THE SHORT ANSWER
An exclusive, qualified windows and doors lead in Belgium costs roughly EUR 60 to EUR 95 in 2026, with EUR 78 as the working average. At a close rate of one in 5 that is about EUR 390 per acquired customer, or 4.6 percent of a typical EUR 5,000 to EUR 12,000 project. Belgium sits at a multiplier of 1.00 against a Benelux baseline of 1.0, because Flanders and Wallonia behave like two different auctions: Dutch-language clicks are more expensive because installer density is higher there.
What a windows and doors lead costs in Belgium in 2026
These are prices for an exclusive lead: a homeowner who asked for a quote, matched your service area and job type, and whose details go to you and nobody else. Shared leads, sold to four window and door companies at once, cost less per unit and more per customer.
Price per exclusive lead: EUR 60 to EUR 95, average EUR 78
Typical project value: EUR 5,000 to EUR 12,000
Exclusive leads needed per customer: 4 to 6
Cost per acquired customer: around EUR 390
Acquisition cost as a share of the job: about 4.6 percent
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 two auctions inside one country
Belgium is not one advertising market. Dutch-language and French-language campaigns run against different competitor sets, at different click prices, with different landing pages, and a single national campaign averages them into a number that describes neither. Installer density is higher in Flanders, which is why Dutch-language clicks cost more, and why a Brussels postcode can behave like both markets in the same week.
How many windows and doors leads a month your team can absorb
Volume is only useful up to the point your team can quote and deliver it. At 4 to 6 leads per customer, ten exclusive leads a month in this trade produce roughly 1 to 2 jobs, which at a typical EUR 8,500 project is somewhere around EUR 8,500 to EUR 17,000 of work landing in the diary.
Buy past that and the extra leads do not become extra jobs, they become slower callbacks on all of them. The pattern is consistent: businesses that raise volume before fixing quoting capacity see cost per acquired customer rise even though cost per lead is unchanged.
So set volume from installed capacity rather than from ambition, and raise it in steps you can staff. In Belgium that usually means one increase per quarter, timed ahead of the late winter and spring peak rather than during it.
What you really pay per acquired customer
Cost per lead in isolation tells you nothing. Divide it by your close rate.
At EUR 78 per lead and one sale per 5 leads, a new windows and doors customer in Belgium costs about EUR 390. On a EUR 8,500 project that is 4.6 percent of revenue. The working rule across home-improvement trades is that a healthy acquisition cost sits between 4 and 9 percent of job value. Above 12 percent, either the lead quality or the follow-up is broken, and it is almost always the follow-up.
Now compare that to a shared lead. If you pay EUR 39 for a lead that four competitors also received, and your close rate falls to one in twelve, your cost per customer becomes roughly EUR 468. That is worse than the exclusive lead, and it burns three times as much of your sales week.
The mistake that wastes the most window and door budget
Quoting a price per frame in the first conversation. It invites a like-for-like comparison against a cheaper specification and removes every advantage you have. The stronger move is to quote a survey, use the survey to establish specification, and let the comparison happen on a document you control rather than in a phone call you do not.
Buying leads or generating them yourself in Belgium
Both work. The break-even is arithmetic, not ideology.
Running your own ads makes sense once monthly media spend passes roughly EUR 4,000 in this market, because at that point the fixed cost of a decent landing page, tracking and someone managing the account spreads thinly enough to beat a per-lead price.
Buying exclusive leads makes sense below that, and whenever you want to switch spend on and off with your capacity rather than commit to a retainer. You pay for outcomes and the supplier carries the auction risk.
Marketplaces and shared leads make sense only if your team genuinely calls inside five minutes, every time. If not, you are subsidising whichever competitor does.
What qualification actually removes
The buyer behind these figures is a homeowner replacing single or early double glazing, and what moves them is draughts, noise and energy bills.
Filtering on number of frames, material preference, ownership and timeline removes 30 to 50 percent of raw form fills. The survivors cost more each and close far better. A EUR 95 lead you can actually service beats a EUR 36 lead you have to refuse, and the refused lead is not free: it costs a call, a diary slot and a small amount of your team's belief in the channel.
What separates a window and door lead that closes from one that does not
A stated frame count. A homeowner who knows they need nine frames has already walked the house; a homeowner who says some windows has not started. Material preference is the second signal, because it tells you whether they have visited a showroom or a website. Leads carrying both convert at a multiple of leads carrying neither, and both are form fields rather than call questions.
How Belgian homeowners buy
Three quotes is close to a cultural default here, and homeowners are comfortable saying so on the first call. That makes speed and clarity worth more than exclusivity alone: being the first of three to send an itemised written quote matters more than being the only one contacted. Word of mouth carries unusual weight, so a completed job in a street reliably produces further enquiries in that street.
How to test a windows and doors lead supplier in Belgium without risking a quarter
Buy a small, defined batch rather than signing a retainer, and decide in advance what success looks like. For this trade at these prices, a fair test is enough leads to expect two or three sales: at 4 to 6 leads per customer that means at least 18 leads, and anything smaller measures luck rather than the supplier.
Fix the postcodes and job types in writing before the first lead arrives, using Antwerp, Ghent, Brussels and Liege as your reference area.
Record time from lead creation to your first call attempt. If that number is above thirty minutes, you are measuring your own follow-up, not the leads.
Track cost per acquired customer against the EUR 390 benchmark on this page rather than cost per lead.
Agree the replacement rule for wrong area, wrong job type and unreachable numbers.
Confirm the price is exclusive of VAT and denominated in EUR.
Suppliers who are confident in their own quality accept every one of those conditions, because they know the arithmetic works in their favour.
What Flock Leads charges
Against the band above, here is what Flock Leads actually charges. Fixed packages, no retainer, no contract term, and every lead goes to one business only.
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
Leads are matched to the Belgian postcodes and job types you choose, and arrive within minutes of the homeowner asking. Anything you do not use carries forward under the Flock Lead Promise, so a quiet month does not cost you the volume you paid for.
Related answers
Frequently asked questions
How much does a windows and doors lead cost in Belgium?
Roughly EUR 60 to EUR 95 for an exclusive, qualified lead in 2026, with EUR 78 as the working average. Shared leads sell for less, typically EUR 30 to EUR 48, but they reach three to five window and door companies at the same time.
How many windows and doors leads do I need to win one job?
4 to 6 exclusive leads, assuming you call inside the first hour. On shared leads plan for two to three times that number.
Why are windows and doors leads more expensive in some countries?
Because the auction is local. Belgium runs at a multiplier of 1.00 against the Benelux baseline, mainly because Flanders and Wallonia behave like two different auctions: Dutch-language clicks are more expensive because installer density is higher there.
When are windows and doors leads cheapest in Belgium?
In the August trough. Demand peaks in late winter and spring, so off-peak leads run 20 to 40 percent below the figures above. They convert more slowly, so only buy them if you have the follow-up discipline to nurture into the peak.
Can I buy windows and doors leads for specific postcodes only?
Yes. Flock matches on postcode and job type, so you can run Antwerp, Ghent, Brussels and Liege and leave the rest of Belgium alone. Narrowing the area raises the price per lead slightly and raises the close rate a lot more.
Who is actually behind a windows and doors enquiry in Belgium?
Typically a homeowner replacing single or early double glazing, motivated by draughts, noise and energy bills. Matching your first call to that motive rather than to your price list is what separates a 17 percent close rate from a 7 percent one.
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