Are Angi Leads Worth It? The Cost-Per-Booked-Job Math
The price on a lead tells you very little. What matters is what you spend to win one job. Here is the formula, a table you can use today, and a simple way to test any lead source, including ours.
The formula
Cost per booked job = lead price divided by your close rate. If you pay $50 per lead and win 1 in 6 (about 17 percent), each job costs about $300 in leads before any labor or materials.
Contractor guides report that shared leads from Angi and HomeAdvisor typically go to several pros and close at roughly 10 to 20 percent, which they put at about $250 to $500 per booked job (HomeShowOff). Reported lead prices run about $15 to $100 or more by trade (SmartService), plus an annual membership of around $300 (FindAZPros). Your own numbers matter more than any average.
Cost per booked job at different close rates
| Lead price | 10% close | 15% close | 20% close | 30% close |
|---|---|---|---|---|
| $10 lead | $100 | $67 | $50 | $33 |
| $30 lead | $300 | $200 | $150 | $100 |
| $50 lead | $500 | $333 | $250 | $167 |
| $85 lead | $850 | $567 | $425 | $283 |
Arithmetic only: price divided by close rate, rounded. These are not predictions for any platform. Annual or monthly membership fees are not included, so add them to your total spend before dividing.
Three levers that change the answer
- Price per lead. Lower is better only if close rate holds.
- Competitors per lead. Fewer pros sharing a lead usually means a better chance to win it. ProMatch caps shared leads at three and offers exclusive leads.
- Your speed. Calling within minutes beats almost any other tactic on any platform.
Do not forget fixed fees and wasted spend
Add the annual or monthly fee and any charges for leads that never reached a real homeowner. HomeAdvisor's terms limit disputed-lead credits to requests made within 30 days, issued as store credit (terms). The FTC's 2023 order against HomeAdvisor, which operates the same program as Angi Leads, covered allegations about lead quality and conversion claims (FTC). Track your real numbers instead of trusting anyone's averages, including ours.
A 30-day test you can run
- Pick a start date and keep your current lead sources running.
- Add ProMatch with a $50 or $100 starting balance.
- Log each lead by source: contact made, estimate given, job won, job value.
- On day 30, total your spend per source and divide by jobs won.
- Move budget toward the lower number.
Lead prices are published by trade on the contractor signup page. You pay only when a lead is delivered, from a prepaid balance.
Frequently asked questions
What is a good cost per booked job?
It depends on your average job value and margin. A common rule is to keep lead cost to a small fraction of gross profit per job. Compare sources against each other using your own data.
Why do shared leads cost more per job?
Because several pros pay for the same homeowner request, and only one wins. The more pros sharing, the lower each pro's chance.
Do I need to cancel Angi to test ProMatch?
No. Run both and compare cost per booked job after 30 days.
Does ProMatch guarantee a close rate?
No. Close rates depend on trade, market, how quickly you call and how you quote.
Ready to try it?
Applying is free and takes a few minutes. You pick your trades and your service area, and you add credits only when you are ready to start receiving leads.
Apply to Join ProMatch