99.64GBP
Media cost per unique household that inquired
13.3%
Paid clicks that finished the four step quote
8days
First ad impression to first inquiry
60 of 60
Published pages appearing in Google
The brief
Build the whole thing and see what a lead really costs
ukloftconversion.co.uk is ours. We registered it, wrote every page, built the calculator and ran the media, which means there is no client version of these numbers and no account manager standing between us and the result. The point of owning the property is that we find out what a lead costs before we tell anyone else what theirs should cost.
Loft conversions suit the test. A job runs tens of thousands of pounds, the homeowner researches for weeks before contacting anybody, and the search demand splits into two halves that behave nothing alike. One half wants a builder in their postcode, the other wants to understand dormers, staircases, building regulations and cost before they speak to anyone. We built for both and pointed paid media only at the first.
What we built
A quote calculator, a lead pipeline, and sixty pages behind them
The site. 60 published pages. City and suburb pages for Newcastle, Gateshead, Sunderland, North Tyneside and South Tyneside, conversion type pages for dormer, mansard, hip to gable and velux, and long form guides on cost, stairs, dormer types, building regulations and planning permission. Every one of the 60 now appears in Google.
The quote calculator. A four step form that asks about property type, size, bathroom and finish, then shows the homeowner an estimated range before it asks for a phone number. Showing the estimate first is the whole design. The visitor gets the thing they came for, and the contact details become a fair exchange rather than a toll gate.
The measurement. PostHog on every step of the funnel, Netlify Forms as the record of the inquiry itself, a dedicated Google Ads conversion action fired only by a completed submission, and a lead ledger that pushes each new inquiry to a Telegram alert and a spreadsheet within the hour. Google click ids are stored with the lead so a booked job can be sent back into the account later.
The media. Five separate high intent campaigns, one per district, so a Sunderland click never pays a Newcastle price. 30 clicks at an average of 9.96 GBP. Small on purpose, because the question we were answering was the cost of a lead rather than the size of a pipeline.
Results, July 5 to September 5, 2026
Organic climbing, paid converting at 13.3%
Google organic clicks per week
+533%Blue figure under each bar is that week's impressions.
| Metric | Movement | Change |
|---|---|---|
| Google impressions per week | 2,259 to 6,673 | +195% |
| Google clicks per week | 6 to 38 | +533% |
| Average position | 49.8 to 43.1 | 6.7 places |
| Pages appearing in Google | 0 to 60 of 60 | Full coverage |
| Paid clicks that became inquiries | 4 of 30 | 13.3% |
Search Console reports 42,398 impressions and 192 clicks across the first 60 days, with 39,146 of those impressions served in the United Kingdom. On the paid side, 2,601 DKK of media produced four completed quote submissions from three separate households in Newcastle and Sunderland, at estimate bands of 35,000 to 49,500, 41,000 to 74,000 and 36,000 to 51,000 GBP. A fifth inquiry arrived from organic search.
The detail
What an inquiry costs
Two of those four submissions came from the same household, eight days apart. That is why the headline figure is 99.64 GBP per unique household rather than the 74.73 GBP that a straight division by four would produce. We use the more expensive of the two numbers because it is the one that describes a real person picking up a phone.
A fifth genuine inquiry arrived through organic search on August 23 and appears in no analytics system at all. The visitor's browser blocked the tags, so PostHog recorded nothing and Google Ads counted nothing, while the form submission itself landed intact because it posts server side. Every tag based count on this page is therefore a floor. It is also the reason we treat the forms record as the source of truth and the analytics as a sample.
The estimate bands are the calculator's output based on what each household told it, so they describe the size of the job being considered rather than a signed contract. Media is billed in Danish kroner and the GBP figures use one rate on one day, 8.703 DKK to the pound on September 4, 2026.
A household that asks twice is still one household, so we count it once and show the higher number.
What happens next
From inquiry cost to job cost
The first job is volume. Thirty clicks over nineteen days is a pilot, and the campaigns delivered a fraction of the budget available to them, so the next step is loosening match types and bids until the sample is large enough to trust. That work is specified and waiting on a delivery partner rather than on a decision.
The second is closing the loop. Every lead is stored with its Google click id, so once an inquiry can be traced through to a booked survey and a signed job, those outcomes go back into the account as the thing the bidding optimizes toward. At that point the account stops buying form fills and starts buying jobs.
The third is organic. 60 pages out of 60 are already appearing, average position has improved by nearly seven places, and the guides are doing the heavy lifting. Paid media answers in days and organic answers in quarters, and on a site we own we can afford to wait for the second one.
Next case: ChatGPT Ads for a New York law firm
