THE SHORT ANSWER
An exclusive, qualified heat pump lead in the United Kingdom costs roughly GBP 84 to GBP 131 in 2026, with GBP 108 as the working average. At a close rate of one in 4 that is about GBP 432 per acquired customer, or 3.8 percent of a typical GBP 7,650 to GBP 15,300 project. The United Kingdom sits at a multiplier of 1.10 against a Benelux baseline of 1.0, because English-language auctions attract bidders from outside the country, which lifts click prices above what the local competitive density alone would justify.
What a heat pump lead costs in the United Kingdom in 2026
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: GBP 84 to GBP 131, average GBP 108
Typical project value: GBP 7,650 to GBP 15,300
Exclusive leads needed per customer: 3 to 5
Cost per acquired customer: around GBP 432
Acquisition cost as a share of the job: about 3.8 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.
Nations and regions price differently
London and the South East sit well above the rest of the country on both click price and job value, while the North and Scotland are cheaper on both. A single UK-wide campaign averages markets that behave nothing alike, and the resulting cost per lead figure is usually blamed on lead quality when the real cause is geography.
Why two heat pump installers in the United Kingdom report different figures for the same ads
At a 6 percent conversion rate, a heat pump lead at GBP 108 implies a click price of roughly GBP 6. Lift that page to 12 percent and identical traffic delivers leads at about GBP 54 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 the United Kingdom 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.
How a heat pump lead behaves before it reaches you
Most heat pump enquiries are triggered by a failing boiler or by a service engineer saying the boiler has one winter left. That gives the lead a deadline the homeowner rarely states, and it is the most useful thing you can uncover on the first call. A homeowner with a working boiler is researching; a homeowner whose boiler failed last week is buying. The two need completely different follow-up rhythms, and confusing them is why heat pump pipelines look healthier than they are.
Matching lead volume to the capacity you actually have
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 GBP 11,475 project is somewhere around GBP 22,950 to GBP 34,425 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 the United Kingdom 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 the United Kingdom
Both work. The break-even is arithmetic, not ideology.
Running your own ads makes sense once monthly media spend passes roughly GBP 3,700 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.
Response time, priced in GBP
Reach rate on a heat pump enquiry falls steeply with age: high inside five minutes, materially lower after thirty, and roughly halved by the following morning. Because the lead price is already paid, every unreachable lead transfers its cost onto the ones you do reach.
The arithmetic is unforgiving. If one lead in five goes unreachable purely through delay, your effective price per usable heat pump lead rises from GBP 108 to about GBP 135, and your cost per customer with it. No supplier negotiation available anywhere in this market moves the number that far, which is why response time is the first thing to fix and the cheapest.
Practically: one named person owns the first call attempt, the target is under five minutes during working hours, and the metric you report weekly is median time to first attempt rather than number of leads received.
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.
An English-language auction with outside bidders
Because the auction runs in English, UK campaigns compete with international advertisers who are not selling installation at all. That lifts click prices above what local competitive density alone would justify, and it means benchmarking UK cost per lead against a comparable non-English market usually understates what you should expect to pay.
How to test a heat pump lead supplier in the United Kingdom 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 London and the South East, the Midlands, the North West and Scotland 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 GBP 432 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 GBP.
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
For comparison against the modelled band, these are Flock Leads prices. You buy a volume of exclusive leads rather than a monthly service, which is why there is no retainer and no notice period.
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 the United Kingdom 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 the United Kingdom?
Roughly GBP 84 to GBP 131 for an exclusive, qualified lead in 2026, with GBP 108 as the working average. Shared leads sell for less, typically GBP 42 to GBP 66, 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. The United Kingdom runs at a multiplier of 1.10 against the Benelux baseline, mainly because English-language auctions attract bidders from outside the country, which lifts click prices above what the local competitive density alone would justify.
Is it cheaper to run my own ads in the United Kingdom?
Past roughly GBP 3,700 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 the United Kingdom?
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.
Does a cheaper heat pump lead in the United Kingdom mean better economics?
Not on its own. What matters is cost per acquired customer against job value. At GBP 108 per lead and a typical GBP 11,475 project, acquisition runs at about 3.8 percent of revenue, and that percentage is the number to compare across markets.
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