How Much Do Solar Leads Cost in the UK?
What solar leads cost in the UK, what moves the price, what each lead should include, and how to work out what you are really paying per install.
What solar leads cost in the UK depends on who generated them, how many firms they're sold to and what was checked before they reached you, so there is no single market price. At POCKLA, a qualified web lead for a solar installer costs between £20 and £50: an indicative range, not a quote, with the exact price agreed on a call.
The price per lead is also the least useful number on the invoice. Two solar panel leads at different prices are rarely the same product, and the figure that decides whether buying leads pays is what you spend to win an install.
What moves the price of a solar lead?
Four things move the number we quote.
1. Your criteria
The tighter the fit you ask for, the more each lead costs. An installer who wants only detached homes with unshaded, south-facing roofs is asking for a smaller slice of the homeowners who enquire, so each one takes more finding.
2. Your area
Some postcodes are busier, or harder to reach, than others. A tight patch around Warrington is a different job from half of Cheshire.
3. Delivery
Where leads go, and how they're checked on the way, changes the work behind each one. A lead that lands in your CRM with every answer attached is a different product from a spreadsheet that arrives at the end of the week.
4. Volume
Steady, larger volume brings the price per lead down. A few leads a month, switched on and off, costs more per lead than a regular flow.
These four explain a price. They don't tell you whether the lead is good value.
What should a solar lead include at that price?
Whoever you buy solar installer leads from, ask what is in the price before comparing it with anyone else's. At POCKLA, every solar lead comes:
- exclusive, sold once, to one buyer;
- with the phone number checked live;
- with the postcode checked against your area;
- with consent that names your business, and the wording and time stored with the lead;
- followed up on WhatsApp in your business's name, seconds after the form, or with free SMS nurture and a personalised link if you prefer text;
- delivered into your CRM, or into POCKLA Desk if you don't have one, with every answer attached and a timeline from form to follow-up to delivery;
- with invalid numbers returned, and no time limit on returns.
Some enquiries are never sent: anything outside your area or your criteria, commercial projects, enquiries that depend on a grant or ECO4, duplicates, and anything without consent.
Every other field on the lead (property type, roof, bill band, timeframe) is the homeowner's own answer on the form. A form answer is what the homeowner told us, not what a surveyor found. The form might say the electricity bill is £100–£200 a month and the call might put it nearer £90. That isn't a bad lead. It's the reason the call matters.
So the list above doesn't guarantee a sale. It means the lead is real, reachable, in your patch and yours alone. The rest is the conversation.
Does exclusive or shared change what the price buys?
Yes. A shared lead is sold to several installers. The homeowner fills in one form and then hears from several firms, often within the same hour, and the job tends to go to whoever rings first or quotes lowest.
An exclusive lead is sold once. You aren't racing anyone to the phone. The homeowner may still be getting other quotes, as plenty of sensible people do, but they asked to hear from you rather than from a list of firms they've never heard of.
That means a cheaper shared lead and a dearer exclusive one aren't two prices for the same thing. Our guide to exclusive vs shared leads covers how to check that a lead really is exclusive.
What does a solar lead cost per install?
Take two invented installers, each buying 100 leads. The numbers below 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: shared lead | B: exclusive lead, followed up |
|---|---|---|
| Price per lead | £15 | £40 |
| Leads bought | 100 | 100 |
| Spend | £1,500 | £4,000 |
| Homeowners reached | 50 | 75 |
| Surveys booked | 10 | 25 |
| Installs | 3 | 10 |
| Cost per survey booked | £150 | £160 |
| Cost per install | £500 | £400 |
On cost per lead, A looks far cheaper. On cost per survey booked, the two are close. On cost per install, B comes out ahead, because in this example more of its surveys become jobs.
Now change one number. If B's surveys signed at the same rate as A's, three in ten, B would win 7.5 installs and pay about £533 for each: more than A. The dearer lead only wins if it really does convert better.
That is the honest point of the table. The rates in it (how many homeowners you reach, how many book, how many sign) are yours to measure, not ours to promise. Track them by supplier for a few months and the cheaper lead will either earn its place or it won't. 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 solar leads?
Before you buy solar leads from anyone, ask:
- Who generated the lead, and has anyone else bought it?
- How old is it when it reaches you, and can you see a timeline?
- What was checked, and how? Which fields are the homeowner's own answers?
- Does the consent name your business?
- What do the ads say?
- Who follows the homeowner up, how quickly, and in whose name?
- What happens to an invalid number, and is there a time limit on returns?
- What is included in the price, and what costs extra?
Two of these deserve a note.
On consent, the ICO's guidance on electronic mail marketing says that consent collected by a third party must have named your organisation, not just "trusted partners" or similar, and must be recorded so you can show who consented, when and how. If it doesn't name you, the guidance says you must not send marketing emails or texts on it. That is the ICO's guidance, not legal advice, but it is a fair test of any supplier.
On ads, the ASA's advice on lead generation marketing notes rulings against ads offering "solar funding schemes" and "grants" with "Apply now" calls to action, where the advertiser couldn't show the funding was genuine and available. A homeowner who clicked a grant ad expects a grant, and your surveyor spends the call explaining why there isn't one.
For the full set of questions, see our guide to how to choose a lead generation company.
Where POCKLA fits
POCKLA finds homeowners looking into solar panels and batteries through its own Meta and Google campaigns, and sends each click to a page made for that audience. Seconds after the form, our AI messages the homeowner on WhatsApp in your business's name. It asks your questions, says plainly that this isn't a grant if asked (most people pay outright or on finance), agrees a call time the homeowner chose and keeps nurturing anyone who isn't ready. It's included with every lead, and we set it up and run it.
The ads make no "free solar" claims and no savings we can't back up. We check your credentials before a campaign goes live, including MCS certification if you advertise it. Each lead is shared only with the buyer named in its consent, under UK GDPR.
Leads arrive in your CRM or POCKLA Desk, where calls made from Desk get free call analytics. Live transfers are available too, priced on your criteria.
The indicative price is £20–£50 per qualified web lead, and our solar leads page shows what each one contains. Your exact price comes from a call where we agree your criteria, postcodes, follow-up channel and delivery; then the campaign goes live. What we won't promise is your survey or install rate. That is the number to measure, whoever you buy from.
Buying solar leads? See what a POCKLA solar lead contains, and what it costs →