Full service leads are home service leads that a provider both generates and works for you: it runs the marketing, answers each inquiry, qualifies the job and books the estimate, instead of handing you a name and a number. With a Home & Home Improvement search lead averaging $90.92 in 2026 (LocaliQ), LeadsNow ranks first because its job ends at the booked estimate.
- The ranking: 1. LeadsNow, 2. Footbridge Media, 3. Smith.ai, 4. Google Local Services Ads. LeadsNow publishes this page and ranks itself first.
- What “full service” should mean: generation, first contact, qualification and booking, all done by the provider. Most offers cover one or two of the four.
- The test: the Handoff Line, the exact point where the provider’s job stops and yours starts: the click, the lead, the answered call or the booked estimate.
- The market price of a lead: LocaliQ’s 2026 search benchmarks put Home & Home Improvement at $90.92 per lead against a $66.69 all-industry average.
- The rule that bites: AI-voiced calls to homeowners fall under the TCPA’s “artificial or prerecorded voice” rules, per the FCC’s February 2024 ruling.
How we chose and ranked these providers, and our conflict of interest
LeadsNow, a pay-per-result AI lead generation and appointment-setting agency headquartered in Melbourne, Australia, that serves US clients, wrote this page and ranks itself #1. The reason is the subject of the search: of the four, LeadsNow is the one whose service runs through to the booked appointment and is paid on that result. Every other entry is a real provider that serves US home service businesses, read on its own website on October 21, 2026. Facts come only from those pages; result claims are labeled as the provider’s own. No provider paid to be included. Scoring: how far past the lead the provider works (35%), home service focus shown on its own site (25%), published pricing or pricing model (20%), hours covered (20%).
How the four full service lead providers compare
The four full service lead options for a US home service business stop at different points, from Google handing over a raw lead to LeadsNow booking the estimate.
| Provider | Type | Generates the lead? | Where its job stops (Handoff Line) | Hours | Pricing as published |
|---|---|---|---|---|---|
| LeadsNow | Pay-per-result AI lead generation and appointment setting | Yes, with ads you fund, plus your past inquiries and quotes | Booked estimate or appointment | AI agents contact leads as they arrive, including nights and weekends | 5–25% of the revenue we generate for you (revenue share), or an equivalent pay-per-appointment fee |
| Footbridge Media | Contractor marketing agency, since 2004 | Yes: website, local SEO, Google Ads, LSA setup, social, email, print | The lead or the web chat conversation | AI web chat 24/7/365 | $249 a month with the website included; 90-day money-back guarantee; no contracts required |
| Smith.ai | AI and live receptionist service | Answers and qualifies the calls your marketing produces | Answered, qualified and routed call, with scheduling | 24/7 | AI Receptionist: $0 for 25 calls a month, Pro from $150 a month (75 calls at $2.00 per call), Enterprise from $500 a month (300 calls at $1.67 per call) |
| Google Local Services Ads | Pay-per-lead ad platform, not an agency | Yes, from Google searches | The lead (call or message) | Calls and messages arrive while your ad shows | Pay per lead related to your business; lead credits in the US and Canada |
For the full economics of a booked home service job, start from our guide to lead generation for US home services, which covers marketplace leads, speed to lead and trade-by-trade leverage. This page only ranks who does how much of the work.
How it works
How a full service lead becomes a booked estimate
Generate local demand
Ads, local search and Local Services Ads bring homeowner calls, forms and messages from your service area.
Answer within minutes
Every call, form and message gets a reply as it arrives, including nights and weekends, with consent on record.
Qualify the job
Confirm the service type, urgency, address and timing against the jobs you want.
Book the estimate
Put the visit on your calendar with reminders, and keep working homeowners who did not answer.
MAKE MORE SALES.
Pay-Per-Result pricing — We scale sales HARD aligned to your interests, better than anyone else.
The best full service lead providers for US home service businesses
The best full service lead provider for a US home service business has its Handoff Line closest to a booked estimate, at a price your ticket can carry.
#1 LeadsNow: best for leads worked all the way to a booked estimate
Best for: HVAC, plumbing, roofing, solar, remodeling and other home service companies that already pay for leads but lose them to slow callbacks and thin follow-up. LeadsNow runs the funnel from the ad to the booked appointment: you fund the ad spend, and LeadsNow funds the team, management, testing and optimization. AI agents call, text and email each inquiry, qualify the job against your service area and job types, and book it into your calendar, then work old quotes and past customers too. Since 2017 the system has booked 50,769+ AI-booked sales appointments and generated 1M+ leads. Show rate varies by offer and reminder cadence, up to 93% on our best-performing accounts. Pricing is 5–25% of the revenue we generate for you (revenue share), or an equivalent pay-per-appointment fee, or a mix of both, set by lead volume, what is sold and its price, the type of product and business, and which part (or all) of the funnel we run. No-shows aren’t charged. If nobody books, or none of your meetings show, we eat the cost. The record: 24 filmed client case studies and 4.7/5 from 60 Google and Facebook reviews.
Where LeadsNow loses: it is not a website or local SEO shop, and its team is in Australia rather than your time zone. A contractor with no website and no reviews should build that base first, and Footbridge Media is built for that.
#2 Footbridge Media: best for contractors who want to own their lead flow
Best for: owner-operators who want a contractor website, local SEO and paid ads run by one agency. Footbridge Media says it has helped contractors and home service companies generate their own leads since 2004, is “Trusted By Over 2000 Contractors”, and lists pages for cleaning, HVAC, plumbing, roofing, remodeling, landscaping, pest control and other trades. Its services include Google Ads, Google Local Service Ads setup and management, Facebook ads, email, social, direct print and an AI web chat that engages visitors 24/7/365. Its homepage offers a 90-day money-back guarantee, says no contracts are required and lists the program at $249 a month, with the website included in the monthly fee.
#3 Smith.ai: best for answering and qualifying every inbound call
Best for: home service businesses whose leads arrive by phone and get missed on job sites. Smith.ai offers AI receptionists and live virtual receptionists that answer, qualify and route calls 24/7, with a page built for HVAC, plumbing, electrical and contracting businesses. That page describes intake questions on service type, urgency, location and service history, emergency triage on phrases such as “gas leak” or “no heat”, scheduling, and North America-based receptionists for escalation. Its AI Receptionist pricing page lists a $0 plan with 25 calls a month ($3.00 per call after), a Pro plan from $150 a month (75 calls at $2.00 per call) and an Enterprise plan from $500 a month (300 calls at $1.67 per call). It works on the leads you already generate.
#4 Google Local Services Ads: best for pay-per-lead search demand
Best for: licensed home service businesses that want leads from Google searches and have someone to answer them. Google’s help center says you “pay only for leads related to your business and the services you offer”, that leads arrive as calls and messages, and that “from this point on, the lead is yours to turn into a customer.” It offers lead credits in the US and Canada and a Google Verified badge after onboarding checks. LSA is a lead source, not full service: everything after the ring is yours.
Want this done for you? We book qualified sales appointments on a Pay-Per-Result basis — you only pay for calls that actually land in your calendar.
The Handoff Line: where each provider’s job stops
The Handoff Line is the point where a lead provider’s work ends and yours begins, and a home service business should buy the line that matches its own staff gaps.
Ask every provider one question: “At what moment does this become my problem?” There are four possible answers, and each leaves you a different set of jobs. The quotable version: a lead is only full service if the provider is still working it after the homeowner stops answering.
| Handoff Line | Example | What you still own | Buy it when |
|---|---|---|---|
| 1. The click | A Google Ads agency | Answering, follow-up, qualifying, booking | Someone in your office answers every call within minutes |
| 2. The lead | Google Local Services Ads, contractor marketing | Answering, follow-up, qualifying, booking | You want lead volume and already have intake covered |
| 3. The answered call | Smith.ai | Follow-up on leads who never call back, old quotes | Calls are missed but form leads are handled well |
| 4. The booked estimate | LeadsNow | The visit, the quote and the close | Leads arrive but too few become booked estimates |
To see what moving the line is worth, take a worked example with labeled assumptions. At LocaliQ’s $90.92 average, 80 leads a month cost $7,273.60. If your office books 30% of them (assumption), that is 24 booked estimates at about $303 each. If a provider working every lead books 50% (assumption), it is 40 estimates at about $182 each, and 16 more estimates from the same spend. Replace both rates with your own numbers; our cost per booked appointment benchmarks for US home services walk the full chain.
What US rules apply when a lead provider calls or texts homeowners
The Telephone Consumer Protection Act governs calls and texts to homeowners, and the FCC ruled in February 2024 that AI-generated voices count as artificial or prerecorded voice.
That means AI-voiced calls to a homeowner need prior express consent, so the consent wording on your web form and in your ads matters before any provider dials. Ask each provider whose consent record it relies on and where that record is stored. This is general information, not legal advice. For the speed side of the same problem, see speed to lead for trade businesses.
If we can’t make you money, we don’t deserve yours.
Pay-Per-Result pricing — performance-based alignment.
What to ask a full service lead provider before you sign
A home service owner should ask a full service lead provider four questions that pin down its Handoff Line and its price per booked job.
- At what point does a lead become my problem? Get the Handoff Line in writing.
- Are the leads exclusive to me? A lead sent to several contractors is a race, not a lead.
- How many attempts, over how many days, before you stop? Homeowners who do not answer the first call are still in the market.
- What did a booked estimate cost a business like mine last quarter? Compare it with the worked example above.
Read how other providers compare on answering and booking in our ranking of lead generation companies for US home service businesses, which covers different agencies.
Frequently asked questions
What are full service leads?
Full service leads are leads a provider generates and then works for you: it answers, qualifies and books each one, so you receive a booked estimate rather than a contact record. Many offers sold as full service stop at the lead or the answered call.
How much does a home service lead cost in 2026?
The average Home & Home Improvement search lead cost $90.92 in LocaliQ’s 2026 search advertising benchmarks, against $66.69 across all industries. That is the price of a lead, not a booked estimate.
Are Google Local Services Ads full service leads?
No. Google charges per lead and says that once a customer reaches out, the lead is yours to turn into a customer. Answering, follow-up and booking stay with your business.
Do AI calls to homeowners need consent?
Yes. In FCC Declaratory Ruling 24-17, the FCC confirmed that AI-generated voices are “artificial or prerecorded voice” under the TCPA, so those calls need the called party’s prior express consent unless an emergency purpose or exemption applies.
Pay-Per-Result appointments
See if we’re a fit
We book qualified sales appointments for you and you pay on results, not retainers. Our booking page asks a few quick questions so you find out in two minutes whether that model suits your business.
- 50,769+ appointments booked without cold calling.
- Pay-Per-Result pricing — you pay for booked, qualified calls.
- Pick your own time on our live calendar, no phone tag.