THE SHORT ANSWER
An exclusive, qualified heat pump lead in Ireland costs roughly EUR 97 to EUR 151 in 2026, with EUR 124 as the working average. At a close rate of one in 4 that is about EUR 496 per acquired customer, or 3.7 percent of a typical EUR 9,000 to EUR 18,000 project. Ireland sits at a multiplier of 1.08 against a Benelux baseline of 1.0, because the small population means volume runs out quickly: a national campaign can saturate its audience in weeks, and cost per lead climbs once it does.
Heat pump lead prices in Ireland: the 2026 band
These are prices for an exclusive lead: a homeowner who asked for a quote, matched your service area and job type, and whose details go to you and nobody else. Shared leads, sold to four heat pump installers at once, cost less per unit and more per customer.
Price per exclusive lead: EUR 97 to EUR 151, average EUR 124
Typical project value: EUR 9,000 to EUR 18,000
Exclusive leads needed per customer: 3 to 5
Cost per acquired customer: around EUR 496
Acquisition cost as a share of the job: about 3.7 percent
A word on where these numbers come from. They are a benchmark model rather than a survey: an industry base range observed across Western European home-improvement campaigns, multiplied by a country factor for local auction pressure. Use them as a band to negotiate against, not as a quote.
Why heat pump demand front-loads into autumn
The buying season starts with the first cold week and effectively ends when installers run out of pre-Christmas slots. That compresses a year of decisions into roughly four months, and it means a lead arriving in October is worth materially more than the same lead in June even at an identical price. Buying through the summer trough to fill an autumn diary is the cheapest capacity planning available in this trade.
Why a more expensive lead is usually the cheaper one
The buyer behind these figures is a homeowner replacing a gas or oil boiler, and what moves them is boiler replacement deadlines and running-cost comparisons.
Filtering on current heating system, insulation level, radiator type, ownership and timeline removes 30 to 50 percent of raw form fills. The survivors cost more each and close far better. A EUR 151 lead you can actually service beats a EUR 58 lead you have to refuse, and the refused lead is not free: it costs a call, a diary slot and a small amount of your team's belief in the channel.
How Irish homeowners buy
Personal recommendation carries more weight than in most European markets, and a completed job produces onward enquiries reliably. That makes referral capture unusually valuable relative to paid volume, and it means installers here can often reduce bought volume faster than the arithmetic alone would suggest, provided they actually ask.
When heat pump leads are cheapest in Ireland
Heat pump demand peaks in September to January and bottoms out around June and July, driven mostly by boiler replacement deadlines and running-cost comparisons.
Off-peak leads typically run 20 to 40 percent below the figures above, but they take longer to convert and more of them go cold. Buying volume in the trough and nurturing into the peak is the cheapest growth available in this trade, and almost nobody does it because it requires spending money in the month the phone is quiet.
What separates a heat pump lead that closes from one that does not
Insulation level and radiator type, not budget. A poorly insulated house with small radiators needs a larger unit, a higher flow temperature and often new emitters, which turns a straightforward quote into a project the homeowner never budgeted for. Establishing both before the survey lets you either price honestly on the first visit or disqualify early, and disqualifying early is worth more per hour than any discount you can offer.
A small audience that runs out
Ireland's population is small enough that a national campaign can saturate its available audience within weeks. Cost per lead then climbs, not because competition increased, but because the same people are being shown the same offer repeatedly. Planning for that ceiling from the start is the difference between a campaign that works for a quarter and one that works for a month.
How many heat pump leads a month your team can absorb
Volume is only useful up to the point your team can quote and deliver it. At 3 to 5 leads per customer, ten exclusive leads a month in this trade produce roughly 2 to 3 jobs, which at a typical EUR 13,500 project is somewhere around EUR 27,000 to EUR 40,500 of work landing in the diary.
Buy past that and the extra leads do not become extra jobs, they become slower callbacks on all of them. The pattern is consistent: businesses that raise volume before fixing quoting capacity see cost per acquired customer rise even though cost per lead is unchanged.
So set volume from installed capacity rather than from ambition, and raise it in steps you can staff. In Ireland that usually means one increase per quarter, timed ahead of the September to January peak rather than during it.
Buying leads or generating them yourself in Ireland
Both work. The break-even is arithmetic, not ideology.
Running your own ads makes sense once monthly media spend passes roughly EUR 4,300 in this market, because at that point the fixed cost of a decent landing page, tracking and someone managing the account spreads thinly enough to beat a per-lead price.
Buying exclusive leads makes sense below that, and whenever you want to switch spend on and off with your capacity rather than commit to a retainer. You pay for outcomes and the supplier carries the auction risk.
Marketplaces and shared leads make sense only if your team genuinely calls inside five minutes, every time. If not, you are subsidising whichever competitor does.
How to test a heat pump lead supplier in Ireland without risking a quarter
Buy a small, defined batch rather than signing a retainer, and decide in advance what success looks like. For this trade at these prices, a fair test is enough leads to expect two or three sales: at 3 to 5 leads per customer that means at least 15 leads, and anything smaller measures luck rather than the supplier.
Fix the postcodes and job types in writing before the first lead arrives, using Dublin, Cork, Galway and Limerick as your reference area.
Record time from lead creation to your first call attempt. If that number is above thirty minutes, you are measuring your own follow-up, not the leads.
Track cost per acquired customer against the EUR 496 benchmark on this page rather than cost per lead.
Agree the replacement rule for wrong area, wrong job type and unreachable numbers.
Confirm the price is exclusive of VAT and denominated in EUR.
Suppliers who are confident in their own quality accept every one of those conditions, because they know the arithmetic works in their favour.
What Flock Leads charges
Against the band above, here is what Flock Leads actually charges. Fixed packages, no retainer, no contract term, and every lead goes to one business only.
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
Leads are matched to the Irish postcodes and job types you choose, and arrive within minutes of the homeowner asking. Anything you do not use carries forward under the Flock Lead Promise, so a quiet month does not cost you the volume you paid for.
Related answers
Frequently asked questions
How much does a heat pump lead cost in Ireland?
Roughly EUR 97 to EUR 151 for an exclusive, qualified lead in 2026, with EUR 124 as the working average. Shared leads sell for less, typically EUR 48 to EUR 76, but they reach three to five heat pump installers at the same time.
What does that make my cost per customer?
About EUR 496, which is roughly 3.7 percent of a typical EUR 13,500 heat pump project. Anything under 9 percent is healthy for this trade.
Why are heat pump leads more expensive in some countries?
Because the auction is local. Ireland runs at a multiplier of 1.08 against the Benelux baseline, mainly because the small population means volume runs out quickly: a national campaign can saturate its audience in weeks, and cost per lead climbs once it does.
Can I buy heat pump leads for specific postcodes only?
Yes. Flock matches on postcode and job type, so you can run Dublin, Cork, Galway and Limerick and leave the rest of Ireland alone. Narrowing the area raises the price per lead slightly and raises the close rate a lot more.
What should I qualify a heat pump lead on?
Current heating system, insulation level, radiator type, ownership and timeline. Those five answers remove 30 to 50 percent of raw enquiries and lift close rate more than any change to your pitch.
Who is actually behind a heat pump enquiry in Ireland?
Typically a homeowner replacing a gas or oil boiler, motivated by boiler replacement deadlines and running-cost comparisons. Matching your first call to that motive rather than to your price list is what separates a 20 percent close rate from a 8 percent one.
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