In our campaigns, a lead costs between €14 for air conditioning and €35 for major renovations. The gap widens when compared to leads actually converted: from approximately €50 to approximately €194. Here are the figures broken down by sector, the 2026 regulations that explain them, and how to interpret them for your business.
The actual figures by profession
These costs stem from campaigns we manage for three installers, mentioned with their permission. They represent average advertising costs, excluding fees, for exclusive leads. The conversion rate includes leads who were contacted, interested, eligible, and scheduled for an appointment.
Between air conditioning and major renovations, the cost per lead is multiplied by 2.5. The cost per converted lead, however, is multiplied by almost 4.
Why the gap is widening
The cost per lead only accounts for half the calculation. The other half is the proportion of contacts who complete all the steps leading up to a meeting.
Air conditioning requires few conditions. A major renovation, however, involves several: energy efficiency labeling, combined work, mandatory support services. Each condition reduces the number of leads, increasing the final cost even with the same advertising budget.
Comparing these professions to each other is therefore meaningless. A lead converted at approximately €194 should be judged by the project it generates: for large-scale renovations, the subsidy covers expenses capped at €30,000 or €40,000 excluding VAT, depending on the energy savings. The best benchmark is your own cost per signed project.
What the 2026 rules change for each profession
Heat pumps: only low-carbon heating systems are eligible for subsidies.
Since September 1, 2026, the "pay-as-you-go" scheme only finances heating systems that do not use oil or gas, and heat pumps dedicated to hot water are no longer eligible. Air-to-water heat pumps remain eligible. Details are available in our article on the... cost of a heat pump lead.
Source : IZI by EDFExternal Thermal Insulation (ETI): MaPrimeRénov' no longer available for walls alone
Wall insulation was removed from the program as of January 1, 2026. The remaining options are the Energy Savings Certificate (CEE) bonus, or a comprehensive renovation if the project is holistic. An announcement that still promises MaPrimeRénov' for walls alone is attracting disappointed inquiries from the very first call.
Source : Hello WattAir conditioning: Energy Savings Certificates (CEE), not MaPrimeRénov'’
An air-to-air heat pump installed on its own is not eligible for MaPrimeRénov'. It does, however, qualify for Energy Savings Certificates (CEE) via the BAR-TH-129 form, with a SCOP of at least 3.9. According to CAPEB, this form does not require RGE certification: your label is therefore not sufficient to differentiate your system.
Source : CAPEBMajor renovation: a highly filtered process
For homes rated E, F, or G, at least two insulation measures are required, resulting in a gain of at least two energy classes. The "My Renovation Companion" program is mandatory. In detached houses, any heating system still using gas, oil, or coal must be replaced.
Sources: Effy Pro, IZI by EDFQuestions to ask depending on the profession
The form is the cheapest place to discard an ineligible contact: it's better to lose a lead on the screen than an appointment on the road.
Heat pump
Occupancy status, current heating system, type of heat pump desired, department.
ITE
House or building, walls only or overall project, occupancy status, department.
Air Conditioning
Type of accommodation, number of rooms to be fitted out, current heating system, department.
Extensive renovation
Energy Performance Certificate (EPC) label known or not, age of the property, main residence, current heating system.
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
Which RGE-certified profession has the cheapest lead time?
In our countryside, the air conditioning €14 per lead and 28 % conversions at Initiativ'Énergie, i.e., approximately €50 per converted lead. This figure says nothing about the profitability of a project.
How much does a lead cost for exterior insulation?
At Groupe Rénovation de France, €21 per lead and 25 % conversions, or approximately €84 per converted lead, on our page ITE leads.
Why does a lead in a large-scale renovation cost more?
The process combines several elements: Energy Performance Diagnosis (DPE), combined works, and a mentor. Fewer contacts are completed, resulting in 18 conversions and approximately €194 per lead converted at Initiativ'Énergie. See our page large-scale renovation.
Will these costs be the same for me?
No: they vary depending on the area, the season, and the recall speed. These are observed benchmarks; replace them with your own figures in the calculator.
Average advertising costs observed, excluding fees; they vary according to the area, the season, and the commercial approach. Sources: IZI by EDF, Hello Watt, CAPEB, Effy Pro.
