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

Updated · By Jamie

Kitchens are high-ticket. A cheap lead can be expensive if it never books a survey. This guide shows what CPL means in practice—and the levers that improve both cost and quality.

Kitchen industry page Budget bands guide

The blunt truth about CPL

For kitchens, the best accounts optimise for bookings and sales—not the cheapest form fills.

01

“Cheap” often means unqualified

Low friction attracts tyre-kickers. If you don’t gate budget and scope, CPL drops but wasted time rises.

  • Budget bands prevent “£3k full kitchen” enquiries
  • Scope choice filters doors/worktops vs full refits
  • Postcode reduces out-of-area leads
02

Follow-up speed changes outcomes

The same CPL can convert wildly differently depending on response time and a tight booking process.

  • Target ≤5 minutes during working hours
  • Route instantly to WhatsApp/CRM
  • Offer two booking slots, don’t “chat”
03

Message-market fit drives CPL

If your offer is vague (“kitchens”), you pay for low intent. If it’s specific (“full refits only”), you pay for fit.

  • One clear next step (survey/showroom)
  • Positioning: premium vs budget
  • Proof: installs, reviews, process

What to track instead (kitchens)

These are the metrics that actually correlate with revenue.

Stage metrics

  • Qualified lead (in area, right scope, budget band, timeframe)
  • Survey / showroom appointment booked
  • Appointment attended
  • Quote sent
  • Deposit paid / sale won

How we keep it simple

  • Start with CPL + qualified rate + surveys booked
  • Add “quote sent” once ops are stable
  • Feed back outcomes weekly (even a spreadsheet works)

Shortcut

If you only track one extra metric, track surveys booked. It forces quality + speed-to-lead.

Speed-to-lead Lead quality filters

Levers that lower CPL without killing quality

Most improvements come from tightening your offer and removing friction in the system.

A

Creative that pre-qualifies

Say the service area, the scope, and the next step. Show work. Set expectations.

Creative angles
B

Form questions that predict intent

You don’t need 12 questions. You need the right 5–7.

Lead form questions
C

Fast routing

CPL rises when leads go stale. Instant WhatsApp routing protects conversion rate.

Zapier → WhatsApp

Quick checklist

  • One offer focus (full refits only vs mixed jobs)
  • Postcode required + service area stated in the ad
  • Budget band question + “not a fit if…” messaging
  • WhatsApp notification with key answers
  • Booking script (2 slots) + follow-up reminder

Related kitchen guides

Build a complete system: qualify better, then win on speed.

Budget bands Creative angles Lead form questions Kitchen industry page