Angi publishes no price for a roofing lead, and owners who have bought them report paying around $300 each. On top of that comes a yearly membership, which was $287.99 at HomeAdvisor in 2022 according to the FTC (I couldn’t find Angi’s current fee on its own pages), and owners on 12-month subscriptions report commitments from $350 to $1,000 a month. HomeAdvisor and Angie’s List combined in 2017, and HomeAdvisor’s contractor side now trades as Angi Leads, so it’s one company under either name.
I went through 80 Reddit posts and comments from roofing forums and 93 YouTube comments about Angi and HomeAdvisor, plus 13 more from business forums. The YouTube comments date from 2016 to 2026, and only 3 of them name roofing, so most come from contractors who didn’t say their trade. Owners describe the same homeowner going to two to four other contractors, and leads with wrong numbers. Angi’s credit for a bad lead only comes off future leads, and a homeowner who never picked up or hired someone else first earns no credit at all. In 2022 the FTC charged HomeAdvisor with misleading pros about its leads, and it settled for up to $7.2 million without admitting or denying it.
Some owners make it work, like one on r/Roofing paying $1,000 a month for about seven leads a week in 2024 and happy with it. If you’re weighing Google’s Local Services Ads instead, which we manage for clients, the floor Google set for a DFW roofing client of ours in September 2026 came to about $1,400 a month.
Owners report paying about $300 for an Angi roofing lead
Angi’s help center says “Lead fees change based on task, homeowner location, and demand for the work,” and it lists no price for any trade. “As a contractor they charge you $300 a roofing lead in California. Most of them are wrong numbers or wrong information,” an owner on r/Roofing wrote in 2024. The only official figure is about $30 for the average HomeAdvisor lead from 2014 to 2019, from the FTC’s 2022 opinion, and it covers every trade down to house cleaning and lawn care, so a roofing lead costs more.
Owners reported sign-up fees of $275 to $288 between 2016 and 2024, in line with the FTC’s $287.99. Then there are two ways to pay:
- Annual subscription. Leads arrive on their own and bill on the same day each month, and changing your budget means phoning Angi’s support line. Owners report $770 a month for a new roofing company, $1,000 a month for 12 months, $350 a month for a year on what was supposed to be 40 leads, and a $9,600 balance left on one contract.
- Pay per lead. You’re billed weekly, and the budget can run over. Angi’s own example has a $500 monthly budget ending at $520.
Leads you accept by hand are charged on top of the budget, and Angi says “You are charged for leads whether or not you open or respond to them.”
Angi sends each request to as many as five pros
“Each time a homeowner submits a project request, we will match them with no more than five pros,” Angi’s help center says, without saying how many a roofing lead usually reaches. “The leads get sent to at least 3 contractors, so call them quick and be ready to compete,” an owner on r/RoofingSales wrote in 2023.
Angi tells pros that calling within 15 minutes “more than doubles your chances of connecting with the homeowner” and that most closed leads go to the first pro to reach them, and it publishes no data behind either claim. A lead that lands while you’re on a roof is one another roofer may reach first.
In January 2025 Angi brought what it calls “homeowner choice” to nearly all of its service, so the homeowner picks which pros hear about the job, though some automatic matching remains. By my math from Angi’s earnings releases, paid leads per homeowner request across all trades fell from 1.34 in early 2024 to 1.12 in mid-2026. That all-trade average, which counts requests that sold no lead, can’t tell you how many roofers saw yours.
Owner results run from 0 for 24 to a company that grew fourfold
One owner on r/RoofingSales went 0 for 24 on Angi leads in March 2026. A Springfield, Massachusetts roofer wrote on YouTube around 2020 that $1,000 a month bought him about 70 calls before HomeAdvisor’s parent bought Angie’s List, and about 10 after.
The owner quoted above, who warned that leads go to at least three contractors, grew his company from $1 million to $4 million on HomeAdvisor and said its leads closed at a rate just below his better sources. Another kept paying for a different reason: “I almost never made profit on home advisor because of the saturated market but the point was that I’d keep the crew busy,” an owner on r/RoofingSales wrote in 2025.
Angi credits a bad lead against future leads, and only for five reasons
Angi gives a credit only when all four of these hold:
- the lead is less than 45 days old
- you called the homeowner within 24 hours
- your account has no overdue balance
- you pay per lead, since Angi says of annual subscriptions that “credits are not offered for those leads”
Angi credits wrong contact details, a homeowner outside your area, a job you don’t do, a duplicate within 45 days, or a charge while your leads were paused. It won’t credit a homeowner who never answers, hired another pro first, dropped the project, is still gathering quotes, or took your quote and went elsewhere, so a lead another roofer won first costs you the full fee. Credits only come off future lead charges, and they expire after six months.
HomeAdvisor worked much the same way before the FTC case. The complaint said a pro’s main recourse for a bad lead was a credit against future leads, and that “HomeAdvisor does not generally provide refunds for leads.” Pros couldn’t preview a lead before receiving it either. The California owner quoted above wrote that Angi told him it had just changed its policy and couldn’t refund or credit those leads, and that he owed it almost $20,000.
HomeAdvisor agreed to pay pros up to $7.2 million to settle with the FTC
In March 2022 the FTC voted 4-0 to bring a complaint alleging that since at least mid-2014 HomeAdvisor had misled pros on four points: many leads weren’t about to hire, many didn’t match the pro’s services or area, many were bought from third-party affiliates, and leads turned into jobs less often than pros were told. HomeAdvisor’s own figures put that rate at 15 to 25 percent, the complaint said, while its sales reps claimed much higher.
HomeAdvisor denied wrongdoing, and in the April 2023 settlement it neither admitted nor denied the allegations. It agreed to pay up to $7.2 million back to pros, and the FTC mailed more than $3 million in 110,372 checks that November.
The 20-year order bars HomeAdvisor from describing its leads as “Ready to hire”, “Project-ready”, “Not window shopping”, “Not just price-shopping” or “Need a project done now”, and any claim about how often its leads turn into jobs has to rest on data it can show the FTC. When any lead seller’s rep promises homeowners who are ready to hire, ask how many other roofers get each one, whether you can see a lead before you pay, whether a bad lead gets you cash or a credit, what it costs to leave before the year is up, and what data sits behind any close rate they quote.
You cancel Angi by phone, on a weekday
To cancel, you phone Angi’s Customer Care at (877) 947-3639, Monday to Friday, 8 AM to 8 PM Eastern. You can also pause leads for up to two weeks. Angi’s cancellation page doesn’t say what it costs to leave an annual subscription early, and owners describe being held to theirs, so get the early-termination terms in writing before you sign.
Thumbtack costs nothing to join and sells roofing leads too
Thumbtack’s Dallas page lists roof replacement and repair and counts 158 five-star roofing pros in the city. Pros pay no fee to join and no membership, and the lead budget they set decides how many leads they get. Thumbtack publishes no roofing lead price either. A community administrator there wrote in April 2024 that customers are limited to four pros in their first four hours, and in 2025 that some contact more after that.
Google’s Local Services Ads started at $327 a week for a DFW roofing client
Local Services Ads also charge per lead: an answered call, a text or email, a voicemail or a booking request, and since October 1, 2026, a call you miss during business hours if the caller stays on the line for more than 20 seconds. When we set them up for a DFW roofing client on September 26, 2026, Google set a minimum of $327 a week for that client’s ZIP codes. At that floor it projected three leads a week, about $109 a lead. No lead had been billed yet, so that $109 is Google’s projection, and it already ran above the $80 to $96 a lead Google had recommended for roofing in the same ZIP codes in August. The floor comes to about $1,400 a month before you’ve signed a job, which is more than any Angi subscription the owners above described.
Google logs every call with the caller, the length, a recording and the charge, which is what you dispute a bad lead with, and it says a lead it judges low quality may be credited automatically. Its help page doesn’t say whether a phone lead is exclusive. Message leads can be shared if you’ve opted into them: since November 2025 a homeowner can message several businesses at once, and Google labels those leads “This consumer has contacted multiple businesses” and charges less for them. LSA is also moving into Google Ads, with roofing in the first wave from August 2026, so the weekly floor may change.
Judge every lead source by its cost per signed job
Whichever source you try, add up everything you spent on it, membership included, and divide by the signed jobs it brought in. If you stay on Angi, call each lead inside 15 minutes when you can and always inside 24 hours, since a later call forfeits the credit.
If you’re thinking about dropping paid leads, run the free Google Maps heatmap on your own listing first. It shows the parts of your area where you come up for a roofing search and the parts where you don’t.