There is no single right price for a resin driveway lead. The right price is the most you can pay and still make the profit you want on the jobs you win. You can work that out from three of your own numbers.
The three numbers
- Gross profit per job. What is left after materials, labour and waste removal.
- Close rate. Of the enquiries you receive, how many become jobs.
- Marketing share. The part of gross profit you are willing to spend on winning the job.
The sum
Target cost per job = gross profit × marketing share
Target cost per lead = target cost per job × close rate
A worked example
These figures are made up to show the method. Use your own.
- Gross profit on a typical job: £3,000
- Marketing share you accept: 15%
- Target cost per job: £450
- Close rate: 1 enquiry in 5
- Target cost per lead: £90
If your leads cost less than that, the channel is paying. If they cost more, either the leads are poor or your close rate needs work.
Why close rate matters most
In the example, moving the close rate from 1 in 5 to 1 in 4 raises the affordable lead cost from £90 to £112.50. Faster call-backs, better quotes and following up unsold quotes often do more than cheaper clicks.
Not all leads are equal
A "lead" can mean very different things:
- A phone call from someone who wants a site visit this week
- A form with postcode, size and photos
- A name and number from a shared lead seller
- A Facebook form filled in with two taps
Measure cost per site visit and cost per booked job as well. A cheap lead that never answers is not cheap.
What pushes lead cost up
- Competition in your area
- Bidding on broad or research keywords such as "resin driveway ideas"
- Sending clicks to a homepage instead of a resin page
- Showing ads outside your service area
- Slow or no follow-up
What brings it down
- Keywords with your town and "installers" or "company"
- Negative keywords for DIY, kits and suppliers
- A landing page with local resin jobs, reviews and a short form
- Calling back within minutes
- A form that asks size and timescale
Keep a simple record
For each month write down spend, leads, visits, quotes and jobs by source. Three months of this tells you more than any industry average.
Common questions
Is there an average UK cost per resin driveway lead? We have not found a reliable published figure. Your own target, worked out as above, is more useful.
Should I pay more for exclusive leads? Usually yes, because your close rate on them is higher. Put the higher close rate into the sum and see.
Related guides
- A Landing Page Checklist for Paving Contractors
- Driveway Leads: Generating Your Own vs Buying Them
- Google Ads for Driveway Companies: A Keyword List
- Google Ads Not Converting: 9 Causes and How to Fix Each One
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on marketing for driveway and paving contractors for how we work.