Yelp vs Thumbtack leads: cost, close rate, and which actually converts
Thumbtack looks cheaper per lead. Yelp leads close at a higher rate. But the platform you pick matters less than how fast you reply on either one.
Here’s a breakdown with real numbers so you can stop guessing and start comparing cost per booked job instead of cost per lead.
Spending on leads you never reply to fast enough? Try Auto-Respond free and get instant replies on both Yelp and Thumbtack.
How much do Yelp and Thumbtack leads cost?
Thumbtack leads run $10 to $50 depending on job size. Small jobs like cleaning cost $8 to $15. Bigger jobs like roofing or HVAC push $30 to $65.
Yelp leads cost $15 to $60 for most service categories. Competitive trades like plumbing and HVAC can hit $75 or more.
On raw lead cost, Thumbtack wins. But raw lead cost is misleading. What matters is what you pay per booked job.
| Metric | Yelp | Thumbtack |
|---|---|---|
| Cost per lead | $15 - $75 | $10 - $65 |
| Average close rate | 15% - 25% | 8% - 15% |
| Cost per booked job (typical) | ~$200 | ~$250 |
| Lead type | Customer picks you | Algorithm matches you |
| Competition per lead | Lower (they chose your profile) | Higher (3-5 pros per lead) |
A $40 Yelp lead at 20% close rate costs $200 per booked job. A $25 Thumbtack lead at 10% close rate costs $250. The cheaper lead is more expensive per customer.
Why do Yelp leads close at a higher rate?
Yelp customers browse profiles, read reviews, and pick the business they want to contact. By the time they message you, they already did their own filtering. That pre-selection means warmer intent.
Thumbtack works the opposite way. A customer describes a job and the platform matches them with 3 to 5 pros. You’re competing from the first message. The customer didn’t choose you. They’re comparing everyone at once.
This is why Yelp leads convert at 15% to 25% while Thumbtack leads sit at 8% to 15%. Yelp leads start warmer. Thumbtack leads need you to earn the job.
Does response time matter more than the platform?
Yes. Response time is the single biggest factor on both platforms, and it outweighs everything else.
A Harvard Business Review study found that replying within 5 minutes makes you 100x more likely to connect with a lead compared to a 30-minute delay. Thumbtack’s own data shows pros who respond in under 5 minutes get hired 3x more often than those who wait an hour.
On Yelp, fast replies directly improve your response quality score, which affects your visibility in search results. Slow replies tank your ranking and your conversion rate at the same time.
On Thumbtack, the first pro to send a helpful reply usually wins the conversation. Period.
If you reply in 2 hours on Yelp, you’ll lose to a competitor who replied in 2 minutes on Thumbtack. The platform doesn’t matter if you’re slow.
Should you use Yelp, Thumbtack, or both?
Most service businesses should run both. The question is where to put more budget.
Lean into Yelp if:
- You have 50+ reviews with a 4.5-star average or higher
- Your average job value justifies $40 to $75 per lead
- Your trade depends on trust (plumbing, electrical, HVAC)
Lean into Thumbtack if:
- You’re newer and still building your review profile
- You do smaller, repeatable jobs (cleaning, handyman, lawn care)
- You can respond within minutes, not hours
Running both platforms creates a real workload problem: double the leads, double the replies, double the follow-ups. Something always slips when you’re doing it by hand on a job site.
How to stop losing leads on both platforms
The pattern that kills ROI on both Yelp and Thumbtack: you pay for a lead, reply 30 minutes to 2 hours later, send something generic, and never follow up. You paid for that lead and handed it to whoever replied first.
Businesses that convert on both platforms do three things:
- Reply in under 2 minutes. Not after the current job. Immediately.
- Personalize the first message. Reference the job the customer described.
- Follow up when there’s no response. 80% of deals need multiple touchpoints. One message and done means you’re leaving most of your money on the table.
Doing all three manually while you’re on a ladder or driving to a job is close to impossible. That’s the whole reason automated lead response exists. Auto-Respond connects to both platforms, reads each lead, and sends a reply that sounds like you wrote it. On Yelp, it keeps your response quality score high. On Thumbtack, it gets you into the conversation before competitors show up.
Try Auto-Respond free and see what happens to your close rate when every lead gets a reply in seconds.