Google LSA: all home services
$302.33 average cost per booked job / paying customer.AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗
Last updated October 21, 2026.
Channel comparisonAngi vs Thumbtack vs Google LSA
Angi and Yelp publish no per-lead prices, so the only platforms with sourced lead costs here are Google LSA and Thumbtack. Below: how each platform charges, what published data shows by trade, and how each handles bad leads. For plumbers, the published numbers are: Google LSA plumbing: $71 (median).AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗ Thumbtack plumbing: $37.83 (Emergency Plumbing)Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗–$86.29 (Water Heater Installation or Replacement)Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗.
Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗
Source: https://www.homeadvisor.com/pro/how-it-works/ ↗
At a glance
| Channel | Pricing model | Published cost per lead | Bad-lead refunds/credits |
|---|---|---|---|
| Google LSA | LSA charges per lead. Source: https://support.google.com/localservices/answer/7195435?hl=en ↗ | Plumbing: $71 medianTypical range: $43–$95 (p10–p90)AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗ | You have 30 days to dispute a charge. Disputes are available in the US and Canada only and are at Google's discretion. Dispute decisions are final. Google uses machine-learning models to credit low-quality leads automatically. Credits are usually applied within 30 days. The original charge still shows on your invoice, so check for the credit separately. Source: https://support.google.com/localservices/answer/7195435?hl=en ↗ Source: https://support.google.com/localservices/answer/15100654?hl=en ↗ Source: https://adgenius.com/research/google-local-services-ads-cost-benchmark/ ↗ |
| Thumbtack | No subscription, annual or membership fees. You set your lead prices and your weekly budget. For Opportunities-style leads, you reach out first and only pay if the customer responds. Source: https://www.thumbtack.com/pro ↗ Source: https://tacktoolspro.com/blog/what-thumbtack-leads-cost-by-category ↗ | Plumbing medians: $37.83 (Emergency Plumbing)Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗–$86.29 (Water Heater Installation or Replacement)Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗ | The refund is automatic and goes to your Thumbtack balance. All four conditions must be met. First contact was through a Thumbtack number or Thumbtack messaging. The customer didn't reply to you or any other pro within 72 hours of submitting the request. You accepted and responded within four business hours (8am to 8pm local time). You didn't share your personal phone number or email before the customer's first reply. Source: https://www.thumbtack.com/pro ↗ Source: https://tacktoolspro.com/blog/what-thumbtack-leads-cost-by-category ↗ Source: https://help.thumbtack.com/pros/topic-cost-and-payments-lh-pro/subtopic-refunds-lh ↗ Source: https://tacktoolspro.com/blog/thumbtack-4-hour-refund-rule ↗ |
| Angi/HomeAdvisor | Pros pay for leads as part of a subscription, per lead, or as a bundle. Angi charges for leads whether or not you open or respond to them. Angi does not publish per-lead prices. It says price varies by the type of work you do and that regional costs can also affect it. Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗ | Not published. Send in yours → | The lead must be under 45 days old. You should have attempted to call within 24 hours. Your account must be in good standing. Angi reviews requests within 5 business days. Credits apply to future lead charges, not cash, and expire after 6 months unused. Annual subscribers can report leads but do not get credits. Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗ Source: https://www.homeadvisor.com/pro/how-it-works/ ↗ Source: https://intercom.help/angi/en/articles/11403440-how-to-request-a-lead-credit ↗ |
| Yelp Ads | Yelp publishes no per-lead prices. | No published, measured data. Send in yours → | Not documented in this index. |
Cost per lead by trade
Sources, periods and lead definitions differ and are not blended.
Thumbtack: all categories
$27.17 median cost per lead.Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗
$38.98 average cost per lead.Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗
Google Local Services Ads
How you're charged
LSA charges per lead.
- From October 1, 2026, a missed call during business hours is a charged lead if the customer stays on the line more than 20 seconds.
- If your phone system requires a key press to route calls, the 20-second timer starts after the key press. No key press, no charge.
- The 20-second rule applies only to unanswered calls. Answered calls are judged on the conversation.
- Follow-up calls or messages from the same phone number or email within 15 days of a charged lead are not charged again. After 15 days with no activity, a new contact is a new lead.
Lead quality / exclusivity notes
Exclusivity: not documented in the sources this index tracks.
- Track how many leads you can actually book. In an August 2026 review of about 100 contractors, AdGenius graded 43% of LSA conversions unbookable, and 58% of the bookable ones still weren't booked.
- About 1 in 5 LSA leads becomes a paying customer, so cost per paying customer runs about 4 to 5 times the lead price (AdGenius).
- Contractors get roughly 6 to 7% of LSA spend back as dispute credits, according to industry data cited by SearchLight.
Source: https://adgenius.com/research/google-local-services-ads-cost-benchmark/ ↗
Source: https://searchlightdigital.io/google-local-service-ads-cost-per-lead/ ↗
Refunds and disputes
What qualifies for a dispute
- Job seekers.
- Solicitation.
- Wrong number.
- Not a live human, or a pre-recorded call.
- Location not served: the customer stated a location not on your profile and you declined.
- Service not offered: the customer asked for a service not on your profile and you declined.
- Looking for a store or parts.
- Duplicate lead for the same job within 15 days.
Source: https://support.google.com/localservices/answer/7195435?hl=en ↗
Automated credits
- Google uses machine-learning models to credit low-quality leads automatically.
- Credits are usually applied within 30 days.
- The original charge still shows on your invoice, so check for the credit separately.
Source: https://support.google.com/localservices/answer/15100654?hl=en ↗
Deadlines
- You have 30 days to dispute a charge.
- Disputes are available in the US and Canada only and are at Google's discretion.
- Dispute decisions are final.
Source: https://support.google.com/localservices/answer/7195435?hl=en ↗
What doesn't qualify
- Google no longer supports automated credits for "job type not serviced" and "geo not serviced" leads.
- Call recordings and lead credits aren't available for US health care verticals or tax specialists.
- From October 1, 2026, a missed business-hours call where the caller stays on the line more than 20 seconds counts as a valid lead.
Source: https://support.google.com/localservices/answer/15100654?hl=en ↗
Source: https://support.google.com/localservices/answer/7195435?hl=en ↗
Read the Google Local Services Ads lead-quality guide → · Google LSA benchmarks →
Thumbtack
How you're charged
- No subscription, annual or membership fees.
- You set your lead prices and your weekly budget.
- For Opportunities-style leads, you reach out first and only pay if the customer responds.
Lead quality / exclusivity notes
Exclusivity: not documented in the sources this index tracks.
- The customer didn't reply to you or any other pro within 72 hours of submitting the request.
- For Opportunities-style leads, you reach out first and only pay if the customer responds.
Source: https://help.thumbtack.com/pros/topic-cost-and-payments-lh-pro/subtopic-refunds-lh ↗
Source: https://tacktoolspro.com/blog/thumbtack-4-hour-refund-rule ↗
Source: https://www.thumbtack.com/pro ↗
Source: https://tacktoolspro.com/blog/what-thumbtack-leads-cost-by-category ↗
Refunds and disputes
What qualifies for a Fair Shot Refund
- The refund is automatic and goes to your Thumbtack balance. All four conditions must be met.
- First contact was through a Thumbtack number or Thumbtack messaging.
- The customer didn't reply to you or any other pro within 72 hours of submitting the request.
- You accepted and responded within four business hours (8am to 8pm local time).
- You didn't share your personal phone number or email before the customer's first reply.
Source: https://help.thumbtack.com/pros/topic-cost-and-payments-lh-pro/subtopic-refunds-lh ↗
Source: https://tacktoolspro.com/blog/thumbtack-4-hour-refund-rule ↗
Deadlines
- Respond within four business hours, counted between 8am and 8pm local time.
- The 72-hour window starts when the customer submits the request.
Source: https://help.thumbtack.com/pros/topic-cost-and-payments-lh-pro/subtopic-refunds-lh ↗
Source: https://tacktoolspro.com/blog/thumbtack-4-hour-refund-rule ↗
What doesn't qualify
- Leads where the customer replied to you or another pro within 72 hours.
- Leads you responded to after four business hours.
- Leads where you shared your personal phone or email before the customer replied.
- Leads where first contact happened outside a Thumbtack number or Thumbtack messaging.
Source: https://help.thumbtack.com/pros/topic-cost-and-payments-lh-pro/subtopic-refunds-lh ↗
Source: https://tacktoolspro.com/blog/thumbtack-4-hour-refund-rule ↗
Angi (HomeAdvisor)
How you're charged
- Pros pay for leads as part of a subscription, per lead, or as a bundle.
- Angi charges for leads whether or not you open or respond to them.
- Angi does not publish per-lead prices. It says price varies by the type of work you do and that regional costs can also affect it.
Lead quality / exclusivity notes
Exclusivity: not documented in the sources this index tracks.
- Angi charges for leads whether or not you open or respond to them.
- Not credited: The homeowner is shopping for multiple quotes.
- Not credited: The homeowner hired another pro.
Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗
Source: https://www.homeadvisor.com/pro/how-it-works/ ↗
Source: https://intercom.help/angi/en/articles/11403440-how-to-request-a-lead-credit ↗
Refunds and disputes
What qualifies for a credit
- Invalid contact info.
- Wrong location: the lead is outside your ZIP codes.
- Service mismatch.
- Duplicate lead: charged twice for the same homeowner within 45 days.
- Charged while your leads were paused.
- Credits are granted only after Angi investigates.
Source: https://intercom.help/angi/en/articles/11403440-how-to-request-a-lead-credit ↗
Requirements and deadlines
- The lead must be under 45 days old.
- You should have attempted to call within 24 hours.
- Your account must be in good standing.
- Angi reviews requests within 5 business days.
- Credits apply to future lead charges, not cash, and expire after 6 months unused.
Source: https://intercom.help/angi/en/articles/11403440-how-to-request-a-lead-credit ↗
What doesn't qualify
- The homeowner doesn't answer.
- The homeowner hired another pro.
- The homeowner decided not to proceed.
- The homeowner is shopping for multiple quotes.
- You didn't win the job.
- Annual subscribers can report leads but do not get credits.
Source: https://intercom.help/angi/en/articles/11403440-how-to-request-a-lead-credit ↗
Read the Angi (HomeAdvisor) lead-quality guide →
Angi publishes no per-lead prices. Send in your measured Angi costs →
Yelp Ads
How you're charged
Yelp publishes no per-lead prices. The only Yelp figures we found are agency-quoted ranges with no measured data behind them, so this index shows none. Send in your measured Yelp costs →
Lead quality / exclusivity notes
Exclusivity: not documented in the sources this index tracks.
Refunds and disputes
Not documented in this index.
Related comparisons
- Google LSA vs Angi vs Thumbtack for Plumbers
- Google LSA vs Angi vs Thumbtack for HVAC
- Google LSA vs Thumbtack for Roofers
- Google Ads vs Google Local Services Ads
- Cost per lead by trade
- Cost per booked job calculator
Frequently asked questions
How much do Angi leads cost?
Pros pay for leads as part of a subscription, per lead, or as a bundle. Angi charges for leads whether or not you open or respond to them. Angi does not publish per-lead prices. It says price varies by the type of work you do and that regional costs can also affect it. This index has no measured Angi number; send yours at leadpriceindex.com/submit.
Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗
Which is cheaper for plumbers: Google LSA, Angi or Thumbtack?
Google LSA: $71 per plumbing lead (median; AdGenius, Jun 2026). Thumbtack plumbing subcategory medians: $86.29 (Water Heater Installation or Replacement; Tack Tools Pro, Mar 12 2026 – Sep 18 2026); $48.23 (Plumbing Drain Repair; Tack Tools Pro, Mar 12 2026 – Sep 18 2026); $44.74 (Plumbing Pipe Repair; Tack Tools Pro, Mar 12 2026 – Sep 18 2026); $37.83 (Emergency Plumbing; Tack Tools Pro, Mar 12 2026 – Sep 18 2026). Angi does not publish per-lead prices. Sources, periods and lead definitions differ, so compare cost per booked job. Google LSA plumbing cost per booked job: $319 (average; AdGenius, Jun 2026).
AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗
Do Google LSA, Thumbtack and Angi refund bad leads?
Google LSA: You have 30 days to dispute a charge. Disputes are available in the US and Canada only and are at Google's discretion. Dispute decisions are final. Google uses machine-learning models to credit low-quality leads automatically. Credits are usually applied within 30 days. The original charge still shows on your invoice, so check for the credit separately. Thumbtack: The refund is automatic and goes to your Thumbtack balance. All four conditions must be met. First contact was through a Thumbtack number or Thumbtack messaging. The customer didn't reply to you or any other pro within 72 hours of submitting the request. You accepted and responded within four business hours (8am to 8pm local time). You didn't share your personal phone number or email before the customer's first reply. Angi: Invalid contact info. Wrong location: the lead is outside your ZIP codes. Service mismatch. Duplicate lead: charged twice for the same homeowner within 45 days. Charged while your leads were paused. Credits are granted only after Angi investigates. The lead must be under 45 days old. You should have attempted to call within 24 hours. Your account must be in good standing. Angi reviews requests within 5 business days. Credits apply to future lead charges, not cash, and expire after 6 months unused.
Source: https://support.google.com/localservices/answer/7195435?hl=en ↗
Source: https://support.google.com/localservices/answer/15100654?hl=en ↗
Source: https://adgenius.com/research/google-local-services-ads-cost-benchmark/ ↗
Source: https://www.thumbtack.com/pro ↗
Source: https://tacktoolspro.com/blog/what-thumbtack-leads-cost-by-category ↗
Source: https://help.thumbtack.com/pros/topic-cost-and-payments-lh-pro/subtopic-refunds-lh ↗
Source: https://tacktoolspro.com/blog/thumbtack-4-hour-refund-rule ↗
Source: https://angiads.pactsafe.io/versions/6ac568925ab7ef3fa4859c92.pdf ↗
Source: https://www.homeadvisor.com/pro/how-it-works/ ↗
Source: https://intercom.help/angi/en/articles/11403440-how-to-request-a-lead-credit ↗
Does Google LSA charge for missed calls?
From October 1, 2026, a missed call during business hours is a charged lead if the customer stays on the line more than 20 seconds.
Source: https://support.google.com/localservices/answer/7195435?hl=en ↗
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