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The cost of the placebo · calculator
What leads really cost. Per install, not per lead.
A cheap lead that never picks up is the most expensive thing you can buy. Put in what you pay, what happens next and what a job makes you, and see what one install really costs and the most a lead is worth.
- Leads per install
- 20
- Of the job, without VAT
- 5.0%
- Gross profit left per install
- £3,000
- Most a lead can cost before you lose
- £180
- Leads / month for 10
- 200
- Spent on leads / month
- £6,000
- Back per £1 of leads
- £6.00
And if they're shared leads, every one was sold to other installers too.
What pay-per-lead providers charge.
Prices as the providers publish them. Check before you buy: they change.
| Provider | What you get | Price | Shared? |
|---|---|---|---|
| Pay-per-lead provider | Shared lead | £18–25 | Yes |
| Pay-per-lead provider | Lead | £20–45 | — |
| Pay-per-lead provider | Branded lead | £35 | — |
| Pay-per-lead provider | Booked appointment | £130 | — |
Bought leads against your own.
Sold to three or four installers
Yours alone, under your brand
A name and a number
A quiz answered: home, budget, what matters most
Their brand on the ad
Your fitters, your jobs, your name
Pay per lead, closed or not
A £2,000 setup fee and your own ad spend, then no retainer until your first deal
Learns nothing
Facebook learns from who bought
Gone when you stop paying
You keep every film and review
The cost-of-your-leads audit.
Send us what you pay and what you install. We set out what your leads really cost per job, in writing, against what ours cost.
Get the audit →- Q01
How much do solar leads cost in the UK?
Published prices run from around £20 to £50 a lead, and about £130 for a booked appointment (prices as published, Sep–Oct 2026). The price per lead is the wrong number to compare: what matters is what you pay per installed job.
- Q02
Why does cost per install matter more than cost per lead?
Because most leads never turn into a job. If one in twenty bought leads installs, a £30 lead costs you £600 a job before you've paid a surveyor.
- Q03
What pricing models are there?
Per lead (shared or exclusive), per booked appointment, per sale, or a retainer for an agency running your own ads. Ours: it's £2,000 + VAT to start, and your own ad spend goes straight to Facebook. Shared leads are cheapest per lead and usually dearest per install.
- Q04
How many leads do I need?
Work back from installs: the installs you want, divided by the share of leads that end up installed. The calculator above does it for you.
- Q05
Should I buy leads or run my own ads?
Your own ads, once your fitters can take the work. Bought leads are fast, but shared, so you race other installers on price for every one. Your own ads are yours alone, carry your name, and teach Facebook who buys. Many installers run both at first, then stop buying.
- Q06
Are exclusive leads worth it?
Usually more than shared ones, because you're not racing three other installers to the phone. Your own leads, from your own ads, are exclusive by default.
Is your area still open? A few installers per area.
Five quick questions, then pick a time with Ben. Thirty minutes on where you're losing sales, and what we'd run instead.
✓£2,000 to start, then nothing until your first deal.