THE SHORT ANSWER
A typical kitchen and bathroom project in France lands at EUR 7,850 to EUR 24,500 in 2026, with a midpoint near EUR 16,150. Gross margin on that midpoint is usually 28 to 40 percent, or EUR 4,550 to EUR 6,450. Against a modelled cost per lead of EUR 50 to EUR 100 and 5 to 8 exclusive leads per signed customer, acquisition consumes roughly 3.9 to 16.1 percent of the gross margin on one job.
Contractors quote job value from memory, and memory drifts upward in a good year and downward in a bad one. Below is a 2026 band for kitchen and bathroom projects in France and, more usefully, what happens when you divide it: margin on the midpoint job, and what winning that job costs before a single tool comes off the van.
A narrower average would be more comforting and less true, because cabinetry and appliance tier, whether plumbing and electrics move, and floor area all move the number materially. The market adds its own layer: in France, the Paris region behaves like a separate, more expensive market from the rest of the country, so a national average hides a factor of two.
The numbers, at a glance
Midpoint contract value: around EUR 16,150, inside a working band of EUR 7,850 to EUR 24,500 for kitchen and bathroom work in France
What is left after materials and labour: EUR 4,550 to EUR 6,450 of gross margin, being 28 to 40 percent of the midpoint contract
Lead spend per signed customer: EUR 250 to EUR 750, at 5 to 8 exclusive leads each costing EUR 50 to EUR 100
Margin consumed by acquisition: 3.9 to 16.1 percent of one job's gross margin, counting nothing from repeat or referral work
Where the kitchen and bathroom number comes from in France
Everything here is a complete installed job for a private household, excluding VAT and excluding competitively tendered work. Emergency repairs are excluded too: urgency prices on availability rather than on scope, and mixing the two produces an average that describes neither.
Inside that definition the spread comes from cabinetry and appliance tier, whether plumbing and electrics move, and floor area. France is a market of roughly 68 million people spread over a large surface area, which is the pool every one of those quotes is written into.
Around EUR 7,850 for the simple version of this job on an accessible property.
Around EUR 16,150 for the version most quotes describe, including the upgrades customers ask for once they have seen the first price.
Around EUR 24,500 once scope, access or specification all move in the same direction.
What that means for what a lead is worth
A modelled exclusive lead for kitchen and bathroom work in France costs EUR 50 to EUR 100, and it takes 5 to 8 of them to sign one customer, because some enquiries never answer, some quotes lose and some projects are not ready. That puts the cost of a signed customer at EUR 250 to EUR 750 against gross margin of EUR 4,550 to EUR 6,450, so acquisition consumes 3.9 to 16.1 percent of the margin on a single job.
At the favourable end that is comfortably profitable on the first job alone. At the unfavourable end it works only if you convert above average, sell the fuller scope, or earn repeat and referral work. Which end you land on is mostly a function of how quickly you answer the phone, not how hard you negotiate the lead price.
Moving the plumbing and the electrics is the biggest single swing
Keeping the sink, the soil stack and the consumer unit where they are can be the difference between a four day fit and a nine day one. Relocating a bathroom soil connection means lifting floors and often notifying building control. Moving a kitchen sink to an island means drainage falls, a new supply run and usually a new circuit. Each of those adds EUR 1,500 to EUR 4,000. Establish it at the first visit, because a customer who has already fallen in love with an island will accept the cost, while a customer who hears it after signing treats it as a price increase and remembers it in the review.
Why the same room prices at three completely different numbers
A 12 square metre kitchen can be a EUR 9,000 job or a EUR 30,000 job on an identical floor plan, and cabinetry tier explains most of the gap. Rigid carcasses, solid worktops and branded appliances roughly double the material cost of an entry specification while the installation labour barely moves. That is the commercially important detail: labour is close to fixed, so the higher specification carries proportionally more margin per fitting day. Contractors competing at the entry specification work the same number of days for a fraction of the return, and the way out is better presentation of the middle option rather than a cheaper quote.
Contract value against gross margin
Contract value is the figure contractors quote each other. Gross margin is the figure that pays wages. For kitchen and bathroom work in France the gap between them is 60 to 72 percent of the contract, so the EUR 16,150 midpoint leaves EUR 4,550 to EUR 6,450 behind.
Overheads, vehicles, insurance and the owner's own salary all come out of that, which means the money genuinely available to win the next customer is a fraction of the margin rather than the whole of it. Decide what share you will spend on acquisition before you look at any supplier price list. Established kitchen and bathroom fitters tend to land between 10 and 20 percent of gross margin. Businesses in a deliberate growth phase run at 30 and accept that payback arrives on the second job.
Ile-de-France prices like a separate country
Paris and the inner suburbs run 20 to 30 percent above the French national figure on almost every trade, for reasons that are practical rather than mysterious: parking permits, restricted delivery windows, hoists instead of ladders, apartment access and a labour pool that can charge accordingly. Outside the region, Occitanie and Nouvelle-Aquitaine sit below the national average. One national price list therefore either loses work in Toulouse or works for nothing in the 15th arrondissement. Quote by department, and inside the peripherique price the logistics as their own line.
The same kitchen and bathroom job, priced across the border
Two markets can have identical lead prices and completely different job values, which is why the two indices are kept apart. France sits at 0.98 on the construction cost index. Converted to euro for comparison, kitchen and bathroom work prices like this:
France (index 0.98) - EUR 7,850 to EUR 24,500
Austria (index 1.05) - EUR 8,400 to EUR 26,250
Italy (index 0.80) - EUR 6,400 to EUR 20,000
Sweden (index 1.12) - EUR 8,950 to EUR 28,000
Use the comparison for pricing intelligence rather than for arbitrage. A French contractor quoting from a neighbouring country's list will be wrong on labour, on the standard specification and usually on the permitting effort as well.
Without RGE certification you are quoting a different price
French support schemes, including MaPrimeRenov and the CEE certificate mechanism, require the work to be carried out by a contractor holding the RGE label. For the household that is decisive: an RGE quote arrives with several thousand euro of support attached and a non-RGE quote does not. In practice the certified contractor can quote a higher gross figure and still be the cheaper option net. Working on energy-related measures in France without the certification is not competing on price, it is competing for the shrinking group of customers who have given up on the aid entirely. If your trade falls outside the eligible list altogether, the same dynamic works against you from the other direction: your full price sits next to quotes that arrive part-funded, and the answer is to be explicit about what is and is not supported rather than to let the customer assume you simply cost more.
Deposits, stage payments and the cash a job this size ties up
A kitchen and bathroom contract at EUR 16,150 does not arrive as cash on completion. Materials are ordered weeks ahead, and on a job of this size that is commonly 40 to 55 percent of the contract value leaving your account before an invoice is raised.
A deposit of around 30 percent, which is EUR 4,850 here, plus a stage payment when materials are delivered, keeps the job close to cash neutral. Contractors who take a token deposit and invoice on completion are lending roughly EUR 7,300 per job at their own risk, and at eight or ten jobs running concurrently that is the entire working capital of the business sitting in other people's houses.
Five numbers to pull from your own accounts this week
Median contract value across the last twenty signed kitchen and bathroom jobs in France, taken from invoices rather than from quotes.
Median gross margin on those same twenty, after materials and installation labour but before overheads.
Total enquiries received in the same period, counting the ones that never answered the phone, so the ratio is honest.
Median time from enquiry to first call attempt, which is the variable that moves cost per customer furthest.
Acquisition cost as a percentage of median gross margin. That single percentage is what you compare across suppliers, markets and years.
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. Every figure derives from two inputs: a base band for kitchen and bathroom work and a labour and materials index of 0.98 for France against a Benelux baseline of 1.00. The index is not the ad auction multiplier, and treating the two as one number is the most common error in cross-border benchmarking.
How Flock Leads prices this
Set against the margin numbers on this page, here is the actual price of buying exclusive enquiries rather than generating them:
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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Related answers
Frequently asked questions
How much does a kitchen and bathroom project cost in France?
Between EUR 7,850 to EUR 24,500 for a private household in 2026, midpoint around EUR 16,150, excluding VAT and excluding competitively tendered work. Where a specific job lands depends on cabinetry and appliance tier, whether plumbing and electrics move, and floor area.
Does this figure include VAT?
No. Every number here is exclusive of VAT, because rates on home improvement work vary by country, by measure and sometimes by the age of the property. Quote your customer inclusive if that is the local convention, but do your margin arithmetic exclusive, otherwise the tax looks like profit.
Why is the band so wide?
Because cabinetry and appliance tier, whether plumbing and electrics move, and floor area genuinely swings the price that much. A narrow average would be more comforting and less true. The useful move is to establish where your own typical job sits inside the band, then price your marketing against that point rather than against the midpoint.
What gross margin should I expect on kitchen and bathroom work?
28 to 40 percent of contract value is the working band, which is EUR 4,550 to EUR 6,450 on the EUR 16,150 midpoint job. Below 28 percent you are either buying materials badly or quoting labour at a rate that does not cover a wet week.
How much should I spend on winning one customer?
Set it as a share of gross margin rather than as an absolute. Ten to 20 percent of margin is normal for an established business, and 30 percent is a deliberate growth position that pays back on the second and third job. Here 20 percent of margin would be about EUR 900 per signed customer.
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