THE SHORT ANSWER
In Stockholm an exclusive lead models at SEK 735 to SEK 1,830 depending on the trade, roughly 25 percent above the Swedish national average. The addressable base is roughly 1,040,000 households, with an estimated 36,000 to 62,000 live projects a year across all trades. The cheapest route in is local search and reviews, bridged with purchased exclusive leads while that matures, and paid search last.
A metro is the real unit of a contractor's market, and metro auctions do not behave like national ones. This page treats Stockholm 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: the highest click prices in the Nordics against a small absolute audience, which caps volume quickly. It decides which trades travel well here and which do not.
The numbers, at a glance
Households in the metro: about 1,040,000, from a population of roughly 2.4 million people
Projects commissioned annually: an estimated 36,000 to 62,000, or roughly 3,000 to 5,200 enquiries a month across every trade
What an exclusive lead costs: SEK 735 to SEK 1,830, roughly 25 percent above the Swedish national average
Widest spread between trades: garden and landscaping leads at SEK 735 to SEK 1,185 against air conditioning leads at SEK 1,095 to SEK 1,830
Proximity and proof decide the map pack here
There is no content trick that beats being close to the searcher with recent reviews. Local ranking in a metro is decided mostly by distance from the point of search, by how many people have reviewed you lately, and by whether your pages describe the actual place. Everything else is a rounding error.
Write at suburb level, not city level. One page per district you genuinely serve, naming streets or neighbourhoods, outranks one page that names Stockholm alone.
Make the review request part of handover. A steady trickle of recent reviews beats a large old total, and reviews that mention the district do double duty.
Use your own photographs of local buildings. They convert better than stock images and they give a retrieval engine something concrete to attribute to you.
State the radius and hold it. Every enquiry outside it burns a quote and drags your close rate down, which shows up as a higher cost per signed job even though the lead price never moved.
The seasonal shape of demand in this metro
Seasonality is the most predictable thing in contracting and the least planned for. Below is when each of the three trades on this page actually moves.
Air conditioning: demand peaks the first heatwave and bottoms out around December to February, driven mostly by heatwaves and home-office comfort.
Windows and doors: demand peaks late winter and spring and bottoms out around August, driven mostly by draughts, noise and energy bills.
Garden and landscaping: demand peaks March to June and bottoms out around November to January, driven mostly by the first warm weekend of the year.
Two practical consequences. First, your cheapest leads of the year are available in the trough months and are worth buying if you have the patience to nurture them. Second, capacity rather than lead supply becomes the binding constraint at peak, so a lead bought in the busiest week is often a lead you cannot service, and an unserviced lead is a full-price lead with no revenue attached.
Standard VAT with no renovation discount
Sweden charges one of the higher standard VAT rates in Europe on building work, with no general reduced rate for renovation, which is precisely why the labour deduction mechanism matters so much. Quote inclusive of VAT and show the deduction separately so the customer sees both the gross and the net figure. A quote that shows only one of the two is hard to compare and tends to lose.
Stockholm lead prices, trade by trade
Take the mechanism before the number. A metro auction is a fixed quantity of high-intent searches divided among more bidders than the surrounding region carries, so the clearing price rises even though the homeowner behind the click is identical. In Stockholm that settles at SEK 735 to SEK 1,830 per exclusive lead, roughly 25 percent above the Swedish national average.
Air conditioning: SEK 1,095 to SEK 1,830 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: SEK 1,095 to SEK 1,740 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.
Garden and landscaping: SEK 735 to SEK 1,185 per exclusive lead. 5 to 9 leads normally convert into one customer, and the buyer is a homeowner planning a terrace, fence or full garden redesign. Peak demand runs March to June.
Read that as a menu rather than a price index. If two of these trades sit inside your competence, the cheaper one is usually the better way into a new metro: it buys local reviews and local photographs at a lower cost per attempt, and those are the assets that make the expensive trade affordable later.
Which channels are worth running at this scale
Five channels genuinely work at metro scale for contractors. They are not alternatives so much as a sequence, and the mistake most businesses make is starting with the most expensive one.
Buying exclusive leads skips the build entirely. You pay more per enquiry and nothing per month, and you can turn it off in a week.
Google Local Services sits above the normal results and charges per lead rather than per click, but requires verification and is not available everywhere.
Google Search captures people who have already decided to buy and are choosing who from. Highest intent, highest cost per click, smallest audience.
Meta and Instagram creates demand rather than capturing it. Cheaper per click, lower intent, and it needs a real offer rather than a contact form.
Local SEO and the map pack is the cheapest sustainable source in any metro and the slowest to build. Reviews and proximity decide it more than content does.
If you are new to Stockholm, the order that wastes the least money is: claim and complete the local business profile in week one, buy exclusive leads in week two so the crew has work while everything else matures, and only open a paid search account once you know your close rate well enough to calculate what a click is worth to you.
A small audience, not a small budget, is what caps the campaign
Stockholm carries the highest click prices in the Nordics against an addressable audience that is modest in absolute terms. The failure mode is not running out of money, it is running out of people: frequency climbs, response falls, and cost per lead rises even though nothing about the auction changed. Watch reach and frequency rather than spend, plan a creative rotation before you need one, and accept that there is a hard monthly ceiling here that no budget increase will lift.
The housing cooperative board is the buyer for much of the inner city
Most inner-city apartments are held through housing cooperatives, where the building, its roof, its facade, its risers and its heating are the association's responsibility and are budgeted annually by an elected board. That is closer to procurement than to consumer sales: written tenders, board meetings, reference requests and a decision cycle tied to the financial year. Consumer lead channels reach the individual member, who mostly cannot buy what you are selling.
How to start buying leads in Stockholm
Set your service boundary in drive-time minutes measured at the hour you actually travel, not in kilometres on a map.
Pick the trade you close best. On this page that is most likely garden and landscaping at SEK 735 to SEK 1,185 a lead, because volume is easier to learn on than margin.
Claim and complete the local business profile, add the service area, and get the first ten reviews before spending anything on advertising.
Buy a small block of exclusive leads to measure your real close rate rather than the one you assume you have.
Track cost per signed customer, not cost per lead. At these prices a air conditioning customer costs roughly SEK 7,345.
Only open a paid search account once you know what a click is worth, which you cannot know until the two steps above are done.
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. Metro figures apply a local premium of roughly 25 percent above the Swedish national average to the national band, and the household count assumes an average of 2.3 people per household applied to the metro population. Both are modelling assumptions, stated so you can substitute your own.
How Flock Leads prices this
Flock Leads sells Stockholm leads in blocks, exclusive to one business, at these per-lead rates. Set against the modelled local band of SEK 735 to SEK 1,830, larger blocks buy below the metro auction.
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.
Book a 15-minute fit check | See lead package pricing
Related answers
Frequently asked questions
How many home-improvement projects happen in Stockholm each year?
An estimated 36,000 to 62,000, from a base of roughly 1,040,000 households. That is across every trade combined, so a single specialism is looking at a fraction of it.
How far outside Stockholm should I advertise?
Set the boundary in minutes rather than kilometres, and measure it at the time of day you actually drive. Widening the radius raises enquiry volume but lowers jobs completed per crew per week, and the second effect is usually the larger one.
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 Stockholm the businesses winning the map pack are rarely the ones spending most; they are the ones answering fastest with the most recent reviews.
Is Stockholm a good market for a contractor to expand into?
It depends on what you sell. The defining local condition is the highest click prices in the Nordics against a small absolute audience, which caps volume quickly, which suits some trades and punishes others. Check that against your own specialism before committing budget.
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