{"id":1184,"date":"2026-11-02T07:23:12","date_gmt":"2026-11-02T06:23:12","guid":{"rendered":"https:\/\/generation-de-leads.net\/cout-lead-par-metier-rge-2026\/"},"modified":"2026-11-02T07:23:12","modified_gmt":"2026-11-02T06:23:12","slug":"cout-lead-par-metier-rge-2026","status":"publish","type":"post","link":"https:\/\/generation-de-leads.net\/en\/cout-lead-par-metier-rge-2026\/","title":{"rendered":"Cost of a lead per trade in 2026: Heat pumps, external thermal insulation, air conditioning, large-scale renovation"},"content":{"rendered":"<div id=\"ga\">\n<nav class=\"crumb\" aria-label=\"Breadcrumb trail\"><a href=\"https:\/\/generation-de-leads.net\/en\/\">Welcome<\/a> \u203a <a href=\"https:\/\/generation-de-leads.net\/en\/leads-installateurs-rge\/\">RGE certified installers<\/a> Cost of a lead by profession<\/nav>\n<div class=\"meta\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/generation-de-leads.net\/wp-content\/uploads\/2022\/03\/anthony-menard.webp\" alt=\"Anthony M\u00e9nard\" width=\"40\" height=\"40\"><span>By <a href=\"https:\/\/www.linkedin.com\/in\/anthony-menard-5803aab1\/\" rel=\"author\" target=\"_blank\">Anthony M\u00e9nard<\/a>, Google Partner and Microsoft Advertising Partner<\/span><span>November 2, 2026<\/span><span>6-minute read<\/span><\/div>\n<p class=\"lead\">In our campaigns, a lead costs between \u20ac14 for air conditioning and \u20ac35 for major renovations. The gap widens when compared to leads actually converted: from approximately \u20ac50 to approximately \u20ac194. Here are the figures broken down by sector, the 2026 regulations that explain them, and how to interpret them for your business.<\/p>\n<div class=\"brief\">\n<span class=\"lbl\">In short<\/span>\n<div class=\"kpis\">\n<div class=\"kpi\"><strong>\u20ac14 to \u20ac35<\/strong><span>advertising cost of a lead according to the profession<\/span><\/div>\n<div class=\"kpi\"><strong>18 to 28 %<\/strong><span>of leads converted (called, interested, eligible, appointments)<\/span><\/div>\n<div class=\"kpi hi\"><strong>\u2248 \u20ac50 to \u20ac194<\/strong><span>per lead converted, excluding fees<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"toc\"><b>Summary<\/b><ol>\n<li><a href=\"#chiffres\">The actual figures by profession<\/a><\/li>\n<li><a href=\"#lecture\">Why the gap is widening<\/a><\/li>\n<li><a href=\"#regles\">What the 2026 rules change<\/a><\/li>\n<li><a href=\"#qualifier\">Questions to ask depending on the profession<\/a><\/li>\n<li><a href=\"#faq\">Frequently Asked Questions<\/a><\/li>\n<\/ol><\/div>\n<h2 id=\"chiffres\">The actual figures by profession<\/h2>\n<p>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.<\/p>\n<div class=\"vs\">\n<div class=\"card good\"><span class=\"tag g\">Air conditioning \u00b7 Energy initiative<\/span>\n<div class=\"row\"><span>Cost per lead<\/span><b>14 \u20ac<\/b><\/div>\n<div class=\"row\"><span>Conversion rate<\/span><b>28 %<\/b><\/div>\n<div class=\"row tot\"><span>Per lead transformed<\/span><b>\u2248 \u20ac50<\/b><\/div>\n<\/div>\n<div class=\"card good\"><span class=\"tag g\">ITE \u00b7 French Renovation Group<\/span>\n<div class=\"row\"><span>Cost per lead<\/span><b>21 \u20ac<\/b><\/div>\n<div class=\"row\"><span>Conversion rate<\/span><b>25 %<\/b><\/div>\n<div class=\"row tot\"><span>Per lead transformed<\/span><b>\u2248 \u20ac84<\/b><\/div>\n<\/div>\n<div class=\"card good\"><span class=\"tag g\">Heat pump \u00b7 MCY France<\/span>\n<div class=\"row\"><span>Cost per lead<\/span><b>\u2248 \u20ac27<\/b><\/div>\n<div class=\"row\"><span>Conversion rate<\/span><b>22 %<\/b><\/div>\n<div class=\"row tot\"><span>Per lead transformed<\/span><b>\u2248 \u20ac123<\/b><\/div>\n<\/div>\n<div class=\"card good\"><span class=\"tag g\">Major renovation \u00b7 Energy Initiative<\/span>\n<div class=\"row\"><span>Cost per lead<\/span><b>35 \u20ac<\/b><\/div>\n<div class=\"row\"><span>Conversion rate<\/span><b>18 %<\/b><\/div>\n<div class=\"row tot\"><span>Per lead transformed<\/span><b>\u2248 \u20ac194<\/b><\/div>\n<\/div>\n<\/div>\n<div class=\"bars\" role=\"img\" aria-label=\"Cost per lead converted: \u20ac50 for air conditioning, \u20ac84 for external thermal insulation, \u20ac123 for heat pumps, \u20ac194 for major renovations\">\n<div class=\"t\">Cost per lead converted according to the industry<\/div>\n<div class=\"bar\"><span>Air Conditioning<\/span><div class=\"tr\"><i style=\"width:26%\"><\/i><\/div><b>\u2248 \u20ac50<\/b><\/div>\n<div class=\"bar\"><span>ITE<\/span><div class=\"tr\"><i style=\"width:43%\"><\/i><\/div><b>\u2248 \u20ac84<\/b><\/div>\n<div class=\"bar\"><span>Heat pump<\/span><div class=\"tr\"><i style=\"width:63%\"><\/i><\/div><b>\u2248 \u20ac123<\/b><\/div>\n<div class=\"bar\"><span>Extensive renovation<\/span><div class=\"tr\"><i style=\"width:100%\"><\/i><\/div><b>\u2248 \u20ac194<\/b><\/div>\n<\/div>\n<p class=\"note\">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.<\/p>\n<h2 id=\"lecture\">Why the gap is widening<\/h2>\n<p>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.<\/p>\n<div class=\"formula\">Cost per lead converted = <em>cost per lead<\/em> \u00f7 <em>conversion rate<\/em><\/div>\n<p>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.<\/p>\n<p>Comparing these professions to each other is therefore meaningless. A lead converted at approximately \u20ac194 should be judged by the project it generates: for large-scale renovations, the subsidy covers expenses capped at \u20ac30,000 or \u20ac40,000 excluding VAT, depending on the energy savings. The best benchmark is your own cost per signed project.<\/p>\n<div class=\"formula\">Cost per construction site = <em>cost per lead converted<\/em> \u00f7 <em>your signing rate<\/em><\/div>\n<h2 id=\"regles\">What the 2026 rules change for each profession<\/h2>\n<div class=\"chg\">\n<div class=\"ch\"><span class=\"n\">1<\/span><div><h3>Heat pumps: only low-carbon heating systems are eligible for subsidies.<\/h3><p>Since September 1, 2026, the &quot;pay-as-you-go&quot; 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... <a href=\"https:\/\/generation-de-leads.net\/en\/cout-lead-pompe-a-chaleur-2026\/\">cost of a heat pump lead<\/a>.<\/p><small>Source : <a href=\"https:\/\/www.izi-by-edf-renov.fr\/blog\/changement-ma-prime-renov-septembre-2026\" target=\"_blank\" rel=\"noopener\">IZI by EDF<\/a><\/small><\/div><\/div>\n<div class=\"ch\"><span class=\"n\">2<\/span><div><h3>External Thermal Insulation (ETI): MaPrimeR\u00e9nov&#039; no longer available for walls alone<\/h3><p>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 MaPrimeR\u00e9nov&#039; for walls alone is attracting disappointed inquiries from the very first call.<\/p><small>Source : <a href=\"https:\/\/www.hellowatt.fr\/blog\/fin-MPR-geste-isolation\/\" target=\"_blank\" rel=\"noopener\">Hello Watt<\/a><\/small><\/div><\/div>\n<div class=\"ch\"><span class=\"n\">3<\/span><div><h3>Air conditioning: Energy Savings Certificates (CEE), not MaPrimeR\u00e9nov&#039;\u2019<\/h3><p>An air-to-air heat pump installed on its own is not eligible for MaPrimeR\u00e9nov&#039;. 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.<\/p><small>Source : <a href=\"https:\/\/www.capeb.fr\/actualites\/rappel-les-pompes-a-chaleur-air-air-sont-eligibles-aux-certificats-deconomies-denergie-cee\" target=\"_blank\" rel=\"noopener\">CAPEB<\/a><\/small><\/div><\/div>\n<div class=\"ch\"><span class=\"n\">4<\/span><div><h3>Major renovation: a highly filtered process<\/h3><p>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 &quot;My Renovation Companion&quot; program is mandatory. In detached houses, any heating system still using gas, oil, or coal must be replaced.<\/p><small>Sources: <a href=\"https:\/\/www.effy.fr\/pro\/actualite\/maprimerenov-2026-le-guide-complet-pour-les-professionnels-a-date\" target=\"_blank\" rel=\"noopener\">Effy Pro<\/a>, <a href=\"https:\/\/www.izi-by-edf-renov.fr\/blog\/changement-ma-prime-renov-septembre-2026\" target=\"_blank\" rel=\"noopener\">IZI by EDF<\/a><\/small><\/div><\/div>\n<\/div>\n<h2 id=\"qualifier\">Questions to ask depending on the profession<\/h2>\n<p>The form is the cheapest place to discard an ineligible contact: it&#039;s better to lose a lead on the screen than an appointment on the road.<\/p>\n<div class=\"steps\">\n<div class=\"st\"><span class=\"n\">1<\/span><h3>Heat pump<\/h3><p>Occupancy status, current heating system, type of heat pump desired, department.<\/p><\/div>\n<div class=\"st\"><span class=\"n\">2<\/span><h3>ITE<\/h3><p>House or building, walls only or overall project, occupancy status, department.<\/p><\/div>\n<div class=\"st\"><span class=\"n\">3<\/span><h3>Air Conditioning<\/h3><p>Type of accommodation, number of rooms to be fitted out, current heating system, department.<\/p><\/div>\n<div class=\"st\"><span class=\"n\">4<\/span><h3>Extensive renovation<\/h3><p>Energy Performance Certificate (EPC) label known or not, age of the property, main residence, current heating system.<\/p><\/div>\n<\/div>\n<div class=\"cta\">\n<img decoding=\"async\" src=\"https:\/\/generation-de-leads.net\/wp-content\/uploads\/2022\/03\/anthony-menard.webp\" alt=\"Anthony M\u00e9nard\" width=\"84\" height=\"84\" loading=\"lazy\">\n<div><h3>Calculate your cost per project<\/h3><p>Enter your figures into the calculator, or request a free estimate for your area: I will call you back within 24 hours.<\/p>\n<div class=\"btns\"><a class=\"btn\" href=\"https:\/\/generation-de-leads.net\/en\/leads-isolation-exterieure-ite\/#calcul\">Open the calculator \u2192<\/a><a class=\"btn gh\" href=\"https:\/\/generation-de-leads.net\/en\/leads-isolation-exterieure-ite\/#gr-form\">Free audit<\/a><\/div><\/div>\n<\/div>\n<h2 id=\"faq\">Frequently Asked Questions<\/h2>\n<details><summary>Which RGE-certified profession has the cheapest lead time?<\/summary><p>In our countryside, the <a href=\"https:\/\/generation-de-leads.net\/en\/leads-climatisation\/\">air conditioning<\/a> \u20ac14 per lead and 28 % conversions at Initiativ&#039;\u00c9nergie, i.e., approximately \u20ac50 per converted lead. This figure says nothing about the profitability of a project.<\/p><\/details>\n<details><summary>How much does a lead cost for exterior insulation?<\/summary><p>At Groupe R\u00e9novation de France, \u20ac21 per lead and 25 % conversions, or approximately \u20ac84 per converted lead, on our page <a href=\"https:\/\/generation-de-leads.net\/en\/leads-isolation-exterieure-ite\/\">ITE leads<\/a>.<\/p><\/details>\n<details><summary>Why does a lead in a large-scale renovation cost more?<\/summary><p>The process combines several elements: Energy Performance Diagnosis (DPE), combined works, and a mentor. Fewer contacts are completed, resulting in 18 conversions and approximately \u20ac194 per lead converted at Initiativ&#039;\u00c9nergie. See our page <a href=\"https:\/\/generation-de-leads.net\/en\/leads-renovation-ampleur\/\">large-scale renovation<\/a>.<\/p><\/details>\n<details><summary>Will these costs be the same for me?<\/summary><p>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.<\/p><\/details>\n<p class=\"src\">Average advertising costs observed, excluding fees; they vary according to the area, the season, and the commercial approach. Sources: <a href=\"https:\/\/www.izi-by-edf-renov.fr\/blog\/changement-ma-prime-renov-septembre-2026\" target=\"_blank\" rel=\"noopener\">IZI by EDF<\/a>, <a href=\"https:\/\/www.hellowatt.fr\/blog\/fin-MPR-geste-isolation\/\" target=\"_blank\" rel=\"noopener\">Hello Watt<\/a>, <a href=\"https:\/\/www.capeb.fr\/actualites\/rappel-les-pompes-a-chaleur-air-air-sont-eligibles-aux-certificats-deconomies-denergie-cee\" target=\"_blank\" rel=\"noopener\">CAPEB<\/a>, <a href=\"https:\/\/www.effy.fr\/pro\/actualite\/maprimerenov-2026-le-guide-complet-pour-les-professionnels-a-date\" target=\"_blank\" rel=\"noopener\">Effy Pro<\/a>.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>De 14 \u20ac en climatisation \u00e0 35 \u20ac en r\u00e9novation d\u2019ampleur : les co\u00fbts r\u00e9els d\u2019un lead par m\u00e9tier en 2026, ce qu\u2019ils donnent par lead transform\u00e9 et les r\u00e8gles d\u2019aides qui les expliquent.<\/p>","protected":false},"author":1,"featured_media":1185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[11],"tags":[75],"class_list":["post-1184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-energie","tag-installateurs-rge"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Co\u00fbt d&#039;un lead par m\u00e9tier en 2026 : PAC, ITE, clim, ampleur<\/title>\n<meta name=\"description\" content=\"Co\u00fbt d\u2019un lead RGE en 2026 : de 14 \u20ac en clim \u00e0 35 \u20ac en r\u00e9novation d\u2019ampleur, soit \u2248 50 \u00e0 194 \u20ac par lead transform\u00e9. 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