THE SHORT ANSWER
A typical kitchen and bathroom project in Ireland lands at EUR 9,100 to EUR 28,500 in 2026, with a midpoint near EUR 18,800. Gross margin on that midpoint is usually 28 to 40 percent, or EUR 5,250 to EUR 7,500. Against a modelled cost per lead of EUR 50 to EUR 100 and 5 to 8 exclusive leads per signed customer, acquisition consumes roughly 3.6 to 14.7 percent of the gross margin on one job.
Ask five kitchen and bathroom fitters in Ireland what an average job is worth and you will get five sincere, different answers. What follows is a modelled 2026 band for kitchen and bathroom work in Ireland, plus the two calculations that turn a band into a decision: gross margin on the midpoint, and the cost of putting a signed customer in front of it.
The band is wide on purpose. What moves a project from one end to the other is cabinetry and appliance tier, whether plumbing and electrics move, and floor area. Local context matters too: in Ireland, 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.
The numbers, at a glance
Midpoint contract value: around EUR 18,800, inside a working band of EUR 9,100 to EUR 28,500 for kitchen and bathroom work in Ireland
What is left after materials and labour: EUR 5,250 to EUR 7,500 of gross margin, being 28 to 40 percent of the midpoint contract
Lead spend per signed customer: EUR 250 to EUR 800, at 5 to 8 exclusive leads each costing EUR 50 to EUR 100
Margin consumed by acquisition: 3.6 to 14.7 percent of one job's gross margin, counting nothing from repeat or referral work
Where the kitchen and bathroom number comes from in Ireland
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. Ireland is a small market of roughly 5.3 million people, which is the pool every one of those quotes is written into.
Around EUR 9,100 for the simple version of this job on an accessible property.
Around EUR 18,800 for the version most quotes describe, including the upgrades customers ask for once they have seen the first price.
Around EUR 28,500 once scope, access or specification all move in the same direction.
When these numbers say do not buy leads
Be willing to reach the negative conclusion. If acquisition already consumes more than a quarter of gross margin at this job value, buying more volume makes the problem bigger rather than smaller. Here that line is crossed at roughly EUR 1,300 per signed customer, and the modelled cost is EUR 250 to EUR 800.
Three situations where the honest answer is no. You cannot call a new enquiry within an hour during working hours. Your quote-to-win rate on kitchen and bathroom work is below one in eight. Or your diary is already full for the next six weeks, in which case extra leads become slower callbacks on all of them rather than extra jobs. Fix the constraint first; the leads will still be for sale next month.
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 Ireland the gap between them is 60 to 72 percent of the contract, so the EUR 18,800 midpoint leaves EUR 5,250 to EUR 7,500 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.
Irish labour is genuinely expensive, and it is not a rounding error
Ireland carries one of the highest construction cost bases in this comparison, driven by a tight labour market, sustained housing demand and the cost of living in and around Dublin. On a like-for-like job an Irish quote can sit around 15 percent above the Benelux equivalent with no difference in specification at all. Two things follow. Do not benchmark against UK figures out of habit, because the sterling comparison flatters in the wrong direction. And plan capacity carefully, because in a market this tight the constraint on growth is almost never demand.
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.
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.
What a block of leads has to produce to pay for itself
Work the package price backwards. Take 10 exclusive leads for EUR 750. At 5 to 8 leads per signed customer that is 1 to 2 jobs. At the EUR 18,800 midpoint that is EUR 18,800 to EUR 37,600 of contract value and EUR 5,250 to EUR 15,050 of gross margin, against a lead spend of EUR 750.
The block pays for itself on the first signed job and everything after that is return. That is the honest test of any lead purchase at this job value: not whether the price per lead feels high, but how many jobs the block has to produce before it breaks even, and whether that number is one or four.
SEAI grants and the one stop shop model
Irish home upgrade funding runs through SEAI, and for deeper retrofits through the One Stop Shop route where a single registered provider manages the survey, the works and the grant claim. That structure favours contractors who can either become a one stop shop or partner reliably with one, because it aggregates several measures into a single large contract instead of a sequence of small ones. Irish job values are high partly for that reason: the buyer is often purchasing a package to reach a BER target rather than one measure. Registration is the entry ticket for grant work, and being outside it costs volume rather than margin. It also drags neighbouring trades along: a house opened up for a deep retrofit is a house where the frames, the bathroom and the finishes get done at the same time, so the useful question on an Irish enquiry is not what one measure costs but what else is happening in the same twelve months.
Dividing job value by what a customer costs
The whole calculation in one line: EUR 50 to EUR 100 per exclusive lead, 5 to 8 leads per signed customer, EUR 250 to EUR 800 to win that customer, against EUR 5,250 to EUR 7,500 of gross margin on the midpoint job. Acquisition is therefore 3.6 to 14.7 percent of the margin from one project.
Compare that against the alternatives rather than against zero. A shared lead at half the price, reaching four kitchen and bathroom fitters at once, typically needs two to three times as many to produce a sale, which lands in the same place or worse and costs three times the sales effort. The cheapest sticker price is rarely the cheapest customer.
Turning this benchmark into your own figure
Start from invoices, not quotes: a median of twenty signed kitchen and bathroom contracts is worth more than any published average, including this one.
Take materials and installation labour out of each contract so you are working with margin rather than turnover.
Divide the number of enquiries you received by the number of customers you signed. That ratio, not the lead price, is what most contractors get wrong.
Price a signed customer by multiplying that ratio by the quoted lead price, then express it as a share of your median margin.
Re-run all five twice a year. Job values drift, conversion drifts faster, and a benchmark from eighteen months ago is a guess.
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 1.14 for Ireland 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.
Book a 15-minute fit check | See lead package pricing
Related answers
Frequently asked questions
How much does a kitchen and bathroom project cost in Ireland?
Between EUR 9,100 to EUR 28,500 for a private household in 2026, midpoint around EUR 18,800, 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 5,250 to EUR 7,500 on the EUR 18,800 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 1,050 per signed customer.
NEED A CLEARER PLAN?
Let’s turn your next move into momentum.
Talk to us →