A channel that is a bargain for one trade is a money pit for the next one along, and the difference is arithmetic rather than opinion. What follows is Meta ads applied to one trade only, kitchen and bathroom fitters: what it costs per enquiry and per signed job, where the ceiling sits, what it demands of you, and an unhedged answer at the end.

The numbers that govern the decision: projects run EUR 8,000 to EUR 25,000, the buyer is typically a homeowner planning a full room renovation, demand peaks January and September and falls away in July, and 5 to 8 genuine enquiries are needed for each customer signed.

The numbers, at a glance

• What one enquiry costs: EUR 17 to EUR 225, being clicks at EUR 0.60 to EUR 2.70 against a landing page converting at 1.2 to 3.5 percent

• What one signed job costs: EUR 85 to EUR 1,800, after allowing 5 to 8 enquiries for every customer signed

• Time from a standing start to the first enquiry: days, but the learning phase eats the first two weeks, assuming you begin with nothing in place

• Straight answer for kitchen and bathroom fitters: Viable for kitchen and bathroom fitters if you have a genuine offer and someone to filter the enquiries, not just a lead form.

The shape of Meta ads for this trade

Intent on Meta ads (Facebook and Instagram) is low at the moment of the click and manufactured by the offer, because nobody opened the app to buy a heat pump. Clicks are a fraction of search prices, and you can reach people who have not started looking yet.

The limit that rarely appears in a sales conversation: around 50 conversions a week per ad set for the delivery system to optimise properly, which most contractors never reach. For a kitchen and bathroom business covering one metro, check that before anything else, because a channel you cannot feed will underperform its own benchmarks indefinitely.

The downside is worth stating plainly. Enquiry quality is markedly lower and the volume of unqualified contacts will occupy someone's whole morning unless you filter hard. Skill required: Creative is the whole job. The targeting is largely automated now; the difference between a working and a failing account is the offer and the first three seconds of the video.

The full cost chain from click to signed job

Every step for kitchen and bathroom is set out below with its assumption stated, so you can replace any of them with your own figures.

1. What a click costs: EUR 0.60 to EUR 2.70 on kitchen and bathroom terms, a range set by job value more than by the number of competitors.

2. What the page converts at: 1.2 to 3.5 percent, on a page built for this single service rather than a homepage listing everything.

3. What that makes an enquiry: EUR 17 to EUR 225, being the click price divided by the conversion rate.

4. How many enquiries per customer: 5 to 8 here, since some never answer, some never quote and some never proceed.

5. What a signed job therefore costs: EUR 85 to EUR 1,800.

Against a midpoint project of EUR 16,500, the worst-case figure of EUR 1,800 is 10.9 percent of contract value. Whether that is acceptable depends entirely on your gross margin, not on your revenue, and that is the calculation most contractors skip.

The offer and creative that work for kitchens and bathrooms on social

This trade has the best organic performance in home improvement and the worst instant-form quality, which is a difficult combination. The objective of a campaign here is a booked design appointment, not a contact detail.

• Offer: a design appointment with a three-dimensional visual produced during the session, or a published specification tier list so the household can place its own budget before it ever speaks to you

• Creative that works: a single completed room filmed as a slow walkthrough with no music and no voiceover, which reads as evidence rather than as advertising

• Do not use a bare lead form: route to a page with a budget band selector, because the qualification cannot be done afterwards without burning an appointment slot

• Measure over a quarter: the cycle in this trade outruns every default reporting window in the platform

The learning phase punishes small budgets split many ways

Delivery needs a run of conversions per ad set before it stabilises. Splitting a modest budget across five ad sets guarantees none of them reach it, and every edit restarts the process. Fewer ad sets, larger budgets each, and a rule against touching a campaign for the first week or two are worth more than any targeting refinement available in the interface.

Two people, one mood board, and a budget nobody has said out loud

These decisions are made by a couple with different priorities and a budget band they are reluctant to disclose, partly because they genuinely do not know what things cost. Quoting before establishing the band produces a number that lands as either an insult or a missed opportunity. Offering three named specification tiers with indicative prices lets the household place itself without ever stating a figure, and it is the most effective qualification device in this trade.

A kitchen or bathroom enquiry is the start of a quarter, not a week

From first enquiry to signed contract routinely runs three to six months here, and the household treats it as a project rather than a purchase. They are choosing a designer as much as a fitter. Acquisition systems built for a two-week cycle report this trade as a failure at week three and get switched off just before the first cohort would have converted. Any measurement in this trade has to run over a full quarter or it is measuring nothing.

How to test this without risking a quarter

Set a fixed test budget, a fixed review date and a written definition of success before anything goes live. The most expensive mistake in kitchen and bathroom acquisition is not choosing the wrong channel, it is running the right one for three weeks and abandoning it on incomplete data.

1. Write down the maximum you can pay for one signed job, derived from your gross margin rather than from your revenue.

2. Commit a test volume large enough to expect at least two signed jobs at 5 to 8 enquiries per customer.

3. Track every enquiry to an outcome, including the ones you never reached.

4. Judge the result against your own ceiling, not against a benchmark published by whoever sold you the channel.

Retargeting is where the economics actually work

Cold traffic in the trades is expensive per enquiry. Traffic that has already seen a project gallery, watched most of an installation video or abandoned a form is dramatically cheaper. Building those audiences means running cold campaigns that lose money on a last-click basis for the first month, which is why contractors who judge week one on cost per lead switch the channel off before the profitable half of it exists.

Work through this before committing to Meta ads

1. Write down your own gross margin percentage on a typical kitchen and bathroom job, not your revenue.

2. Divide your maximum acquisition cost per customer by 5 to 8, the enquiries this trade needs to sign one, and you have the most you can pay for a single enquiry.

3. Compare your maximum per enquiry against the EUR 17 to EUR 225 per enquiry modelled above. If your ceiling is lower, fix conversion or job value before you touch the channel.

4. Agree the test volume and the review date before anything goes live, so that continuing or stopping is a decision about evidence rather than about mood.

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. The channel assumptions behind this page are separate: click prices and conversion rates come from home-improvement campaign performance across Western Europe, and they move with the auction rather than with the trade.

How Flock Leads prices this

For comparison, this is what exclusive kitchen and bathroom enquiries cost outright, with no retainer and no contract term:

• 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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