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Alternatives to Angi and HomeAdvisor for roofers

Besides Angi and HomeAdvisor, roofers get homeowner leads from five kinds of channel: other shared marketplaces and directories, exclusive pay-per-lead and pay-per-call sellers, Google Local Services Ads, your own ads and search presence, and referrals, manufacturer programs and canvassing. They differ in three ways that matter more than the name on the invoice: how you pay, how many other roofers get the same homeowner, and how much of the work falls on you. This page sorts the options by type of channel, not by company, so you can see which model fits your team.

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Updated

This is general information, not a recommendation of any company. Terms change often, so check each company's current terms before you sign up.

How Angi and HomeAdvisor work for a pro

Angi Inc. runs both Angi and HomeAdvisor. Its annual report for 2025 describes how it earns money from pros:

  • Lead fees. Pros pay fees for consumer matches, whether or not the pro ends up doing the job. Angi says lead revenue varies with the service requested, the product experience offered and the location of the job.
  • Several ways to buy. In 2025, pros could buy full-priced leads within a monthly budget, discounted leads in a subscription package, double opt-in leads one at a time, and pre-priced offerings.
  • A subscription. Angi sells pros a subscription that includes a place in its marketplace, a directory listing and access to referrals, for which additional fees are generally paid.
  • Advertising. Angi reports revenue from pros under contract for advertising. Its FAQ says pros with an average rating of 3 stars or higher, who meet other criteria, can pay to advertise. The owner or a relevant manager must pass a criminal background check, and the business must attest that it holds its required licenses.

How many pros get one request? HomeAdvisor's consumer terms say it will try to match a homeowner with up to four service professionals. Angi's report says a single service request can result in multiple leads. Some requests also come through what Angi calls network channels: third-party websites where homeowners are shown Angi pros.

In April 2023 the Federal Trade Commission approved a final order against HomeAdvisor. The FTC had charged that, since at least mid-2014, the company made false, misleading or unsupported claims about the quality and source of the leads it sold to service providers. The order bars false or misleading claims about its leads, including that the homeowners are ready to hire or that they sent a request to HomeAdvisor directly. It required payment of up to $7.2 million. The lesson applies to every channel on this page: ask where a lead comes from and what the homeowner actually did.

Other shared marketplaces and directories

These sites collect homeowner requests and pass them to more than one pro, or let the homeowner choose among several. Each charges in its own way. Here is what each says on its own pages.

  • Thumbtack. Its page for pros says you control your pricing and budget for leads, and that this sets how many leads you get. It says customers choose pros directly.
  • Networx. Its contractor page says it matches each homeowner with a maximum of four professionals in the area. It describes its charge as a flat fee per month, with no long-term contract.
  • Bark. Pros buy credits and spend them to contact the customers they choose. Bark says the credits needed per customer depend on the service, the value of the job and supply and demand in the area, and that no subscription is required. Its terms say a customer can send a general request to up to five professionals.
  • Yelp. Yelp Ads charge per click. Yelp says the price of each click is set by an auction and moves with supply and demand, including how many similar businesses are competing for the same clicks.

What they share: you pay less per contact than an exclusive lead, and you compete for the same homeowner. The first roofer to reach the homeowner often sets the inspection. For how that changes your cost per signed job, see exclusive vs. shared leads.

Exclusive pay-per-lead sellers and pay-per-call

An exclusive lead seller sends each homeowner request to one company only. You pay a fixed or agreed price per lead, usually higher than a shared lead, because the seller cannot split the homeowner across several buyers.

Pay-per-call works the same way, but the lead is a live phone call. You pay when a call reaches you. Some sellers charge only for calls that last past a set length. Some sellers offer both models. eLocal's FAQ is a clear example of how one seller describes them:

  • its shared form leads go to at most four businesses in a service area;
  • its exclusive leads go to you only;
  • its phone calls always go to one business;
  • you make a deposit when you set up, and you are charged only when it sends you a call or a lead.

Before you buy from any seller, ask the same three things: how many companies get each lead, where the leads come from, and what the homeowner answered before giving a phone number. A seller that buys leads from other companies and resells them may not know the answer to the last two.

Google Local Services Ads

Local Services Ads appear at the top of some Google searches, such as a search for a roofer nearby. Google's help pages describe how they work:

  • You pay per lead, not per click. Google charges for each valid lead: a message, an answered call, a missed call you return, or a booking request.
  • Price varies. Google says lead prices depend on location, job type, lead type and bidding mode. For message leads, the price can also depend on whether the homeowner has contacted other Local Services advertisers.
  • Screening first. Before your ads run, you pass Google's screening and verification. For home services this can include business and owner checks for some advertisers, proof of insurance, and business and owner licenses. Businesses that pass show Google's screening badge on their profile, which Google now calls Google Verified.
  • A change under way. Google says Local Services Ads are moving into Performance Max campaigns, starting in August 2026 for some home service advertisers. It says you still pay only for valid leads.

Who else gets the homeowner? The homeowner sees several advertisers and chooses whom to contact. They can contact more than one. The leads are yours, but the search results are shared.

Your own Google Ads, Meta ads, SEO and Google Business Profile

Running your own marketing means the leads belong to you alone. It also means you do the work, or pay someone to.

  • Google search ads. You pay per click, set your own budget and keywords, and send the clicks to your own page or phone line. Your cost per lead is what your clicks cost divided by how many turn into calls or forms.
  • Meta (Facebook and Instagram) ads. You pay for the ads, and a lead form inside the ad or on your site collects the homeowner's details. Published figures put the cost per lead below search ads.
  • SEO. Pages on your own site that answer what homeowners search for. There is no fee per lead, but it takes months of steady work before it brings in calls.
  • Google Business Profile. Google says you can manage how your business shows up on Maps and Search at no charge. Reviews, photos, service areas and accurate hours all help homeowners find and trust you.

For the published cost per lead of search ads, Meta ads and Local Services Ads, see how much roofing leads cost. We do not repeat those figures here.

Referrals, manufacturer programs and canvassing

  • Referrals. Past customers, real estate agents, insurance adjusters and other trades. There is no fee per lead, and the homeowner comes in already trusting you. The volume depends on how many jobs you have already done and how well you ask.
  • Manufacturer contractor programs. Shingle makers run programs for contractors who meet their standards. Owens Corning, for example, says entry into its Preferred Contractor Network is by invitation only. It screens contractors against its own criteria, re-evaluates them over time, and requires them to carry insurance. Ask each maker what it requires, what it costs and whether it sends homeowners your way.
  • Canvassing. Knocking doors, often after a storm. You pay for your team's time, not per lead. Check your local rules on door-to-door sales first. The FTC's Cooling-Off Rule gives buyers three days to cancel certain sales made at their home, for purchases of $25 or more.

The channels side by side

Channel How you pay Who else gets the homeowner How much work on your side
Angi and HomeAdvisor Lead fees that vary by service and location; subscription and advertising options Up to four pros per request, per HomeAdvisor's consumer terms Fast calling; manage budget and settings
Other shared marketplaces Per lead, per contact with credits, per click or a monthly fee, by company Several pros: up to four at Networx, up to five on a general Bark request Fast calling; manage bids or budgets
Exclusive pay-per-lead A set price per lead No other buyer from that seller Call and sell; the seller runs the ads
Pay-per-call A price per qualifying call Usually one business per call Answer the phone live
Google Local Services Ads Per valid lead The homeowner sees and can contact several advertisers Pass screening; answer calls and messages; manage bids
Your own Google and Meta ads Per click or per impression No one; the lead is yours Build and run campaigns and pages, or pay an agency
SEO and Google Business Profile Your time or an agency's fee; the profile itself is free No one; the lead is yours Steady work over months
Referrals Nothing per lead; sometimes a thank-you or referral fee Usually no one Ask every happy customer; keep in touch
Manufacturer programs Meet the maker's standards; costs vary by program Other listed contractors nearby Meet and keep the requirements
Canvassing Your team's time No one at the door High; daily labor

Questions to ask before you switch

Whatever you move to, get these answers in writing:

  1. How many other companies get each homeowner? An exact number, not "a few."
  2. Where do the leads come from? The company's own ads and forms, or leads bought from other companies and passed on?
  3. What did the homeowner answer? Ownership, replacement or repair, timeline. Ask to see the form.
  4. How did the homeowner agree to be contacted, and does that agreement cover your company?
  5. How is the price set, and how can it change? A fixed price, a bid, an auction, or a monthly fee?
  6. What gets credited back, and how do you report it? Wrong numbers, out-of-area requests, duplicates.
  7. What does it take to stop? Ask about contract length and any fee for leaving.

Then track each channel by cost per signed job, not cost per lead. Exclusive vs. shared leads has a worked example and a longer list of questions for any lead seller.

Where HomeAnvil fits

HomeAnvil is an exclusive pay-per-lead seller. Here is how it works:

  • Each new lead goes to one contractor only during your exclusivity window; after it, a lead may be offered again, under the terms the homeowner saw.
  • Leads come from our own ads and our own quote form. We don't buy leads from other companies and pass them on.
  • Before giving contact details, the homeowner answers questions about the project, the home, whether they own it and their timeline. You get every answer with the lead.
  • Price depends on the trade and your market. We quote your per-lead price on the call, in writing.
  • There is no contract term and no cancellation fee. You can pause or stop any time.

See how our roofing leads work, or read more for contractors.

Our terms, in brief

Exclusive leads
Each new lead goes to one contractor only during your exclusivity window; after it, a lead may be offered again, under the terms the homeowner saw.
No contract term
A prepaid balance your card tops up when it runs low. No cancellation fee. Pause or stop any time.
Credits for bad leads
Report a wrong number or out-of-area lead within 14 days, unless your agreement says otherwise. Accepted returns are credited back.
Your ZIPs, your cap
Choose the ZIP codes you serve and how many leads you want each week.

Our full pricing and terms

Frequently asked questions

Is there a free alternative to Angi for roofers?

A Google Business Profile has no charge, and referrals cost nothing per lead. Both take time to build. SEO has no fee per lead either, but it takes months of work or an agency's fee.

Do Google Local Services Ads send the same homeowner to other roofers?

Each lead is a homeowner who contacted you. But the homeowner sees several roofers in the results and chooses whom to contact, and they can contact more than one. Google says the price of a message lead can depend on whether the homeowner has contacted other advertisers.

What is the difference between pay-per-lead and pay-per-call?

With pay-per-lead you pay for a homeowner's details from a form, and you make the first call. With pay-per-call you pay for a live call that reaches you, so someone has to answer every time the phone rings.

Are exclusive leads worth the higher price?

Only if they bring your cost per signed job down. An exclusive lead costs more, but you are not racing other buyers to the phone. Track your close rate on each source for a few months before you decide.

Can I use more than one channel at once?

Yes. Track each one separately, with its own phone number or form, so you know which one signs jobs at a cost you can live with.

Where this information comes from

Each fact about a named company comes from that company's own page, its SEC filing, or a government source. All were read on September 28, 2026.

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