Angi vs Thumbtack vs Facebook ads for painters

Angi and Thumbtack sell you a lead that other painters also get, usually for $20 to $80 or more each. Facebook ads cost a similar amount per lead (a median of about $41 in home improvement) but the homeowner asked about your company only. The catch with Facebook is that you have to call fast and qualify hard, because the leads are colder.

Side by side

Angi: painting leads run about $35 to $80 each, plus an annual fee contractors report at around $300. Leads are commonly shared with up to five pros.
Thumbtack: interior painting leads run roughly $20 to $45, no annual fee, and each lead goes to four or five painters. Tracked medians in 2026 were higher: $75 for interior and $136 for exterior.
Facebook and Instagram ads: the median cost per lead for home improvement advertisers is $41.26 (WordStream/LocaliQ 2025). The lead is exclusive to you.

Which one wins?

On sticker price they look similar. The difference is what happens after the lead arrives. With a shared lead, you win only if you are first and cheapest. With an exclusive lead, you win if you call quickly and show up.

Angi and Thumbtack make sense when you are new, have no ad budget to test, and can answer the phone instantly. Facebook ads make sense once you want a steady flow you control and someone can call every lead within minutes.

The number to compare

Compare channels on cost per booked estimate, not cost per lead. If a $40 shared lead books one estimate in five, that estimate cost $200. If a $41 exclusive lead books one in three, it cost about $123.

Where Paint'd fits

Paint'd runs the Facebook and Instagram route for you, with the callback problem solved: our team calls every lead within 30 seconds, 7 days a week, and books the estimate on your calendar. Our own campaigns average $8 to $12 per lead, exclusive to you.

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Sources

Updated 2026-10-28