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Bathroom fitters: cost per lead (and what to track instead)

Updated · By Jamie

Bathrooms can generate plenty of enquiries—but not all enquiries are worth a survey. This guide shows how to think about CPL through the lens of booked surveys and quotes.

Bathroom industry page Follow-up scripts

Why CPL gets misleading for bathrooms

A cheaper lead is only “better” if it turns into a booked survey and a quote.

01

Bathrooms attract “just looking” leads

If you don’t gate timeline and scope, CPL may look great while your diary stays empty.

  • Scope: full refit vs shower swap vs small repair
  • Timeframe: “ready this month” vs “sometime this year”
  • Service area: postcode required
02

Speed-to-lead changes CPL reality

Two accounts with the same CPL can have totally different booking rates.

  • Target ≤5 minutes for first contact
  • Send a survey booking link
  • Follow up same day if missed
03

Offer clarity reduces junk

“Bathroom fitter” is broad. Clear offers attract the right project type.

  • Full refits only (if that’s your focus)
  • Wet rooms / accessible bathrooms (if niche)
  • Set expectations on what you don’t do

What to track instead (bathrooms)

These keep the account tied to outcomes that matter.

Simple stage tracking

  • Qualified lead (in area, correct scope, realistic budget/timeframe)
  • Survey booked
  • Quote sent
  • Sale won (deposit)

Practical definitions

  • Qualified: wants your scope + in your area + ready within your lead time
  • Booked: a date/time in the diary (not “we’ll call you back”)
  • Won: deposit paid or job booked

Shortcut

Track surveys booked weekly. It forces better qualification and follow-up.

Speed-to-lead Lead quality filters

Levers that usually improve CPL + quality

For bathrooms, most gains come from filtering scope, tightening follow-up, and testing proof-based creatives.

A

Creative that sets expectations

Before/after, reviews, timeline clarity, and “full refits only” messaging.

Creative angles
B

Form questions that pre-qualify

Scope, postcode, timeframe, and (optional) budget bands.

Lead form questions
C

Follow-up scripts that book surveys

Turn “can you quote?” into a booked survey with one short message.

Follow-up scripts

Quick checklist

  • Scope choice (full refit vs small jobs)
  • Timeframe question + “not a fit if…” copy
  • Postcode required + service area stated
  • WhatsApp routing with key answers
  • Offer 2 survey slots in the first message

Related bathroom guides

Build the full system: better leads, faster follow-up, more surveys booked.

Follow-up scripts Creative angles Lead form questions Bathroom industry page