We make ACE, so read this with that in mind. We've tried to be fair to Thumbtack, including when it's the better pick. Details on Thumbtack are as of October 2026 and can change, so check with Thumbtack directly.
The short answer
- Pick ACE for bigger jobs, like roof replacements and new HVAC systems, when you want homeowners who respond to you instead of comparing several pros.
- Pick Thumbtack for small jobs, quick volume and a budget you can turn up or down each week.
- Many pros use both: Thumbtack for small jobs, ACE for the big ones.
Side by side
| ACE | Thumbtack | |
|---|---|---|
| Who else gets the homeowner | No one. They respond to your offer | Customers often contact several pros |
| What you pay for | Verified actions, like watching your video or booking | Leads when you're matched or reach out; price set by service and location, shown in your pro account |
| If the job doesn't close | You paid for a real action | Lead fees aren't refunded |
| Budget | Set per campaign | Weekly or monthly cap |
| Who you reach | Homeowners in your area likely to need your service | People who post a request on Thumbtack |
| Best job size | Bigger jobs | Smaller jobs |
| Time to start | 2–3 weeks to launch | Days |
Difference 1: competing vs. being chosen
On Thumbtack, customers often reach out to several pros for the same job, so you're competing on speed and price from the first message.
With ACE, each homeowner gets a personal offer from your company and a short video about you. When they respond, they're responding to you.
Difference 2: paying for leads vs. paying for actions
On Thumbtack, you're charged when you're matched with a customer or when you reach out to a request, and the fee isn't refunded if the job doesn't close.
With ACE, homeowners can unlock a real gift card, like a coffee or lunch on you, for watching a short video about your company. The video can't be skipped, the sound has to be on, and the reward unlocks after 75% is watched. A second reward can unlock when they book, for example $20 for watching and $30 for booking. You pay for verified actions like those.
What Thumbtack really costs
Thumbtack doesn't publish one price list. Here's how pricing works as of 2026:
- Price per lead is set by your service and location, and you'll see it in your pro account before you turn a service on.
- When you're charged: when a lead is matched to you automatically, or when you reach out to a request. Some leads, called Opportunities, are only charged if the customer replies.
- Budget: you set a weekly or monthly cap. When you hit it, matched leads stop until you raise it.
- Refunds: lead fees generally aren't refunded if the job doesn't close. Check the current credit rules in your account.
What a booked job costs (made-up numbers to show the math)
If a lead costs $40 and 1 in 6 turns into a booked job, that's $40 ÷ 0.167 = about $240 per booked job. For a small repair, that can work. For a big job, you're also competing with other pros the customer contacted.
With ACE, you pay for verified actions, like a homeowner watching your video or booking, and the homeowner is responding to your offer. On a free call, we'll walk through what that looks like in your market.
Difference 3: waiting for requests vs. reaching homeowners
Thumbtack only works when a customer posts a request. ACE reaches homeowners in your area who show signs they need your service, before they go looking. That helps most in the slow season, when requests dry up.
Difference 4: what you keep
With ACE, you keep the list of homeowners who engaged with your video, so you can follow up for months. ACE can also bring back old estimates that went quiet and help you reach the neighbors around a job.
Questions to ask before you turn on Thumbtack
- What's the lead price for each service I offer in my area?
- Which leads are charged automatically, and which only if the customer replies?
- What weekly budget makes sense for my size?
- What's the current process for getting credit on a bad lead?
- How many other pros are likely to get the same request?
When Thumbtack is the better pick
- You do a lot of small jobs. Thumbtack is built for quick, everyday projects.
- You want a flexible weekly budget. You can raise or lower your cap anytime.
- You need work this week. Thumbtack can start in days. ACE campaigns take 2–3 weeks to launch.
Using both
Plenty of pros keep Thumbtack for small jobs and add ACE for bigger ones. For more comparisons, see ACE vs. Angi, ACE vs. Google Ads, or our list of the best roofing lead generation companies.
What we've seen
About 9% of homeowners activate in ACE roofing campaigns, and engagement across ACE campaigns has ranged from about 5% to 28%. These are past results, not a promise for your market.
When ACE isn't the right fit
- You mostly do small, quick jobs. Thumbtack may be a better fit.
- You need work tomorrow. Campaigns take 2–3 weeks to launch.
- You won't call homeowners back. ACE shows you who engaged; you still have to call.
Learn more about ACE in your industry.
Frequently asked questions
Is Thumbtack worth it for roofers?
It can be for repairs and smaller jobs. Customers often contact several pros, and lead fees aren't refunded if the job doesn't close.
How does Thumbtack charge pros?
You're charged when you're matched with a customer or when you reach out to a request. You can set a weekly or monthly budget cap.
Are Thumbtack leads shared?
Customers often contact several pros for the same job, so you're usually competing with others.
What's the best alternative to Thumbtack for bigger jobs?
We think ACE, because homeowners respond to your offer and you only pay for verified actions.
Can I use ACE and Thumbtack together?
Yes. Many pros use Thumbtack for small jobs and ACE for bigger ones.
How fast can I start?
Thumbtack can start in days. ACE campaigns take 2–3 weeks to launch.
How much does Thumbtack charge per lead?
There's no single price. The lead price depends on your service and location, and you'll see it in your pro account.
Does Thumbtack refund leads?
Lead fees generally aren't refunded if the job doesn't close. Check the current credit rules in your account.
What are Thumbtack Opportunities?
Leads you're only charged for if the customer replies to your message.
Can I set a budget on Thumbtack?
Yes. You can set a weekly or monthly cap, and matched leads stop when you hit it.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
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