What Does HomeAdvisor Cost Per Lead?

By Ryan Goering, founder and CEO of BaaDigi.

Last updated: September 2026.

We sell competing services and say so; the HomeAdvisor terms are Angi’s own documents and the comparison costs are from Local Services Ads accounts BaaDigi manages.

Why do HomeAdvisor and Angi appear together?

Angi's 2021 company announcement described HomeAdvisor as a sister brand becoming HomeAdvisor, powered by Angi. That relationship explains why the names can appear in related account discussions; it does not make every historical contract identical.

Check the supplier, product name, agreement date and account identifier on your paperwork. If a salesperson quotes current terms, ask how those relate to an existing agreement. A brand change should not be used to assume that old fees remain current or that obligations disappeared.

Which factors does the provider document?

Angi's billing FAQ identifies task, homeowner location and demand as pricing factors. It distinguishes accounts with and without annual subscriptions. Those facts support asking for an account-specific offer; they do not establish a universal lead price or annual fee for every account.

Ask for pricing for the actual services and areas you plan to accept. A price from another trade or location can be a useful question to investigate, but not a current quote for your business. Record when your offer was issued and how price changes will be communicated.

What should you ask the salesperson to put in writing?

Request a quote for your selected services and area that separates lead charges, recurring fees, any initial payment and renewal obligations. Ask what can increase the invoice beyond your chosen budget and how the account handles a pause. Save the answer with the version of the agreement you accept.

Use the same request when comparing HomeAdvisor alternatives. If one offer bundles fees and another lists them separately, reconcile the full cost before judging the lower headline price. Keep unresolved terms visible rather than filling the gap with an old rate found online.

What belongs in the full cost comparison?

List every cost you will use for the decision and apply the same definition to competing channels. A marketplace invoice compared with advertising spend alone is not a fair comparison if the latter leaves out management and website costs.

Keep cash timing visible too. An invoice can be due before a long project closes. Even a source that eventually produces acceptable margins may not fit the working capital available for a test.

To see what a fully documented channel looks like, here is Google Local Services Ads on four BaaDigi client accounts, 2026-06-11 to 2026-09-22: $32,835.46 spent, 900 leads delivered, 716 (79.6%) charged, $45.86 per charged lead and $36.48 per delivered lead. Phone calls made up 627 of the 900 (69.7%). Google labels every uncharged lead, which is exactly the level of detail to demand from a HomeAdvisor statement before you trust a per-lead number from it.

Is your lead budget a hard spending limit?

Do not assume it is. The same Angi billing documentation explains that an additional matched lead can exceed the remaining monthly budget and Opportunities may add charges. Ask how your product's settings and separately accepted purchases affect the invoice.

Before changing a budget, save the current setting and ask what happens to existing inquiries, new matches and outstanding charges. Ask separately about pausing lead delivery and ending the agreement. The account controls and the contract may answer different questions.

How do you calculate the cost of a customer?

Lead-charge cost per acquired customer = billed lead charges minus posted credits, divided by acquired customers attributable to those leads. For total acquisition cost, add the other agreed costs in your comparison. Define “acquired” consistently: a signed contract and collected revenue are different milestones.

If no customers have been acquired, show the spending and zero wins. Do not report a zero cost per customer. If estimates remain open, mark them as open rather than forcing them into the loss column to finish a monthly report.

When using a measured close rate, divide lead cost by that rate; do not multiply it. However, direct accounting from your own ledger is often clearer than applying an average lead price to a mixed set of projects.

What should you do about a questionable charge?

Preserve the lead details, correspondence and reason you believe the charge does not match the agreement. Review the current product's credit process and submit evidence through the provider's designated route. Ask for the decision and its explanation in writing.

A homeowner choosing another contractor is not, by itself, proof that a lead was invalid. Keep sales loss, service mismatch, contact problems and billing errors distinct. That helps you identify whether to change purchasing settings, office handling or a credit request.

When is the price acceptable?

Continue testing when work is suitable, outcomes are recorded and spending stays within what your business can carry. Compare contribution after delivering the work with acquisition expense instead of celebrating contract value alone.

Adjust the offer or process when the service mix is wrong or inquiries do not reach the estimator. A lower lead price does not necessarily solve either issue.

Reduce or leave under the agreement when the economics remain unacceptable or the terms do not fit your operation. Build a practical plan for replacing demand rather than assuming another source will work immediately.

How should you compare an agency alternative?

Ask what work the agency performs and which costs remain separate. BaaDigi’s SEO services and Predictability Engine address different scopes of visibility and lead handling. Neither is a package of guaranteed HomeAdvisor replacement leads.

The published entry point is the Stability Engine at $497 per month plus $995 setup, which manages up to $1,600 per month in ad spend paid directly to Google. Compare that fee with a marketplace invoice over the same months; the engine comparison lists what each level includes and our Predictable Work Dashboard shows the work and inquiries as they happen.