Angi and HomeAdvisor alternatives for contractors.
The main alternatives to Angi and HomeAdvisor leads are Google Local Services Ads, referrals, your own website and Google Business Profile, and exclusive lead services such as Closer Growth. The right one depends on what you need more: volume, or leads that only you are working. Angi, which also runs HomeAdvisor, presents each homeowner request to several pros, up to five, and the homeowner picks who to talk to. That is the main thing every alternative below changes.
Closer Growth is one of the options on this page, so read it with that in mind. Every claim about Angi, HomeAdvisor and Google links to their own documents.
What you are paying for on Angi and HomeAdvisor
- One company, several brands. Angi Inc. runs Angi, Angie’s List, HomeAdvisor and Handy, per its 2025 annual report (Form 10-K).
- Up to five pros per request. Angi says it will “match a homeowner with up to five pros” and that the faster you respond, the better your chance, per Angi’s help center for pros. Since January 2025, homeowners review the profiles, ratings and reviews of the pros presented and choose one, per the 10-K.
- How you are charged. An Opportunity becomes a lead, and you pay the lead fee, once you and the homeowner have both shown interest. Angi also sells annual memberships to pros, which include profile pages on Angi.com and HomeAdvisor.com. Lead credits are available “in some cases”.
- The 2023 FTC order. In April 2023 the FTC finalized an order requiring HomeAdvisor to pay up to $7.2 million in redress, settling allegations that since at least mid-2014 it made false, misleading or unsubstantiated claims about the quality and source of its leads, per the FTC’s announcement.
Where Angi is still the better choice
Angi’s strength is scale. It reported 15.5 million homeowner service requests and 20.2 million leads in 2025, with about 111,000 pros active in an average month at the end of the year, per its 10-K. Every one of those requests started with a homeowner looking for help, not with someone reaching out to them.
- You want volume across many job types and have someone who can call every lead back within minutes.
- You win on reviews. Homeowners choose between the pros they are shown, so a strong rating on your Angi profile is an advantage that compounds.
- You want homeowners who came looking. Every Angi request starts with the homeowner. Outreach-based services, including ours, start the conversation instead.
The alternatives compared
| Angi / HomeAdvisor | Google Local Services Ads | Referrals | Closer Growth | |
|---|---|---|---|---|
| Who else gets the homeowner | Up to five pros are presented; the homeowner chooses | The homeowner contacts you from your ad, and may contact other advertisers too | Usually nobody | Nobody. One lead, one contractor |
| Who starts the contact | The homeowner submits a request | The homeowner calls or messages you | The homeowner, on someone’s recommendation | We reach out to homeowners in your area, then a person qualifies each one on a call |
| How you pay | A fee per lead; annual memberships are also sold | Per valid lead, within a weekly budget you set | No per-lead fee | A low-cost 3-day trial, then a weekly or monthly package. No retainer |
| Bad leads | Lead credits in some cases | Low-quality and invalid leads credited automatically | Not applicable | No-shows and unreachable numbers replaced free |
| Volume | Large: 15.5 million requests in 2025 | Set by your budget and local demand | Limited to your network | Sized to your crews’ capacity; first lead within 48 hours on average |
| Source | Angi help center, 10-K | Google help | — | Our services page |
What each alternative is good for
Google Local Services Ads. You pay for valid leads only, set an average weekly budget, and Google automatically credits leads it later judges low quality, per Google’s help page on how leads work. Google also notes that a homeowner may already have contacted other advertisers. Best when you want inbound calls and can manage a budget yourself.
Referrals. The best-closing channel when you have them. Bathroom remodeling referrals close at 50% to 65%, against 6% to 12% for shared Angi and HomeAdvisor leads, per Home Service Direct’s 2026 breakdown. The limit is volume: you cannot buy more of them.
Your own website and Google Business Profile. Slow to build and free per lead once it works. Homeowners who find you this way are contacting you, not a list of pros chosen for them. What these free channels really cost once your time is counted is in how to get free contractor leads, and what they actually cost you.
Exclusive lead services, including Closer Growth. We find homeowners in your service area through direct outreach, a person qualifies each one on a call, and each lead goes to you alone. You get the homeowner’s name, phone, location, project type and the notes from the call. There is no retainer, and new clients start with a low-cost 3-day trial. Two tree service owners describe their results on camera.
When Closer Growth is not the right fit
- You only want homeowners who searched for you. Our leads start with outreach. They are qualified on a call before you see them, but the homeowner did not find you first.
- You need very high volume tomorrow. We size delivery to what your crews can call back and quote. A marketplace with 15.5 million requests a year can send more, faster.
- You want a long public track record. We are a small company with only a handful of public reviews on Trustpilot so far. That is one reason new clients start with a 3-day trial instead of a long contract.
Compare cost per booked job, not price per lead
A shared lead that is cheaper per lead can still cost more per job once you count how many you never reach and how many you lose to faster competitors. Put your Angi numbers and any alternative into our cost per booked job calculator and compare the result. For the reasoning behind it, see why shared leads cost more than you think, and for cost-per-lead figures by trade, our home service lead generation statistics. Before signing with any lead provider, us included, run through how to tell if a lead generation agency is actually worth it.
Want to test exclusive leads against your Angi numbers?
Book a 15-minute strategy call. We map your service area and the jobs you want, then you can start with a low-cost 3-day trial and compare cost per booked job side by side.
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