Contractor Lead Sources
Angi vs Facebook Ads vs Google Ads vs LSA: Which Lead Source Actually Pays for a Remodeler?
We followed a full year of leads from one bathroom remodeler all the way to the signed contract. Cost per lead told one story. Cost per sale told a very different one.
By AdHouse Marketing · 10 min read
12-month result
Ad spend per signed job
Google LSA
$2,594
Facebook Ads
$2,809
Angi
$3,461
Google Ads
$5,308
Average job on every channel: about $24,000.
In this article
- The scoreboard: four channels, 12 months
- Deal size is the same on every channel
- Conversion follows intent
- Once you’re in the home, every channel closes the same
- What a sale actually costs
- Junk leads, job mix and what changed during the year
- What this means for your lead budget
- How we measured, and the limits
Cost per lead is the number everyone quotes. It’s also the number that tells you the least.
Every remodeler asks the same question: where should the lead budget go? Angi, Facebook ads, Google search ads or Google Local Services Ads? Most comparisons stop at cost per lead, and that number tells you almost nothing about which channel pays for itself.
So we followed every lead to the signed contract. The data comes from one bathroom remodeler in New Hampshire and Massachusetts over 12 months (November 7, 2025 to November 6, 2026). We traced each lead in their CRM to an approved contract and left junk out: spam, duplicates, bad numbers and false inquiries. Google LSA is the one exception, explained below.
The short answer
Google Local Services Ads produced the cheapest sales: $2,594 in ad spend per signed job and a 9.6x return. Facebook Ads was a close second at $2,809 and 8.8x. Angi came in at $3,461 and Google Ads at $5,308, even though Google Ads brought the best leads by far.
Here’s what the numbers show, and what they mean for where you spend.
The scoreboard
Four lead channels, 12 months, every lead traced to the contract
A “sale” is an approved contract we could trace back to the lead, whatever date it was signed. The two highlighted rows are the ones that decide where your money should go.
Metric
Angi
Facebook Ads
Google Ads
Google LSA
Ad spend, 12 months
$134,980
$30,895
$111,465
$83,018
Leads
729
151
167
778*
Junk leads removed
65 (8%)
9 (6%)
24 (13%)
Not removed*
Booked an appointment
38%
48%
71%
—*
Sales
39
11
21
32
Lead-to-sale rate
5.3%
7.3%
12.6%
4.1%
Average order value
$23,473
$24,772
$23,919
$24,841
Revenue
$915,447
$272,487
$502,305
$794,912
Revenue per lead
$1,256
$1,805
$3,008
$1,022
Cost per lead
$185
$205
$667
$107
Cost per sale
$3,461
$2,809
$5,308
$2,594
ROAS (revenue ÷ ad spend)
6.8x
8.8x
4.5x
9.6x
Revenue minus ad spend
$780,467
$241,592
$390,840
$711,894
Median days, lead to contract
16
12
6
—*
In-home presentation close rate
19%
19%
23%
—*
Angi spend is the $170 metro lead price times all 794 billed leads, junk included, since the remodeler paid for those too. That’s why its cost per real lead reads $185, not $170.
Facebook spend includes a $6,107 Instagram traffic campaign. Counting lead campaigns only ($24,789), Facebook comes to $164 per lead, $2,254 per sale and 11.0x ROAS.
*LSA leads are Google’s own count from the ad account, so spam and wrong numbers are still in. The office logged only 192 of them in the CRM, mostly after they were booked, so LSA’s booking rate, days to contract and in-home close rate aren’t comparable and are left blank.
Deal size is the same on every channel
The average job came in at about $24,000 no matter where the lead came from: $23,473 from Angi, $24,772 from Facebook, $23,919 from Google Ads and $24,841 from Google LSA. That’s within 6% across all four.
This kills a common myth. Plenty of contractors assume search leads or marketplace leads bring bigger projects. They don’t. The channel changes how many leads you get and how many close. It does not change what the homeowner spends.
That makes the math simple. With deal size flat, the winning channel is the one that turns ad dollars into signed contracts most cheaply.
Finding 2 of 5Conversion follows intent
Google Ads leads closed at 12.6%, Facebook at 7.3% and Angi at 5.3%. That ranking lines up with how ready each homeowner was when they reached out.
- Google Ads: these people typed “bathroom remodel near me” into a search bar. They want the work done, and they close fast: a median of 6 days from lead to contract.
- Facebook: these homeowners weren’t searching, but the ad caught them while they were already thinking about it. They take a median of 12 days.
- Angi: the lead is shared with other contractors, and the homeowner is collecting quotes. That’s the slowest close (16 days) and the lowest rate of these three, about 1 sale for every 19 leads.
Facebook’s 7.3% also undersells it. Facebook only reached real volume in July 2026, so many of its leads are still open. Looking only at leads at least two months old, Facebook closes at 11.3%, close to Google Ads (13.4%) and about twice Angi (5.7%).
What about LSA?
Google LSA looks like the exception: its leads closed at 4.1%, the lowest of the four. Part of that is how LSA leads get counted. Google’s count includes every call and message, spam and wrong numbers too, while the other channels had junk removed.
Intent explains a lot. But it doesn’t explain where the leads are actually lost.
Finding 3 of 5Once you’re in the home, every channel closes the same
About 1 in 5 in-home presentations turned into a contract on every channel we could measure: 19% for Angi, 19% for Facebook and 23% for Google Ads. The big differences show up earlier, when the office tries to book the appointment.
Infographic
Booking rates vary a lot. In-home close rates don’t.
Booked an appointment (% of leads)
Closed in the home (% of presentations)
Junk leads excluded. Google LSA isn’t shown because the office logs most LSA calls only after they’re booked.
Google Ads leads booked an appointment 71% of the time; Angi leads only 38%. A shared Angi lead often goes to several contractors at once, and the homeowner may already be talking to one of them by the time you call, so many never pick up. That points to where you can actually win: call back in minutes, follow up for days, and get in the door. Your sales pitch is probably not the problem.
Losing leads before the appointment?
We set up instant response, follow-up sequences and CRM tracking so more of your leads turn into booked appointments.
What a sale actually costs
Google LSA won on efficiency: $2,594 in ad spend per signed job and $9.60 back for every dollar spent. Facebook was close behind at $2,809 and 8.8x. Each channel won something different, though.
Infographic
Ad spend per signed job
Ad spend ÷ sales traced to each channel, November 2025 – November 2026.
- Google LSA: cheap leads, cheapest sales. At about $107, LSA leads cost the least by far. Only about 1 in 24 became a sale, but they were cheap enough that each sale still cost the least of any channel: 32 sales on $83,018.
- Facebook Ads: a close second. Its leads cost $205, a bit more than Angi’s $185. But they converted better, so each sale cost about $650 less than Angi’s. Facebook brought in 11 sales on $30,895. Count only its lead campaigns and a sale cost $2,254, which beats LSA.
- Angi: the most volume. Angi delivered 729 real leads, 39 sales and $915,447 in revenue, the most of any channel. It’s also inefficient: 1 sale per ~19 leads. Even if Angi had refunded every junk lead, a sale would still cost $3,178 (7.4x ROAS).
- Google Ads: the best leads, the worst math. Google Ads leads closed at the highest rate and the fastest. But at $667 per lead, a sale cost $5,308, about twice what LSA or Facebook paid. The return was still positive at 4.5x.
The lesson
Cost per lead doesn’t predict cost per sale. LSA had the cheapest leads and the lowest close rate, yet the cheapest sales. Google Ads had the priciest leads and the best close rate, yet the most expensive sales.
Junk leads, job mix and what changed during the year
Junk
Google Ads had the most junk (13%), mostly bot and spam form fills: 18 of its 24 junk leads. Angi (8%) had the most duplicates and bad phone numbers of any channel, and you still pay for those leads. Facebook had the least junk at 6%.
Job mix
Facebook sales were mostly wet-area bathroom conversions (8 of 11). Google Ads brought a broader mix, including windows and kitchens. Angi sales were almost all bathrooms. Each channel attracts the jobs its ads and listings put in front of people.
Volume shift
Angi sent about 65–72 leads a month from March to July. From August on, that dropped to about 47–54 a month, while Facebook was adding about 40 a month. We can’t say from this data whether those two trends are related, but total lead flow held up while the mix moved toward the more efficient channel.
What this means for your lead budget
Judge every channel by cost per signed job, not cost per lead. Here’s how we’d act on these numbers:
- Track leads all the way to the contract. Without CRM tracing, Angi’s $185 leads look like a bargain next to Google Ads’ $667. Cost per sale tells a different story.
- Fix speed-to-lead before you change channels. In-home close rates were about the same everywhere. The money is lost when leads don’t get booked, so call fast and keep following up, especially on shared leads. (More on this in 9 leaks between the ad and the sale.)
- Run Google Local Services Ads if you qualify. Calls from homeowners searching for a contractor produced the cheapest sales here. Answer every call, though: a cheap lead only pays off if someone picks up.
- Give Facebook a real test. For a bathroom remodeler, Facebook lead ads came within about $200 per sale of LSA, and beat it counting lead campaigns only. Good video and a clear offer matter more than the platform.
- Keep Google Ads for high-intent demand, and watch the cost. The leads are excellent. Make sure the cost per sale still fits your margin.
- Treat Angi as a volume tool. It fills the calendar, but it’s one of the least efficient channels per dollar. Ask for refunds on duplicates and bad numbers every month.
Bottom line
No single channel won everything. The best mix uses each one for what it’s good at, and measures all of them by what a signed job costs.
How we measured, and the limits
- One company. This is one bathroom-focused remodeler in New Hampshire and Massachusetts. Your market, prices and sales process will move these numbers.
- Small Facebook sample. Facebook produced 11 sales. The direction is clear, but one or two deals either way would shift its figures noticeably.
- Office-tagged sources. The office assigns each lead’s source in the CRM, so some mis-tagging is possible.
- Recent leads are still maturing. Leads from the last two months haven’t had time to close. This hurts Facebook most, since most of its volume came after July 2026.
- Ad spend only. Costs are media spend: Angi lead fees and Facebook, Google Ads and LSA spend. Agency fees, staff time and software are not included.
- LSA leads are counted differently. LSA’s 778 leads are Google’s count, with no junk removed, so its true close rate is somewhat higher than 4.1%. The office logged only 192 of them in the CRM, mostly once booked, so we left LSA’s booking and in-home close rates out.
Work with AdHouse
Find out what a signed job really costs you
Most contractors know their cost per lead. Few know their cost per sale by channel. We connect your ad accounts to your CRM, trace leads to contracts and show you where to put the next dollar.
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