How Much Do Home Extension Leads Cost in the UK?
What UK home extension leads cost, compared on 2 Nov 2026, why they cost more than flooring leads, and how to work out your cost per signed contract.
Shared home extension leads are published at up to £54 a lead in the UK, as of 2 November 2026, while most suppliers of exclusive or pay-on-results leads don't publish a price at all. At POCKLA, an exclusive qualified web lead for an extension builder costs £100–£300: an indicative range, not a quote, with the exact price agreed on a call.
Extension leads cost more than flooring leads, here and on LeadsDoWork's published price list, for reasons that come from the job: fewer homes fit, each lead carries more questions, and the road from enquiry to contract runs through drawings, planning and building regulations. The price per lead also matters less than what you spend per signed contract, and with extensions that number takes months to show.
How much do home extension leads cost per lead?
We read the pricing of six UK suppliers that sell home extension leads, POCKLA included, on their own websites on 2 November 2026. This is what each one publishes.
Home extension lead prices in the UK
Price, fees and bad-lead terms, as each supplier publishes them
| Supplier | Sold to | Published price | Fees and terms | Bad leads |
|---|---|---|---|---|
| AceLeads | Exclusive leads to you alone; shared leads to a few contractors, for less | Not published: a joining or setup fee, then a share of the work you win | No long contract; its Founding Partner plan has a minimum period and you fund the ads | A lead that genuinely fails your criteria is made right |
| Adfluential | Not published | Not published | Not published | Not published |
| BestBuilders | First come, first served, to a small number of firms at most | Typically £5–£20 a lead by trade, extensions at the top; first lead free | No membership fee, minimum spend or contract | Not published |
| LeadsDoWork | Shared: 1 to 3 other trades, never more than 5 | £54 a lead ex VAT, plus £11 a week; packs from £67.20 for 5 | Cancel any time; active packs not refunded | Refund requests reviewed within 3 business days; no single-lead returns on packs |
| POCKLA | One buyer, sold once | £100–£300 per qualified web lead, indicative, not a quote | No setup fee, monthly fee or minimum term | Invalid numbers returned, no time limit |
| ROI Leads | One firm per area | Not published: a percentage of the final contract value on work that completes | Nothing up front; term not published | Not published |
Only three publish a price per lead, and they aren't selling the same thing. LeadsDoWork's £54 is for a shared lead on its pay per lead plan, plus the weekly fee. Its large building works packs mix house extensions with conversions and new builds, at £67.20 for 5, £117.60 for 10 and £205.20 for 20, excluding VAT. BestBuilders says bigger-ticket trades such as extensions sit at the top of its £5–£20 range, and your first lead is free in return for a link to your profile.
The others charge on results or don't say. ROI Leads takes an agreed percentage of the final contract value on work that completes, and AceLeads a joining or setup fee, then a share of each job you win. Neither publishes its percentage, and Adfluential publishes no prices. Marketplaces such as Checkatrade and Bark charge by monthly plan or in credits instead. Our comparison of who sells home extension leads in the UK covers every supplier's checks and terms in full.
Why do extension leads for builders cost more than flooring leads?
The published prices point the same way. LeadsDoWork charges £54 for a shared house extension lead and £24 for a shared consumer flooring lead, on the same price list, and our guide to what flooring leads cost sets out the other published flooring prices. BestBuilders puts extensions at the top of its range. Four things about the job help explain the gap.
A narrower pool of homes
Every home has floors. Not every home can be extended, and the rules narrow the field. The Planning Portal's guidance on extensions in England says the permitted development rules apply to houses, not flats or maisonettes, and are tighter on designated land such as conservation areas and National Parks. An extension campaign is mostly looking for owners of houses, with room to build, who are planning now.
More to qualify on each lead
A flooring lead needs the floor, the rooms and a rough size. An extension lead needs the property and its age, whether it's listed or in a conservation area, the type and rough size of the extension, where the homeowner is with drawings and planning, a budget and a start window. Each extra question is another point where an enquiry turns out not to fit, and one that doesn't fit isn't sent.
A longer road from enquiry to contract
A flooring fitter measures and quotes. An extension usually goes through a site visit and drawings before a firm price is possible, and then through rules that set the pace:
- Planning. Gov.uk says you'll probably need planning permission for a major change such as an extension, and that most applications are decided within 8 weeks. The route depends on the house, the size and where it is: in England, the Planning Portal sets out size limits for permitted development, a prior approval process for larger single-storey rear extensions, and local restrictions that can remove those rights.
- Building regulations. Gov.uk says the Building Regulations 2010 "cover the construction and extension of buildings", that building regulations approval is separate from planning permission, and that you might need both. A full plans application gets a decision within 5 weeks, or 2 months with your consent.
- Party walls. In England and Wales, work on or at a shared boundary, on a party wall, or digging below and near a neighbour's foundations needs notice to the neighbour between 2 months and a year before it starts.
Scotland and Northern Ireland have their own rules. Wherever the job is, each stage is a point where a project can pause, and a lead bought today may take months to become a signed contract.
A bigger job behind each lead
An extension is building work: foundations, walls and a roof, before the kitchen or bedroom inside it. Your team spends a site visit, and often a design conversation, on each lead before it can price the job, which is what a lead that goes nowhere really costs you. It's also why a builder can carry a higher price per lead than a fitter: the lead is measured against a much bigger contract.
What moves the price of an extension lead?
Four things move the price we quote:
- Your criteria. Single storey only, or double storey too; rear, side return or wraparound; a minimum budget or size; homeowners with drawings already done. The tighter the fit, the more each lead costs, and larger projects with tight criteria sit at the top of the band.
- Your postcodes. Some areas are busier, or harder to reach, than others.
- Delivery. Where leads go, and how they're checked and followed up on the way.
- Volume. Broader criteria and steady volume sit at the bottom of the band.
Exclusivity changes what the price buys. A shared lead's cost is split between buyers, so it's cheaper, but you may be the third builder to ring. Our guide to exclusive vs shared leads covers the trade-off.
What should an extension lead include at that price?
Whoever you buy from, ask what the price includes. A POCKLA extension lead comes with:
- the postcode, checked against your area, and the phone number, checked live;
- whether they own the home, the property type and age, and whether they said it's listed or in a conservation area;
- the extension they want (single or double storey; rear, side, side return or wraparound), its rough size and what the room is for;
- where they are with drawings and planning, as they told us;
- the budget they have in mind and their timeframe, both their own answers;
- their email, preferred way to be contacted and consent that names your business, with the wording and the time stored.
It's sold once, to one buyer, and invalid numbers are returned with no time limit. Enquiries outside your area or criteria, commercial projects, finance-dependent jobs, duplicates and anything without consent aren't sent. Our page for home extension leads shows every field.
The planning stage is the homeowner's own answer, not a view on whether the job needs permission. A form might say "no drawings yet" and the call might find an architect finished them last fortnight. That isn't a bad lead. It's what the first call is for.
Is a share of the contract cheaper than paying per lead?
It depends on the price per lead, how many leads it takes you to sign a contract, and the percentage a pay-on-results supplier would charge.
- Per lead, you pay for every lead, signed or not. Your cost per contract is the price per lead multiplied by the leads it takes to sign one, and it doesn't grow with the size of the job.
- On a share, you pay nothing for leads that go nowhere, and the supplier carries that risk. Your cost per contract is the percentage multiplied by the contract value, so a bigger job costs more.
Here is the break-even with invented numbers. They are made up for illustration, not POCKLA data, and not any supplier's rate.
| Example (invented numbers) | Amount |
|---|---|
| Price per lead | £200 |
| Leads it takes to sign one contract | 12 |
| Cost per contract, per lead | £2,400 |
| Contract value | £60,000 |
| £2,400 as a share of that contract | 4% |
At those rates, a share below 4% of a £60,000 contract costs you less per job than buying per lead, and a share above it costs more. On a £30,000 contract the same £2,400 is 8%, so a share is easier to justify on smaller jobs and harder on bigger ones.
Ask any pay-on-results supplier for its percentage in writing, what it's charged on (profit, or the final contract value) and when it's due, then put your own numbers in.
What does an extension lead cost per signed contract?
Divide what you spent on a month's leads by the contracts those leads became. The catch is timing: with extensions, the answer arrives months after the spend.
Take an invented builder who buys 12 leads in March at £200 each, £2,400 in all. The numbers are made up for illustration, not POCKLA data or a forecast.
| March's leads, by the end of (invented) | Site visits | Designs or quotes sent | Contracts signed | Cost per contract so far |
|---|---|---|---|---|
| April | 5 | 1 | 0 | none yet |
| June | 6 | 4 | 0 | none yet |
| September | 6 | 5 | 1 | £2,400 |
| December | 6 | 5 | 2 | £1,200 |
Judged in April, March's leads look like £2,400 for nothing. Judged in December, they cost £1,200 per contract. Neither figure is a forecast; the point is when you look.
So track each month's leads as a group, and follow them until drawings, planning and building control have had time to run, with every status logged the same way in your CRM or POCKLA Desk. Our guide to cost per lead vs cost per job sets out the stages and what moves each one.
When is buying extension leads the wrong move?
Buying leads isn't always the answer. It probably isn't right when:
- you're booked up for months, or can't get out for a site visit soon after the first call;
- you want loft conversions or conservatories rather than extensions: POCKLA's extension leads don't include loft conversions, and conservatory leads are a separate product;
- your margin can't carry the cost per contract the sums above produce, even at your best rates;
- you can't yet track leads through to signed contracts over months, so you couldn't tell which supplier paid.
What should you ask before you buy home extension leads?
Before you buy home extension leads from anyone, ask:
- Is the price per lead, per pack, per week, per month, or a share of the contract, and is VAT on top?
- If it's a share: what percentage, of profit or of contract value, when it's due, and whether variations and stage payments change it.
- Is the lead shared, and with how many other builders?
- Can you set a minimum budget, size or planning stage, and how does that change the price?
- Which answers on the lead are the homeowner's own, and what did the supplier check?
- What counts as a bad lead, how long do you have to report it, and do you get cash or credit back?
- Is there a minimum period or notice, and do you fund any of the advertising yourself?
For the questions that apply to any supplier, see our guide to how to choose a lead generation company.
Where POCKLA fits
POCKLA finds homeowners planning a single or double storey extension through its own Meta and Google campaigns. After the form, they hear from your business on WhatsApp, or by SMS with a personalised link, and agree a time for your call. Each lead is sold once, to one buyer, and arrives in your CRM or POCKLA Desk with every answer attached.
Calls made from Desk get free call analytics, invalid numbers are returned with no time limit, and live transfers are available, priced on your criteria. There's no setup fee, no monthly fee and no minimum term; our pricing page lists every band. The indicative price is £100–£300 per qualified web lead, with your exact price agreed on a call. What we won't promise is your site visit or contract rate. That's the number to track, whoever you buy from.