THE SHORT ANSWER
A typical windows and doors project in Sweden lands at SEK 63,300 to SEK 151,850 in 2026, with a midpoint near SEK 107,600. Gross margin on that midpoint is usually 22 to 32 percent, or SEK 23,650 to SEK 34,400. Against a modelled cost per lead of SEK 900 to SEK 1,400 and 4 to 6 exclusive leads per signed customer, acquisition consumes roughly 10.2 to 35.2 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 windows and doors projects in Sweden 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 frame count, material choice between PVC, aluminium and timber, and glazing specification all move the number materially. The market adds its own layer: in Sweden, small populations plus high click prices make this one of the most expensive markets per lead in Europe, which is exactly why exclusivity matters more here.
The numbers, at a glance
Midpoint contract value: around SEK 107,600, inside a working band of SEK 63,300 to SEK 151,850 for windows and doors work in Sweden
What is left after materials and labour: SEK 23,650 to SEK 34,400 of gross margin, being 22 to 32 percent of the midpoint contract
Lead spend per signed customer: SEK 3,550 to SEK 8,350, at 4 to 6 exclusive leads each costing SEK 900 to SEK 1,400
Margin consumed by acquisition: 10.2 to 35.2 percent of one job's gross margin, counting nothing from repeat or referral work
Where the windows and doors number comes from in Sweden
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 frame count, material choice between PVC, aluminium and timber, and glazing specification. Sweden is a small market of roughly 10.6 million people, which is the pool every one of those quotes is written into.
Around SEK 63,300 for the simple version of this job on an accessible property.
Around SEK 107,600 for the version most quotes describe, including the upgrades customers ask for once they have seen the first price.
Around SEK 151,850 once scope, access or specification all move in the same direction.
The ROT deduction applies to labour only, so the split matters
Sweden's ROT allowance lets households deduct a share of the labour cost of renovation work from their tax, applied at invoicing by the contractor and capped per person per year. Materials are excluded. That single rule shapes Swedish quoting: the labour and material split on your invoice determines directly what the customer pays, it has to be defensible, and the deduction is claimed through you rather than by them. Presenting it clearly on the quote lifts conversion. Inflating the labour share to flatter the net price is a risk you are taking with Skatteverket, not with the customer.
Winter compresses the working year on anything outdoors
Roofing, glazing and external work run against a shorter season in Sweden, and the north far more so than the south. Demand concentrates, waiting lists lengthen through the summer, and the autumn peak is sharper than in milder markets. Two effects on job value: a premium is achievable in the compressed season and is routinely not charged, and winter capacity sits idle unless the business has an indoor line of work. Price the season, and buy enquiries ahead of the peak so the quoting is finished before the crew is fully booked.
The same windows and doors 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. Sweden sits at 1.12 on the construction cost index. Converted to euro for comparison, windows and doors work prices like this:
Sweden (index 1.12) - EUR 5,600 to EUR 13,450
Ireland (index 1.14) - EUR 5,700 to EUR 13,700
Spain (index 0.72) - EUR 3,600 to EUR 8,650
Italy (index 0.80) - EUR 4,000 to EUR 9,600
Use the comparison for pricing intelligence rather than for arbitrage. A Swedish 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.
Deposits, stage payments and the cash a job this size ties up
A windows and doors contract at SEK 107,600 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 SEK 32,250 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 SEK 48,400 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.
PVC, aluminium and timber are three different margin profiles
Material choice is the largest single determinant of contract value in this trade. PVC is the volume product with the thinnest margins and the deepest competition. Aluminium prices roughly 40 to 70 percent higher for the same aperture, sells on sightlines and large glazed openings, and holds better margin because fewer companies quote it credibly. Timber is a restoration product with long lead times, high material cost and buyers who are not collecting three quotes. Most window companies are unintentionally PVC businesses because that is what their website shows, and one credible aluminium reference project changes the mix of enquiries that arrive.
Break-even on a block of 25 leads
A single lead price is hard to judge. A block is not. 25 exclusive leads cost EUR 1,750 and should convert into 4 to 6 signed windows and doors jobs at a midpoint of EUR 9,500 each, which is EUR 38,100 to EUR 57,100 of work booked and EUR 8,400 to EUR 18,300 of gross margin.
Break-even therefore arrives inside the first job. The useful question is not whether EUR 70 per lead is expensive in the abstract, but what happens to that arithmetic if your conversion is half the modelled rate, because that is the scenario worth planning for.
Measure twice, because a remake eats the job
Every frame is manufactured to order, so a survey error is not a delay, it is a total loss on that unit plus a return visit. A single remade window can remove the margin from two or three others on the same contract. Companies that hold their margin run a separate technical survey after the sale rather than measuring during the sales visit, photograph every reveal, and never order from the salesperson's numbers. It adds a few days to the process and is the cheapest insurance available on a contract of this size.
The lever is scope, not negotiation
Every ratio on this page improves faster from the revenue side than from the cost side. Adding front and back doors alongside the frames to a windows and doors job adds 12 to 20 percent with no extra mobilisation, and it is sold to a household that has already chosen you. Winning one more customer at the same margin costs SEK 3,550 to SEK 8,350 in lead spend; upgrading the scope of one you have already won costs a better quote and twenty minutes.
Price the option, do not mention it. An option with a number attached is bought roughly three times as often as an option described in a sentence.
Put both versions on one page. Two priced columns beat two separate documents, because the comparison is the sale.
Give the upgrade a reason that is not money. Noise, comfort, disruption avoided later, and a guarantee that covers the whole job rather than half of it.
Turning this benchmark into your own figure
Start from invoices, not quotes: a median of twenty signed windows and doors 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. The band is an industry base range for windows and doors multiplied by a Swedish construction cost index of 1.12, where the Benelux baseline is 1.00. Construction cost and advertising cost are modelled separately on purpose: cheap clicks and cheap labour do not reliably occur in the same market. Figures are modelled in euro and converted at 11.30 SEK per EUR 1, so the local number is indicative rather than a spot price.
How Flock Leads prices this
For comparison against the acquisition figures above, this is what Flock Leads charges for exclusive volume in this market:
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 windows and doors project cost in Sweden?
Between SEK 63,300 to SEK 151,850 for a private household in 2026, midpoint around SEK 107,600, excluding VAT and excluding competitively tendered work. Where a specific job lands depends on frame count, material choice between PVC, aluminium and timber, and glazing specification.
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 frame count, material choice between PVC, aluminium and timber, and glazing specification 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.
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.
Does a higher job value make lead buying easier?
Usually, yes, because the lead price is close to fixed while the margin scales with the contract. At the SEK 107,600 midpoint, acquisition is 10.2 to 35.2 percent of gross margin. Raise the average job by a fifth and that percentage falls by roughly the same proportion without a single change to what you pay per lead.
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