Most tradespeople who want more work choose between four routes: Google Ads, Meta ads, or one of the lead platforms Offerta and Servicefinder. None of them has a price you can look up and compare with the others.
Google and Meta are priced by auction, which means the cost per click moves with town, trade, season and how well the account is managed. Offerta sells annual packages where the price per credit is set individually and never published. Servicefinder charges per request, but its price list is not on the site either. The closest you get to comparable numbers are averages and ranges, and they hide at least as much as they reveal.
For the two lead platforms we therefore took a different route. Both file annual accounts with the Swedish Companies Registration Office and both publicly state how many jobs they pass on each year, and dividing one by the other gives you what the platform earns per customer passing through it. For Offerta that figure comes out at a maximum of SEK 1,080 per published request. Since up to six companies are allowed to answer the same request, that is not what one tradesperson pays, but what all the responders together pay for one of them to get the job.
We run Marketit and therefore compete with two of the channels, which is why we do not include ourselves in the comparison. There is a section on our own model further down, and there we stick to how the cost is structured, because we do not yet have outcomes to show.
No channel has a fixed price, but two of them can be measured afterwards
The agency Haien, which works with tradespeople, puts the average cost per click on Google at SEK 15 to 45 for the trade, with urgent searches like "emergency plumber" up around SEK 50 to 80 and narrow local keywords down at SEK 8 to 15. NordicCode gives the same range for tradespeople and SEK 20 to 40 for local service businesses in general, while Swivrr puts plumbing and electrical work at SEK 15 to 40 and points out that campaigns in Stockholm cost 20 to 40 percent more than equivalent campaigns in smaller towns.
How many clicks turn into a request decides the rest. SynligWebb reckons service industries convert at two to five percent on a landing page, and Haien uses SEK 25 per click and five percent conversion as an example, which gives SEK 500 per lead. With worse conversion and pricier clicks it quickly gets higher.
Meta sits lower. Haien gives SEK 5 to 15 per click for tradespeople in plumbing, electrical and construction, but also splits the year up: in January and February clicks cost SEK 3 to 8, while in the high season of March to May and September to November they rise to SEK 8 to 18. Cost per lead for trade services sits, according to the same agency, between SEK 50 and 200, and by trade somewhere between SEK 80 for gardening and SEK 280 for bathroom renovation. The ranges are wide not because anyone was sloppy, but because an electrician in Stockholm in October and a painter in Skellefteå in February are not advertising in the same market.
The difference from the lead platforms is that the ranges only need to hold until you have run your first month. After that your own ad account tells you how much you spent and how many requests it produced, and that cost applies to your town and your trade rather than the industry at large. The request also goes to you alone, which makes it possible to weigh directly against what a won job is worth.
Offerta works differently. There you buy an annual package in one of three sizes, with a set number of credits and a start-up fee on top, and a credit is deducted every time you answer a job. What the credit costs depends on trade, competition and the size of the job, and the company itself states that there is no fixed price. A tradesperson who wants to weigh Offerta against their Google account cannot do so without first going through a sales call.
Servicefinder is closer to an ordinary pricing model and charges per request you choose to answer. According to industry figures, construction and renovation sit between SEK 600 and 1,600, while more specialised electrical and ventilation jobs can go up towards SEK 2,200. Here too the request is shared with other companies, but with fewer competitors than at Offerta.
Shared requests change the whole calculation
At Offerta up to six companies may quote on the same job, and the customer then picks one of them. The other five have already spent their credit when they answered, whatever happens next. They have read the job, priced it and in some cases driven out to look before quoting, and they do not get that time back either. Servicefinder works the same way but with roughly three responders, while a lead from Google or Meta goes to you alone.
That is why the SEK 1,080 figure needs to be read correctly. It is not the price a single tradesperson pays to get a customer, but the sum of what all the responders pay for one of them to get the job. The CEO of a construction firm told Byggnadsarbetaren that he spent SEK 100,000 a year per platform he was signed up to. That was in 2022, and it applied to a high-volume company on two sites at once, but the order of magnitude says something about what it becomes when the cost is counted per year instead of per request.
A lead at SEK 1,100 costs SEK 3,300 per won job
A lead is not a customer, and what decides whether a channel pays off is therefore what a won job costs rather than what the contact costs. The maths is simple: the lead cost divided by how often you win.
Take a construction firm in Stockholm answering requests on Servicefinder. Each request costs SEK 1,100, three companies quote on the same job, and the firm wins roughly one in three of the jobs it prices. Two out of three credits therefore go to jobs that never happened, and their cost is carried by the customer who did say yes, which lands just above SEK 3,300.
The same firm pays SEK 400 for a lead through Google Ads. There nobody else got the contact and the customer searched actively, so the win rate is more like 45 percent and the cost per job around SEK 890. On top of that comes the work on the account, either as your own time or as an agency fee somewhere between SEK 2,000 and 20,000 a month depending on scope.
On Meta the lead costs SEK 150 but buying intent is lower, because the person scrolled past an ad instead of searching for a tradesperson. With a win rate around 20 percent the cost lands at about SEK 750 per job, with considerably more phone calls along the way and a larger share of requests that were never serious to begin with.
The figures above rest on assumptions we chose ourselves and have spelled out, not on measured outcomes. The win rate weighs heaviest of them: with the same lead price of SEK 1,100, a customer costs SEK 2,200 for someone who wins every other job and SEK 5,500 for someone who wins one in five. Swap the assumptions for your own before you compare the channels.
The platform takes around four percent of the order value it passes on
Offerta states that the jobs that went through the platform over the past year are worth more than SEK 2 billion, while the company's net revenue was SEK 86.5 million. That corresponds to roughly four percent of the total order value, which in practice works like a commission. The difference from an agent, who gets paid when the deal goes through, is that a lead platform gets paid for the attempt.
The marketplaces are losing altitude
Offerta's net revenue has fallen three years running, from SEK 88.1 million in 2022 to SEK 87.3 million in 2023 and SEK 86.5 million in 2024, and operating profit for the last year landed at minus SEK 1.9 million. Servicefinder turns over a little over half as much and has made a loss several years in a row, with a result after net financial items of minus SEK 7.9 million for 2024 and minus SEK 8.9 million for 2025. Headcount fell over the same period from 24 to 19.
In parallel, the ownership picture has been redrawn. In October 2024 Offerta was spun out of Fortnox and placed in ToM Holding together with the IPIS companies, Svenska Eljouren and Rörmokare.nu, where Hellving Invest owns 51 percent and Fortnox 49. The group also runs Boka Handyman and is approaching a hundred employees. A company buying leads from several of those brands is therefore paying the same owner.
Marketit's model: a fixed fee, no cost per request
What follows is about our own service. Marketit costs from SEK 399 a month, and for that a company gets a profile that appears in our search and can quote on jobs that are posted. There are no credits, no fee per request and no price that changes with the size of the job. Over a year that is SEK 4,788, roughly what three or four construction leads cost on Servicefinder.
We are new and have no connected companies yet, so we do not know what a customer costs with us in practice. We are therefore not claiming that the model produces more jobs than the other channels. What we can speak to is the cost side, where the fee stays fixed no matter how many answer the same job. As soon as we have outcomes we will publish the figures, whatever they say.
How we did it
Every Swedish limited company files annual accounts with the Companies Registration Office, and both Offerta Group AB and Servicefinder Sverige AB also state publicly how many jobs they pass on each year. Revenue divided by job volume gives what the platform earns per customer.
We calculate on net revenue and not on total operating income. Offerta had SEK 86.5 million in net revenue during 2024 against SEK 94.6 million in total operating income, and the eight million in between does not come from tradespeople. Had we counted it, the per-job figure would have been close to ten percent higher.
Most company data sites show the higher figure without saying which one it is. For Servicefinder the figures also differ between services, with three different revenue numbers for the same period, which is why we report the company's result and headcount but no revenue per job.
Job volumes are self-reported and cannot be verified from the outside. Offerta states in several places on its own site that more than 80,000 jobs are passed on every year, and since more jobs give a lower revenue per job, our figure is a ceiling rather than an average: actual revenue per request is SEK 1,080 or lower. The number of connected companies is even more uncertain, since Offerta's own channels state over 15,000 companies in one place and a little over 10,000 connected across fifteen years in another, which is why we calculate per job rather than per company.
The Google and Meta figures are of a different kind. There are no accounts to work from, only averages and ranges that Swedish agencies publish based on their own clients, and here they come from Haien, NordicCode, Swivrr and SynligWebb, all of which sell advertising services to the same audience. They should be read as industry guide values, not as something you can expect in your own account. Servicefinder's lead prices are not published by the company itself but come from a third party that compiled them. That makes them the least certain basis in this article, and anyone who already knows what a request costs in their own trade should use that figure instead.
Sources
Company data
Offerta's own information
Advertising costs
All advertising figures come from agencies that sell advertising services to tradespeople. They are industry guide values, not independent measurements.