If you’re a contractor exploring new ways to get leads, you’ve probably come across Angi (formerly Angie’s List). The short answer is: it depends. Contractors can list their business on Angi for free, but to access features that generate leads and increase visibility, you’ll need to pay—sometimes significantly. Costs range from a few hundred dollars annually for membership to $15–$85 per lead, depending on your trade and location.
Let’s break down what you actually pay for and whether it’s worth it.
Free vs. Paid Listings on Angi
Free Listing
A basic listing on Angi is free. You can create a business profile, upload photos, and start collecting reviews from past clients. However, these free listings don’t show up at the top of search results, so they often go unnoticed unless your company already has a strong review history.
Paid Listings
To become more visible and start receiving leads directly from Angi, you’ll need to invest in one of their paid programs—Angi Ads or Angi Leads.
Factors That Influence Cost
Service Type
The type of service you offer plays a major role in how much you’ll pay per lead. For example, high-value services like roofing, remodeling, or HVAC repairs typically generate more expensive leads because the jobs themselves are worth more. Meanwhile, less intensive services such as gutter cleaning or light landscaping often come with cheaper leads—but may require a higher volume to achieve the same ROI.
Location
Where your business operates affects pricing significantly. Contractors in dense urban areas or high-demand regions may face steeper costs due to higher competition and consumer demand. On the flip side, those in smaller towns or rural areas may benefit from lower lead costs—but might also see fewer overall leads due to a smaller customer base.
Lead Quality
Not all leads are equal. Some may be exclusive and show high intent, while others might be cold or shared with multiple contractors. Angi doesn’t guarantee that a lead will result in a job, so you’ll need to evaluate the average conversion rate in your industry. Higher-quality leads—those with more detailed job descriptions, confirmed budgets, and recent homeowner activity—tend to come at a premium.
What Is Angi Ads?
Angi Ads works on a pay-per-click (PPC) model combined with an annual membership fee, which varies by region and service type. This model allows you to set an advertising budget and only pay when someone clicks on your ad.
What Is Angi Leads?
Angi Leads is the more aggressive option for contractors who want direct job opportunities. It typically requires:
- An annual fee (often around $300 or more)
- A pay-per-lead fee that ranges from $15 to $85 per lead, depending on your service type, job size, and location
Unlike Angi Ads, this program delivers actual customer leads to your dashboard. However, you’re charged whether or not you win the job.
Pros and Cons of Using Angi
| Pros | Cons |
| Access to a Large Customer Base: Angi connects you to thousands of homeowners actively searching for services. This can help you fill your schedule quickly, especially if you’re just starting out. | High Competition: Most leads are sent to multiple contractors, so you’re often competing for attention and price. Winning the job depends heavily on speed, pricing, and reviews. |
| Online Presence & Reviews: Having a profile on Angi boosts your online credibility, especially when it includes strong customer reviews and photos of past work. | Inconsistent Lead Quality: Some contractors report leads that are cold, unresponsive, or not well-matched to their offerings, which can waste time and budget. |
| Marketing Tools & Automation: Angi offers features like appointment scheduling, lead tracking, and profile customization to help manage your marketing funnel. | Cost Without Guaranteed ROI: You’re charged per lead whether or not you land the job, which can lead to a negative return if your close rate is low. |
| Helpful for Building a Reputation: Collecting verified reviews and ratings can support long-term growth by improving your local reputation. | Long-Term Contracts: Many plans require year-long commitments, and canceling early can result in fees or penalties. |
Alternatives to Angi
If Angi doesn’t seem like the right fit, here are other marketing options to consider:
- Invest in SEO: Building your own website and optimizing it for local search can bring long-term visibility.
- Try other platforms: Thumbtack, Houzz, and HomeAdvisor offer similar lead services—each with their own pros and cons.
- Leverage local networking: Word-of-mouth, referrals, and partnerships with realtors or property managers can drive high-quality leads without third-party fees.
Conclusion
Angi can be a useful tool for contractors looking to grow their business, but it’s not a one-size-fits-all solution. While free listings offer limited exposure, the paid programs—Angi Ads and Angi Leads—require a financial and time investment that may not always pay off. Costs vary widely based on your trade, location, and competition.
Before signing a contract, weigh the potential ROI carefully. For many contractors, building an owned marketing funnel—like a branded website, local SEO, and targeted digital campaigns—offers more control and better long-term value.If you’re ready to gain more control over your marketing and attract better-qualified leads, reach out to the team at 7ten Digital Marketing to help build a smarter strategy tailored to your goals!
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