How Much Do Heat Pump Leads Cost in the UK?
What air source heat pump leads cost in the UK: 12 suppliers' published prices, checked 2 Nov 2026, plus the Boiler Upgrade Scheme, MCS and cost per install.
Published prices for air source heat pump leads in the UK start at £15 a lead, and most of the published figures fall between £20 and £50, among the 12 suppliers we checked on 2 November 2026. At POCKLA, a qualified web lead for a heat pump installer costs between £20 and £50: an indicative range, not a quote, with the exact price agreed on a call.
A heat pump lead also costs you more after you've bought it. Suitability rests on a survey and a heat loss calculation, which cost you time before you can quote, and the grant the homeowner has heard about has rules of its own. So the number that decides whether buying leads pays is what you spend, surveys included, to win an install.
How much do heat pump leads cost per lead in the UK?
This is what each supplier publishes on its own website, as read on 2 November 2026. Where a supplier doesn't publish something, the table says so. Our comparison of heat pump lead suppliers covers how each one finds and checks its leads.
Heat pump lead prices in the UK
Price, who gets the lead, ties and bad-lead terms, as each supplier publishes them
| Supplier | Published price | Sold to | Fees and ties | Bad leads |
|---|---|---|---|---|
| Boiler Guide | Doesn't publish a price | Up to 3 companies | No contract, membership fees or minimum | Not on its page |
| EcoMatch | £20 raw; £40 verified | One partner per enquiry | No subscription, minimum or lock-in | No automatic refund or replacement; reviewed case by case |
| GMS Leads | Doesn't publish a price | One installer, never resold | Not published | Replaced within 9 days, under its terms |
| HeatPumpsAndSolar | £25–£50 | One MCS-certified installer, never resold | Minimum order of 10; no setup fee or long-term contract | Credit within 4 working days |
| Heatpumps.co.uk | Doesn't publish a price; subscription costs may apply | Shared with up to 3 competitors | No long-term contract or minimum spend | Credited or replaced, within its timeframe |
| Lead Pronto | From £15 | One installer, never resold | No retainer, contract or notice period | Rejection policy agreed per campaign |
| Leads 2 Trade | Doesn't publish a price | 1 to 4 installers, by lead type | No joining or subscription fees; 14 to 30 days' notice | Reject within 72 hours, for its listed reasons |
| Leads for Solar | From £40 | One installer | Free to register | Not on its page |
| POCKLA | £20–£50, indicative | Sold once, to one buyer | No setup fee, monthly fee or minimum term | Invalid numbers come back, with no time limit |
| PoweredLeads | From £45 per accepted lead, ex VAT | You only, under its terms | Prepaid blocks; no setup fee or contract term | Replaced as credit, with no time limit |
| Sales Fuel | Around £25 plus VAT at base | You alone, for 30 days | Paid upfront; minimum order of 50 | Replaced if reported within 30 days |
| Watts Marketing | Doesn't publish a price (appointments) | Issued once, to you | No contracts or tie-ins; free setup | Returned and replaced if it doesn't go ahead |
The figures aren't like for like, which is why there's no honest average cost per heat pump lead. Sales Fuel's is a base price across its leads, not a heat pump price. PoweredLeads' prices exclude VAT because, its terms say, it's below the VAT threshold, and its heat pump checks, coverage, exclusivity and remedies are agreed before you order. EcoMatch is launching in the South East. HeatPumpsAndSolar.co.uk gives new partners their first month free. Lead Pronto runs grant-route and able-to-pay campaigns separately, and can weight your delivery towards either.
How do heat pump lead suppliers charge?
Heat pump lead generation cost comes in four shapes among these suppliers:
| Model | What you pay for | Who publishes it |
|---|---|---|
| Fixed price per lead | Each enquiry, sent as it comes in | HeatPumpsAndSolar.co.uk, Heatpumps.co.uk, Lead Pronto, Leads 2 Trade, POCKLA, Sales Fuel |
| Pick from a board | Each lead you choose from a list | Boiler Guide, EcoMatch, Leads for Solar |
| Prepaid blocks | Each accepted lead, drawn from a balance paid upfront | PoweredLeads |
| Appointments | Each booked survey | Watts Marketing; also Lead Pronto and Sales Fuel, with no published price |
Minimum orders change the real cost of trying a supplier. Sales Fuel's pay-as-you-go leads have a minimum order of 50, paid upfront, and HeatPumpsAndSolar.co.uk's minimum is 10. You pay for the whole first order before you know how its leads convert for you, so ask what the smallest trial order costs.
Why does the Boiler Upgrade Scheme change what a heat pump lead is worth?
Because the grant changes the price the homeowner is weighing, and its rules decide whether it applies. As gov.uk publishes the scheme, read on 2 November 2026:
- it gives £7,500 towards an air source (air-to-water) heat pump, and £2,500 towards an air-to-air heat pump, with one grant per property;
- until March 2027, there's an extra £1,500 towards an air or ground source heat pump where the property is heated by oil or LPG and has no mains gas connection;
- it's open in England and Wales;
- the owner must own the property, which can be a second home or one they let, and be replacing a fossil fuel system such as oil, gas, electric or LPG;
- there's no grant for most new builds, for social housing or for a property that has already had government funding for a heat pump or biomass boiler, nor for a hybrid system or to replace a low carbon one.
The installer applies, on the owner's behalf, and the grant comes off the bill. Ofgem's guidance for installers says your business must be MCS certified for the technology and must open a scheme installer account before applying.
For a lead, that means a handful of answers carry real weight: who owns the home, what heats it now, whether there's mains gas, and where it is. Those answers tell you whether the scheme is worth discussing on the first call. They don't settle eligibility. Gov.uk's own steps tell homeowners their installer will confirm it, so that check is yours, not the lead supplier's.
Two more things are worth asking about grants:
- Which scheme does "grant lead" mean? Some grant leads aren't Boiler Upgrade Scheme leads at all. GMS Leads sells grant leads from homeowners receiving at least one government benefit, alongside separate able-to-pay leads. Insulation leads raise the same question about different schemes, which our guide to what insulation leads cost covers.
- What did the ad say? The ASA's advice on lead generation marketing says a marketer advertising a scheme should hold evidence it is "genuine and available as advertised". A homeowner who clicked "free heat pump" expects one, and your surveyor spends the visit explaining the difference.
Why does MCS certification matter when you buy heat pump leads?
Without it, you can't apply for the Boiler Upgrade Scheme for the homeowner, so a lead counting on the grant is hard to convert. Some suppliers check it before they sell to you: HeatPumpsAndSolar.co.uk verifies MCS certification before you join, and Leads 2 Trade tells installers joining its network that they must be MCS registered.
MCS also shapes what every lead costs you after you've bought it. Its Heat Pump Design Standard, MIS 3005-D:2025, has the installer size each system from a heat load (heat loss) calculation that complies with BS EN 12831. That's design time on every lead that reaches a survey, whether or not it becomes a job. And MCS tells homeowners to "aim to get at least three quotes", so even an exclusive lead may be comparing you with others.
Do qualified heat pump leads cost more per lead?
At one supplier, exactly twice as much. EcoMatch charges £20 for a raw enquiry, which its team hasn't phoned, and £40 for a verified one, where its team has spoken to the homeowner about their details, interest and timeline.
Others describe what they check without pricing each step:
- HeatPumpsAndSolar.co.uk runs an 8-point check covering homeowner status, property and outdoor-unit suitability, financial eligibility, one-time codes for phone and email, TPS screening and a one-to-three-month timeline.
- Sales Fuel checks property suitability, including EPC rating, insulation, outdoor space and current heating, plus homeownership and budget, and grant awareness where relevant.
- Leads 2 Trade asks about rooms and radiators, the current system, awareness of the Boiler Upgrade Scheme, a six-month timeline and whether they'll pay cash or finance.
- Boiler Guide says it speaks to every customer before offering the lead.
A check is worth paying for when it saves a survey you'd otherwise waste. Outdoor space for the unit, the current fuel and whether there's a hot water cylinder are things you'd otherwise find out on site. Remember that a form answer is what the homeowner told someone, not what a surveyor found. Our guide to lead qualification questions sets out which answers belong on the form and which on the call.
Are exclusive heat pump leads worth the higher price?
Seven of the 12 say every heat pump lead goes to one installer, POCKLA included, and PoweredLeads' terms say the same for every lead it sells. Boiler Guide, Heatpumps.co.uk and Leads 2 Trade share leads, and Sales Fuel's exclusivity lasts 30 days, after which a lead you haven't contacted can go back on sale.
Exclusivity buys the first conversation, not the only quote. With a grant in play and MCS advising three quotes, a heat pump homeowner may well compare. What you avoid is three firms ringing in the same hour and the job going to whoever is cheapest on the phone. Our guide to exclusive vs shared leads covers how to check a lead really is exclusive.
What does a heat pump lead cost per install?
Count the survey. Take two invented installers, each buying 100 leads, and say each survey with its heat loss calculation costs £150 of your own time and travel. The numbers are round and made up for illustration. They are not POCKLA data, and not a forecast for any supplier, including us.
| Example (invented numbers) | A: £20 lead, few checks | B: £45 lead, screened |
|---|---|---|
| Price per lead | £20 | £45 |
| Leads bought | 100 | 100 |
| Lead spend | £2,000 | £4,500 |
| Surveys done | 20 | 30 |
| Survey cost, at £150 each | £3,000 | £4,500 |
| Installs | 4 | 9 |
| Total cost | £5,000 | £9,000 |
| Cost per install | £1,250 | £1,000 |
On price per lead, A is less than half the price. On lead spend per survey, A still looks cheaper: £100 against £150. On cost per install, B comes out ahead, because fewer of its surveys are wasted.
Now change one number. If B's surveys turned into installs at A's rate, one in five, B would win six installs and pay £1,500 for each: more than A. The dearer lead only wins if its checks really do save surveys.
The rates in the table are yours to measure, not ours to promise. Track leads, surveys and installs by supplier for a few months and the answer shows itself. Our guide to working out cost per job rather than cost per lead sets out the formula and the levers that move it.
What should you ask before you buy heat pump leads?
- What is the price for? A raw enquiry, a phone-checked lead, an accepted lead or a booked appointment.
- Is VAT on top, and is there a minimum order or upfront payment?
- How many installers get each lead, and for how long?
- Which answers come with it? Ownership, current fuel, mains gas, hot water cylinder or combi, outdoor space and timeframe.
- Grant-route or able to pay, and which scheme? Ask whether you can choose.
- What did the ad say about grants or savings?
- Does the consent name your business? The ICO's guidance on electronic mail marketing says consent collected by a third party must name your organisation, not just "trusted partners", if you plan to email or text the lead. Our guide to buying leads legally covers calls and the TPS too.
- What counts as a bad lead, and how long do you have? Terms among these 12 run from 72 hours to no time limit, and one supplier has no automatic replacement. Our comparison of lead replacement policies sets out what usually counts.
- Will they check your MCS certificate?
When is buying heat pump leads the wrong move?
- You aren't MCS certified for air source yet. You can't apply for the Boiler Upgrade Scheme for the homeowner, so leads counting on the grant will be hard to convert.
- You can't get to surveys. Each installation is sized from a heat loss calculation, and suitability rests on a survey. If your designer is booked for weeks, new leads will wait.
- You work outside England and Wales. The Boiler Upgrade Scheme won't apply, so buy only if your offer doesn't depend on it.
- You only want ground source, or only grant-funded work. Check the supplier sells that. POCKLA doesn't.
- You won't track installs by supplier. Without your own survey and install rates, no price per lead can be judged.
Where POCKLA fits
POCKLA finds homeowners looking into an air source heat pump through Meta and Google campaigns aimed at your postcodes. It sells air source leads only, not ground source. The ads make no "free heat pump" claims, no grant promises and no savings claims. Each lead is followed up on WhatsApp from your brand's number, or with free SMS nurture if you prefer text.
The phone number is checked live and the postcode against your area. Everything else is the homeowner's own answer on the form, including whether they asked about the Boiler Upgrade Scheme: a screening answer, not eligibility. Grant-dependent enquiries are never sent. Each of our air source heat pump leads is sold once, to one buyer, and invalid numbers come back, with no time limit.
Leads go into your CRM, or POCKLA Desk, where calls made from Desk get free call analytics. We check MCS certification before launch if you advertise it, and offer live transfers, priced on your criteria. The indicative price is £20–£50 per qualified web lead, with no setup fee, no monthly fee and no minimum term; our pricing explains the band. The exact figure is agreed on a call. What we won't promise is your survey or install rate. That's the number to measure, whoever you buy from.