Walk-in bath and wet room lead generation in the UK.

There are three big national bath-replacement brands in the UK and they dominate Google search. Regional installers who try to compete on Google end up paying £25+ per click and converting form fills into appointments at a low rate, because the form was filled by a casual researcher rather than a senior homeowner ready to redo their bathroom.

Meta tells a different story. The over-65 homeowner is on Facebook every day, sees the right creative, and books a design consultation when the offer is clear and the call follow-up is fast. Installers who run senior-targeted Meta plus a same-minute call team consistently outperform Google-only competitors on both volume and cost.

Before we put a design consultation in your diary, our UK call team confirms:

• Age and mobility: typically 65+, finding the existing bath unsafe or difficult to use.
• Home ownership: owns the property, or has explicit written permission from the landlord (we route council tenants to the local authority Disabled Facilities Grant pathway).
• Decision-maker present: spouse or adult son/daughter at the appointment if the user is not the sole decision-maker.
• Bathroom type: full wet room, walk-in shower, walk-in bath, or bath-to-shower swap. This routes the lead to the right surveyor.
• Budget posture: realistic awareness that a quality install starts around £6,000, not £600.
• VAT relief eligibility: many over-60 and disability-led jobs qualify for VAT zero-rating, which we flag on the call.

In a typical planning scenario, a qualified design consultation costs £80 to £200. Close rates on attended consultations land between 30% and 45% for installers who quote on the day with finance options available.

With an average walk-in bath job around £7,500 and a full wet room around £11,000, a partner spending £5,000 a month on Meta ads could see, in an illustrative scenario, 30 to 55 design consultations, 10 to 20 sold jobs, and £75,000 to £200,000 of revenue.

CPL varies by region because CPM density and audience saturation differ:

• Greater London & Home Counties: £130 to £170. High CPMs, high competition; VAT relief messaging is a critical lever here.
• South East (outside London): £110 to £150. Strong senior audience, competitive from national brands.
• South West, East Anglia: £85 to £120. Excellent value; retirement-dense.
• Midlands: £80 to £115. Sweet spot for wet room installers.
• North West, Yorkshire, North East: £80 to £110. High volume, low CPL.
• Scotland: £90 to £130. Central belt drives most volume.
• Wales & Northern Ireland: £85 to £120. Small but efficient markets.

Under HMRC VAT Notice 701/7, work that is necessary because of a chronic illness or disability can be zero-rated for VAT. That is a 20% saving on the bill for the homeowner, and it is often the difference between a yes and a "we will think about it".

Our call team flags eligibility on the qualifying call so your surveyor arrives ready to discuss it, and so the homeowner is already mentally framing the project at the lower number. This is one of the simplest close-rate lifts available in the category and most installers do not raise it until the homeowner asks.

Walk-in bath demand follows the same shape as stairlifts, slightly compressed:

• January to March: strongest quarter; New Year "sort the bathroom" mindset.
• April to June: solid baseline; test wet room specific creative.
• July to August: 15% to 20% dip; installers often use this to book design appointments for autumn installs.
• September to November: second peak; sensible to add spend from mid-September.
• December: two-week trough after 18 December; hold spend, prepare January launch.

Four recurring issues in this category:

• Vague offer ("get a free quote"). Replace with clear scope: "Free in-home design consultation, no obligation, VAT relief eligibility checked."
• Single decision-maker appointments. Close rates drop 40% to 50% when only the user attends without spouse or adult child.
• Discussing budget only at the end. Front-load budget posture on the qualifying call so the designer opens in the right band.
• Ignoring VAT zero-rating. Free 20% off is the single biggest close-rate lift in this category.

Sanity-check monthly commitment against realistic install volume:

• £3,000/mo: 18 to 28 consultations, 6 to 12 sold jobs, £45k to £130k revenue.
• £5,000/mo: 30 to 55 consultations, 10 to 20 sold jobs, £75k to £220k revenue.
• £8,000/mo: 50 to 90 consultations, 16 to 35 sold jobs, £120k to £400k revenue. Two-plus surveyors required.

Everything required to fill the diary is included:

• Meta ad creative and copy built specifically for the 65+ UK homeowner.
• Postcode-radius targeting around your fitting area.
• UK-based call team that rings every form fill within minutes and qualifies against the criteria above.
• SMS and call reminders pre-appointment to cut no-shows.
• Weekly reporting on leads, consultations booked, attended, and cost per consultation.

The setup target is 72 hours after required access and approvals. Day 1 we collect your service area, finance options, and product mix. Day 2 we ship creative, set up campaigns, and brief the call team. Campaign launch follows approval; appointment timing depends on market demand and prospect availability.