Most channel comparisons compare cost per click. Cost per signed job is the only comparison that decides anything. What follows is Google Ads applied to one trade only, kitchen and bathroom fitters: what it costs per enquiry and per signed job, where the ceiling sits, what it demands of you, and an unhedged answer at the end.

The numbers that govern the decision: projects run EUR 8,000 to EUR 25,000, the buyer is typically a homeowner planning a full room renovation, demand peaks January and September and falls away in July, and 5 to 8 genuine enquiries are needed for each customer signed.

The numbers, at a glance

• Modelled cost per enquiry: EUR 42 to EUR 330, from clicks at EUR 3.00 to EUR 9.90 converting at 3.0 to 7.0 percent

• Modelled cost per signed job: EUR 210 to EUR 2,640, once you allow for 5 to 8 enquiries per customer

• Time to first enquiry: days from a standing start

• Verdict for kitchen and bathroom fitters: Works for kitchen and bathroom fitters, because a job worth EUR 8,000 to EUR 25,000 absorbs a four-figure acquisition cost without flinching.

The shape of Google Ads for this trade

Intent on Google Ads is the highest of any channel, because the person typed the problem into a search box. It captures demand that already exists. Nobody searches for a roofer on a whim.

The limit that rarely appears in a sales conversation: a minimum of around 30 conversions a month before the automated bidding has enough signal to work with. For a kitchen and bathroom business covering one metro, check that before anything else, because a channel you cannot feed will underperform its own benchmarks indefinitely.

The downside is worth stating plainly. You are bidding against every other installer in the postcode plus at least one lead marketplace with deeper pockets and better data than you. Skill required: Real. An untended account will spend a full budget on broad matches that were never going to convert.

Two people, one mood board, and a budget nobody has said out loud

These decisions are made by a couple with different priorities and a budget band they are reluctant to disclose, partly because they genuinely do not know what things cost. Quoting before establishing the band produces a number that lands as either an insult or a missed opportunity. Offering three named specification tiers with indicative prices lets the household place itself without ever stating a figure, and it is the most effective qualification device in this trade.

The full cost chain from click to signed job

Here is the full chain for kitchen and bathroom, with every assumption visible so you can substitute your own.

1. What a click costs: EUR 3.00 to EUR 9.90 on kitchen and bathroom terms, a range set by job value more than by the number of competitors.

2. What the page converts at: 3.0 to 7.0 percent, on a page built for this single service rather than a homepage listing everything.

3. What that makes an enquiry: EUR 42 to EUR 330, being the click price divided by the conversion rate.

4. How many enquiries per customer: 5 to 8 here, since some never answer, some never quote and some never proceed.

5. What a signed job therefore costs: EUR 210 to EUR 2,640.

Set the worst case of EUR 2,640 against a midpoint project of EUR 16,500 and acquisition is 16.0 percent of the contract. Whether that works is a question about your gross margin rather than your turnover, which is the step almost everybody omits.

Match types are the whole game and broad match is not free

An account left on broad match with automated bidding will find the cheapest conversions available, which in the trades means form fills from outside your area, outside your service list or outside your price range. The search terms report is the only honest record of what you actually bought. Reading it weekly and adding negatives is not optimisation, it is maintenance, and an account that has had no negatives added in a month is leaking budget by definition.

Keyword clusters and negatives that decide a kitchen and bathroom account

This trade attracts an enormous volume of retail and inspiration traffic that will never commission a fitted installation. The account has to be built to exclude shoppers rather than to attract browsers.

• Bid at full value on: kitchen fitters plus a place name, bathroom installation cost, kitchen renovation quote, wet room installation, full bathroom refit

• Negatives to load on day one: worktop only, appliance, tap, tile shop, second hand, ex display, flat pack, supply only, design software, ideas, images, jobs, apprenticeship

• Count the right conversion: the design or showroom appointment is the event that predicts revenue, so import it as the conversion instead of the form fill, or the account will optimise towards browsers

• Budget for a long window: conversion lag in this trade routinely exceeds the reporting window, so a thirty-day read will understate the account by a wide margin

Attribution: why your reports and your diary disagree

Every platform and every supplier reports on a basis that favours itself, and the household who found you through three touchpoints will be claimed by all of them. For kitchen and bathroom work, where the consideration period can run for weeks, the discrepancy is large enough to drive genuinely bad decisions.

The workable discipline is to ask every enquiry one question at intake about how they found you, record it in your own system, and treat platform reporting as a relative signal for comparing one asset against another rather than as a statement of truth.

Phone calls are the conversion in most trades and most accounts do not count them

A large share of enquiries from search arrive as calls rather than forms, especially on urgent work. Accounts that count only form submissions systematically undervalue their best keywords and move budget away from them. Call tracking with a minimum duration threshold, imported as a conversion, usually reorders the keyword ranking inside a fortnight of being switched on.

The design appointment is the real conversion event

Enquiries do not become customers, design appointments do. Everything before that point exists to book two hours with both decision makers present, ideally somewhere they can handle materials. Businesses that measure enquiry to appointment rate separately from appointment to sale rate find their problem immediately, and it is almost always the first number. The fix is usually appointment logistics rather than sales skill.

Work through this before committing to Google Ads

1. Multiply that gross margin by the share you are willing to spend on acquisition, usually 10 to 20 percent, to get your ceiling per signed customer.

2. Divide your ceiling per signed customer by 5 to 8, the enquiries-per-customer range for this trade, to get the maximum you can pay for one enquiry.

3. Compare your maximum per enquiry against the EUR 42 to EUR 330 per enquiry modelled above. If your ceiling is lower, fix conversion or job value before you touch the channel.

4. Name the person responsible for the first call attempt and the target time. Every number on this page assumes contact inside minutes rather than hours.

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 channel assumptions behind this page are separate: click prices and conversion rates come from home-improvement campaign performance across Western Europe, and they move with the auction rather than with the trade.

How Flock Leads prices this

For comparison, this is what exclusive kitchen and bathroom enquiries cost outright, with no retainer and no contract term:

• 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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