Start with the booked job
A lead is an opportunity to speak to someone. It is not a booked job. Angi can send the same lead to several pros, up to four for its Market Match leads. Your calculation needs to include the enquiries you paid for but did not win.
Track what you spent, how many leads arrived, how many you reached, and how many became booked jobs. Keep completed, paid jobs visible too. A booking that falls through does not pay the bill.
A worked example with made-up numbers
These are hypothetical example numbers, not Angi prices or expected results.
Say you pay $50 per lead and buy 20 leads:
| Calculation | Example result |
|---|---|
| 20 leads × $50 | $1,000 spent |
| 5 booked jobs ÷ 20 leads | 25% close rate |
| $1,000 ÷ 5 booked jobs | $200 per booked job |
If you book only two jobs from that same spend, the cost becomes $500 per booked job. Add any other fees you actually pay before doing the calculation.
Then compare that acquisition cost with what remains from the job after labor, materials and other costs. Revenue alone is not the test.
Match the purchase to your capacity
It is more likely to make sense when you have room in the schedule, someone can answer in minutes, and you can quote and follow up promptly. For example, a painter filling a gap between larger jobs has a specific use for the work.
It is harder to justify when every enquiry sits unanswered until evening, the jobs are a poor fit, or your schedule is already full.
Read the agreement and keep building your own channels
In January 2023, the FTC ordered HomeAdvisor to pay up to $7.2 million over deceptive claims about lead quality and job conversion rates. That is relevant background, not a calculation of what your next job will cost.
Read the current lead definition, credit rules, fees and cancellation terms before signing. Alongside paid leads, keep improving your Google Business Profile, your site and referrals.
What to do about it
- Track what you spend, how many leads arrive, how many you reach and how many become booked jobs.
- Divide spend by booked jobs to get your cost per booked job, then compare it with what is left after labor and materials.
- Read the lead definition, credit rules and cancellation terms before you sign.
Questions
Should I stop after a few leads do not book?
Check why they did not book before deciding. Unreachable contacts, unsuitable work and slow replies call for different responses.
Should Angi be my only source of work?
Keep other routes open. Building your own site, profile and referral relationships gives you more ways for customers to reach you.