Angi scales efficient lead growth reaching homeowners in ChatGPT
Angi is scaling ChatGPT Ads from an early category test into an efficient growth channel for reaching homeowners as they research, plan, and decide whether to hire a pro.
Start now
38%+
improvement in ROAS quarter over quarter (Q3 vs Q2)
34%
lower cost per lead since launching conversion-optimized campaigns
Meeting homeowners as project intent takes shape
Angi is a leading digital home services marketplace that connects homeowners with local skilled professionals for repairs, maintenance, remodels, additions, new builds, and other projects across the home. Its advertising strategy is built around being present when homeowners are considering or ready to hire a pro, with the broader goal of growing qualified, high-intent demand efficiently.
Angi saw ChatGPT Ads as another way to meet homeowners wherever they’re looking for help and connect them with skilled local pros who can get the job done. Whether homeowners are figuring out how to fix something or looking for help with a specific project, Angi can be there to help them take the next step.
ChatGPT Ads also fit Angi's broader AI-first strategy, which focuses on making it easier for homeowners to move from a question or project need to getting the job done through AI-powered experiences.
Scaling from category test to campaign breadth
Angi’s pilot began with a simple campaign setup across roughly 20 home service categories, including roofing, handyman, and HVAC.
As the Ads Manager platform matured, Angi’s strategy evolved with it. Daily budgets and CPC bidding gave the team more control over efficiency, while conversion-optimized campaigns allowed Angi to optimize toward lead growth, resulting in a meaningful step change in performance. That signal gave the team confidence to expand into nearly 30 additional home service categories, building a broader, more scalable strategy for reaching homeowners across a wide range of project needs.
“Being an early adopter has allowed us to learn quickly and build alongside the platform as it evolves. We’ve been intentional about testing new capabilities as they become available, understanding what drives performance and applying those learnings as we scale.”
AngiAdAppliance Projects? Hire a Pro
Skip the hassle. Get quotes from affordable pros in minutes.
Turning high-intent moments into efficient lead growth
As the Ads Manager platform evolved to include more budget and bidding controls, Angi saw ChatGPT Ads become more useful as both a discovery surface and a performance marketing channel. The team is already seeing that value translate into measurable business impact: return on ad spend improved by more than 38% quarter over quarter from Q2 to Q3, and cost per lead has fallen 34% since Angi launched conversion-optimized campaigns.
For Angi, those results are meaningful not just because of the efficiency gains, but because of the quality of the moment. ChatGPT Ads can reach homeowners while they are actively researching, problem-solving, or deciding whether they need professional help, giving Angi another source of efficient lead growth that it can continue scaling.
“ChatGPT Ads have given us a way to reach homeowners at the exact moment they're considering a home project - not passively scrolling, but actively seeking answers. Whether they're ready to hire or exploring a DIY route, that in-conversation intent has proven to be a strong complement to traditional paid search, and early performance has been strong. We're excited to grow with the platform as it matures.”
Scaling with a new frontier in homeowner project discovery
Angi sees ChatGPT Ads as a new way to meet homeowners wherever they’re looking for help and connect them with skilled pros to get their projects done. The team is invested in building on its work with OpenAI, both as a source of efficient lead growth and as a natural extension of Angi’s AI-first transformation.
Early adoption has been an important part of that approach: as new Ads Manager features have launched, Angi has moved quickly to test them, from daily budgets to CPC bidding to conversion-optimized campaigns. That willingness to adopt new capabilities early has helped the team improve return on ad spend, lower its cost per lead, and build a scalable new way to reach homeowners as project intent takes shape.