THE SHORT ANSWER
Exclusive home-improvement leads in Turin are modelled at EUR 70 to EUR 150 depending on trade, which is roughly 5 percent above the Italian national average. The metro holds roughly 780,000 households, of which an estimated 27,000 to 46,000 commission qualifying work in a year. The practical channel order for a contractor starting here is local search first, exclusive purchased leads for immediate volume, and paid search only once you know your close rate.
The gap between a national cost-per-lead figure and what you actually pay in a capital city is large enough to sink a budget. This page treats Turin 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.
What makes this metro its own market is an industrial base with an ageing apartment stock and heavy condominium decision-making. Everything below, from the lead price to the channel order, follows from it.
The numbers, at a glance
Households in the metro: about 780,000, from a population of roughly 1.8 million people
Projects commissioned annually: an estimated 27,000 to 46,000, or roughly 2,200 to 3,800 enquiries a month across every trade
What an exclusive lead costs: EUR 70 to EUR 150, roughly 5 percent above the Italian national average
Widest spread between trades: roofing leads at EUR 70 to EUR 110 against solar panel leads at EUR 90 to EUR 150
Winning the local search results in Turin
Local acquisition is won on proximity and proof, not on cleverness. In a metro auction the businesses that appear in the map pack for a suburb are the ones with an address near it, recent reviews mentioning that suburb by name, and pages that actually reference local conditions.
Name the suburbs. A page that says Turin and lists the districts you cover beats a page that says the country.
Ask for reviews the same week you finish a job. Recency counts more than total volume in local ranking.
Photograph the local building type. Recognisable local housing stock converts better than stock photography, and it gives an answer engine something specific to cite.
Publish your travel radius honestly. Enquiries from outside it cost you time and lower your conversion rate, which raises your effective cost per job.
The north and the south are two different markets in one country
Job values, click prices and payment behaviour all differ sharply between northern and southern Italy, and a single national campaign averages markets that have little in common. The north supports higher prices and expects more documentation; the south is more price-sensitive with a larger informal sector. Set separate budgets and separate expectations, and never quote a national Italian benchmark to a client in either half.
An ageing apartment stock with decades of deferred maintenance
Turin expanded rapidly to house industrial migration through the 1960s and 1970s, and those buildings are now simultaneously due for facade repair, heating replacement and window renewal. The demand is real and large. The constraint is that much of it is collective, which means it arrives in big, slow, well-documented projects rather than in a steady stream of small jobs. Plan cash flow accordingly and keep smaller private work in the mix to bridge.
Condominium decision cycles set the length of your pipeline
Building-level work is voted at an assembly with majority thresholds, usually convened once a year with extraordinary meetings called only when someone pushes for one. Practically that means a quote issued in autumn is for work the following spring, and that your proposal has to survive being read aloud to a room of non-specialists. Write it for that room: short, itemised, with the total per apartment stated rather than left to be calculated.
When to buy leads in Turin
The three trades modelled on this page do not peak together, which is the whole opportunity. A contractor who can sell two of them evens out the year; a contractor tied to one lives with the curve.
Solar panel: demand peaks spring and early summer and bottoms out around November to January, driven mostly by electricity prices and payback-period anxiety.
Heat pump: demand peaks September to January and bottoms out around June and July, driven mostly by boiler replacement deadlines and running-cost comparisons.
Roofing: demand peaks after the first autumn storms and bottoms out around February, driven mostly by visible damage and insurance claims.
Off-peak leads typically run 20 to 40 percent below the prices quoted here, take longer to convert and go cold more often. Buying in the trough and nurturing into the peak is the cheapest growth available in this metro, and almost nobody does it, because it means spending money in the month the phone is quiet.
Why an extra twenty minutes of radius costs more than it looks
Widening the service area is the first thing a contractor does when lead flow disappoints, and it is usually the wrong move. A wider radius does bring more enquiries, but it also lowers the number of jobs a crew completes in a week, and the second effect is larger than the first.
Put a number on it. At EUR 55 per crew hour, an extra two hours a day of driving costs EUR 110 a day and about EUR 2,420 over a working month. Against the lead prices on this page, that is the equivalent of throwing away a substantial block of exclusive leads every month in exchange for the privilege of quoting further away.
Before widening, exhaust density instead: more trades sold to the same streets, more reviews in the same suburbs, better conversion on the enquiries you already get. Radius is the last lever to pull, not the first, and it is the only one that permanently raises your cost base.
The point where more budget stops buying more leads
Every metro campaign hits a wall, and recognising it early saves a quarter of wasted spend. The arithmetic here: an annual pool of 27,000 to 46,000 projects works out at roughly 2,200 to 3,800 enquiries a month across all trades in Turin.
Divide by the ten main home-improvement trades and a single specialism is looking at something like 220 to 380 live enquiries a month in the whole metro, most of which already have a supplier. Anyone promising you unlimited volume in a market this size has not done the division.
The symptom of hitting the wall is a rising cost per lead with a flat auction and a climbing frequency number. At that point extra budget buys repetition, and repetition annoys the same people who did not respond the first time. Refresh the creative, widen the area or buy exclusive leads outright.
What to do with this page
Take the lead price band of EUR 70 to EUR 150 as your ceiling, not your target, and refuse anything above it until you have measured a close rate.
Size your ambition against the pool: an estimated 27,000 to 46,000 projects a year across all trades in Turin, not per trade and not all winnable.
Choose one trade to start. Roofing is the cheapest entry on this page; solar panel carries the highest ticket.
Get the local search basics right before advertising, because paid channels amplify a conversion rate rather than create one.
Buy exclusive leads to bridge the months while local search matures, then decide on the numbers whether to keep buying.
Set a single number as your target and manage to it: cost per signed customer, benchmarked here at about EUR 475 for solar panel work.
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. The local numbers stack a metro premium on top of the national band, and convert population to households at 2.3 people per household. The annual project pool assumes 3.5 to 6 percent of households commission qualifying work in a year, which is a modelled range rather than a measured one.
How Flock Leads prices this
Flock Leads sells Turin leads in blocks, exclusive to one business, at these per-lead rates. Set against the modelled local band of EUR 70 to EUR 150, 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
What does a contractor lead cost in Turin?
Modelled at EUR 70 to EUR 150 for an exclusive lead, depending on trade. That is roughly 5 percent above the Italian national average. Roofing leads sit at the bottom of the range and solar panel at the top.
How much does a signed customer actually cost?
Multiply the lead price by the number of leads it takes to close one. For solar panel work in Turin that models at about EUR 475 per customer against an average job value of roughly EUR 10,500, or 4.5 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 Turin the businesses winning the map pack are rarely the ones spending most; they are the ones answering fastest with the most recent reviews.
Is Turin a good market for a contractor to expand into?
It depends on what you sell. The defining local condition is an industrial base with an ageing apartment stock and heavy condominium decision-making, which suits some trades and punishes others. Check that against your own specialism before committing budget.
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