Double Glazing Leads: What Installers Pay and What They Get Back

Double glazing leads in the UK cost from about £15 for an exclusive web enquiry to £130 or more for a booked appointment, based on prices that lead suppliers published in autumn 2026. Shared leads from trade platforms can look cheaper per lead, but you compete with other installers for each one. The number that matters is not the price of a lead, it is what you pay for each window or door job you actually win.

This guide sets out what installers pay by lead type, what the published conversion data says you get back, how to work out your own cost per sale, and what to do with the enquiries that went quiet after the quote.

At a glance

• Exclusive web enquiries: published prices from about £15 to £50 per lead (ex VAT)
• Shared job leads: one directory publishes £44 per uPVC window lead and £26 per door lead, shared with up to five installers
• Booked sales appointments: published prices from £130 per appointment
• Revenue-share and pay-per-pitch models also exist, usually without a published rate
• Business Pilot's installer data puts lead-to-sale conversion between 26% and 35% since 2019
• Every enquiry you have already paid for and not sold is still a lead you own

What do double glazing leads cost?

Published prices range from about £15 to £130+ depending on what you are buying. POCKLA, itself a lead supplier, compared 14 double glazing lead suppliers in late October 2026. Most do not publish prices at all, but the ones that do give a useful spread.

All prices are ex VAT and are what suppliers say on their own pages, so they are a floor, not a quote. Area, product, volume and filters such as homeowner-only or minimum window count all move the price. Get a written quote for your postcodes before comparing.

What about Checkatrade, Bark and MyBuilder?

Trade platforms charge differently, so a per-lead figure is not always available. LocalAdder's Q4 2026 tracker, verified on 30 September 2026, gives these figures across all trades, not glazing specifically:

• Checkatrade: a monthly subscription, not a per-lead price. Plans from £30 a month + VAT are published; members report bills of £80 to £500 a month.
• Bark: £1.80 per credit, which LocalAdder works out at roughly £9 to £36+ per lead.
• MyBuilder: a shortlist fee from £7, with £5 to £35 typical for everyday jobs.

These leads are usually shared, so one homeowner may hear from several installers in the same afternoon. We go through the maths for each platform in is Checkatrade worth it and are Bark leads worth it.

What does Google Ads cost for window installers?

There is no reliable public figure for double glazing clicks specifically. Whito's UK PPC research gives home services clicks an average of about £3.20, with a typical range of £1.50 to £5.50, and says these are indicative estimates because no UK-wide survey of click costs exists.

The advantage of running your own ads is that the lead is yours alone and the data stays in your CRM. The cost is that you pay for every click, including the ones that never fill in the form, so your cost per lead depends on your landing page and your area as much as on the click price.

What do installers get back from a lead?

Business Pilot's May 2025 installer report, based on its CRM data, puts lead-to-sale conversion for window and door installers mostly between 26% and 35% from 2019 onwards. The same report shows average leads fell 26% between 2019 and 2024, and the typical time from lead to sale was 30 to 40 days.

Two things stand out. First, conversion has held steady while lead volume has dropped, which is why the report says installers need to work every lead they get. Second, a month or more between enquiry and sale means most homeowners are not ready on day one. A lead that does not book in week one is not necessarily lost, it is often just early.

Suppliers also publish their own conversion claims. Leads 2 Trade told Glass Times its confirmed appointments typically convert at about one in three, and that each premium lead goes to only one other company. These are the supplier's figures, not independent data.

How do you work out cost per sale?

Divide what you spent on leads by the number of jobs you won from them. Cost per lead tells you what you paid; cost per sale tells you what you got back. The worked examples below are illustrations using round numbers, not predictions for your business. Plug in your own figures.

Checkatrade's May 2026 cost guide puts double glazing a typical three-bedroom house at roughly £8,000 to £15,000. Against a job that size, any of the rows above might be affordable. Against a single door or a few windows, the shared-lead row could eat most of the margin.

Whito suggests a simple break-even check: job value × the share of revenue you are willing to spend on marketing × your win rate. At a 10% marketing share and a one-in-four win rate, a lead is worth 2.5% of the job value. On a £10,000 job, that is £250 a lead. On a £1,500 door, it is £37.50.

If you want to run your own numbers, our cost per booked job calculator does the sums for you, and home improvement cost per lead compares the wider channels.

Exclusive or shared: which is better?

Exclusive leads cost more per lead but usually less per sale, because you are the only installer the homeowner hears from. Shared leads are cheaper per lead but you are competing on speed and price from the first minute. Which suits you depends on how quickly you can respond.

• Choose shared leads if you can call within minutes, have spare survey capacity and sell lower-value jobs where speed wins.
• Choose exclusive leads if your sales team works office hours, your jobs are larger and you would rather win on the survey than on the first call.
• Choose booked appointments if you have surveyors with empty diaries and nobody to do the phoning.
• Choose your own ads if you want to own the data and are willing to manage the spend and the landing page.

Whichever you buy, read the replacement policy. Ask what happens if the number is wrong, the person is a tenant, or they say they never asked for a quote.

Why do so many paid leads go quiet?

Most paid leads go quiet because the homeowner was not ready yet, got several quotes, or simply stopped answering an unknown number. With a 30 to 40 day typical lead-to-sale time, many enquiries are still deciding after your first two or three calls have stopped.

The common pattern looks like this:

1. The enquiry comes in and gets one or two calls.
2. The homeowner does not answer, or says they are still getting prices.
3. A quote goes out and is followed up once.
4. The lead is marked lost or left in the CRM.
5. Months later, the same homeowner buys windows from whoever contacted them at the right moment.

That last step is the expensive one. You paid for the lead, you paid for the survey, and the job went elsewhere because nobody was still in the conversation.

What should you do with the leads you already paid for?

Go back to them. Every enquiry and unsold quote in your CRM has already cost you money, and plenty of those homeowners still have not had the work done. Following them up costs a fraction of buying a new lead.

Before you text anyone, check that you have a lawful basis to contact them. The ICO's guidance on electronic marketing explains the rules, including the soft opt-in. Keep messages about the job they asked about, and make opting out easy. This is general information, not legal advice.

A short, specific opener tends to work better than a sales message:

Hi [first name], it's [name] from [business]. You asked us about new windows earlier this year. Did you get them sorted, or is it still on the list? Reply STOP to opt out.

Going back to past enquiries like this is called lead reactivation. Setterly does it with two-way AI SMS: it texts each past enquiry about the job they asked for, holds the conversation, answers questions and books the ones who are ready into your diary. You pay per booked appointment, with no setup fee and no retainer, and CRM integration is optional for a one-off fee. See lead reactivation for home improvement and window and door appointment setting.

For context, Cloudy2Clear, a UK misted double glazing repair franchise, re-engaged 6,769 old enquiries this way. 4,321 replied and 673 booked appointments. The full numbers are in the Cloudy2Clear case study. Separately, a single-branch UK window and door installer booked 22 appointments in its first 30 days, covered in the window and door case study. These are individual businesses' results, not a forecast for yours.

The point is not that reactivation replaces buying leads. New leads have an upfront cost and no certainty, but they bring in fresh demand and grow your database. Reactivation works on the leads you already generated, so its quality is set by your own lead generation. The two work together.

What should you ask a lead supplier before signing?

Ask for answers in writing, so you can compare suppliers like for like.

1. How many installers get each lead? And for how long is it exclusive?
2. What has the homeowner agreed to? A callback, a quote, or a fixed appointment?
3. What filters can I set? Postcodes, homeowner only, product, minimum number of windows.
4. What is the replacement policy? Wrong numbers, tenants, duplicates and people who never enquired.
5. Is there a minimum order, a weekly fee or a notice period?
6. Who owns the data afterwards? Can you follow up a lead you did not win?

The last question matters more than it looks. If you can keep and follow up every lead you buy, a lead that does not convert this month can still turn into a job later.