Lead Smart

What Lead Smart does

Lead Smart Inc. is a pay-per-call marketing platform serving home service contractors across the United States. Founded in 2008 and headquartered in Mundelein, Illinois, the company routes exclusive, AI-plus-human-verified phone leads from homeowners to plumbers, electricians, HVAC technicians, roofers, painters, pest control operators, landscapers, handymen, and other trades. The core product charges contractors only for qualified phone calls (90+ second minimum) from homeowners confirmed to need the service, be within the service area, be the decision-maker, and intend to hire within 30 days, with per-call pricing ranging from $25 to $120 depending on vertical (HVAC $100, Roofing $120, Plumbing $100, etc.) plus a $100/month base fee.

The technology stack centers on an AI + human call verification workflow, integrated with GoHighLevel CRM for lead management, automated SMS/email follow-up, appointment scheduling, and automated Google review requests, and Ringba for call tracking and affiliate dashboards. Three commercial tiers are offered: Pay Per Call (usage-based core product), Business Builder ($100/month subscription bundling a custom SEO-optimized website, GoHighLevel CRM, and review automation), and Directory Listing ($10/month entry-level directory visibility). Distribution is 100% digital via a self-serve $1 instant signup on leadsmartinc.com and an affiliate network of 200+ partners covering 200+ service categories in all 50 states. Lead Smart is privately held, bootstrapped with no disclosed institutional funding, and operates with a 1-10 person team.

Name

Lead Smart

Legal name

Lead Smart Inc.

Website

https://leadsmartinc.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Lead Smart is a pay-per-call marketing platform that delivers exclusive, AI-and-human-verified phone leads to SMB home service contractors across 50+ verticals in all 50 US states, billed per qualified call and supplemented by subscription tiers.

Ownership category

akta.pro rank

Product category

Lead Generation Services

NAICS

Telephone Call Centers (56142), Telemarketing Bureaus and Other Contact Centers (561422)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYBPAFAAAK

Lead Generation & Demand Generation (B2B/B2C)

Business & Public Services/Marketing, Advertising & PR Services/Full-Service Advertising Agencies

SECONDARYBPAFAKAA

B2B Demand Generation & Lead Nurture Agencies

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

SECONDARYBPAFAKAE

Lead Generation & List Building Services (Prospecting, Data Sourcing)

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

Keywords

• Pay Per Call Marketing
• Lead Generation Services
• Home Services Marketing
• Local SEO Services
• Automated Review Management

Headquarters

HQ city

Mundelein

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure

Revenue model

1. Pay Per Call (Usage-Based): Contractors pay only for qualified customer calls (90+ seconds). Pricing varies by service type from $25-$120 per call. No monthly minimums or long-term contracts. Includes $100/month base fee plus per-call charges.
2. Business Builder Subscription: Complete business growth system with custom website, automated reviews, and GoHighLevel CRM for $100/month after $1 setup fee. Monthly subscription with no long-term contracts.
3. Directory Listing Subscription: Basic business directory listing for $10/month. No setup fee. Cancel anytime. Provides online visibility and searchability in contractor directory.
4. Affiliate Commissions: Affiliates earn competitive commissions for driving qualified pay per call leads to contractors. Transparent commission structure with on-time guaranteed payouts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Lead Smart operates a Pay Per Call marketing platform that delivers exclusive, verified phone leads from homeowners directly to home service contractors. The company charges contractors only for qualified calls (90+ seconds, decision-maker, in service area, ready to hire within 30 days), with pricing ranging from $25 to $120 per call depending on service type. The company also offers a Business Builder subscription that bundles a custom SEO-optimized website, GoHighLevel CRM, and automated Google review recruitment, plus a basic Directory Listing tier and an affiliate program that distributes leads across 200+ service categories.

Product overview

Lead Smart is a pay-per-call marketing platform for home service contractors offering three service tiers: (1) Pay Per Call as the core performance marketing product delivering exclusive, verified phone leads at per-call rates ranging from $30-$120 depending on service type; (2) Business Builder as the complete growth system combining custom SEO-optimized websites, automated Google review generation, and GoHighLevel CRM for lead management; and (3) Directory Listing as an entry-level $10/month basic visibility option. The platform also includes an Affiliate Program enabling partners to earn commissions by distributing leads across 200+ home service categories in all 50 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Pay Per Call

Quantifiable outcome

• Customer acquisition cost reduced 75% for plumbers (from $210-280 to $55-70 per customer)
• +5 more outcomes

Named customers10 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• GoHighLevelcoreTechnology or IntegrationGoHighLevel CRM integration is a core component of Lead Smart's service. Provides automated follow-up sequences, SMS & email campaigns, appointment scheduling, lead tracking dashboard, and automated review recruitment for all customers.
• Google Business ProfilecoreTechnology or IntegrationGoogle Business Profile optimization integrated into services. Automated review requests directed to GBP. Custom websites built with local SEO optimization for map pack rankings and GBP integration.
• RingbacoreTechnology or IntegrationRingba call tracking and management platform used for affiliate dashboard access. Enables real-time call tracking, conversion metrics, and detailed reporting on pay per call leads.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Angi (formerly Angie's List / HomeAdvisor): Angi is the dominant US home services marketplace, formed from the merger of Angie's List and HomeAdvisor. Both Lead Smart and Angi monetize by connecting homeowners with contractors via paid lead generation, though Angi uses a shared-lead, bidding-based model rather than Lead Smart's exclusive pay-per-call approach.
• Yelp: Yelp's home services categories (plumbers, electricians, HVAC, etc.) generate leads for SMB contractors via advertising and sponsored placements. While broader in scope (restaurants, retail, services), Yelp competes for the same contractor marketing dollars and household-level demand as Lead Smart.

Direct peers

• Thumbtack: Thumbtack operates a marketplace connecting customers with local professionals across home services and adjacent categories. Like Lead Smart, it targets SMB contractors and competes on lead quality, pricing transparency, and exclusive matching—though Thumbtack uses a quote-request model rather than phone calls.
• CraftJack: CraftJack is a pay-per-lead home services lead generation company serving contractors in roofing, HVAC, plumbing, and other trades. It directly overlaps with Lead Smart's contractor customer base and pay-per-call/lead pricing model, making it one of the closest direct competitors.
• Modernize: Modernize is a home improvement lead generation platform connecting homeowners with contractors across categories like roofing, HVAC, windows, and solar. Its pay-per-lead model and SMB contractor focus directly mirror Lead Smart's positioning in the same home services verticals.
• ServiceMagic: ServiceMagic (the original HomeAdvisor brand pre-merger) is a home services lead generation service connecting consumers with pre-screened local contractors. It shares the same SMB contractor customer base and per-lead monetization model as Lead Smart.
• Networx: Networx is a home services lead generation company offering contractor matching across remodeling, roofing, HVAC, and other categories. It targets the same SMB contractor customer base as Lead Smart with comparable per-lead pricing.
• Porch.com: Porch.com connects homeowners with home improvement professionals across categories like remodeling, HVAC, roofing, and electrical. It targets the same SMB contractor base as Lead Smart and competes in paid lead generation for home services.

Emerging players

• Bark.com: Bark.com is a global services marketplace where customers post job requests and professionals respond, covering home services among many other categories. It overlaps with Lead Smart in the contractor acquisition and lead qualification domain but with a different (request-based) delivery model.

Others

• Ringba: Ringba is a call tracking and analytics platform used by Lead Smart for affiliate call routing and quality verification. While an infrastructure/ecosystem partner rather than a competitor, Ringba could potentially expand into pay-per-call services for contractors, putting it in an adjacent competitive position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lead Smart