Last updated 23 September 2026
Kitchen and bathroom leads are priced for the showroom, not the fitter.
The only seller here that names a price per lead, Sales Fuel, says its leads typically cost around £25 plus VAT, and they're exclusive for 30 days. Zapo, formerly Get Work, runs Google Ads for bathroom fitters from £400 a month plus VAT. If you buy the click yourself, a kitchen or bathroom search costs £4.94 to £12.58.
The harder question is who the lead is really for. A homeowner who wants a new kitchen is buying units, worktops and appliances as well as the fitting: £5,250 to £28,400 in all, on Checkatrade's figures. The fitting alone is £2,000 to £6,000. Sell that lead to a fitter who only installs and the fitter is paying for a customer who may well buy the whole thing from a showroom.
Read the asterisk
"Exclusive" can come with an end date.
Sales Fuel prints "Exclusive Leads*" on its kitchen and bathroom pages. The asterisk reads "*Exclusive for 30 days." Its own FAQ says a lead goes back on sale if you haven't reached out by then. What each seller promises.
Where we stand
We don't sell kitchen and bathroom leads. We help you get your own.
This guide is the honest version of what buying kitchen and bathroom leads costs, and who else gets them. What we do instead is build kitchen and bathroom 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.
Fitter or showroom
One lead, two very different jobs.
Kitchen and bathroom work splits into businesses that sell the room and businesses that fit it. Checkatrade says so plainly in its kitchen fitting guide: "In many cases, your kitchen fitter will be employed by the business you purchase your kitchen from. Alternatively, you can hire an independent kitchen fitter." The table puts both kinds of job side by side, with a £25 lead worked through at two win rates.
| Job | Typical UK price | £25 lead, 1 win in 3 | £25 lead, 1 win in 9 |
|---|---|---|---|
| Fit kitchen worktops (labour only) | £300 to £1,000 | About right. 12% of the job | Loses money. 35% of the job |
| Fit a bathroom (labour only) | £1,500 to £3,000 | Cheap. 3% of the job | About right. 10% of the job |
| Fit a family kitchen (labour only) | £2,000 to £6,000 | Cheap. 2% of the job | Cheap. 6% of the job |
| New bathroom, supplied and fitted | £5,500 to £8,000 | Cheap. 1% of the job | Cheap. 3% of the job |
| Wet room, supplied and fitted | £5,000 to £13,000 | Cheap. 1% of the job | Cheap. 3% of the job |
| New kitchen, supplied and fitted | £5,250 to £28,400 | Cheap. 0% of the job | Cheap. 1% of the job |
Prices from Checkatrade's cost guides (June 2026 for fitting, worktops and wet rooms, March 2026 for new kitchens and bathrooms), worked at the middle of each range. One in 3 is MyJobQuote's figure for its trades. One in 9 comes from BuildBright's own kitchen numbers, below. The verdict judges what each win costs against a 10 to 15 percent rule of thumb.
Read down the columns and the price of the lead is rarely the problem. Even at one win in 9, a £25 lead is small against a fitted kitchen or bathroom. The exception is worktops, where it eats 35% of the job. The real risk sits in the first column: a lead for a £16,825 project is only worth that to you if you're the one selling the units.
If you fit, and the customer supplies
Your job is the labour: £2,000 to £6,000 for a family kitchen and £1,500 to £3,000 for a bathroom, by Checkatrade's reckoning. Ask any seller whether the lead has already bought its units. Sales Fuel asks homeowners "Are you supplying your own materials?" and sells what it calls dry-fit installation leads, which is the question that matters to you.
If you supply and fit
A new bathroom runs £5,500 to £8,000, a wet room £5,000 to £13,000 and a new kitchen up to £28,400. That margin can carry a lead cost many times higher. It's why the showroom agencies, such as Inspire KBB, which works for "independent kitchen retailers", sell to retailers rather than fitters.
Work it out for your van
Use your own prices and your own strike rate.
A labour-only fitter and a supply-and-fit firm should get very different answers here. Start from the job you actually quote, not the headline project value, then try a seller's lead price against it.
WHAT CAN YOU PAY FOR A KITCHEN OR BATHROOM 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
£200
a lead, winning one in 3
- Healthy range, per won job
- £400 to £600
- Which per lead is
- £133 to £200
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 guide we use, not a measured figure.
Who sells them
What each seller's own pages promise.
These are the companies that come up when a fitter searches for kitchen or bathroom leads. We read each one's pages, pricing and small print, and kept to their exact words.
| Seller | Price | Who else gets the lead | In their words |
|---|---|---|---|
| Sales Fuel | About £25 + VAT a lead, minimum orders | Nobody for 30 days | "*Exclusive for 30 days." |
| BuildBright | Monthly package, not published | Nobody | "One lead and it's yours only" |
| Leads Everyday | Monthly fee, not published | Nobody | "never shared with competitors" |
| Zapo | £400 to £1,600 + VAT a month | Nobody | "exclusive leads to bathroom fitting companies" |
| Leads Do Work | Per lead or weekly, not published | Not stated | "independent contractors who may be relevant" |
| MyBuilder | A fee when the homeowner shares details | The trades the homeowner picks | "choose who you wish to share your details with" |
Sales Fuel: exclusive for a month, then back on sale
Its kitchen page says the lead is "yours and yours alone for a full 30 days", and that after that "the lead is still yours to keep forever". Keeping it and being the only one with it are two different things. Its FAQ says "we only put your lead back on sale if you haven't reached out once the 30 days are up", and its pricing page offers "discounted old dates once this exclusivity has passed". Only its confirmed appointments are listed as "Forever (not resold)".
The same pricing page says its pay-as-you-go leads come with "no minimum contract", and then its comparison table sets a minimum order of 50 a week for exactly those leads. At about £25 each, that's roughly £1,250 plus VAT a week, paid upfront. Its footer adds: "Minimum order required."
One more mismatch. The bathroom page sells "Hotkeys & Pre-Booked Calls", while the pricing FAQ says "Currently, we can only do hotkey leads for our solar clients." Its leads come from campaigns on "Meta, YouTube, Microsoft Bing, LinkedIn, Google, and others", and it says they "never come from third-party lists". Replacements are offered for leads that don't match your criteria.
BuildBright publishes its own funnel
Most sellers quote a single flattering number. BuildBright's kitchen page gives the whole chain for one month: 381 leads, 162 booked appointments, 43 jobs won and £327,000 in revenue. On its own figures, about 43% of leads got as far as an appointment and one lead in 9 became a job, worth around £7,600 on average. That's the most useful number any seller here has printed, and it's a long way from one in three. Further down the same page it says "700+ Exclusive Kitchen Leads Generated Last Month Alone", which doesn't match the 381. Its leads come from a website or social media ad it builds for you, sold as monthly packages with no published price.
Zapo gives three different start dates
Zapo, which says it was formerly Get Work, runs search ads for bathroom fitters. Its Launch plan is £400 a month plus VAT, of which £200 is ad budget, for an estimated 10 leads: about £40 plus VAT a lead if the estimate holds. Its bathroom page promises leads "within the next 14 days", its pricing page says "within 1-4 weeks", and its FAQ says leads come "straight away" once you approve the website it builds. It's month to month, or annual for a discount.
Leads Everyday: Google Ads, or lists?
Its kitchen and bathroom page lists "Targeted Google Ads that reach customers when they need you most", "No commission on any jobs" and "Cancel anytime, no long-term contracts". The process section on the same page describes step two as "We build targeted lists and craft compelling outreach." Those are different ways of finding a customer. Ask which one your leads will come from before you sign.
A "bathroom" lead isn't always a bathroom
Leads Do Work shows its latest bathroom jobs publicly. On the day we looked, full refits sat next to "Replace back to the wall toilet", "Plumb in a new electric shower" and a dripping waste pipe. If you fit whole bathrooms, those small jobs sit in the worktop row of the table above, not the refit row. It says its jobs come from "over 300 websites and blogs" and, in its conditions of use, from "other third-party sources", and that it doesn't guarantee conversion rates. MyBuilder works the other way round: the homeowner picks who gets their details, and the fee is charged when they're shared, whether or not you win. More in is MyBuilder worth it, and on why several trades chasing one job costs more than it looks in the shared-lead trap.
Everything here about Sales Fuel'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 kitchen and bathroom 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 kitchen and bathroom customers straight to you, in an ad account in your name that stays yours if you ever leave.
See pricingBuying the click yourself
Your own ads cost more per lead. Here's what you get for it.
Kitchen searches are the dear ones: "kitchen installation" and "kitchen fitting" both price at £12.58 a click. Bathroom searches are cheaper and busier, with "bathroom fitters near me" at 8,100 searches a month. To get from a click to a lead we use WordStream's 7.33% conversion rate for home improvement search ads. It's US data, so treat it as a rough steer.
| Search | Searches a month | Per click | Per lead |
|---|---|---|---|
| kitchen installation | 1,300 | £12.58 | £172 |
| kitchen fitting | 880 | £12.58 | £172 |
| wet room installation | 480 | £11.97 | £163 |
| kitchen fitters | 5,400 | £8.83 | £120 |
| new kitchen | 8,100 | £8.17 | £111 |
| kitchen fitters near me | 6,600 | £6.98 | £95 |
| bathroom renovation | 5,400 | £6.87 | £94 |
| bathroom fitters | 6,600 | £5.98 | £82 |
| bathroom installation | 2,900 | £5.79 | £79 |
| bathroom fitters near me | 8,100 | £4.94 | £67 |
Click prices are Google Ads data for the UK, pulled 23 September 2026. These are bid-based estimates, so most advertisers pay less per click than this.
Against a lead at about £25 plus VAT, £67 to £172 looks poor, and on price alone the bought lead is cheaper. We'd rather say that than pretend otherwise. What the extra buys is a different lead:
- Yours for good, not for 30 days
- No weekly minimum to take
- Bid on refits, skip the toilets
- Spend only in hours you can answer
- Pay Google direct, no markup
- Your account keeps its history
For a supply-and-fit firm the sums are easy: one extra kitchen at the top of Checkatrade's range pays for a lot of clicks. For a labour-only fitter the win is control, because you can bid on "kitchen fitters near me" rather than "new kitchen" and reach people who have already bought their units. How much to put behind it is covered in how much to spend on Google Ads.
Google Local Services Ads
Google's UK page for Local Services Ads lists "Worktop services", "Plumbers" and "General contractor services" among its categories, but nothing for kitchen or bathroom fitting as such. A worktop specialist or a plumber who fits bathrooms may qualify under those. You pay per answered call, and there are no lead credits in the UK. More in our Local Services Ads guide.
What the lead lets you do
Some bathroom leads come with building regulations.
No seller we read mentions this. On gov.uk, the jobs that may need building regulations approval include "install a bathroom that will involve plumbing" and "change electrics near a bath or shower". The exempt list includes "replacing baths, toilets, basins and sinks". So a like-for-like refit and a new layout with a new shower circuit are not the same job in law, even when a seller files both under bathrooms.
For electrics in England, Approved Document P makes three things notifiable: a new circuit, a new consumer unit, and "any addition or alteration to existing circuits in a special location". That special location is the space round a bath or shower, up to 2.25 metres high and 0.6 metres out from the bath or tray.
In the bathroom
An electric shower wired in over the bath is electrical work in that space. If you're registered with a competent person scheme you self-certify it, and gov.uk says the customer gets a certificate "within 8 weeks of completion" that "will also show up in solicitors' searches". If you're not, it goes to building control. Approved Document P also says sockets shouldn't sit within 3 metres of a bath or shower tray.
In the kitchen
Adding sockets to an existing kitchen circuit isn't notifiable. A new circuit is. Approved Document P's own example: "installing a built-in cooker is not notifiable work unless a new cooker circuit is needed". Moving or connecting a gas hob is gas work, which only a Gas Safe registered business may do; the rule is set out in our plumbing leads guide.
gov.uk is blunt about what happens otherwise: "The person doing the work could be prosecuted and fined", and a homeowner without approval won't have the certificates they may need to sell. So before you pay for a bathroom lead, know which of these jobs you can sign off, and say so on your website and your quotes. It's the reassurance a nervous homeowner is looking for, and most of your rivals won't mention it.
Through the year
Bathroom demand dips once a year: December.
Searches for "bathroom fitters near me" hit their high in October and January and their low in December. Most other months sit close to the top, so bathroom work doesn't have a long off-season, and anyone selling you a seasonal rush should be able to show you one.
UK searches for "bathroom fitters near me", by month
September 2025 to August 2026. Google Ads keyword data, rounded bands.
Two peaks, one either side of Christmas
The search data shows October and January as equal highs, with December between them about 2.8 times lower. The searches bunch up before the holidays and straight after them.
What to do with it
Quote hard in October to fill the new year, and use December for the site visits and the paperwork. A lead bought at a flat weekly rate costs the same in December as in January. Your own ads can simply spend less that month.
Leads you can actually fit
Buy for the diary you have, not the one you want.
Checkatrade says a kitchen takes about 10 days to fit and a new bathroom 5 to 10 days. A one-van fitter has room for a handful of those a month. Sales Fuel's pay-as-you-go minimum is 50 leads a week, and BuildBright's packages are sold by monthly volume. Those models are built for a sales team with several fitting crews behind it, the kind of kitchen company Fullscale Digital works for, whose booking assistants chase each lead "multiple times across several days" to "book an in-home or showroom appointment".
If that isn't you, the leads you pay for and can't get to are money gone, and at Sales Fuel an unanswered one can be sold again after 30 days. How fast you ring back matters too; the research on that is in our roofing leads guide. Julian Mills, a marketing consultant who writes about kitchen sales, puts the other half bluntly: doubling your leads will "probably more than double the cost of your advertising", and the cheapest source you have is "Referrals from existing kitchen customers".
A kitchen sold in the customer's home can be cancelled
Most kitchens and bathrooms are agreed at the kitchen table, so the Consumer Contracts Regulations 2013 apply to them:
- They have 14 days to cancel
- Give the cancellation form, always
- Miss it: up to 12 more months
- Early start? Get it in writing
Leaving out the cancellation information is also an offence. Units ordered to measure in that first fortnight are the risk, so build the cancellation wording into your quote template and keep the customer's written go-ahead on file.
Where the lead came from
The consent behind a bought lead is your problem too.
The Information Commissioner's Office expects a business that buys marketing data to carry out "proportionate checks and due diligence", and says taking the seller's word for it isn't enough. We found no ICO fine that names kitchen or bathroom fitting. The closest cases are in home improvement generally.
A home improvement lead seller
The nearest case to kitchen and bathroom work is a lead seller: Lead Pronto Ltd was handed a £30,000 penalty by the ICO in November 2025. The ICO describes it as selling leads "in the energy and home improvements sector". It sent 76,605 texts offering a free boiler grant, and its privacy policy named none of the 18 clients it generated data for. The ICO's finding: "It cannot be argued that consent was informed."
In January 2024 the ICO fined Skean Homes £100,000 for calls to people on the Telephone Preference Service about home improvements, after it pointed at its lead generator. In August 2025 Home Improvement Marketing Ltd was fined £300,000, and the ICO repeated that it is "not acceptable to rely on assurances given by third party suppliers without undertaking proper due diligence."
What to ask a kitchen or bathroom lead seller before you pay:
- Which ad or site did this come from?
- Does the consent name my business?
- Has anyone else had this lead?
- Will it be resold, and when?
- Has the homeowner bought units?
Sales Fuel's privacy policy says homeowners get an email "confirming which Business Partners have received your information". That's a good habit. Ask any seller for the same email and check your name is on it, and ask what happens to that consent when a lead is put back on sale.
Which way to go
Decide by what you sell, then by how many you can fit.
Buy per lead if
- You supply and fit
- You have crews to fill
- Someone rings back fast
- You check the consent
Think twice if
- You only fit, never supply
- You can take two a month
- Weekly minimums apply
- It is exclusive for a month
Run your own if
- You want the customer
- You want refits, not taps
- You want to set the pace
- Your account, kept if you leave
Plenty of fitters will do both for a while: take bought leads to cover a quiet month, and build a stream of their own so the next quiet month doesn't need them. If a directory is the other route you're weighing up, read is Checkatrade worth it and is Bark worth it first.
Our sources
How we put this together.
We build websites and run Google Ads for trades, so we have a side, and we've said where a bought lead is cheaper anyway. Each seller is quoted from its own pages, and where one page contradicts another from the same company, we've shown both.
Seller pages, pricing and terms were read on their own sites on 23 September 2026. Click prices and search volumes are Google Ads data for the UK, pulled the same day. Job prices are from Checkatrade's cost guides; its new kitchen guide gives a lower range in its text than in its own table, and we used the table. The rules come from gov.uk, Approved Document P and the ICO, and the cost figures from Checkatrade. Wales, Scotland and Northern Ireland have their own building rules, which this guide doesn't cover.
Questions fitters ask
Kitchen and bathroom leads, answered.
- How much do kitchen and bathroom leads cost in the UK?
- Sales Fuel says its leads typically cost around £25 plus VAT each, with a minimum order. Zapo sells a managed Google Ads plan for bathroom fitters from £400 to £1,600 a month plus VAT. Leads Everyday, BuildBright and Leads Do Work don't publish a price. A click on a kitchen or bathroom search in Google costs £4.94 to £12.58, going by Google Ads data for the UK.
- Are kitchen and bathroom leads exclusive?
- It depends on the seller and, at Sales Fuel, on the calendar. Its leads are "Exclusive for 30 days", and its FAQ says it puts a lead back on sale if you haven't reached out by then. BuildBright says "One lead and it's yours only". Leads Everyday says its leads are "never shared with competitors". Leads Do Work matches each job with "independent contractors who may be relevant", and MyBuilder lets the homeowner choose who gets their details.
- Is a kitchen lead worth the same to a fitter as to a showroom?
- No. Checkatrade puts the labour to fit a family kitchen at £2,000 to £6,000, and a whole new kitchen with units and appliances at £5,250 to £28,400. It also says that in many cases the fitter is employed by the business selling the kitchen. A fitter who only installs is buying a lead that is worth far more to the company that supplies the units.
- Do bathroom jobs need building regulations approval or Part P?
- Some do. gov.uk says approval may be needed to install a bathroom that will involve plumbing or to change electrics near a bath or shower, and that replacing baths, toilets, basins and sinks is exempt. In England, Approved Document P makes a new circuit, a new consumer unit, or any change to circuits in the space around a bath or shower notifiable. Use a registered competent person, or notify building control.
- When do people search for bathroom fitters most?
- UK searches for "bathroom fitters near me" peaked in October and January and fell to their lowest in December, about 2.8 times lower than the peak. The rest of the year stayed fairly level.
- How many kitchen leads turn into jobs?
- No seller publishes a close rate for its buyers in general. BuildBright's own kitchen page reports 381 leads, 162 booked appointments and 43 jobs won in a month, which is about one job for every 9 leads. MyJobQuote says it would typically expect trades to win 1 in 3 jobs. Both are the sellers' own figures.
- Is it legal to buy kitchen and bathroom leads?
- Yes, but the ICO says a business buying marketing data must do proportionate checks and due diligence, and that a seller's assurances are not enough. We found no ICO fine naming kitchen or bathroom fitting. The nearest is Lead Pronto, a lead seller in energy and home improvements, fined £30,000 in November 2025 because its privacy policy named none of the 18 clients it generated data for.
- Can a customer cancel a kitchen or bathroom I sold them at their home?
- Yes, within 14 days, under the Consumer Contracts Regulations 2013, when the contract is agreed at their home. If you do not give them the cancellation information, the period stretches by up to 12 months and it is an offence. If they want you to start sooner, get that request from them in writing, on email or a signed form.
Keep reading
More straight answers for trades.
Fill the diary with kitchens and bathrooms nobody else was sold first.
We build the website and run the Google Ads in an account in your name, on the rooms you want to fit, in the areas you want to drive to. See what it costs, or send us a question first.