Last updated 23 September 2026
Kitchen leads are priced for the showroom, not the fitter.
Sales Fuel is the one kitchen lead seller that names a price per lead: around £25 plus VAT, exclusive for 30 days. Zapo, formerly Get Work, runs search ads for kitchen fitters from £400 a month plus VAT. Buy the click yourself and a kitchen search costs £4.52 to £12.58.
The price matters less than who the lead is really worth money to. Somebody after a new kitchen is buying units, worktops and appliances along with the fitting: £5,250 to £28,400 all in, on Checkatrade's figures, against £2,000 to £6,000 for the labour. Hand that enquiry to an installer who never supplies a cabinet, and the installer has paid for a customer the showroom down the road will probably sell the kitchen to.
Read the asterisk
A kitchen lead can be exclusive for a month and no longer.
Sales Fuel's kitchen page says "Exclusive Leads*", and the asterisk reads "*Exclusive for 30 days." Its FAQ says the lead goes back on sale if you haven't been in touch by the end of that month. What each seller promises.
Where we stand
We don't sell kitchen leads. We help you get your own.
This guide is the honest version of what buying kitchen leads costs, and who else gets them. What we do instead is build kitchen 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
The same kitchen lead is two different jobs.
Kitchens are sold by one kind of business and very often fitted by another. Checkatrade's kitchen fitting guide puts it in one line: "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." Its new kitchen guide adds that some companies include the installation and other times the homeowner has to find a fitter. The table runs a £25 lead against three kitchen jobs 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 family kitchen (labour only) | £2,000 to £6,000 | Cheap. 2% of the job | Cheap. 6% 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 and worktops, March 2026 for a new kitchen), 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, further down. Each verdict weighs the cost of a win against a 10 to 15 percent rule of thumb.
So on a whole kitchen the lead price hardly registers, even when it takes 9 leads to land one. Worktops are where it bites, at 35% of the job. The trap is in the price column instead: that £16,825 figure is only yours if you're the one supplying the units.
If you only fit
What you invoice is the labour, £2,000 to £6,000 for a family kitchen by Checkatrade's reckoning, or £300 to £1,000 for worktops. Before you pay, ask whether the homeowner has bought the units yet. Sales Fuel puts that exact question to them, "Are you supplying your own materials?", and sells the yes answers as dry-fit installation leads.
If you sell the kitchen too
A supplied-and-fitted kitchen runs up to £28,400, and that margin can carry a lead many times dearer than £25. It's why agencies like Inspire KBB, which describes itself as working for "independent kitchen retailers", aim at showrooms rather than at the fitters they employ.
Work it out for your firm
Put in the kitchen you actually quote.
An installer and a showroom should get different answers from the same lead price. Pick the job you invoice for, not the headline value of the room, then try a seller's price against it.
WHAT CAN YOU PAY FOR A KITCHEN 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 kitchen lead seller promises.
These are the firms that turn up when a kitchen fitter goes looking for leads. We read each one's own pages, pricing and small print, and quote them word for word.
| 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" |
| Get Work (now Zapo) | £400 to £1,600 + VAT a month | Nobody | "exclusive leads to kitchen fitting companies" |
| Fullscale Digital | Fixed fee plus a fee per confirmed appointment | Nobody | "exclusively for your kitchen company" |
Sales Fuel: yours for a month, then resold
The kitchen page promises the lead is "yours and yours alone for a full 30 days" and, after that, "still yours to keep forever". Keeping a phone number is not the same as being the only fitter who has it. The FAQ says "we only put your lead back on sale if you haven't reached out once the 30 days are up", and the pricing page sells "discounted old dates once this exclusivity has passed". Only confirmed appointments are marked "Forever (not resold)".
That pricing page also describes pay-as-you-go leads as "no minimum contract", while its own comparison table puts the minimum order for them at 50 a week. At roughly £25 a lead, that comes to about £1,250 plus VAT a week, paid in advance.
It says its leads come from its own campaigns on "Meta, YouTube, Microsoft Bing, LinkedIn, Google, and others" and "never come from third-party lists", and it replaces a lead that doesn't match your criteria. The pricing FAQ also notes "Currently, we can only do hotkey leads for our solar clients."
BuildBright prints its whole kitchen funnel
Most sellers publish one flattering number. BuildBright's kitchen page gives a month end to end: 381 leads, 162 booked appointments, 43 jobs won and £327,000 of revenue. On those figures about 43% of leads reached an appointment and one in 9 became a kitchen, worth around £7,600 each. No other kitchen seller has printed anything as useful, and it sits a long way from one in three. Lower down, the same page claims "700+ Exclusive Kitchen Leads Generated Last Month Alone", which doesn't square with 381. Leads come from a website or social media ad it builds, in monthly packages with no price on show.
Zapo: three answers to "when do leads start?"
Zapo, formerly Get Work, runs search ads for kitchen fitters and says it will "Target anyone who searches for a kitchen fitter or installer in your location." Its Launch plan is £400 a month plus VAT, £200 of which is ad budget, for an estimated 10 leads, or about £40 plus VAT each if the estimate holds. The kitchen page says leads start "within the next 14 days", the pricing page says "within 1-4 weeks", and the FAQ says "straight away" once you approve the landing page it builds. It runs month to month, or annually at a discount.
Leads Everyday: ads or lists?
Its fitters' page offers "Targeted Google Ads that reach customers when they need you most", "No commission on any jobs" and "Cancel anytime, no long-term contracts". Step two of its process on the same page reads "We build targeted lists and craft compelling outreach." An ad answers somebody already searching; outreach to a list goes looking for somebody who wasn't. Find out which you're paying for.
Fullscale Digital sells appointments, not names
Its booking assistants chase each enquiry "multiple times across several days" to "book an in-home or showroom appointment", and it charges "a fixed rate for marketing services and a performance-based fee for each confirmed appointment". A showroom appointment is built for a business with a showroom. Why several fitters chasing one job costs more than it looks is 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 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 customers straight to you, in an ad account in your name that stays yours if you ever leave.
See pricingBuying the click yourself
A kitchen click is dear. Here's what it buys.
"kitchen installation" and "kitchen fitting" both price at £12.58 a click. The busy ones are cheaper: "kitchen fitters near me" gets 6,600 searches a month at £6.98. To turn clicks into leads we use WordStream's 7.33% conversion rate for home improvement search ads, which is US data, so read 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 |
| kitchen renovation | 4,400 | £10.38 | £142 |
| kitchen refit | 1,600 | £10.23 | £140 |
| kitchen installers | 880 | £8.98 | £123 |
| kitchen fitters | 5,400 | £8.83 | £120 |
| new kitchen | 8,100 | £8.17 | £111 |
| kitchen fitters near me | 6,600 | £6.98 | £95 |
| worktop fitting | 260 | £4.52 | £62 |
Click prices are Google Ads data for the UK, pulled 23 September 2026. They're bid-based estimates, so most advertisers pay under these figures.
Next to a lead at about £25 plus VAT, £62 to £172 looks expensive, and on price alone the bought lead wins. What the dearer lead gets you is a different kind of lead:
- Yours for good, not for 30 days
- No weekly minimum to take
- Bid on fitting, skip "new kitchen"
- Spend only in hours you can answer
- Pay Google direct, no markup
- Your account keeps its history
For a firm that supplies and fits, one extra kitchen near the top of Checkatrade's range pays for a lot of clicks. For an installer the gain is choosing the words: bid on "kitchen fitters near me" and "worktop fitting", leave "new kitchen" to the showrooms, and you reach people who already have their units. How much to put behind it is in how much to spend on Google Ads.
Google Local Services Ads
Google's UK Local Services Ads list has "Worktop services", "Carpenters" and "General contractor services", but no kitchen fitting category. A worktop specialist may qualify; kitchen fitting has no category of its own. It's pay per answered call, with no lead credits in the UK. More in our Local Services Ads guide.
What the lead lets you do
A kitchen can mean electrics and gas as well.
None of the kitchen sellers we read mention it. In England, Approved Document P makes three kinds of electrical work notifiable: a new circuit, a replacement consumer unit, and changes to circuits in the space round a bath or shower. A kitchen sits outside that last one, so in a kitchen it comes down to the first two.
The electrics
Extra sockets on an existing kitchen circuit are on gov.uk's exempt list. A cooker or induction hob on its own new supply isn't. Approved Document P's own example: "installing a built-in cooker is not notifiable work unless a new cooker circuit is needed". A registered electrician self-certifies that, and the customer gets a certificate "within 8 weeks of completion"; anybody else goes through building control.
The gas
Checkatrade's kitchen fitting guide lists "A gas engineer to disconnect/connect any gas appliances" as an extra, because moving or connecting a gas hob is gas work, which only a Gas Safe registered business may do. The law behind it is set out in our plumbing leads guide.
On gov.uk, "The person doing the work could be prosecuted and fined" for getting this wrong, and a homeowner without approval may lack the certificates they need to sell. Say on your quotes who does the electrics and the gas on every kitchen you fit. A homeowner comparing three fitters notices the one who answered that before they asked.
Through the year
Kitchen demand barely has an off season.
Searches for "kitchen fitters near me" were highest in October and January and lowest in November, December and May, and the gap between the two is only about 1.5 times. The other months sit on the same level.
UK searches for "kitchen fitters near me", by month
September 2025 to August 2026. Google Ads keyword data, rounded bands.
Two small peaks round Christmas
October and January are the busy months, with the dip between them in November and December. May is the other quiet month. Because Keyword Planner rounds into bands, read it as a gentle wave rather than a rush.
What that means for buying leads
A kitchen seller has no quiet season to discount, and a flat weekly order costs the same every month. With your own ads you can trim spend in the dips and put it back in October and January.
Leads you can actually fit
Two weeks a kitchen, so buy for two a month.
Checkatrade puts the average kitchen at 10 days to fit. A one-van installer gets through about two in a month. Sales Fuel's pay-as-you-go minimum is 50 leads a week, and BuildBright sells packages by monthly volume. Those are built for a sales office with several crews behind it, which is who Fullscale Digital's booking assistants are working for.
Leads you can't get round to are money gone, and at Sales Fuel an untouched one can go back on sale after 30 days. Speed of call-back matters as well; the research is in our roofing leads guide. Julian Mills, a consultant who writes about fitted kitchen sales, warns that doubling your leads will "probably more than double the cost of your advertising", and that the cheapest leads you'll ever get are "Referrals from existing kitchen customers".
A kitchen agreed at the customer's table can be cancelled
When the contract is agreed in the customer's home, the Consumer Contracts Regulations 2013 give them the right to change their mind:
- 14 days to cancel from the contract
- Hand over the cancellation form
- Skip it: 12 more months to cancel
- Early start needs their written ask
Not giving the cancellation information is an offence as well. The regulations exclude goods "made to the consumer's specifications or are clearly personalised", but whether a particular kitchen counts is a question for a solicitor, not for your order book. The safe habit is to hold the unit order until the fortnight is up, or until you have the customer's written request to start.
Where the lead came from
A bought kitchen lead brings its consent problems with it.
The Information Commissioner's Office expects the kitchen firm that buys a lead to have done "proportionate checks and due diligence" on it, and says a seller's assurance doesn't count. We found no ICO fine naming a kitchen business. The nearest cases are elsewhere in home improvement.
Fined as a lead seller
A lead seller took a £30,000 ICO penalty in November 2025: Lead Pronto Ltd, which sold leads "in the energy and home improvements sector", texted 76,605 people about a free boiler grant, under a privacy policy that named none of the 18 businesses it collected the data for. In the ICO's words, "It cannot be argued that consent was informed."
Buyers get fined too. Skean Homes paid £100,000 in January 2024 for 614,342 calls promoting energy grants for resin driveways, made to people whose details came from a lead generator. Home Improvement Marketing Ltd was fined £300,000 in August 2025 for 2.4 million automated calls made without consent.
Questions to put to a kitchen lead seller before paying:
- Which ad or site did this come from?
- Is my firm named in the consent?
- Who else has had this lead?
- When does it go back on sale?
- Has the customer bought units?
Sales Fuel's privacy policy says homeowners are emailed "confirming which Business Partners have received your information". Ask any seller for that email and look for your firm's name on it, and ask what happens to the consent when a lead is sold a second time.
Which way to go
Decide by whether you sell the units, then by how many you can fit.
Buy per lead if
- You supply the kitchen
- You have crews to fill
- Someone rings back fast
- You check the consent
Think twice if
- You only ever install
- Two kitchens fill your month
- A weekly minimum applies
- Exclusive ends in 30 days
Run your own if
- You want dry-fit jobs
- You want the customer
- You want to set the pace
- Your account, kept if you leave
Plenty of kitchen firms mix the two for a while, buying leads to cover a thin month while their own stream builds up. If you fit bathrooms as well, the numbers there are different; see our bathroom leads guide. Weighing a directory instead? 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're not neutral, and we've said where a bought kitchen lead comes out cheaper anyway. Every seller is quoted from its own pages, and where a company's pages disagree with each other, both versions are shown.
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 kitchen fitting guide and its new kitchen guide, whose text gives a lower range than its own table; we used the table. The rules come from gov.uk, Approved Document P and the ICO. Building rules in Wales, Scotland and Northern Ireland differ and aren't covered here.
Questions kitchen fitters ask
Kitchen leads, answered.
- How much do kitchen leads cost in the UK?
- Sales Fuel says its leads typically cost around £25 plus VAT each, with a weekly minimum order. Zapo, formerly Get Work, runs search ads for kitchen fitters from £400 to £1,600 a month plus VAT. Leads Everyday, BuildBright and Fullscale Digital don't publish a price. A click on a kitchen search in Google costs £4.52 to £12.58, going by Google Ads data for the UK.
- Are kitchen leads exclusive?
- At Sales Fuel, for a month. Its kitchen leads are "Exclusive for 30 days", and its FAQ says a lead goes 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", and Fullscale Digital says its leads are "exclusively for your kitchen company". None of them puts a time limit on it in writing except Sales Fuel.
- 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 the fitter is often employed by the business that sold the kitchen. An installer who never supplies units is buying a lead whose value mostly belongs to whoever does.
- What is a dry-fit kitchen lead?
- It's Sales Fuel's name for a homeowner who already has the units and wants someone to install them: it offers "dry-fit installation leads (cabinets, countertops, sinks, taps, appliances, etc)" and asks homeowners "Are you supplying your own materials?". For a fitter who only does the labour, that answer is the one worth paying for.
- Does fitting a kitchen need Part P or building regulations approval?
- Only some of it, in England. Adding sockets to an existing kitchen circuit is on gov.uk's exempt list. A new circuit, such as a cooker or hob on its own supply, or a new consumer unit, is notifiable under Approved Document P, so it needs a registered electrician who can self-certify or a building control application. Connecting a gas hob is a job for a Gas Safe registered engineer.
- When do people search for kitchen fitters most?
- UK searches for "kitchen fitters near me" peaked in October and January and were lowest in November, December and May, a swing of about 1.5 times. Kitchen demand stays fairly level for the rest of the year.
- 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.
- Can a customer cancel a kitchen they agreed to in their own home?
- Usually, within 14 days, under the Consumer Contracts Regulations 2013, and the period stretches by up to 12 months if you never gave them the cancellation information. The regulations exclude goods "made to the consumer's specifications or are clearly personalised", but whether a given kitchen counts is a question for a solicitor, so don't order units in that fortnight on the strength of it.
Keep reading
More straight answers for trades.
Fill the diary with kitchens nobody else was sold first.
We build the website and run the Google Ads in an account in your name, on the kitchen work you want, in the areas you want to drive to. See what it costs, or send us a question first.