A heat pump lead can cost anywhere from a few euros to over €30. This price alone doesn't tell the whole story: for an RGE-certified installer, what matters is the cost of a lead that results in an appointment, and then a signed contract.
Cost per lead is not enough
Two leads at the same price are not equal. A lead sold to multiple installers receives several calls on the same day and compares prices first. An ineligible or unreachable lead results in no installations.
Therefore, the price of the lead must be related to its conversion rate : the proportion of leads called, interested, eligible and with an appointment to be made.
Real-life example: exclusive or shared lead
At the house of MCY France, For the installer we support, the heat pump campaigns generate exclusive leads. In contrast, here's an example of a shared lead, resold to several companies.
The "five times cheaper" lead actually costs more per appointment, and the household has already been contacted by your competitors.
What will change in 2026
Demand is picking up again
After three years of decline, heat pump sales are expected to pick up again in 2026, driven by rising gas and fuel oil prices.
Source : Effy ProBonus reserved for approved models
Since September 1, 2026, the Heating Boost bonus only applies to heat pumps on the ADEME list of approved models. Your advertisements must describe the equipment you actually install.
Source : Aubade SpaceMaPrimeRénov' refocused
Heat pumps dedicated to domestic hot water will no longer be eligible for the grant program as of September 1, 2026; air-to-water heat pumps remain eligible. A project verification form avoids unnecessary appointments.
Source : IZI by EDFHow to reduce the cost per construction site
Exclusive leads
Campaigns and a page in your name: the home is just waiting for your call.
Criteria from the form
Occupancy status, housing, current heating system, type of heat pump, department.
A quick reminder
A lead contacted within the hour converts better than a lead contacted the next day.
The piloting was up to the task.
Your call feedback is used to block ads and areas that don't convert.
Calculate your cost per project
Enter your figures into the calculator, or request a free estimate for your area: I will call you back within 24 hours.
Frequently Asked Questions
How much does a heat pump lead cost?
On our campaigns at MCY France, we spent approximately €27 on advertising per lead, with 22,130 leads converted, which equates to approximately €123 per lead converted, excluding fees. These costs vary depending on the region and season.
Is a lead bought at a lower price more profitable?
Rarely: a shared lead is contacted by several installers, and its conversion rate drops. At €5 and 3 % conversions, it costs approximately €167 per converted lead.
How to filter out ineligible households?
By specifying your criteria in the form: occupancy status, type of accommodation, current heating system, type of heat pump, area. Responses will be sent with each contact.
Do you also do external thermal insulation, air conditioning or photovoltaic systems?
Yes : exterior insulation, large-scale renovation, air conditioning, combined solar system And photovoltaics.
Average advertising costs observed, excluding fees; they vary according to the area, the season, and the commercial approach. Sources: Effy Pro, Aubade Space, IZI by EDF.
