Google Local Services Ads charge per lead, not per click, and the rules on what counts as a lead changed in the last year. What contractors pay for, what the Google Verified badge means now, and how a lead compares to a Bay Area search ad click.
We pulled a year of Google search data for San Jose, San Francisco, Oakland and Fremont to see what homeowners type when they need a plumber, what each click costs, and what a plumber should build first.
The speed to lead statistics online are mostly copies of copies. We checked what the 2007 and 2011 studies actually measured, then set out what a fast reply looks like for a contractor who cannot answer the phone.
HomeAdvisor and Angi are one company. What its 22,678 reviews measure, what the FTC found about its leads, and what changed for contractors in 2025.
A homeowner cannot picture a profile from a twelve inch offcut. We built a visualizer that changes the trim rather than the paint, and this is what it took and who should not build one.
Angi sells one homeowner request to several contractors at once. Divide your Angi invoice by the jobs you actually booked, compare it with your own SEO, and see where Angi still earns its fee.
