What is your true cost per customer?
Your Angi invoice says $50 / lead. Your true CAC — after funnel shrinkage — is often 30-60× that number. Enter your numbers, see the math, share the result.
The headline cost-per-lead number is marketing, not accounting.
Angi sells leads at $20-80. Thumbtack at $7-60 per contact. Bark at $10-50per credit. Those are the quoted prices on each platform's pro-facing pricing page.
The realcost — the number that hits your P&L — is total monthly spend ÷ customers actually closed. When you account for 40% contact rate, 30% qualified rate, and 20% close rate, a $50/lead platform spends roughly $2,083 per signed customer. That's the number this tool surfaces.
The FTC's 2023 Angi settlement documented industry close rates of 2-4% on shared leads. At 3%, the same $50/lead platform costs roughly $5,556 per customer. If your avg project is $20K, that's 28% of project value gone before you start.
Platform reference · April 2026
| Platform | Fee model | Avg / lead | Resold to |
|---|---|---|---|
| Angi | Per lead | $20–$80 | 5 pros |
| Thumbtack | Per contact | $7–$60 | 8 pros |
| HomeAdvisor | Per lead | $25–$100 | 5 pros |
| Bark | Per lead | $10–$50 | 6 pros |
| Houzz Pro | Subscription | $99–$399 | 1 pros |
Fee ranges sourced from each platform's public pricing page. Resold-to counts from FTC 2023 settlement appendices and each platform's own pro-help docs.
Frequently asked questions
What does 'true CAC' mean?+
True CAC = monthly platform spend ÷ customers actually closed. Not per-lead, not per-contact — per signed customer. The FTC-cited 2-4% close rate on shared leads means a $50/lead platform often runs $1,500-3,000 per signed customer.
Where do the default contact / qualified / close rates come from?+
40% / 30% / 20% are consensus averages from contractor marketing audits. The 20% close rate is generous — the FTC 2023 Angi settlement cited 2-4%. Override with your own tracked numbers for the most accurate result.
What is 'wasted spend on 4+ resold leads'?+
When a lead is broadcast to 4+ contractors, industry audits show ~75% of the per-lead spend is unrecoverable for the average bidder. Only the winner recovers cost. We apply 0.75× monthly spend for platforms with median resold-to count ≥4.
How does the AskBaily comparison work?+
AskBaily takes 8-15% on closed-job revenue only (tiered). No lead fees. We annualize your computed revenue, apply tiers, and de-annualize. Whether AskBaily is cheaper depends on your close rate and project size — the math runs both ways.
Does the shareable URL contain my personal info?+
No. The ?p= param is a compact list of numeric inputs — platform, spend, leads, rates, project value. No name, email, phone, or contractor ID. Recomputed deterministically from the URL on the result page.