THE SHORT ANSWER
A typical kitchen and bathroom project in Germany lands at EUR 8,500 to EUR 26,500 in 2026, with a midpoint near EUR 17,500. Gross margin on that midpoint is usually 28 to 40 percent, or EUR 4,900 to EUR 7,000. Against a modelled cost per lead of EUR 50 to EUR 100 and 5 to 8 exclusive leads per signed customer, acquisition consumes roughly 4.3 to 17.6 percent of the gross margin on one job.
Ask five kitchen and bathroom fitters in Germany what an average job is worth and you will get five sincere, different answers. This page gives a modelled band for kitchen and bathroom work in Germany in 2026, then does the arithmetic that makes a band useful: what it leaves as gross margin, and how much of that margin a customer costs to win.
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 Germany, installer competition is the deepest in Europe, and that competition is what pushes cost per lead 10 to 30 percent above the Benelux baseline.
The numbers, at a glance
Typical project value: EUR 8,500 to EUR 26,500 for a standard kitchen and bathroom job in Germany, midpoint around EUR 17,500
Gross margin: 28 to 40 percent of contract value, which is EUR 4,900 to EUR 7,000 on the midpoint job
Cost to win one customer: EUR 300 to EUR 850 in lead spend, assuming 5 to 8 exclusive leads per signed job at EUR 50 to EUR 100 each
Acquisition as a share of margin: 4.3 to 17.6 percent of the gross margin on a single job, before any repeat or referral value
What a typical kitchen and bathroom project is worth in Germany
The kitchen and bathroom band above describes a complete, permitted, installed project for a private homeowner. It excludes VAT, excludes anything a landlord or housing association would tender competitively, and excludes emergency call-out work, which prices on a different logic entirely.
What separates the bottom of the band from the top is cabinetry and appliance tier, whether plumbing and electrics move, and floor area. Germany is a market of roughly 84 million people and the deepest installer base in Europe, and the number of installers chasing that population is what decides how firmly you can quote the upper half.
Bottom of the band, around EUR 8,500. A straightforward job on an accessible property with standard specification and nothing unexpected behind the wall.
Midpoint, around EUR 17,500. The job most quotes are written for, with one or two upgrades the customer asked for after the first visit.
Top of the band, around EUR 26,500. Larger scope, difficult access, or a household that chose the premium option in every category.
Why the average kitchen and bathroom job misleads
Averages in this trade are pulled upward by a small number of large projects. If three jobs in twenty come in near EUR 26,500, the mean stops describing the work you actually do and starts describing the work you occasionally win.
That matters commercially because acquisition budgets are set as a share of margin. Set them against an inflated mean and you overspend on every ordinary job to break even on the rare large one. The median of twenty signed contracts is the number to use, and in a band of EUR 8,500 to EUR 26,500 it usually sits below the midpoint of EUR 17,500 rather than above it.
Raising job value beats cutting lead price
Lead prices move by a few percent when you negotiate. Job value moves by tens of percent when you sell the right scope. For kitchen and bathroom work the reliable lever is appliance packages and worktop upgrades, which moves the same room from the bottom to the top of the band. On the EUR 17,500 midpoint, a 20 percent increase in scope is worth about EUR 3,500 of extra contract value, which is more than the entire acquisition cost of that customer.
Quote the full scope, not the requested scope. Present the minimum job and the complete job as two priced options on the same document.
Bundle work the mobilisation already pays for. Scaffolding, access and travel are sunk the moment you are on site.
Anchor high, then subtract. A customer removing items from a complete quote finishes above a customer adding items to a minimal one.
Sell the monthly figure. Finance changes which end of the kitchen and bathroom band a household considers realistic.
Bathrooms are smaller jobs with better margin per working day
A full bathroom typically prices at a third to a half of a kitchen, which makes it look like the lesser job, and on margin per day it usually is not. A bathroom is a tight, high-detail room where tiling, waterproofing and second-fix skill are the whole value, and customers judge it on finish rather than on brand. Turnaround is five to eight days against two to three weeks, so one crew can complete three or four in the time a single kitchen takes. If your enquiry flow produces both, run the arithmetic on margin per crew day before you decide which to prioritise.
Working capital at this contract value
Job value determines how much cash the business needs, not just how much it earns. On a EUR 17,500 project, materials and subcontract labour typically leave the account two to five weeks before the final invoice is paid, which is EUR 7,850 of exposure per job before anything goes wrong.
The remedy is structural rather than clever: a deposit near EUR 5,250 at order, a stage payment against delivery, and a final invoice on handover rather than thirty days after it. It also functions as a qualification tool. A household that cannot pay a deposit on a EUR 17,500 project is not a household that will pay the balance.
The case against paid lead generation at this job value
The arithmetic on this page can point the other way, and pretending otherwise is how contractors lose a quarter. At EUR 4,900 to EUR 7,000 of gross margin on the midpoint job, acquisition stops being sensible somewhere above EUR 1,200 per signed customer, and the modelled figure sits at EUR 300 to EUR 850.
So test yourself before you test a supplier. If your median time to first call attempt is measured in hours, if you quote fewer than half the enquiries you receive, or if you are already turning work away, more volume will not help. In each of those cases the cheapest available improvement is internal and costs nothing per lead.
The BEG subsidy sets the process for most renovation work
Germany's Bundesfoerderung fuer effiziente Gebaeude works at two very different levels. Heating replacement in an owner-occupied home can reach 70 percent of eligible costs, capped at EUR 30,000 for a single-family house. Building envelope measures, meaning windows, exterior doors, roof and wall insulation, sit far lower at 15 percent with a further 5 percent where the work follows an approved renovation roadmap. Both figures are a large part of why German contract values hold at the top of the European band instead of being flattened by price sensitivity. The condition is process: applications run through KfW or BAFA depending on the measure, require a signed contract with a dissolution clause, and depend on documentation the installer supplies. Treat the application workflow as part of the product, and where your work falls outside the eligible list entirely, know that you are quoting into a budget the subsidised trades have already reached.
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.
Bavaria is not the same country as Saxony-Anhalt
A single national German average conceals a spread of 25 to 35 percent in both labour rates and typical contract value. The southern industrial states carry the highest household incomes, the busiest tradespeople and the longest waiting lists, while parts of the east price materially below the national figure with a very different competitive structure. Any contractor running one price list across Germany is mispricing in at least one direction. Set rates by region, and if you buy enquiries, buy them by Bundesland so the difference shows up in your own reporting instead of hiding inside an average.
How to work out your own number instead of using this one
Pull your last twenty signed kitchen and bathroom contracts and take the median value rather than the mean, so one outlier project does not distort the figure.
Subtract materials and installation labour from each to get real gross margin, then take the median of that too.
Count how many enquiries it took to sign those twenty jobs, including the ones that never answered, to get your true leads-per-customer ratio.
Multiply that ratio by the lead price you are being quoted to get your actual cost per signed customer.
Divide that by your median gross margin. Above 25 percent, fix conversion or scope before you buy more volume.
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. Job values here start from an industry band for kitchen and bathroom and are scaled by a construction cost index for Germany of 1.06 against a Benelux baseline of 1.00. That index tracks labour and materials, deliberately separate from the advertising auction multiplier used on our cost-per-lead pages, because the two move independently.
How Flock Leads prices this
If the arithmetic works at your conversion rate, this is what buying that volume costs outright, with no retainer sitting on top of it:
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
What is the average kitchen and bathroom job worth in Germany in 2026?
Modelled at EUR 8,500 to EUR 26,500 for a complete installed project for a private homeowner, excluding VAT, with a midpoint near EUR 17,500. The width is real: cabinetry and appliance tier, whether plumbing and electrics move, and floor area all move the figure materially.
Is job value in Germany rising or falling in 2026?
Material prices have largely stabilised after the volatility of the early decade, while installation labour remains the tighter constraint across most of Western Europe. The practical effect is that job values drift upward slowly and the labour component grows as a share of each quote. Re-check your own median twice a year rather than trusting a published figure.
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 4,900 to EUR 7,000 on the EUR 17,500 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 1,000 per signed customer.
Why do you use a different index for job value and lead cost?
Because they measure different things. Lead prices track how many installers are bidding in a local advertising auction. Job values track labour rates and material logistics. Poland has cheap clicks and cheap labour, Ireland has mid-priced clicks and very expensive labour, and a single multiplier would misprice both.
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