Last updated 24 September 2026
Half the floor is the fitter's. The lead costs the same.
Lead Pronto sells flooring leads from £15 each, a guide price that moves with your area. Zapo, formerly Get Work, runs search ads for flooring firms from £400 a month plus VAT, roughly £40 per estimated lead. Pay Google for the click yourself and a homeowner's flooring search costs £3.01 to £9.69.
None of those prices moves with how much of the floor you earn. A laminate floor supplied and fitted averages £60 a square metre, and £30 of it is the fitting. The shop that sells the boards earns on all of it. The fitter who only lays them earns on about half, and buys the same lead.
Read the heading
One product, sold to the shop and the fitter.
Lead Pronto's flooring page is headed "Flooring Leads for UK Retailers and Fitters" and says it generates leads "for flooring suppliers and installers". One price list covers a business that sells the material and one that only brings the tools. Every seller, quoted.
Where we stand
We don't sell flooring leads. We help you get your own.
This guide is the honest version of what buying flooring leads costs, and who else gets them. What we do instead is build flooring fitters a website that turns visits into calls, and run Google Ads in an account in your own name, so every lead that comes in is a customer who found you, and nobody else was sold it.
Your slice of the floor
The material is the shop's. The labour is yours.
Checkatrade prices each floor two ways, the boards and the laying. Put side by side, the fitting comes to between 47% and 56% of what the homeowner pays for the finished floor.
| Floor | Material, per m² | Fitting, per m² | Fitter's share |
|---|---|---|---|
| Laminate | £30 | £30 | 50% |
| Engineered wood | £50 | £45 | 47% |
| LVT | £35 | £45 | 56% |
Averages from Checkatrade's wooden flooring cost guide, June 2026.
Now the jobs themselves, and what a lead costs per job won at the two sellers that publish a figure, if you win one quote in 3.
| Job | Typical UK price | Lead Pronto, from £15 a lead | Zapo, about £40 a lead |
|---|---|---|---|
| Fit laminate in one room (labour only) | £300 to £600 | £45 a win, 10% of the job | £120 a win, 27% of the job |
| Carpet a 12 x 12 ft room | £300 to £800 | £45 a win, 8% of the job | £120 a win, 22% of the job |
| Living room (19m²), supplied and fitted, laminate to solid wood | £1,235 to £2,470 | £45 a win, 2% of the job | £120 a win, 6% of the job |
| Whole house (90m²), supplied and fitted, laminate to solid wood | £5,850 to £11,700 | £45 a win, 1% of the job | £120 a win, 1% of the job |
Prices from Checkatrade's cost guides for laminate fitting (March 2026), carpet fitting (March 2025) and wooden flooring (June 2026), each worked at the middle of its range. One win in 3 is MyJobQuote's figure for its trades. Lead Pronto's £15 is its starting price; Zapo's per-lead price is our sum: its cheapest monthly plan over the leads it forecasts, before VAT.
On a £1,853 living room supplied and fitted, neither seller comes close to the 10 to 15 percent of the job a won customer should cost. On a fit-only room at £450, Lead Pronto's starting price already takes 10% and Zapo's takes 27%. The price per lead didn't change. The job you were paid for did.
If you supply and fit
The lead is priced on takings like yours, and the sums above mostly work. What to check is who else gets it. A kitchen fitter faces the same split with a showroom, set out in our kitchen leads guide.
If you only fit
Some forms ask the homeowner outright. Two of Leads Do Work's published flooring leads carried the answer "what level of service do you require: fit only". That's the lead a labour-only fitter wants, so ask a seller whether you can buy those and turn the rest down.
Your numbers
How much can one flooring lead cost you?
Choose the job closest to what you quote, set how many quotes you send for every one you win, then type in a seller's price. Try the fit-only room and the whole house with the same lead price and watch the answer swing.
WHAT CAN YOU PAY FOR A FLOORING LEAD?
Pick a job, or type in what yours are worth
Starts on one in three, the figure MyJobQuote tells its own trades to expect. Put in yours.
You can pay up to about
£23
a lead, winning one in 3
- Healthy range, per won job
- £45 to £68
- Which per lead is
- £15 to £23
Put a seller's price in the last box and this will tell you what each won job would cost you.
The 10 to 15 percent band is a rough rule of thumb, not a measured figure.
Who sells them
Five flooring lead sellers, in their own words.
Several pages selling "flooring leads" to UK searchers are American firms pricing US leads in dollars. These five sell in the UK, and each is quoted from its own flooring page and small print.
| Seller | Price | Who else gets the lead | In their words |
|---|---|---|---|
| Lead Pronto | From £15 a lead, VAT not stated | Not stated | "Flooring Leads for UK Retailers and Fitters" |
| Get Work (now Zapo) | £400 to £1,600 + VAT a month | Nobody, it says | "exclusive leads to flooring companies, flooring fitters and installers" |
| Leads Everyday | Monthly fee, not published | Nobody, it says | "never shared with competitors" |
| MyJobQuote | Subscription plan, not published | Up to 3 tradesmen | "cleaning the carpets in a few rooms" |
| Leads Do Work | Per lead or weekly, not published | Not stated | "independent contractors who may be relevant" |
Lead Pronto asks the exclusivity question, then skips it
The price is "From £15 per lead delivered", with a footnote calling it "A guide price. Your exact cost per lead depends on your sector and the area you cover". Booked appointments start at £130, and it runs campaigns under your own brand for "A typical fee of 25% of the ad spend we manage". There is "No contract and no notice period". The page doesn't say whether VAT is added, and its terms page returns an error.
Its own FAQ puts the question every fitter should ask, "Are your flooring leads exclusive or shared?", and the answer is about branded and unbranded campaigns and ends "Whichever you choose, leads are matched to the criteria you agree before launch." Matched criteria and exclusivity are different promises. Get the second one in writing.
One line on the same page helps a fitter: "If you only fit certain products, say so on the discovery call and we will restrict the criteria so you are not paying for jobs you would turn down." Hold it to that, and name fit-only work as one of the criteria.
Zapo builds the website and names two start dates
Zapo, formerly Get Work, has a flooring page and a separate carpet fitting page, both promising exclusive leads from search engine ads and a website it builds for you. A flooring firm on the cheapest plan hands over £400 a month plus VAT; £200 of it goes on clicks, and Zapo expects 10 leads to come back. The flooring page says leads start "within the next 14 days"; the pricing page says "within 1-4 weeks" and that volumes vary by sector, location and season.
Leads Everyday: ads on the list, lists in the process
Leads Everyday ranks first for the search. Its flooring page lists laminate, engineered wood, vinyl, carpet and LVT, promises "Targeted Google Ads" and a bespoke website for your flooring business, and says "Cancel anytime". Step two of its process, on the same page, reads "We build targeted lists and craft compelling outreach." A homeowner who searched for a fitter and one found on a list are not the same lead. No price is published.
MyJobQuote and Leads Do Work show you the feed
Leads Do Work posts its latest flooring enquiries, sourced from "over 300 home improvement websites, blogs and related online content". The September list had full rooms, a landing and stairs, and three downstairs rooms needing a damp-proof membrane and levelling screed first. It also had "2 laminate floor boards need replacing", "I need to fit skirting" and "Some flooring panels replacing in kitchen". One lead also listed a double glazing form under "other forms".
MyJobQuote counts "cleaning the carpets in a few rooms" among its flooring leads, which is a different trade with its own guide, carpet cleaning leads. Its terms let up to three tradesmen accept each job. Why three fitters chasing one hallway costs more than it looks is in the shared-lead trap.
Checkatrade's number isn't a flooring number
Checkatrade's article on getting flooring leads sells membership with "over 473,000 job searches on our website in 2025". The footnote calls it "Internal search data from users of the checkatrade.com website". It doesn't say how many were for flooring. Whether a membership pays is weighed in is Checkatrade worth it.
Everything here about Leads Do Work's contract comes from its own published terms and conditions, last read on 23 September 2026. Terms get revised, so check yours against the current version before you act on anything.
Rather have flooring leads that are yours alone?
That's what we do. We don't sell leads. We build the website and run the Google Ads that bring flooring customers straight to you, in an ad account in your name that stays yours if you ever leave.
See pricingBuying the click yourself
Bid on the fitter searches, leave the shop ones alone.
The busiest flooring search in the UK is "flooring near me", at 12,100 a month and £1.94 a click. Plenty of those people want a showroom. The searches that ask for a person are smaller: "flooring fitters near me" at 2,400 and £3.99, "carpet fitters near me" at 8,100 and £3.25. The dearest is commercial work, £9.69 for "commercial flooring contractors". Leads are estimated at WordStream's 7.33% conversion rate for home improvement search ads, which comes from US campaigns, so treat the last column as a guide.
| Search | Searches a month | Per click | Per lead |
|---|---|---|---|
| commercial flooring contractors | 260 | £9.69 | £132 |
| wood floor fitters | 320 | £6.19 | £84 |
| flooring fitters | 320 | £5.73 | £78 |
| floor sanding near me | 1,300 | £4.95 | £68 |
| floor fitters near me | 1,900 | £4.53 | £62 |
| wood flooring fitters near me | 140 | £4.45 | £61 |
| floor fitter | 1,000 | £4.35 | £59 |
| flooring installation | 1,000 | £4.13 | £56 |
| flooring fitters near me | 2,400 | £3.99 | £54 |
| laminate flooring fitters near me | 720 | £3.59 | £49 |
| carpet fitter | 4,400 | £3.58 | £49 |
| vinyl flooring fitters near me | 480 | £3.45 | £47 |
| carpet fitters near me | 8,100 | £3.25 | £44 |
| lvt flooring fitters near me | 210 | £3.01 | £41 |
Google Ads data for the UK, pulled 23 September 2026. Click prices are bid-based estimates, so most advertisers pay less per click.
At £41 to £132 a lead, your own ads cost more per enquiry than Lead Pronto's £15 starting price. If price per lead were the whole story, the bought lead would win. The sellers know what you are worth to them, though: "flooring leads" costs £42.70 a click, more than 4 times the dearest homeowner search above. What your own ads buy is the choice of which floors you hear about:
- Fitter searches in, shop searches out
- LVT and wood, or carpet, or both
- Only the towns you drive to
- Nobody else sold the same lead
- Pay Google direct, no markup
- The ad account stays in your name
A single whole-house job at £5,850 to £11,700 pays for a great many clicks. For a fitter quoting rooms at £300 to £600, every click has to be one that asked for a fitter. How much to put behind it is covered in how much to spend on Google Ads, and the other trades are compared side by side in our trade leads guide.
Google Local Services Ads
"Flooring services" is one of Google's UK Local Services Ads categories, so a flooring business can apply directly. In the UK you pay for answered calls, and the screening covers a business check and public liability insurance. The details are in our Local Services Ads guide.
Under the old floor
An old house can put asbestos under the lead.
No seller mentions it. The Health and Safety Executive says "Buildings constructed after 2000 are unlikely to contain asbestos", and that trades working on anything older are more likely to meet it. A lead to lift a hallway's old tiles in a house built before then is a lead into that risk.
HSE's task sheet a23, on removing asbestos floor tiles, says the tiles can have "asbestos-paper backing, or be fixed with asbestos-containing mastic", and that lifting paper-backed tiles is notifiable non-licensed work.
Never sand it
The sheet's caution is three words: "Never sand the floor." Before you price a floor sanding lead or a strip-and-relay in an older home, find out what is on the boards or the screed, and who put it there.
Overlay, and say so
HSE's first question is whether you can avoid removal "by overlaying with non-asbestos material". If you do, it says to warn the owner about what you have covered so it can be managed. A line on your quote does that.
Employers must also make sure anyone liable to disturb asbestos at work gets the right information, instruction and training. A fitter who can explain that in plain words on a survey visit sounds like the safe pair of hands a homeowner with an old floor is looking for.
Through the year
Floor searches top out in autumn and sag in December.
"flooring fitters near me" was searched most in October and least in December. April and May dipped a little too, and the rest of the year held level.
UK searches for "flooring fitters near me", by month
September 2025 to August 2026. Google Ads keyword data, rounded bands.
An autumn high
October sits about 1.8 times above December. Carpet searches followed the same shape, with the same October peak.
Budget like the diary
A lead plan bills the same all year. Your own ad budget can go up for autumn, drop right back for December, and return in January.
Before you cut the carpet
A floor sold in the lounge comes with a cooling-off period.
Most flooring is measured and priced in the customer's house, and a deal agreed there falls under the Consumer Contracts Regulations 2013. For a flooring job that means:
- The customer gets 14 days to cancel
- Give them the cancellation notice
- Miss it and add up to 12 months
- Want to start early? Get it in writing
Not handing over the cancellation information is an offence in itself. The regulations do exclude goods "made to the consumer's specifications or are clearly personalised", and it is tempting to read a carpet cut to their stairs that way. The regulation doesn't say so, and a roll you have already cut is the thing you can't sell to anyone else. Order and cut after the written go-ahead, not before.
A lead you never call back is money spent for nothing. The research on how quickly a reply should go out is in our roofing leads guide.
Where the lead came from
One flooring lead seller has already been fined.
When you buy a lead, the Information Commissioner's Office expects "proportionate checks and due diligence" from you as the buyer, as well as from the seller. For flooring that check starts close to home.
Lead Pronto Ltd, £30,000
In November 2025 the ICO fined Lead Pronto Ltd, the company named in the footer of the flooring leads page quoted above. It had sent 76,605 texts offering a free boiler grant, and its privacy policy named none of the 18 businesses it was generating data for. The case was about boilers, not floors, and its current privacy policy says it seeks explicit opt-in before sharing details with partners. Ask to see that opt-in for your own leads.
No ICO penalty we found names a flooring or carpet business. The other home improvement cases, and why blaming the lead supplier didn't work for the firms that tried it, are in the roofing guide.
Put these to any flooring lead seller:
- Which website or ad did it come from?
- Does the consent name my business?
- Supply and fit, or fit only?
- A whole room, or two boards?
- How many other firms had it?
Which way to go
Decide whether you sell floors or fit them, then choose.
Buy per lead if
- You supply the material
- You run more than one team
- You ring back within the hour
- You check the consent
Think twice if
- You only do the fitting
- Exclusivity isn't in writing
- Repairs fill the feed
- Leads come from lists
Run your own if
- You want fitter searches
- You want the whole house
- You pick the towns
- Ad account in your own name
Plenty of fitters do both for a while: a few bought leads to cover a quiet fortnight, and their own ads bringing in whole floors so the bought ones matter less each month. Either way, the lead price only means something next to the part of the floor that is actually yours.
Our sources
Where these figures come from.
We're not neutral: we build websites and run Google Ads for trades. That's why the comparison above says plainly where a bought flooring lead beats a click on price.
Each seller's flooring page and conditions were read on its own website on 23 September 2026. Click prices and search volumes are Google Ads data for the UK, pulled the same day. Floor and job prices are from Checkatrade's wooden flooring, laminate and carpet fitting cost guides, the carpet one dated March 2025 and the others 2026. The asbestos guidance is HSE's, and the cancellation rules are the Consumer Contracts Regulations 2013 on legislation.gov.uk.
Questions fitters ask
Flooring leads, answered.
- How much do flooring leads cost in the UK?
- Lead Pronto advertises flooring leads from £15 each, which it calls a guide price that depends on your area and the work you want, and booked appointments from £130. It doesn't say whether VAT is on top. Zapo, formerly Get Work, sells managed search ads for flooring firms from £400 to £1,600 a month plus VAT, about £40 per estimated lead on its cheapest plan. Leads Everyday, MyJobQuote and Leads Do Work don't publish a price. A click on a homeowner's flooring search costs £3.01 to £9.69.
- Is a flooring lead worth the same to a fitter as to a flooring shop?
- No. On Checkatrade's per square metre averages, the fitting is 47% to 56% of what a laminate, engineered wood or LVT floor costs supplied and fitted. A shop that sells the boards and fits them earns on all of it; a fitter-only business earns on its share. Lead Pronto sells the same product "for UK Retailers and Fitters", so both pay one price for very different takings.
- Are flooring leads exclusive?
- It depends on the seller, and one of them won't say. Leads Everyday promises leads "never shared with competitors" and Zapo says it delivers exclusive flooring leads. Lead Pronto's FAQ asks "Are your flooring leads exclusive or shared?" and replies that leads are "matched to the criteria you agree before launch", without a yes or a no. MyJobQuote's terms let up to three tradesmen accept each job, and Leads Do Work matches enquiries with "independent contractors who may be relevant".
- Is every flooring lead a whole room?
- No. Leads Do Work publishes its latest flooring enquiries, and on 23 September 2026 the list included two laminate boards to replace, a run of skirting, and a few kitchen panels, next to full rooms and a whole downstairs. MyJobQuote says its flooring leads run from "cleaning the carpets in a few rooms" up to whole renovations. Ask what a seller will count as a flooring lead before you pay for one.
- Do I need to worry about asbestos when lifting an old floor?
- In an older house, yes. HSE says buildings put up after 2000 are unlikely to contain asbestos, which leaves every home built before then. Its task sheet on floor tiles warns that tiles can have asbestos-paper backing or asbestos-containing mastic, says "Never sand the floor", and makes removing paper-backed tiles notifiable non-licensed work. Overlaying the old tiles is one option it gives, as long as you tell the owner what is underneath.
- When do people search for floor fitters most?
- UK searches for "flooring fitters near me" peaked in October and bottomed out in December, about 1.8 times lower. April and May dipped too, and the rest of the year held level.
- Is it legal to buy flooring leads?
- Yes, but the checks are yours to make. The ICO expects any business buying marketing data to do proportionate checks and due diligence, and a seller's word alone doesn't cover you. The seller to look hardest at is Lead Pronto: the ICO fined Lead Pronto Ltd £30,000 in November 2025 over texts about boiler grants, because its privacy policy named none of the 18 businesses it collected data for. We found no ICO fine that names flooring.
- Can a customer cancel a floor they agreed at home?
- Usually, yes. A contract agreed in the customer's home carries 14 days to cancel under the Consumer Contracts Regulations 2013, stretching by up to 12 months if they were never given the cancellation information. The regulations exclude goods "made to the consumer's specifications or are clearly personalised", but they don't say whether a carpet cut to their room counts, so don't rely on it. Get a written request to start before you order or cut anything.
Keep reading
More straight answers for trades.
Fill the diary with floors that were only ever sold to one fitter.
We build the website and run the Google Ads in an account in your name, on the flooring work you fit, in the towns you want to work in. See what it costs, or send us a question first.