Home Advisor just seems too high to me. I think I figured a new maintenance Customer through them would end up being about $30 while with my current methods I spend about $5-7. I'm still considering them for irrigation Customers as I spend probably $40-50 for an installation Customer and probably around $15 for repairs on Customers we have no prior contact with. I think they would be good for niche targeting and I could stop other marketing for those Customers.
I think I get about 5 calls a week from someone trying to sell me targeted marketing, most of them seem extremely expensive and borderline scams. For the kind of money most of them want, you could hire a local marketing company for a few months or own the top AdWords spots.