There's no single answer to what a lead costs a UK builder - it depends on the channel, the type of work and how qualified the lead actually is. The honest range across the market sits between roughly £20 and £250 per enquiry, with paid advertising and premium positioning sitting at the higher end.
But the cost per lead is the wrong number to focus on. The number that matters is the cost per qualified enquiry that turns into a booked job.
Lead sites (MyBuilder, Checkatrade, Rated People)
Lead sites typically charge £10-£40 per lead, often in a credit system. The trade-off is volume - the same enquiry gets sent to four or five competing builders, so conversion rates are low and most enquiries are price-driven.
These channels work best for filling gaps in a quiet week, not for building a predictable pipeline.
Referrals and word-of-mouth
Referrals are technically free, but they're inconsistent. Most builders see a feast-or-famine pattern across the year and have no way to scale them deliberately.
Paid Facebook and Instagram ads
Paid Meta ads typically cost £30-£120 per raw lead and £80-£250 per qualified enquiry, depending on location, project type and creative quality.
What you're actually paying for is control - over who sees the ad, how many enquiries you get, and how they're filtered before they reach your team. Done well, this is the most predictable channel available.
What makes a lead worth the money
- Confirmed scope - you know what they want built
- Confirmed timeline - they're ready in the next 1-3 months
- Confirmed budget range - it sits inside what you build for
- Exclusive - it hasn't gone to four competitors
- Routed quickly - they get a response within minutes, not days