Short answer
This is not a traditional two-company bake-off.
Angi Inc. still operates consumer and contractor brands including Angi, Angie’s List, HomeAdvisor, and Handy. People search “Angi vs HomeAdvisor” because the names were once independent, and contractors still see HomeAdvisor on signup, apps, and lead invoices.
Contractor-facing “HomeAdvisor” is largely the Angi Leads marketplace. Angi also sells advertising and directory products in the Angi Ads lineage. A sales pitch that says “Angi” might mean ads, leads, a subscription, a pre-priced/Handy-style job, or a mix.
The useful question is less “which company is better?” and more “which product am I buying, what am I paying for, and can my ticket size, close rate, and response speed support shared marketplace leads or an advertising commitment?”
Verified August 2026 against Angi Inc.’s 2025 Form 10-K, the Angi Pro Agreement, and Angi contractor product pages. Exact lead prices, exclusive-lead counts, and close rates are not published as one national figure—confirm the offer you receive.
Comparison summary
Ads / directory products
Angi
Angi Ads lineage is the advertising and profile side of Angi Inc.
Pay-per-lead marketplace
HomeAdvisor
HomeAdvisor branding still maps to Angi Leads connections.
HomeAdvisor brand still live
HomeAdvisor
homeadvisor.com and contractor tools still use the HomeAdvisor name.
Are Angi and HomeAdvisor the same company?
Historically, Angie’s List and HomeAdvisor were separate businesses. IAC combined HomeAdvisor with Angie’s List in 2017. In March 2021 the parent became Angi Inc.; Angie’s List was rebranded Angi and HomeAdvisor became “HomeAdvisor, powered by Angi.” Angi Inc.’s 2025 Form 10-K still lists Angi, Angie’s List, HomeAdvisor, and Handy as operating brands.
HomeAdvisor still operates as a live consumer site and contractor brand. It is not a defunct nameplate. Contractor onboarding and the Angi Leads app still surface homeadvisor.com and related HomeAdvisor URLs. Older Angi filings described Angi Leads as the HomeAdvisor digital marketplace.
That is why searchers still compare the names: leftover brand memory, two websites, and sales language that may not spell out ads versus leads. If you are evaluating lead generation today, start by identifying the product on the contract—marketplace leads, advertising/profile, subscription, or pre-priced work—then compare that product with independent channels such as Thumbtack or Google Local Services Ads. Do not treat Angi and HomeAdvisor as two unrelated vendors you can “split-test” without knowing which product each quote actually is.
Quick decision guide
Which product fits your situation.
Choose Angi ads / directory products if:
- You are being sold advertising, directory, or profile visibility (Angi Ads lineage) and you already have reviews and a sales process that convert from shoppers who compare providers.
- You want longer-lived brand presence on Angi.com rather than paying primarily for each consumer match.
- Your jobs are planned projects where homeowners research brands before inviting bids—and you can verify the specific advertising terms, geography, and category in writing.
Choose HomeAdvisor / Angi Leads if:
- You need additional job flow and can staff speed-to-lead: Angi Leads / HomeAdvisor matches are frequently sent to several other approved pros, according to the Angi Pro Agreement.
- Your average ticket and gross margin can absorb paying for leads you do not win. The Pro Agreement states you pay for leads even if you do not win the job.
- You can track contact rate, appointments, close rate, and credits in CRM so you know cost per booked job—not just cost per lead name.
Consider neither if:
- Low-margin or tiny-ticket work where shared-lead customer acquisition cost cannot fit even with a strong close rate.
- You cannot answer quickly or qualify on the first contact. Shared marketplace leads reward the first viable responder.
- The offer does not clearly state product type (ads vs leads), shared-lead behavior, pricing unit, contract length, or early-termination terms. Angi subscriptions can auto-renew and may include an early termination fee under the signed contract.
- Owned channels, Google Local Services Ads (if eligible), or another independent marketplace already fill your capacity at a better booked-job margin.
Feature comparison
Pair-specific questions for this brand relationship—not a generic feature grid.
| Question | Angi | HomeAdvisor |
|---|---|---|
| Are these separate companies? | No. Angi Inc. owns both brands. | No. Same parent as Angi. |
| Current product / brand status | Angi consumer brand plus advertising/directory products (Angi Ads lineage). | Live HomeAdvisor brand; contractor marketplace commonly called Angi Leads. |
| What are you actually buying? | Typically profile, advertising, or bundled visibility—confirm the quote. | Typically consumer matches / leads, sometimes via subscription or other Angi offerings. |
| Lead model | Not a pure pay-per-lead marketplace in the same way as Angi Leads—ads vs leads can be sold together. | Pay-per-lead and related Angi Leads offerings (budgeted leads, subscriptions, other formats). |
| Shared vs exclusive leads | Depends on product. Do not assume exclusivity unless the contract says so. | Pro Agreement: leads are frequently sent to several other approved pros, including Angi Services. |
| Advertising / profile exposure | Core to Angi Ads / directory products. | Basic membership can include a profile on HomeAdvisor.com and Angi.com, per Angi Inc.’s 2025 10-K. |
| Pricing structure | Quoted by market, category, and package. No reliable public national rate card. | Usage- and market-based lead pricing; subscriptions and other packages exist. Confirm your invoice unit. |
| Contract / commitment | Advertising agreements vary. Verify term, auto-renewal, and cancellation in the documents you sign. | Subscriptions may auto-renew. An early termination fee may apply per the signed Contract; cancel via Angi Customer Care. |
| Lead credits / refunds | Credit and dispute rules depend on the product. Verify before scaling. | You pay for leads even if you do not win the job. Credits/disputes are offer-specific—do not assume a universal refund rate. |
| How inquiries are delivered | Varies by product (profile responses, advertised contacts). | Matches, opt-in, and related flows. Angi implemented “homeowner choice” in January 2025; confirm current delivery in your offer. |
| Best-fit contractor | Teams that convert from directory/brand shoppers and can evaluate an advertising commitment. | Teams that can win shared matches with speed, qualification, and enough job value/margin. |
| Biggest drawback / risk | Paying for the wrong Angi product, or treating ads like exclusive jobs. | Paying for shared leads you lose, plus possible subscription/ETF exposure. |
| How to evaluate ROI | Cost per booked job and gross profit after ad spend—not impressions. | Cost per booked job after credits, shared competition, and close rate—not cost per raw lead. |
Pricing comparison
What to expect to pay.
Angi Inc. does not publish a single national lead price that applies to every trade and zip. Angi Inc.’s 2025 Form 10-K describes contractor offerings that include full-priced leads within a monthly budget, discounted leads in a subscription, double opt-in a-la-carte, and pre-priced offerings, plus material advertising revenue alongside lead revenue.
The Angi Pro Agreement states that leads are not guaranteed jobs, that a lead is frequently sent to several other approved pros, and that you pay for leads even if you do not win the job. Subscriptions can auto-renew; an early termination fee may apply under the signed Contract. On termination, the agreement language we reviewed does not provide a general refund of fees.
Ask the rep to put in writing: product name (ads vs Angi Leads vs other), pricing unit, shared-lead behavior, credit/dispute process, term, auto-renewal, and any ETF. Then model cost per booked job with your own close rate. Do not scale on a verbal “average lead cost” alone.
How to evaluate ROI
Cost per booked job, not cost per raw lead.
Evaluate cost per booked job, not simply cost per raw lead. A cheap lead that never answers, never books, or loses to three other pros is more expensive than a higher-priced lead that becomes a profitable job.
Use your numbers for: cost per lead, contact rate, appointment rate, close rate, lead credits or refunds you actually receive, shared/duplicate competition, average job value, gross profit, and customer lifetime or repeat value. If gross profit on the average won job cannot cover fully loaded CAC, the channel does not work—regardless of brand name.
Hypothetical example (not Angi or HomeAdvisor pricing)
20 leads × $50 illustrative average lead cost = $1,000 spend. If 3 become booked jobs, customer acquisition cost is about $333 per booked job. Replace every number with your invoices and CRM outcomes. If those 3 jobs cannot produce enough gross profit (and repeat work) to cover $333 plus follow-up labor, the offer is a no—even if the lead volume looks high.
Pros and cons
Strengths and trade-offs.
Angi
Pros
- Recognized Angi consumer brand for homeowners who comparison-shop directories
- Advertising/profile products can support visibility beyond a single match
- Same Angi Inc. ecosystem as HomeAdvisor—useful once you know which product you are buying
Cons
- “Angi” on a sales sheet may mean ads, leads, or a bundle—easy to compare the wrong thing
- Not a substitute for owned marketing or Google intent if shoppers never use Angi
- Contract and credit terms are offer-specific; there is no public one-price card
HomeAdvisor
Pros
- HomeAdvisor remains a live brand; many homeowners still start there
- Angi Leads can add volume when you can win shared matches
- Profile presence on HomeAdvisor.com and Angi.com is part of the approved-pro model described in Angi Inc.’s 2025 10-K
Cons
- Shared-lead competition is explicit in the Pro Agreement—you often pay without winning the job
- Subscriptions may auto-renew and may carry an early termination fee
- Treating HomeAdvisor as an independent rival to Angi leads to the wrong test design
Best for
Which tool fits your situation.
When marketplace / shared-lead acquisition can make sense
You have unused crew capacity, you answer and qualify fast, and typical job value plus gross margin can cover paying for matches you lose to other approved pros. Track cost per booked job after credits—not lead count.
When advertising / profile products may make more sense
Homeowners in your metro already shop Angi-branded directories, your reviews support conversion, and you prefer visibility over buying each match. Confirm geography, category, and term in the advertising agreement.
Who tends to struggle with these models
Low-margin or one-off tiny tickets, slow follow-up, weak qualification, or no CRM attribution. Shared leads and pay-even-if-you-lose terms punish slow ops.
When neither Angi ads nor Angi Leads may be attractive
If independent channels (Google Local Services Ads, Thumbtack, owned search/referral) already produce better booked-job margin, or the Angi/HomeAdvisor offer is opaque on product, sharing, or cancellation, pause spend until the paperwork is clear—or skip the channel.
Alternatives
Other options we review.
ThumbtackIndependent pay-per-lead marketplace—actual alternative to Angi Leads.
Read review →
Google Local Services AdsGoogle Verified local search leads, independent of Angi Inc.
Read review →
BarkSeparate credit-style marketplace across many service categories.
Read review →More comparisons
- Thumbtack vs Angi
- Google Local Services Ads vs Angi
- Google Local Services Ads vs HomeAdvisor
- Thumbtack vs HomeAdvisor
- Bark vs Angi
- Best Angi alternatives (ranked)
- Best HomeAdvisor alternatives (ranked)
- Best lead generation tools (2026 roundup)
- How to choose a lead generation platform
- Paid vs organic leads
- Speed-to-lead for inbound inquiries
- Call tracking software hub
- How we review software (methodology)
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