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Stan Consulting · Problem · Construction Marketing

I am paying $25 a pop for Angi leads and the only calls are tire kickers.

Real talk on Angi leads. What you are actually buying, what the math looks like, what the audit decides. The diagnostic is $999 and you keep the report either way.

Get the Diagnostic · $999

The complaint

The version of this you would write at 11pm on a Tuesday.

You are a roofer. You signed up for Angi because the rep said you would get exclusive leads in your zip code. Three weeks in, you have spent $1,650 on leads. The math says you got 38 of them.

Six of the phone numbers are bad. Twelve never pick up. Eight texted back and asked if you do gutters. Four wanted a free quote on a job two hours away. Two were actual roof jobs. One ghosted. One signed for $4,200.

You called the Angi rep. She said the leads are working as intended. She offered credits on the bad ones. The credits expire and they only apply to new leads, not your card. You asked her to pause the spend. She said sure, it would take 48 hours. You spent another $260 in those 48 hours.

Now your card got hit twice this week for "shared leads" you do not remember opting into. The credits got applied to leads you already wanted to dispute. The dispute button works half the time.

You posted in r/Contractor. Forty-three guys said the same thing. Some said switch to LSAs. Some said go direct mail. Some said the only people making money on Angi are the people running Angi. You closed the laptop. The phone is quiet. It is Tuesday at 11.

What you already tried

Things you already did. Why none of them moved the number.

  1. Called the rep and asked to pause the campaign. She paused it after 48 hours. You got billed for two more leads in that window. The pause did not refund the spend.
  2. Disputed every bad lead through the platform. Some got credits. The credits expired. The credits never came back as cash. The dispute window narrowed in 2024 and most of your tickets timed out.
  3. Switched to "shared leads only" to lower the cost. Cost dropped. Quality dropped harder. You were now fifth in line behind four other roofers calling the same homeowner.
  4. Tried Google Local Services Ads instead. Different lead-platform problem. Same math. Half the calls were the wrong zip code. Google stopped giving credits for geo and service-type mismatches.
  5. Asked another contractor what they do. He said he stopped paying for leads in 2023. He runs direct mail and Google Business Profile. You are not sure how to start either of those without burning another month.

The diagnostic questions

Six questions to answer alone. The answers tell you what is actually broken.

This section is where the page changes register. The questions are neutral. Answer them honestly on paper before continuing. Most contractors have never written these numbers down in the same place.

  1. What were the leads supposed to cost when you signed up, and what would have made the math work at that price?
  2. What did the leads actually cost per closed job in the last 90 days, including the bad numbers and the no-shows?
  3. Who told you the cost per lead would drop once you had a track record on the platform, and what did they base that on?
  4. When did you first notice the math was not working, and what did you do in the 30 days after that?
  5. What does your close rate look like on platform leads versus referral leads versus your own marketing, and where is the gap widest?
  6. What would have to be true for you to keep paying for these leads at the current rate for another 12 months?

If you cannot answer four of these from memory, that is the first finding. The lead spend has not been measured against closed-job revenue. The platform is being judged by feel, not by math.

What is actually happening

What the audit finds in cases like this.

From here forward the voice shifts. This is the structural read. Five things show up in almost every account that opens this complaint.

  1. The lead is sold to multiple contractors and the platform calls it exclusive. What you are paying for is position in the queue, not exclusivity. Position 1 in the queue closes; positions 3 through 6 are auditioning against position 1. Your win rate is mostly a function of speed-to-call, not your offer. See Lead Quantity Is Not Lead Quality.
  2. The intake script is wrong for paid leads. A referral lead and a platform lead need different opening lines. The platform lead expects four calls. The referral lead already trusts you. Same script for both means you lose the platform lead to whoever calls first with a sharper opener.
  3. The follow-up cadence does not exist past the first call. 78% of customers buy from the first company to respond. The other 22% buy from whoever stayed on top of the follow-up. Most contractors stop after one or two touches. The platform leads need five.
  4. The platform has been judged in dollars, not in opportunity cost. The cost is not the $1,650 in lead fees. The cost is the 60 hours your office spent chasing bad numbers and qualifying for-free quotes that were never going to close. That hour count is the real bill.
  5. The Google Business Profile and the website have been treated as separate from the Angi problem. They are not separate. The contractor who fixes GBP and direct calls stops needing Angi. The contractor who only fixes Angi keeps paying Angi forever.

The three layers to read

What the diagnostic actually scores against.

01

The lead-quality score

Your last 30 to 60 platform leads scored against a 100-point scorecard. Trade match, geo match, intent signal, contact validity, time-of-inquiry, prior-platform history. Output is a number per lead and an aggregate.

Read the Reference →

02

The grading layer

The contractor-specific grading scheme. What an A lead looks like for your trade, what a C lead looks like, what a D lead is. The platform does not grade. You have to. The grading is the cost gate.

Read the Reference →

03

The substitution layer

Where the platform spend should be redirected. Direct GBP, direct website, direct referral, direct neighborhood marketing. The substitution is the exit plan. Most contractors do not have one and pay platform fees by default.

Read the Position →

What most contractors get wrong here

Three readings that look right and are off by a mile.

  1. Misreading 01

    "The leads are bad. I need to find a better lead source."

    The leads are mixed. Your scoring and intake are what turn the mix into closed jobs. Change platforms and the same mix shows up with a new logo. Fix scoring and intake and a mediocre lead source produces closed work.

  2. Misreading 02

    "If I just close more of these leads, the math works."

    If close rate is the problem, the price per lead is not the problem. The math on platform leads is set by your average ticket and your close rate on platform leads specifically, not your overall close rate. The two numbers are usually different by a factor of two or three.

  3. Misreading 03

    "The agency / Angi rep / coach said this is normal seasonality."

    Seasonality moves the volume. It does not move the unit economics. If the unit economics are negative in May, they are also negative in October. Seasonality is a real factor; it is also the most common explanation given for a structural cost problem.

What gets diagnosed

The seven readings inside a 7-day audit.

Last 30 to 60 platform leads scored individually against the lead-quality scorecard. Aggregate score reported.
Cost per closed job from platform leads versus cost per closed job from referral and direct sources, last 90 days.
Speed-to-call data pulled from your phone records. Median, 75th percentile, miss rate, after-hours rate.
Intake script reviewed against platform-lead conversion behavior. Three rewrites delivered if needed.
Follow-up cadence audited. Five-touch sequence built. Triggered by call status, not by feel.
Google Business Profile and direct website assessed against your trade and zip code. Substitution plan named.
Three prioritized moves with the highest expected lift on closed-job rate. Each move has a 60-day timing estimate.

What you get

The value stack at $999.

  1. Written diagnostic report

    Seven days. PDF and editable doc. Names the three moves with the largest expected lift on closed-job rate. You keep it whether you hire us or not.

    $2,400 value
  2. Lead-quality scorecard scored against your last 30 to 60 leads

    Per-lead grade and aggregate score. A one-page sheet you can keep using on every future platform lead.

    $900 value
  3. Intake-script rewrite for paid leads

    Opening lines, qualifying questions, price-anchoring frame, and the disqualify-on-purpose lines that protect your hour count.

    $600 value
  4. Five-touch follow-up cadence template

    Calls, texts, voicemails. Triggered by call status. Plug into your CRM or run it manually. Built to recover the 22% who buy on touch two through five.

    $500 value
  5. Substitution map · platform spend to direct channels

    Where the $1,500 per month in platform fees should be redirected. GBP work, direct website, neighborhood marketing. With timing.

    $1,200 value
  6. 60-day follow-up review call

    One hour, 60 days after the report. Re-score the leads, check the moves that landed, name what to do next. Included.

    $400 value

Total named value: $6,000. Price: $999. The math defends in 15 seconds.

What you are already paying

Price math against the alternatives in your inbox right now.

Current Angi spend

$1,650

Three weeks. One closed job. Twelve unanswered calls. Six bad numbers. Same math next month if nothing changes.

Average agency retainer

$3,500/mo

Ad management, GBP work, reporting deck. Three months in before anyone scores your leads against a real scorecard. Often never.

The diagnostic

$999

One time. Seven days. Written report you own. Three named moves. Keep it whether you hire us or not. The math is in 15 seconds.

Common questions

On record.

Is Angi worth it for contractors in 2026?

It depends on whether the leads match your job type, your geography, and the call-handling speed on your side. Many contractors report 1 in 7 to 1 in 12 Angi leads turn into actual estimates. The diagnostic measures your number against that base rate and finds where the leak is.

Why does Angi keep sending leads outside my service area or trade?

Lead-platform matching engines optimize for fill rate, not job fit. The dispute system on Angi narrowed substantially in recent years. Bad-fit leads still hit your card. The fix is not on the Angi side; it is on the scoring and handling layer on your side.

What does the $999 diagnostic actually deliver?

Seven days. A written report that names the three moves with the largest expected lift on closed-job rate, scored against your last 30 to 60 leads. You keep the report whether you hire us after or not.

Can you take over lead handling after the diagnostic?

Yes. If the diagnostic shows that day-to-day call handling, scoring, and follow-up are the constraint, an ongoing engagement is available. Most contractors start with the $999 diagnostic and decide from there.

Do you only work with contractors in California?

No. Stan Consulting works with construction operators across the United States and a few international markets. The office is in Roseville, California. Engagements run remote.

What if my account is too small for this to be worth it?

If you have spent more than $1,000 total on platform leads in the last 12 months, the diagnostic pays back inside the first two corrected leads. Smaller spends do not justify a full audit; an email back-and-forth is fine for those.

What if I am locked into a contract with the platform?

Most contractor lead-platform agreements are month-to-month with rolling auto-renewal. Some have minimum-spend windows. The diagnostic includes the read on what your specific contract obligates and what it does not.

The engagement format

Stop guessing on the lead math. Get the $999 diagnostic and read the page.

Seven days. Written report. Three named moves. Scored against your last 30 to 60 leads. You keep it whether you hire us after or not. The math defends in 15 seconds and the phone gets quieter on the right leads, not all of them.

Get the Diagnostic · $999 Or write with one specific question first.

The leads are not the problem. The reading of the leads is.

Related reading · Marketing Atlas

If you want the structural reading before the audit.

Position · Doctrine

Lead Quantity Is Not Lead Quality

The structural reason platform-lead math collapses past a certain volume. Why grading is the cost gate, not the supply.

Case File · Composite

Roofer Paid for 47 Leads, Closed 3

One contractor. Sixty days of Angi. The reveal is in the third paragraph and it is not what most people guess.

Reference · Concept

Contractor Lead Grading

The A / B / C / D scheme. What the grades mean. How to score in under two minutes per lead. The cost gate that protects your hour count.

California operators

Construction operators near our Roseville office.

California · Sacramento metro

Folsom

Roofers, GCs, remodelers across Folsom, Granite Bay, and El Dorado County. High lead-platform spend density.

California · Sacramento metro

El Dorado Hills

High-end remodel and custom-build contractors. Average ticket high enough that platform leads underprice the work.

California · Coastal

San Diego

Year-round trade season. Highest contractor density and the lead-platform fees climb in step.