Most contractors running paid leads are using Angi, HomeAdvisor, or both. Some have tried Google Local Services Ads (LSAs) and others have not. If you are spending money on leads, this comparison will help you understand exactly what you are getting — and what a better allocation of that budget looks like.
What are Google Local Services Ads?
Google Local Services Ads are the ads that appear at the very top of Google search results — above the map pack and above regular Google Ads — for local service searches. They show your business name, star rating, phone number, and a 'Google Guaranteed' or 'Google Screened' badge. You only pay when a potential customer contacts you through the ad. They are available for most contractor trades including HVAC, plumbing, roofing, and electrical.
The key differences
The most important difference: Google LSA leads are exclusive. Angi leads are not. When a homeowner fills out an Angi form, that contact goes to multiple contractors simultaneously.
Lead exclusivity
Google LSA: When a homeowner calls your LSA listing, that call is to your business only. They chose to call you from the results — they are not being simultaneously connected to your competitors.
Angi / HomeAdvisor: When a homeowner submits a request, that lead is sold to multiple contractors at the same time. You are racing to call them first and competing with 3–5 other businesses on the same job.
Cost per lead
Google LSA: Varies by trade and market, typically $20–$80 per lead for most contractor categories. You only pay for verified leads — if a call is spam or unrelated to your business, you can dispute it and get a refund.
Angi / HomeAdvisor: $50–$200+ per lead depending on the trade and project type. These leads are sold to multiple contractors, so the effective cost per job is significantly higher once you factor in your close rate.
Lead quality
Google LSA: Higher intent. The homeowner searched Google for your specific service, saw your listing at the top, read your reviews, and called. They are looking for exactly what you offer.
Angi / HomeAdvisor: Mixed quality. The platform attracts price shoppers who submit to multiple contractors simultaneously and choose based on whoever calls fastest and bids lowest. Also includes a meaningful percentage of tire-kickers and people outside your service area.
Trust signals
Google LSA: The 'Google Guaranteed' badge is a significant trust signal. Google has verified your license and insurance. Many homeowners specifically filter for Google Guaranteed businesses.
Angi / HomeAdvisor: Less differentiated. All contractors on the platform appear similar unless the homeowner scrolls through multiple profiles.
The verdict: where to put your money
For most contractors, Google LSAs outperform Angi and HomeAdvisor on every meaningful metric: exclusivity, lead quality, cost per acquired job, and trust signaling. The platforms are not inherently bad — they generate volume — but the economics rarely favor the contractor.
The ideal paid lead strategy for a contractor in 2025 looks like this: Google LSAs as your primary paid channel, complemented by strong organic SEO that compounds over time and eventually reduces your dependence on paid leads entirely.
Google LSAs + strong organic SEO is the highest-ROI combination for contractor lead generation. Platform leads are a distant third — useful for volume but never for building a sustainable business.
The long game: getting off paid leads entirely
Paid leads — even Google LSAs — have a fundamental weakness: they stop the moment you stop paying. Every dollar you spend on platform leads could alternatively be building organic rankings that generate calls for years without an ongoing per-lead cost.
The contractors who build the most durable, profitable businesses invest in their organic presence early and aggressively — using paid leads to bridge the gap while their SEO builds, then scaling back paid spend as organic calls take over. That is the exit from the lead treadmill.