The home services industry is booming, with the market expected to grow exponentially in the coming years. However, this growth also means increased competition, making it challenging for contractors to stand out and attract new customers. According to 2025 industry data, the average cost per lead (CPL) for Angi shared leads is between $20–$60, while Google LSA leads can cost between $75–$150. With such high costs, it's essential for contractors to choose the right lead generation platform to maximize their return on investment.
Why This Matters in 2026
The lead generation landscape for home service contractors has become increasingly complex, with multiple platforms vying for attention. Angi and HomeAdvisor, which merged in 2021, offer shared leads at a lower cost per lead (CPL) of $20–$60. However, these leads are often sold to multiple contractors simultaneously, which can lead to a lower close rate. In fact, industry benchmarks show that the close rate on Angi shared leads is under 20%. This means that for every 5 leads purchased, only 1 may result in a conversion.
On the other hand, Google LSA leads have a higher CPL of $75–$150 but offer a higher conversion rate due to the intent-based nature of the leads. Homeowners who use Google LSA are actively searching for a service, making them more likely to convert. Additionally, the Google Screened badge increases trust significantly for high-ticket services. However, LSA is not available in all markets or trades, which can limit its reach.
The History
Many contractors are unaware that Angi and HomeAdvisor are the same company, having merged in 2021. This means that leads sold through both platforms often come from the same pool. As a result, contractors may end up competing with each other for the same leads, driving down conversion rates. The average contractor satisfaction rating for Angi is 1.5/5 stars on Trustpilot, with common complaints including old leads, wrong geography, or homeowners not remembering requesting a quote.
How Each Platform Works
|
Platform |
Model |
Avg CPL |
Lead Quality |
Exclusivity |
Best For |
|---|---|---|---|---|---|
|
Angi/HomeAdvisor |
Shared Lead |
$20–$60 |
Variable |
Non-Exclusive |
High-Volume, Low-Margin Trades |
|
Google LSA |
Pay-Per-Verified-Lead |
$75–$150 |
High |
Exclusive |
High-Ticket, High-Trust Trades |
Angi and HomeAdvisor operate on a shared lead model, where leads are sold to multiple contractors simultaneously. This can result in a lower close rate, as contractors compete with each other for the same lead. On the other hand, Google LSA operates on a pay-per-verified-lead model, where homeowners actively call or message via Google, resulting in higher intent and conversion rates.
The Real Contractor Experience
The real contractor experience with Angi and HomeAdvisor is often marred by low-quality leads and high competition. According to industry benchmarks, Angi sells the same lead to 3–8 contractors simultaneously, which can result in a lower close rate. For example, if a contractor purchases 5 leads at $30 each, but only 1 lead converts, the effective CPL would be $150. This highlights the importance of choosing the right lead generation platform to maximize return on investment.
Where Google LSA Wins
Google LSA wins in terms of lead quality and intent. Homeowners who use Google LSA are actively searching for a service, making them more likely to convert. Additionally, the Google Screened badge increases trust significantly for high-ticket services. However, LSA is not available in all markets or trades, which can limit its reach. Google LSA leads convert at higher rates than Angi due to higher intent, making them a more attractive option for contractors.
When Each Makes Sense
Angi and HomeAdvisor may make sense for high-volume, low-margin trades that have a fast follow-up system in place. However, Google LSA is better suited for high-ticket, high-trust trades such as roofing, HVAC, and windows. Contractors who can't respond within 5 minutes may find it challenging to convert leads from any platform.
Comparison Table
|
Factor |
Angi/HA |
Google LSA |
Global Connect |
|---|---|---|---|
|
CPL |
$20–$60 |
$75–$150 |
Varies by market |
|
Lead Quality |
Variable |
High |
High |
|
Exclusivity |
Non-Exclusive |
Exclusive |
Exclusive |
|
Best For |
High-Volume, Low-Margin Trades |
High-Ticket, High-Trust Trades |
High-Ticket, High-Trust Trades |
Verdict
Based on the comparison table, Google LSA is the clear winner for high-ticket, high-trust trades such as roofing, HVAC, and windows. While Angi and HomeAdvisor may offer lower CPLs, the lead quality and conversion rates are often lower. Global Connect offers a unique solution that combines AI technology with real human expertise to deliver verified leads fast.
How Global Connect Helps
Global Connect's lead generation services address the problem of low-quality leads and high competition. Our AI-powered platform delivers verified leads within 48 hours, ensuring that contractors can respond quickly and increase their conversion rates. With over 7 million leads delivered, our platform has proven to be effective in helping contractors grow their business. Our team of experts works closely with contractors to understand their specific needs and provide tailored solutions.