How Much Do Home Service Leads Cost? A Channel-by-Channel Price Guide

Across the major channels, a single home service lead in 2026 typically runs anywhere from about $15 to over $150, with most trades landing in the $25 to $80 range. The spread is wide because the word "lead" covers very different things: a shared contact form, a credit-based inquiry, a pay-per-click form fill, or a fully booked appointment.

Two factors move the price more than anything else. First is your trade and job value: a roofing or HVAC lead costs far more than a pressure washing or landscaping lead because the ticket is bigger. Second is competition in your ZIP code: dense metros routinely run 20 to 50 percent above the national average. So the honest answer to "how much do leads cost" is always "it depends," but the ranges below give you a realistic starting point.

Here is a fair, channel-by-channel look at typical per-lead pricing. To be clear about where these platforms are genuinely good: the big marketplaces (Angi, HomeAdvisor, Thumbtack) put you in front of homeowners who are actively searching right now, and they require little setup. Google Local Services Ads and Facebook can produce strong volume once you have the ad skills or an agency to run them.

• Angi Leads / HomeAdvisor: roughly $15 to $100+ per lead depending on trade and market, with high-value trades pushing the top of that range. Leads are commonly shared with several pros at once.
• Thumbtack: roughly $8 to $150+, with most home service trades paying about $25 to $75. Prices update weekly based on supply and demand, and leads are typically shared.
• Bark.com: credit-based, with credits priced around $2 to $3 each and a single lead response usually costing several credits, so effective cost per lead ranges from low double digits upward depending on the job.
• Google Local Services Ads: a blended ~$25 to $60 per lead for many home service categories, with the pay-per-lead model and Google Guaranteed badge as real advantages.
• Facebook / Meta lead ads: roughly $15 to $40 for pressure washing and about $25 to $80 for broader home services, depending on targeting and creative quality.

Most marketplace leads are shared: the same homeowner is sold to several contractors at once, commonly three to eight. You pay whether or not you ever close the job, and the homeowner often goes with whoever calls first. That is not a knock on the platforms so much as how their model works, but it changes your real cost dramatically.

An exclusive lead goes to one contractor only. Nobody else is calling that homeowner, so answer rates and close rates are far higher. Industry data puts shared-lead close rates at roughly 6 to 15 percent and exclusive close rates at roughly 25 to 40 percent. When you win one job out of every three to four exclusive leads instead of one out of ten to fifteen shared ones, the per-lead sticker price stops being the number that matters.

Per-lead price is a vanity metric. What you pay to book paying work is cost per closed job, and this is where the shared model quietly gets expensive. A cheap shared lead you win one time in ten can cost you well over $1,700 per closed job once you account for the leads you paid for and lost. An exclusive lead you close one time in three lands closer to $240 to $320 per closed job.

Run your own math before you commit to any channel. Take the per-lead price, divide by your realistic close rate for that source, and compare. A $30 shared lead at a 6 percent close rate is $500 per job. An $80 exclusive lead at a 30 percent close rate is about $267 per job, even though the sticker price is higher. The expensive-looking lead is often the cheaper customer.

When you buy shared leads, the biggest risk is not the price, it is whether the leads are what they claim to be. This is not hypothetical. In 2023 the FTC ordered HomeAdvisor to pay up to $7.2 million over deceptive claims about the quality and source of the leads it sold to service providers, and the agency later returned more than $3 million to affected businesses. In October 2025, the Vermont Attorney General settled with Angi for $100,000 over the misleading "Angi Certified Pro" marketing claim. Angi is also not BBB accredited and carries a substantial complaint history on its BBB profile (see source below).

None of that means these platforms are worthless, and plenty of contractors do get jobs from them. But it does mean you should treat lead-quality and conversion-rate promises with healthy skepticism, track your own cost per closed job, and avoid long contracts that lock you in before you know your real numbers.

StingLeads sells home service leads that are exclusive to one contractor and delivered as an already-booked free-quote appointment on your calendar. An AI SMS assistant texts the homeowner, qualifies the job, and books a specific visit time, so the homeowner is expecting your visit instead of fielding calls from four competitors. We currently serve pressure washing, soft wash, and tree service or removal, with more trades added over time.

Founding per-lead pricing is about $30 for pressure washing and $50 for tree service (scaling up as we grow), and you can choose pay per lead or pay per close with no contracts. Every lead comes with bad-lead and no-show protection. Because the leads are exclusive and pre-booked, the close-rate math works in your favor, which is what actually lowers your cost per job. Our own platform results so far: 1,372+ appointments booked, a 94 percent show-up rate, a 4.8 out of 5 rating, and 200+ companies served.