Google Local Services Ads and Angi are the two pay-per-lead options most contractors weigh. Both say lead prices vary by trade and area, and neither publishes a price list. The differences are in what a lead is, how bad leads are handled and how many other pros see the same homeowner.
- Google charges for valid leads from people who contacted you through your ad; Angi charges for matches, win or lose.
- Google says it reviews leads for 30 days and credits poor, duplicate or invalid ones automatically.
- A missed LSA call during business hours can be charged if the caller waits more than 20 seconds.
- Angi's report says one request can become several leads.
- Google ranks on reviews and responsiveness; answering fast matters on both.
Side by side
| Question | Google Local Services Ads | Angi |
|---|---|---|
| What you pay for | Valid leads from people who contacted you through your ad | Consumer matches |
| Paid if you do not win the job? | Yes, for valid leads | Yes, per Angi's annual report |
| Shared with other pros? | The customer chose your profile to contact | One request can result in multiple leads |
| Public price list | No; prices vary by location, job type and lead type | No; quoted by trade and area |
| Bad leads | Reviewed for 30 days and credited automatically; feedback survey | Ask about credits in writing |
| Screening | Background, license, insurance and registration checks by category | Owner background checks, license attestation, 3.5 rating floor |
| Card payments | Not a payments product | EasyPay on Angi Leads: 2.99% per transaction |
Speed decides both
Google says missed calls may count against your responsiveness, which is part of the ranking. On Angi, a shared request usually goes to whoever calls first. Either way, a text-back within a minute, with three open times, turns more paid leads into booked jobs. Koira's receptionist does that on Grow.
How to choose
If your trade is on Google's eligible list and your reviews are strong, LSA's model, where the customer picked you, usually wastes less money. If you have few reviews or your trade is not on the list, Angi may be the only pay-per-lead option. Measure both by cost per job won with the cost per lead calculator. More detail: Local Services Ads and Angi.
Sources
- Local Services Help: Getting started with Local Services Ads (United States), checked October 9, 2026
- Local Services Help: How leads work, checked October 9, 2026
- Local Services Help: About ad rankings, checked October 9, 2026
- Local Services Help: Understand the screening and verification process, checked October 9, 2026
- Angi Inc. Form 10-K for fiscal 2025 (SEC EDGAR), checked October 9, 2026
- Angi Leads (HomeAdvisor) service professional FAQs, checked October 9, 2026
Last checked October 9, 2026. This page is general information, not legal or tax advice. Rules change and differ by state and city, so confirm with the agency named before you act.