One moving marketplace charges you 15% of every move you book through it. Book your 10th move and the cut rises to 18%. By your 100th, it's 27%. The better the platform works for you, the more it takes. That's not hidden anywhere. It's in their FAQ for movers, where almost nobody looks.
So we looked. We went through the pricing and help pages of the lead providers movers actually use and wrote down three things for each one: how you pay, who else gets the same customer, and what happens when a lead is bad. We don't sell leads, so we have nothing to steer you toward. Every claim below links to the provider's own page or a source you can check.
The Three Ways Lead Providers Charge You
Every name on every "best moving lead providers" list falls into one of three pricing models. Knowing which one you're dealing with tells you more than any star rating.
Pay Per Lead
You pay for a customer's contact details or a call, whether you book the job or not. Angi, Thumbtack, Google Local Services Ads and the moving lead sites work this way. The risk is yours: a lead that goes nowhere still costs money.
Pay Per Click
You pay when someone clicks your ad, before they've even contacted you. Yelp Ads and regular Google Ads work this way. You're buying a visit, and turning it into a lead is up to your profile or website.
Commission Per Booked Job
You pay nothing until a move is booked, then the platform takes a percentage. HireAHelper and Unpakt work this way. No wasted money on dead leads, but a slice of every job, forever.
None of these is good or bad on its own. What matters is what you end up paying for each move you actually book, and that's where the fine print decides everything.
All Providers Compared In One Table
This is what each provider's own pages say. Where a provider doesn't publish something, we say so instead of guessing.
| Provider | How you pay | Who else gets the customer | Bad leads |
|---|---|---|---|
| Angi (formerly HomeAdvisor) | Per lead, charged as soon as it's sent | Up to 4 pros on standard leads. On some lead types, as many as the homeowner picks | Credit possible "in some cases" |
| Thumbtack | Per lead, no subscription. Pros report $10 to over $100 | Customers often contact several pros at once | No refund if the lead doesn't turn into a job |
| Google Local Services Ads | Per valid lead: calls, messages, voicemails, bookings | Not stated. Customers can contact other advertisers | Invalid leads not charged, with automatic credits reviewed over 30 days |
| Yelp Ads | Per click, no minimum budget | Your ad runs next to other movers | You pay for clicks, not leads |
| HireAHelper | 29% of each booked order. 15% on jobs from your own Direct Book link | Customers compare movers on the main site | No dead leads, you pay on bookings |
| Unpakt | Commission per completed move: 15% rising to 27% | Customers compare movers' prices | No dead leads, you pay on completed moves |
| Moving lead sites (Moving.com, 123Movers, MovingLeads.com and others) | Mostly per lead | Usually shared with several movers. Ask for the exact number | Varies. Get it in writing |
| Your own website and ads | Ad spend you control | Nobody. The customer contacted you | You see every lead's source yourself |
Sources: Angi pro help, how Angi leads work, Housecall Pro on Thumbtack, Google Local Services Ads help, LocaliQ on Yelp Ads, HireAHelper for providers, Unpakt mover FAQ. Checked October 2026. Terms change, so confirm before you sign.
Provider By Provider
Angi (Formerly HomeAdvisor)
The biggest name in home services, so the volume is real. Angi's own help pages say you're charged for each lead as soon as it's sent, and that the price depends on project size, location and type. On its standard lead type, the same customer goes to up to four pros. On the types where the homeowner picks pros directly, it goes to as many as they choose.
The credit policy is the part to read twice. The help page says you can request a credit "in some cases," without listing which cases. That gap is where most of the frustration you'll read in mover forums comes from.
Watch for: your monthly spend target is an estimate, not a hard cap, according to Angi's own FAQ. Check your charges every week, not when the bill arrives.
Thumbtack
No subscription and more control over which jobs you see. You pay per lead, either when Thumbtack matches you automatically or when you contact a customer yourself. Some lead types only charge you if the customer replies. Thumbtack doesn't publish prices, but pros report anywhere from $10 to over $100 a lead depending on trade and market, according to Housecall Pro's breakdown.
Two lines from that breakdown matter most for a mover. Customers often reach out to several pros at once. And if a lead doesn't turn into a job, you don't get your money back. Speed is everything on Thumbtack, because you're racing the other movers who got the same request.
Google Local Services Ads
Technically not a lead seller, but it belongs on this list because it's the pay per lead option with the fairest rules we found. You show up at the very top of Google with a verification badge and pay per valid lead: an answered call, a message, a voicemail, a booking request, or a missed call where the customer stayed on the line more than 20 seconds.
Google's help page says leads judged invalid or low quality aren't charged, charged leads are reviewed over 30 days with credits issued automatically when they don't hold up, and follow up calls from the same customer within 15 days aren't charged again. Google doesn't promise the customer contacts only you. The difference is that they found your business, not a list of four.
We set these up for movers alongside regular search ads. More on that on our Google Ads for moving companies page.
Yelp Ads
Yelp Ads charge per click, with no minimum budget, and you can start and stop them whenever you want, according to LocaliQ's guide. That flexibility is the upside. The catch is that a click isn't a lead. You're paying for someone to look at your profile, and your reviews and photos have to do the rest.
HireAHelper
HireAHelper doesn't sell leads. It books jobs and takes a commission: 29% of each order booked through the platform, dropped to 15% when the customer comes through your own Direct Book link. No contract, no monthly fee. You never pay for a dead lead, which is a real advantage. But on a $1,000 move, that's $290 that leaves before you've paid your crew.
Unpakt
The one from the top of this article. Unpakt lets customers compare movers' prices and book online, then charges a commission per completed move. According to its mover FAQ:
| Moves completed through Unpakt | Commission |
|---|---|
| 1st to 9th | 15% |
| 10th to 49th | 18% |
| 50th to 99th | 23% |
| 100th and up | 27% |
Most pricing gets cheaper as you buy more. This gets more expensive. If Unpakt becomes a big source of jobs for you, plan for the cut to keep climbing.
Moving Lead Sites
Moving.com, 123Movers, MovingLeads.com, Movers.com and a long list of smaller sites sell moving specific leads, mostly per lead. The upside is that every lead is at least a real moving inquiry, not a general home services request. The common downside, which even directories that list them point out, is that most leads are shared with several movers. Few of these sites publish how many, so ask before you buy. A lead shared five ways is worth a fifth of what it looks like.
The Number That Matters: Cost Per Booked Job
Cost per lead is the number providers advertise. Cost per booked job is the number that pays your crew. The formula is simple:
= cost per booked job
A $25 lead you book one time in ten costs you $250 per job. A $50 lead you book one time in three costs you $150. The "expensive" lead is the cheaper one. Here's how the three pricing models compare on the same $1,000 move, using round example numbers:
| Example | What you pay | Cost per booked job | Share of a $1,000 move |
|---|---|---|---|
| Shared lead, booked 1 in 10 | $25 per lead | $250 | 25% |
| Commission platform | 29% per booked order | $290 | 29% |
| Commission at the top tier | 27% per completed move | $270 | 27% |
| Your own lead, booked 1 in 3 | $32 per lead | About $96 | About 10% |
The booking rates are examples, not promises. Your own numbers decide this, which is why we built the calculator below. The $32 isn't made up, though. It's what one of our partners, Focus Movers in Baltimore, paid per lead from their own Google Ads and website in August 2026. In September it was just over $50. Both are exclusive leads, because the customer called them and nobody else.
Calculator: What A Booked Job Really Costs You
Put in your real numbers from the last month. If you don't track your booking rate yet, count the leads you got and the jobs you booked from them. That's the most useful thing you'll do this week.
At these numbers, buying leads costs you less per job than the commission.
Five Questions To Ask Before You Pay Anyone
How many other movers get this same customer?
Ask for a number, not "a few." If they won't say, assume it's more than you'd like.
When exactly am I charged?
When the lead is sent, when I open it, when I contact them, or when they reply? Each one changes how much a dead lead costs you.
What qualifies for a credit, and by when?
Wrong number, outside my area, not a move, fake details. Get the list and the deadline in writing.
How long is the contract, and how do I cancel?
Start with the shortest term available. A provider confident in its leads doesn't need to lock you in.
What does the price do as I grow?
Per lead prices rise with competition in your market. Some commissions rise with your own volume, as Unpakt's table shows.
Why "in writing" matters: in 2022 the Federal Trade Commission filed a complaint against HomeAdvisor, alleging false claims about the quality and source of the leads it sold to small businesses and how often they turned into jobs. In 2023 the FTC finalized an order requiring up to $7.2 million in refunds. What a sales rep tells you on the phone isn't what you can hold them to later.
When To Buy Leads And When To Build Your Own
Buying leads isn't a mistake. It's rent. And rent makes sense in a few situations:
- You're new and need jobs while your website, reviews and rankings are still being built.
- You have a slow month to fill, and you can answer every lead within minutes.
- You're testing a new area before investing in it properly.
What every provider on this list has in common is that the customer belongs to them first. Stop paying and the leads stop. Your own website, your own Google Ads and your own rankings work the other way: the customer finds you, contacts only you, and the money you spend leaves something behind that keeps working next year.
Plenty of movers do both for a while. Rented leads fill the calendar now, and an owned lead flow takes over as it grows. If you want to see what that looks like, we lay it out on our moving company lead generation page. For every source of moving leads, paid and free, read how to get moving leads. And whichever provider you use, how fast you answer decides more than the provider does. Our speed to lead guide shows why.
FAQ
What is the best moving lead provider?
There is no single best one. It depends on what you pay per booked job, not per lead. Google Local Services Ads has the clearest rules for bad leads, commission platforms like HireAHelper and Unpakt never charge for dead leads but take a share of every job, and shared lead sites are cheaper per lead but you compete with other movers for each customer.
How much do moving leads cost?
It varies by provider and market. Thumbtack does not publish prices, but pros report anywhere from $10 to over $100 per lead. Commission platforms take a percentage instead: HireAHelper charges 29% per booked order, and Unpakt charges 15% rising to 27% as you complete more moves. One of our partners paid $32 per lead from their own Google Ads and website in August 2026.
Are shared moving leads worth it?
They can be if you answer within minutes and track how many you actually book. A shared lead goes to several movers, so you compete on speed and price. Divide the cost per lead by your booking rate to see what each booked job really costs you.
How many movers get the same lead on Angi?
On Angi's standard lead type, its help center says the same customer is sent to up to four pros. On lead types where the homeowner chooses pros directly, it goes to as many as they pick.
Can I get refunds for bad moving leads?
It depends on the provider. Google Local Services Ads does not charge for leads it judges invalid and reviews charged leads over 30 days for automatic credits. Angi says credits are possible in some cases. Thumbtack does not refund leads that do not turn into jobs. Always get the credit rules in writing before you pay.
What is better than buying moving leads?
Leads you own: customers who find you through your own website, Google Ads and search rankings, and contact only you. They take longer to build, but you are not sharing the customer and the investment keeps working after you stop paying for it.
Goran is co-founder of Move Accelerator, a marketing agency that works only with moving and junk removal companies. Before marketing, he spent 10 years in customer service, which is why every partnership starts with how the owner actually runs their business. He writes about what's working for movers right now, including the parts most agencies keep quiet.
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