THE SHORT ANSWER
Expect to pay EUR 45 to EUR 115 for an exclusive lead in Eindhoven, roughly 8 percent above the Dutch national average. Behind that price sits a metro of about 350,000 households, an estimated 12,000 to 21,000 of which commission qualifying home-improvement work each year. Start with the local business profile and purchased exclusive leads; open a paid search account only once you can calculate what a click is worth from your own close rate.
National averages are useless to a business that works within a forty-minute drive. This page treats Eindhoven as its own market: what a lead costs here, how much demand the metro can realistically supply in a year, and which channels are worth the effort at this scale.
Read the rest against one local condition: a technology employment base with high owner-occupier rates and unusually strong appetite for energy retrofit. It decides which trades travel well here and which do not.
The numbers, at a glance
Metro premium: the local auction runs roughly 8 percent above the Dutch national average, which is where the lead price below comes from
Exclusive lead price: EUR 45 to EUR 115, depending which of the trades below you work in
Households you can sell to: about 350,000, inside a metro population of roughly 800,000 people
Live projects per year: modelled at 12,000 to 21,000 across all home-improvement trades combined
Worked example: one air conditioning customer costs about EUR 450 to acquire at these prices
What an exclusive lead costs in Eindhoven
Lead prices in Eindhoven run EUR 45 to EUR 115 across the three trades modelled below, and that band is roughly 8 percent above the Dutch national average. The premium exists because installer density inside a metro is higher than across the country as a whole, and every one of those installers bids on the same short list of high-intent keywords.
Air conditioning: EUR 70 to EUR 115 per exclusive lead. 4 to 6 leads normally convert into one customer, and the buyer is a homeowner or small office that wants cooling before summer. Peak demand runs the first heatwave.
Windows and doors: EUR 70 to EUR 105 per exclusive lead. 4 to 6 leads normally convert into one customer, and the buyer is a homeowner replacing single or early double glazing. Peak demand runs late winter and spring.
Flooring: EUR 45 to EUR 80 per exclusive lead. 5 to 8 leads normally convert into one customer, and the buyer is a homeowner replacing carpet or worn laminate. Peak demand runs autumn.
The distance between the cheapest and the dearest trade on that list tracks job value rather than difficulty. A lead worth a five-figure contract will always cost more than one worth a four-figure contract, because the person bidding against you can afford it and knows it.
How much campaign this metro can carry
There is a ceiling, and it is set by the audience rather than by your budget. With a modelled 12,000 to 21,000 projects a year, Eindhoven produces roughly 1,000 to 1,800 enquiries a month across every home-improvement trade combined.
Spread across ten trades that is something like 100 to 180 a month in any single specialism, before you subtract the share going to firms that have been here for twenty years. That is the number to plan against, and it is why doubling spend in a small metro raises frequency rather than reach.
Watch frequency rather than impressions. When cost per lead starts climbing without any change in the auction, you have run out of people, not out of money, and the answer is new creative or a wider area rather than a higher bid.
There is a large international audience that nobody advertises to
The regional technology employers recruit heavily from abroad, and a substantial number of owner-occupiers in and around Eindhoven do not read Dutch comfortably. Almost no local contractor runs an English funnel. The segment decides quickly, is relocation-driven so has real deadlines, and is far less price-sensitive than the domestic market because it has no reference prices. An English landing page and someone who can survey in English is one of the cheapest competitive advantages available in this metro.
How much demand Eindhoven can actually supply
Eindhoven holds roughly 800,000 people, which is about 350,000 households once you divide by average household size. That is the ceiling, not the market.
A working assumption is that 3.5 to 6 percent of households commission some qualifying home-improvement project in a given year, putting the annual enquiry pool at 12,000 to 21,000. Split that across ten trades and however many established competitors already work the area, and the realistic share available to a new entrant becomes concrete rather than theoretical.
Two corrections are worth applying. Service radius rarely matches the administrative boundary, so add the commuter ring if you are willing to drive it. And factor in the language picture, which in the Netherlands means one language, which concentrates all search volume into a single auction.
Contract norms: fixed price, staged payment and a retention
Dutch consumers expect a fixed price rather than an hourly estimate, staged payments tied to milestones, and for larger work a retention held until snagging is complete. Industry guarantee schemes are common and customers look for them. Written general terms are standard and are read. Presenting all of this proactively signals professionalism in a market where homeowners compare paperwork almost as carefully as they compare prices.
An engineering audience will audit your quote line by line
The Eindhoven region has an unusually high concentration of technical professionals, and it shows in how enquiries behave. Homeowners arrive with specifications, ask about component brands, want performance figures rather than reassurance, and compare quotes on a spreadsheet. Vague pricing reads as evasion here in a way it does not elsewhere. Publish the model numbers, the expected output and the assumptions behind them, and you will close a technical buyer faster than a competitor selling on trust alone.
What a signed Eindhoven customer actually costs
Contractors compare lead prices between cities and draw the wrong conclusion, because the lead is an input and the customer is the output. Here is the output.
Using air conditioning as the worked example: EUR 90 per exclusive lead, 4 to 6 leads for one signature, so roughly EUR 450 of acquisition cost per customer. Set that against a typical project of EUR 5,500 and you are spending about 8.2 percent of the contract to win it.
Now do the same sum with gross margin instead of contract value, because that is the number that pays your overhead. If the figure above is more than a fifth of your margin on the job, the problem is rarely the supplier. It is the time between the enquiry arriving and somebody picking up the phone.
A first ninety days in Eindhoven
Weeks one and two: fix the local business profile, the service area and the review request process. This is unpaid and it compounds.
Weeks three to six: buy exclusive leads in one trade only and answer every one within five minutes. Speed to first contact moves close rate more than any other single variable.
Week six: calculate your close rate honestly. Multiply it out to a cost per customer and compare it against your average job value of about EUR 5,500 in air conditioning.
Weeks seven to ten: add the second trade only if the first one is converting. Two half-run trades lose to one well-run trade every time.
Week ten onwards: open paid search with a bid ceiling derived from your measured numbers, not from what the platform suggests.
Review the drive-time boundary once a month. If the crew is spending more than ninety minutes a day travelling, the boundary is wrong, not the lead source.
How these figures were built
These figures are a benchmark model, not a survey. They combine an industry base range observed across Western European home-improvement campaigns with a country multiplier for local auction pressure. Treat them as a band to negotiate against, not a quote. City figures are national bands multiplied by a metro premium, here roughly 8 percent above the Dutch national average. Household counts come from metro population divided by an average household size of 2.3, and the annual pool from an assumed 3.5 to 6 percent of those households commissioning work. Treat all three as estimates to be replaced by your own data once you have it.
How Flock Leads prices this
Pricing for Eindhoven works on volume, not on trade: the same per-lead rate whether you take the cheapest work on this page or the dearest. The modelled local band is EUR 45 to EUR 115, which is the number to compare each row against.
Starter - 10 leads for EUR 750, which is EUR 75 per lead
Growth - 25 leads for EUR 1,750, which is EUR 70 per lead
Scale - 45 leads for EUR 2,925, which is EUR 65 per lead
Pro - 70 leads for EUR 4,340, which is EUR 62 per lead
Max - 90 leads for EUR 5,400, which is EUR 60 per lead
No retainer, no contract term, and no lead sent to a second business. Unused volume rolls over under the Flock Lead Promise.
Want leads like this in your pipeline?
Flock runs the campaigns, screens the enquiries and hands you only the ones that match your service area, job size and capacity. You pay per lead, not per month.
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Related answers
Frequently asked questions
How many home-improvement projects happen in Eindhoven each year?
An estimated 12,000 to 21,000, from a base of roughly 350,000 households. That is across every trade combined, so a single specialism is looking at a fraction of it.
Are purchased leads better than running my own ads here?
They are faster, not cheaper. Purchased exclusive leads give you volume this week at a known price. Your own local search presence is cheaper per lead once it matures but takes months to build. Most contractors in Eindhoven should run both and let the numbers decide the ratio.
How much does a signed customer actually cost?
Multiply the lead price by the number of leads it takes to close one. For air conditioning work in Eindhoven that models at about EUR 450 per customer against an average job value of roughly EUR 5,500, or 8.2 percent of revenue.
What should I fix first if my lead flow is poor here?
Response time, then reviews, then radius, then budget, in that order. Contractors reliably do the reverse. In a metro like Eindhoven the businesses winning the map pack are rarely the ones spending most; they are the ones answering fastest with the most recent reviews.
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