For home service owners

Angi vs Google LSA vs Google Ads: which books more jobs?

Paul Parnell. I run the ads and follow-up for home service companies.

Angi vs Google LSA vs Google Ads comes down to two things: how you pay, and who owns the lead. Angi charges per lead and can match a request with up to five pros. Local Services Ads charge per lead that contacts you from Google. Google Ads charge per click to your own page.

The right mix is the one with the lowest cost per booked job. Here is how they compare, and how to check your own numbers.

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The three, side by side

Lead marketplace

Angi

How you pay. Per lead.
Who else gets it. Since January 2025, Angi says leads go only to pros the homeowner picks. Angi says a request is matched with no more than five pros.
Where they land. Your Angi profile, not your own page.
Price. Angi does not post a price list. It says fees change with the task, location, and demand.

Pay per lead

Google Local Services Ads

How you pay. Per lead: a call, a message, or a booking. A follow-up from the same customer within 15 days is not charged again.
Who else gets it. The customer contacts you. You still compete with other pros for the top spots, ranked on your bid, reviews, distance, hours, and how fast you respond.
Where they land. Your Google profile, with the Google Verified badge.
Bad leads. No disputes. Google reviews leads for 30 days and credits invalid ones on its own. Since October 1, 2026, some missed calls are billed.

Pay per click

Google Ads (Search)

How you pay. Per click, whether or not they call.
Who else gets it. Nobody else gets that lead, though the searcher can still call others. They land on your page and the lead goes into your CRM.
Where they land. Your own page. You pick the keywords, the towns, the hours, and the offer.
Bad clicks. You can ask Google to investigate invalid clicks from the last 60 days. Credits, not refunds.

One change to know: since August 2026, Google has been moving Local Services Ads into Google Ads as a Performance Max campaign with pay-per-lead goals. Same idea, new screen. Here is what changed with missed calls.

My take

The goal is not more leads. The goal is more booked jobs. Here is the order I would set them up in:

Get Local Services Ads right first. Honest hours, every job type you do and none you do not, and someone answering inside 20 seconds.
Add Google Search with your own fast page. It takes the most work, but you own the page, the keywords, and the lead. Here is how roofers should set it up.
Keep Angi only if it earns its spot. Judge it on what it costs per booked job, the same as the other two.

Whichever you run, own your leads, your systems, and your follow-up. A lead that sits in someone else's inbox is a lead you rent.

How to compare them on your own numbers

Tag the source of every lead in your CRM: Angi, Local Services Ads, Google Ads.
Each month, add up what you spent on each one.
Count the booked jobs from each one. Booked jobs, not leads.
Divide spend by booked jobs. That is your cost per booked job.

Put more money behind the lowest number. Fix or cut the highest. Before you sign anything with Angi, ask for the price for your trade and ZIP code, the contract length, and how bad-lead credits work, in writing.

And answer the phone. Every source gets worse when calls go to voicemail. Here are the 3 missed-call texts I use.

What the work has done

10x to 15x return on Google Ads for a flooring company.
868 in-home estimates booked for that flooring company through the follow-up system we run, since Feb 2025.

Common questions

Is Angi worth it for contractors?

It depends on your cost per booked job. Track what you spend on Angi and how many jobs it books, then compare that to your other sources.

Are Local Services Ads better than Angi?

Local Services Ads leads contact you straight from Google, and Google credits invalid leads on its own. Angi can match a request with up to five pros. Compare both on cost per booked job.

What is the difference between Local Services Ads and Google Ads?

Local Services Ads charge per lead and show your Google profile. Google Ads charge per click and send people to your own page. Since August 2026, Google has been moving Local Services Ads into Google Ads as Performance Max with pay-per-lead goals.

Can I run Angi, Local Services Ads, and Google Ads at the same time?

Yes. Tag the source of every lead in your CRM so you can see which one books jobs for the least money.

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