Comparing Google Ads and Angi: Which is the Better Advertising Platform?

Comparing Google Ads and Angi Which is the Better Advertising Platform

Are you struggling to decide between Google Ads and Angi as your go-to advertising platform? Given the proliferation of online platforms, making the right choice can be a significant game-changer for your business.

This article will objectively compare these two giants in the digital marketing arena, providing data-driven insights to guide your decision-making process. Ready for a deep dive into this fascinating comparison? Let’s get started!

Key Takeaways

  • Google Ads offers a wide array of ad formats and targeting options, allowing advertisers to reach a diverse audience across multiple platforms.
  • Angi focuses specifically on connecting homeowners with contractors and service providers in the home services industry, providing a more targeted audience for advertisers in that sector.
  • Both platforms offer robust analytics capabilities to measure campaign effectiveness, but Google Ads provides more comprehensive insights into demographics and keyword performance.
  • The cost structure differs between the two platforms, with Google Ads allowing advertisers to set their own budget and Angi operating on a pay-per-click model.
  • Businesses should consider factors such as audience demographics, user intent, industry specialization, and marketing budget when choosing between Google Ads and Angi as advertising platforms.

Overview of Google Ads

Google Ads is a powerful online advertising platform that offers a variety of ad formats, targeting options, and analytics capabilities.

Types of Google Ads

Google Ads offers a wide array of advertising solutions to businesses, each designed to meet specific marketing objectives and accommodate various industries’ unique needs. These include:

  1. Search Ads: These ads appear above organic search results. Advertisers pay per click, making it an attractive option for businesses aiming at immediate visibility.
  2. Display Network Ads: Engaging image or video-based advertisements that are displayed across Google’s vast network of partner sites.
  3. Shopping Ads: Particularly beneficial for e-commerce businesses, these ads showcase a product’s image, price, and merchant name directly within Google’s shopping tab.
  4. Video Ads: These ads are typically displayed before or during YouTube content, offering high visual engagement potential.
  5. App Promotion Ads: Designed for mobile app developers seeking to increase their app downloads.

Targeting options

  • Google Ads offers a wide range of targeting options to help advertisers reach their desired audience effectively.
  • Advertisers can target based on keywords, allowing them to show their ads to users searching for specific products or services.
  • Demographic targeting is available, allowing advertisers to select specific age groups, genders, and household incomes for their ads.
  • Location targeting allows advertisers to show their ads only in specific geographic areas or even target users within a certain radius of a location.
  • Interest-based targeting is available through Google’s affinity and in-market audiences, which allow advertisers to reach users who have shown interest in specific topics or are actively researching related products or services.
  • Remarketing allows advertisers to target users who have previously interacted with their website or shown interest in their products or services.
  • Similar audience targeting allows advertisers to reach users who have similar characteristics and behaviors as their existing customers.
  • Placement targeting allows advertisers to choose specific websites or apps where they want their ads to appear based on relevant content or audience demographics.

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Analytics capabilities

Google Ads and Angi both offer robust analytics capabilities to help advertisers measure the effectiveness of their advertising campaigns. Here are the key features and benefits provided by each platform:

  1. Google Ads:
  • Real-time data: Google Ads provides advertisers with real-time data on impressions, clicks, click-through rate (CTR), average position, and conversion tracking.
  • Conversion tracking: With Google Ads’ conversion tracking feature, advertisers can track specific actions taken by users, such as form submissions or purchases, and attribute them to their ads.
  • Detailed demographic insights: Google Ads offers detailed demographic insights about the audience reached by ads, including age, gender, location, and device used.
  • Keyword performance analysis: Advertisers can analyze the performance of different keywords in their campaigns, allowing for optimization and refinement.
  • A/B testing: Google Ads allows advertisers to run A/B tests to compare different ad variations and determine which performs better.
  1. Angi:
  • Lead tracking: Angi provides lead tracking tools that allow advertisers to monitor the number of leads generated through their advertisements.
  • Performance metrics: Advertisers can access performance metrics, such as cost per lead (CPL) and return on ad spend (ROAS), to evaluate the success of their campaigns.
  • Review monitoring: Angi allows businesses to monitor customer reviews and ratings associated with their advertising campaigns, providing valuable feedback for improvement.
  • Mobile app analytics: Through Angi’s mobile app analytics feature, advertisers can track user interactions with their ads on mobile devices specifically.
  • Call tracking: Angi offers call tracking capabilities, enabling businesses to measure the number of phone calls generated from their ads.


One key aspect to consider when comparing Google Ads and Angi as advertising platforms is cost. With Google Ads, advertisers have the ability to set their own budget based on their specific needs and goals.

They can choose between different bidding options, such as cost-per-click or cost-per-thousand impressions, allowing for flexible spending. Additionally, Google Ads offers various tools and features that help optimize campaign performance and maximize ROI.

On the other hand, Angi operates on a pay-per-lead model. Advertisers only pay when they receive a lead through the platform. This can be advantageous for businesses looking to generate leads without incurring upfront costs.

However, it’s important to note that the cost per lead on Angi can vary depending on factors such as location and industry.

Overview of Angi Advertising

Angi Advertising offers a platform for home service businesses to connect with customers in need of their services. With unique features and benefits, Angi provides an effective marketing solution for contractors and construction companies.

Discover how Angi can help you grow your business.

How Angi works

Angi, formerly known as Angie’s List, is an established online review site that also offers advertising opportunities for businesses in the home services industry. It operates on a pay-per-click model similar to Google Ads, where advertisers can bid for placement above organic search listings.

When users search for specific home services such as contractors or construction companies, Angi displays relevant ads alongside its directory listings. This allows businesses to increase their visibility and generate leads from potential customers actively seeking their services.

With Angi, advertisers can leverage the platform’s extensive user base and reputation to attract new clients and grow their business in the competitive home services market.


Angi offers a cost-effective pricing model for advertisers looking to promote their services. Similar to Google Ads, Angi operates on a pay-per-click basis, where businesses bid on keywords to improve their visibility.

Advertisers are charged when users click on their ads and are directed to their websites or landing pages. This pricing structure allows advertisers to have control over their budget and only pay for the actual clicks received, making it a flexible option that can be tailored to individual marketing strategies.

Noteworthy features and benefits

Angi Advertising offers several noteworthy features and benefits for advertisers in the home services industry:

  • Extensive reach: Angi has a large user base, providing advertisers with access to a wide audience of potential customers.
  • Targeted advertising: Advertisers can specify their target audience based on location, service category, and other relevant criteria to ensure their ads are seen by the right people.
  • Verified reviews: Angi’s platform includes customer reviews, giving advertisers the opportunity to showcase their positive feedback and build trust among potential customers.
  • Lead generation: Angi is known for its lead generation capabilities, connecting advertisers with homeowners looking for specific home services.
  • Competition analysis: Advertisers can gain insights into their competitors’ performance on Angi, helping them refine their own marketing strategies.
  • Mobile optimization: The Angi platform is mobile-friendly, allowing advertisers to reach users who are searching for home services on their smartphones or tablets.
  • Performance tracking: Angi provides analytics tools that allow advertisers to measure the effectiveness of their campaigns and make data-driven decisions.

Common complaints

  • Lack of transparency in pricing
  • Difficulty in getting leads or low – quality leads
  • Inconsistency in customer service and support
  • Limited targeting options for specific industries or demographics
  • Competitiveness and high cost per click compared to other advertising platforms
  • Limited customization options for ad design or format
  • Potential for fraudulent or fake reviews on Angi listings
  • Lack of control over where ads appear on Angi platform
  • Difficulty in canceling or pausing advertising campaigns on Angi

Comparing Google Ads and Angi

Google Ads and Angi are both popular advertising platforms, but they differ in terms of their audience, user intent, demographics, and industry focus.


Google Ads and Angi have different audiences that advertisers can target. With Google Ads, advertisers can reach a vast and diverse audience as it is the most widely used search engine globally.

This means that businesses using Google Ads can potentially reach millions of users who are actively searching for products or services related to their industry. On the other hand, Angi focuses specifically on connecting homeowners with contractors and service providers in the home services industry.

This means that advertisers on Angi have a more targeted audience of homeowners who are actively looking for professionals to hire for various home improvement projects. Whether you’re looking to reach a broader audience or specifically target homeowners in need of home services, understanding the audience of each platform is crucial in making an informed advertising decision.

User intent

User intent is a crucial factor to consider when comparing Google Ads and Angi as advertising platforms. While both platforms allow businesses to reach potential customers online, the user intent differs significantly.

With Google Ads, users are actively searching for specific products or services, indicating a higher level of purchasing intent. On the other hand, Angi primarily caters to users who are looking for home services such as contractors or construction companies.

They might be in the research phase or seeking quotes and reviews before making a decision. Understanding this distinction is essential for advertisers to align their marketing strategies with the user’s mindset and effectively target their desired audience.


Demographics play a crucial role in determining the effectiveness of an advertising platform. When it comes to Google Ads and Angi, there are notable differences in terms of the demographics they cater to.

Google Ads has a much wider reach, targeting users across various industries and interests. It allows advertisers to target specific age groups, genders, locations, and even income levels.

On the other hand, Angi focuses specifically on home services and contractors. This means that its user base consists mainly of homeowners or individuals seeking professional services related to home improvement or repairs.


The industry in which Google Ads and Angi operate is the online advertising market, specifically focused on lead generation and marketing for various businesses. Both platforms cater to different sectors, but they compete for a similar audience looking to reach potential customers through online advertising.

While Google Ads covers a broader range of industries and targets a wider audience, Angi focuses primarily on home services such as contractors and construction companies. This distinction is crucial when considering which platform would be most effective for specific businesses within their respective industries.

Evaluating the target market, user intent, demographics, and industry focus will help determine which advertising platform – Google Ads or Angi – better serves the needs of businesses seeking cost-effective online marketing solutions.

Which Advertising Platform is Better?

Determining the superior advertising platform between Google Ads and Angi depends on various factors, including audience targeting, user intent, demographics, and industry.

Factors to consider

To determine which advertising platform, Google Ads or Angi, is better for your business, consider the following factors:

  1. Target Audience: Identify whether your target audience is more likely to search for services on Google or use a platform like Angi to find reliable contractors and home service professionals.
  2. User Intent: Consider the user intent when comparing the two platforms. Google Ads primarily capture users at the moment they are actively searching for a product or service, while Angi focuses on connecting homeowners with service providers.
  3. Demographics: Analyze the demographics of your target audience. If your business caters to a specific age group or gender, look into whether either platform has better reach within that demographic.
  4. Industry: Evaluate which platform aligns better with your industry. If you are in the home services industry, Angi may provide more targeted leads compared to Google Ads.
  5. Cost: Compare the cost per lead and cost per click on both platforms. Consider your budget and determine which platform offers a more cost-effective advertising solution based on your goals.
  6. Analytics Capabilities: Assess the analytics capabilities of each platform to track performance and optimize campaigns effectively.
  7. Noteworthy Features and Benefits: Highlight any unique features or benefits that each platform offers that can directly impact your advertising success.
  8. Common Complaints: Research common complaints from advertisers using each platform to understand potential limitations or issues you might face.

Pros and cons

When comparing Google Ads and Angi as advertising platforms, it’s crucial to consider both their benefits and drawbacks. Both platforms have their own unique strengths and weaknesses that can significantly impact the success of your advertising efforts.

Google Ads Angi
  • Offers a variety of ad types to reach potential customers.
  • Provides advanced targeting options for precise audience reach.
  • Extensive analytics capabilities for monitoring ad performance.
  • Google searches reach 90% of the internet, making it a massive platform for advertisers.
  • Angi’s pricing model is similar to Google, where advertisers pay to rise above organic search listings.
  • Popular lead generation platform for home service businesses.
  • Established reputation as a trustworthy review site.
  • Local presence and marketing efficacy have been analyzed and reported positively.
  • Google Ads can be costly, particularly for highly competitive keywords.
  • Requires a steep learning curve to fully understand and optimize.
  • Can be labor-intensive to manage and optimize campaigns.
  • Complaints have been reported about the quality of leads generated.
  • May not be the best choice for businesses outside of the home service sector.
  • Some advertisers complain they are not achieving the desired results.

Making an informed decision between Google Ads and Angi ultimately depends on your business’s specific needs and resources. Understanding these pros and cons will help you select the right platform to effectively reach your target audience and drive conversions.

Success stories

  • Local boutique clothing store uses Google Ads to increase online sales by 50% within the first month of running their campaign.
  • A home remodeling company in Los Angeles sees a 300% increase in leads after advertising on Angi for three months.
  • A landscaping business in Seattle experiences a 40% boost in customer inquiries and appointments through Google Ads targeting local homeowners.
  • A plumbing company in Chicago doubles its service bookings within two weeks of launching an Angi advertising campaign.
  • An e – commerce store specializing in handmade jewelry achieves a 10x return on ad spend through targeted Google Ads campaigns.
  • A roofing contractor in New York City grows their client base by 25% after implementing Angi advertising to reach homeowners looking for roof repairs or replacements.
  • A pet grooming salon in Denver witnesses a significant rise in new clients by utilizing Google Ads to target local pet owners searching for grooming services.
  • A painting contractor in San Francisco increases their revenue by 60% through targeted Angi ads, attracting homeowners seeking professional painting services.
  • An HVAC company serving the Houston area gains a competitive edge by using Google Ads to showcase their expertise and offerings, resulting in a 30% increase in website traffic and leads.
  • An electrician based in Miami expands their customer base by 35% by leveraging Angi’s advertising platform, connecting with individuals searching for electrical services.


In conclusion, when it comes to comparing Google Ads and Angi as advertising platforms, the better option ultimately depends on the specific needs and goals of your business. Google Ads offers a wide range of targeting options, robust analytics capabilities, and a larger audience reach.

On the other hand, Angi’s focus on home services and contractor advertising can provide more targeted leads in that industry. Consider factors such as audience demographics, user intent, industry specialization, and your marketing budget to make an informed decision on which platform will yield the best results for your business.


1. What are the main differences between Google Ads and Angi as advertising platforms?

Google Ads is a platform that allows businesses to display ads on various websites, search engine results pages, and apps through Google’s vast network. On the other hand, Angi is a service marketplace specifically designed for home services where users can find and hire local professionals for tasks such as plumbing, remodeling, or landscaping.

2. Which platform offers better targeting options for advertisers?

When it comes to targeting options, Google Ads provides more extensive choices due to its wide reach across multiple digital channels. Advertisers can target specific keywords, demographics, locations, interests, and even remarket to previous website visitors. Meanwhile, Angi focuses more on connecting homeowners with local service providers based on their specific needs.

3. Which platform is more cost-effective for advertising campaigns?

The cost-effectiveness of advertising campaigns depends on various factors such as industry competitiveness and campaign objectives. Generally speaking though, Google Ads often requires higher budgets due to increased competition in popular industries and keyword auctions. In contrast, Angi may offer better value for businesses in the home services sector as it caters directly to customers seeking those services.

4. How do I determine which platform would work best for my business?

To determine which platform would be better suited for your business’s advertising needs, take into account your target audience demographics and behaviors along with your marketing goals. If you’re looking to reach a broader online audience beyond just home services seekers or have products/services that cater to a wider market segment, Google Ads may be more suitable. However if you operate primarily within the home services industry or want direct access to homeowners seeking those types of services locally via an established marketplace like Angi could be highly beneficial.

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