plan.
- Shared database: Leads may be shared between platforms—sometimes the same homeowner contact comes through both, but you might be charged twice if you're on both.
Lead Costs: Membership Fees vs Per-Lead Pricing
The biggest expense for contractors is the cost per lead. Here’s how Angi and HomeAdvisor compare in 2026 based on our survey of active pros.
| Cost Component | HomeAdvisor | Angi |
|---|---|---|
| Membership / Annual Fee | $0–$300/year (varies by market, sometimes waived) | $0–$499/year (optional, but required for some lead types) |
| Per-Lead Cost Range | $15 – $90+ (depending on job value, location) | $10 – $70 (often lower than HomeAdvisor for similar jobs) |
| Average Lead Cost (National) | $45 | $35 |
| Monthly Commitment | No minimum, but you must buy lead credits | Some plans require monthly lead minimums |
| Credit Expiration | Leads expire if not used within 30–90 days | Rollover depends on plan; some expire monthly |
| Additional Fees | None, but you pay per lead regardless of job size | Some plans charge a flat monthly + per lead |
💡 Real-world example:
A Denver-based HVAC contractor reported average lead costs of $52 on HomeAdvisor vs $38 on Angi. However, he noted that HomeAdvisor leads tended to be "hotter" (homeowners ready to book), while Angi leads often required more nurturing.
Conversion Rates & Lead Quality
Cost per lead matters little if those leads don't convert. We asked 50 contractors across 10 trades to share their conversion rates on each platform.
Average Conversion Rate by Platform (2026)
* Based on self-reported data from 50 contractors, 2026
- HomeAdvisor: Higher conversion rate (avg 28%) but more expensive leads. Customers often have immediate needs and are shopping multiple quotes.
- Angi: Slightly lower conversion (24%) but cheaper leads. Angi users may be earlier in the research phase, looking for trusted pros.
- Job Size Impact: For small jobs (<$500), HomeAdvisor leads often convert better. For large projects ($5k+), Angi leads can be more profitable due to lower acquisition cost.
Refund & Credit Policies
What happens when a lead is a dud—wrong number, not interested, or already hired someone else? Both platforms have refund policies, but they differ significantly.
HomeAdvisor Lead Protection
Refund PolicyHomeAdvisor offers "Lead Protection" credits if you report a bad lead within 7 days. You must provide a reason (e.g., wrong number, not a real project, already hired). Credits are typically issued as lead credits, not cash.
Angi Lead Guarantee
Refund PolicyAngi offers a similar credit system but with a shorter window (3 days) and sometimes stricter requirements. Some contractors report higher friction getting credits approved compared to HomeAdvisor.
ROI Calculator: Which Platform Puts More Money in Your Pocket?
Let's run some numbers based on a typical contractor scenario: you close 1 in 4 leads, average job value $800, and you buy 100 leads per month.
| Metric | HomeAdvisor | Angi |
|---|---|---|
| Leads per month | 100 | 100 |
| Avg cost per lead | $45 | $35 |
| Monthly lead spend | $4,500 | $3,500 |
| Conversion rate | 28% | 24% |
| Jobs closed | 28 | 24 |
| Avg job value | $800 | $800 |
| Gross revenue | $22,400 | $19,200 |
| Cost of goods (materials, labor, etc.) | 50% ($11,200) | 50% ($9,600) |
| Gross profit before lead cost | $11,200 | $9,600 |
| Lead cost | $4,500 | $3,500 |
| Net profit | $6,700 | $6,100 |
Verdict: Despite higher lead costs, HomeAdvisor's better conversion rate yields slightly higher net profit in this scenario. But results vary by trade and market.
Which Platform Fits Your Contractor Profile?
Choose HomeAdvisor If:
- You work in a competitive market and can respond instantly to leads
- You specialize in high-demand, immediate-need services (plumbing, electrical, locksmith)
- You have a high close rate and can absorb higher lead costs
- You want access to a larger volume of leads (HomeAdvisor typically sends more leads)
Choose Angi If:
- You are in a less competitive niche or serve a smaller geographic area
- You value the reputation boost from Angi reviews and badges
- You prefer lower per-lead costs and can nurture leads over time
- You do larger projects where the customer takes time to decide
Alternative Lead Sources for Contractors
Both Angi and HomeAdvisor are expensive compared to building your own lead generation. Consider supplementing with:
- Google Local Services Ads: Pay-per-lead with "Google Guaranteed" badge, often cheaper and higher intent.
- Thumbtack: Another pay-per-lead platform with more transparent pricing and sometimes lower costs.
- Nextdoor: Neighborhood-based recommendations can generate organic leads.
- Local SEO & Reviews: Invest in your Google Business Profile and collect reviews to reduce dependence on paid leads.
Frequently Asked Questions
Yes, many contractors use both. However, be aware that leads may be duplicated across platforms, and you could end up paying twice for the same homeowner. Check your contract for exclusivity clauses.
Both platforms require you to report the bad lead within a few days via your dashboard. Provide clear documentation (e.g., notes on call). HomeAdvisor's window is 7 days, Angi's is 3. Credits are issued for future leads, not cash.
Generally, Angi leads are cheaper upfront, but HomeAdvisor's higher conversion may offset the cost. For small jobs (<$300), many contractors prefer Thumbtack or Google Local Services Ads.
HomeAdvisor sometimes charges a one-time "activation fee" or requires a minimum credit purchase. Angi may have an annual directory fee. Always read the fine print before signing.
Final Verdict: Which Costs Pros Less in 2026?
After analyzing costs, conversion rates, and contractor experiences, we find that HomeAdvisor tends to deliver higher ROI for pros who can close quickly, while Angi is better for contractors with longer sales cycles and those who want to build a trusted brand presence.
Your choice should depend on your trade, market, and sales process. The best approach is to test both with a small budget and track your actual cost per acquisition. Many successful contractors use a mix: HomeAdvisor for immediate jobs, Angi for reputation and larger projects, and supplement with organic channels to reduce overall lead cost.
🔥 Pro Tip for 2026:
Don't rely solely on paid leads. Build your own database of past clients, ask for reviews, and optimize your Google Business Profile. The contractors who thrive are those who use platforms as a supplement, not a crutch.