THE SHORT ANSWER
An exclusive, qualified heat pump lead in Sweden costs roughly SEK 1,322 to SEK 2,057 in 2026, with SEK 1,690 as the working average. At a close rate of one in 4 that is about SEK 6,760 per acquired customer, or 4.4 percent of a typical SEK 101,700 to SEK 203,400 project. Sweden sits at a multiplier of 1.30 against a Benelux baseline of 1.0, because small populations plus high click prices make this one of the most expensive markets per lead in Europe, which is exactly why exclusivity matters more here.
What a heat pump lead costs in Sweden in 2026
Everything below is priced for an exclusive lead, meaning one homeowner who requested a quote, fits your postcodes and job types, and is passed to you alone. A shared lead reaching four heat pump installers carries a lower sticker price and a higher cost per customer.
Price per exclusive lead: SEK 1,322 to SEK 2,057, average SEK 1,690
Typical project value: SEK 101,700 to SEK 203,400
Exclusive leads needed per customer: 3 to 5
Cost per acquired customer: around SEK 6,760
Acquisition cost as a share of the job: about 4.4 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.
How Swedish homeowners buy
The process is digital and document-driven, with homeowners comfortable comparing detailed written quotes without a call. Response speed matters, but completeness matters more, and an installer who sends a clear specification the same day is usually shortlisted regardless of price position.
The landing page decides half your cost per lead
At a 6 percent conversion rate, a heat pump lead at SEK 1,690 implies a click price of roughly SEK 101. Lift that page to 12 percent and identical traffic delivers leads at about SEK 845 instead: no extra budget, half the cost per lead. This is the single biggest controllable variable in the whole calculation.
It is also why cost per lead benchmarks are argued about so much. Two heat pump installers in Sweden can run the same campaign against the same auction and report figures that differ by a factor of two, entirely because of what happens after the click.
Currency and cost comparison
Prices are quoted in krona, and comparing a krona cost per lead against a euro benchmark without separating the exchange rate from the auction multiplier produces conclusions that are simply wrong. Both effects are real and they need to be read separately, which is how the figures on this page are built.
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 SEK 2,057 lead you can actually service beats a SEK 793 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.
Cost per customer, not cost per lead
Cost per lead in isolation tells you nothing. Divide it by your close rate.
At SEK 1,690 per lead and one sale per 4 leads, a new heat pump customer in Sweden costs about SEK 6,760. On a SEK 152,550 project that is 4.4 percent of revenue. The working rule across home-improvement trades is that a healthy acquisition cost sits between 4 and 9 percent of job value. Above 12 percent, either the lead quality or the follow-up is broken, and it is almost always the follow-up.
Now compare that to a shared lead. If you pay SEK 845 for a lead that four competitors also received, and your close rate falls to one in twelve, your cost per customer becomes roughly SEK 10,140. That is worse than the exclusive lead, and it burns three times as much of your sales week.
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.
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.
When heat pump leads are cheapest in Sweden
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.
Checklist before you buy heat pump leads in Sweden
Is the lead exclusive, or how many other heat pump installers receive it?
Which Swedish regions does it cover? Stockholm, Gothenburg, Malmo and Uppsala behave very differently from rural areas on both price and close rate.
How old is the lead when it reaches you? Past thirty minutes, reach rate collapses.
What is the replacement policy for wrong numbers, wrong area or wrong job type?
Can you switch a postcode or job type off without renegotiating?
Is the price quoted excluding VAT, and in SEK?
A supplier who will not answer all six in writing is selling shared leads with a premium label.
What Flock Leads charges
Flock Leads sells exclusive qualified leads in fixed packages: no monthly retainer, no long-term contract, and no lead sent to more than one business.
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
Every lead is matched to the postcodes and job types you selected in Sweden and delivered within minutes of the request. Unused leads roll over: the Flock Lead Promise means you never lose paid volume at the end of a month.
Related answers
Frequently asked questions
How much does a heat pump lead cost in Sweden?
Roughly SEK 1,322 to SEK 2,057 for an exclusive, qualified lead in 2026, with SEK 1,690 as the working average. Shared leads sell for less, typically SEK 661 to SEK 1,028, but they reach three to five heat pump installers at the same time.
Why are heat pump leads more expensive in some countries?
Because the auction is local. Sweden runs at a multiplier of 1.30 against the Benelux baseline, mainly because small populations plus high click prices make this one of the most expensive markets per lead in Europe, which is exactly why exclusivity matters more here.
When are heat pump leads cheapest in Sweden?
In the June and July trough. Demand peaks in September to January, so off-peak leads run 20 to 40 percent below the figures above. They convert more slowly, so only buy them if you have the follow-up discipline to nurture into the peak.
Is it cheaper to run my own ads in Sweden?
Past roughly SEK 58,800 a month in media spend, usually yes, because the fixed costs of page, tracking and management start to spread. Below that, buying exclusive leads is almost always the better arithmetic, and it flexes with your capacity.
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 Sweden?
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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