First, a Reality Check

Before we look at which converts better, it’s worth saying this:

The scheme doesn’t convert the lead. You do.

That means:

• How you generate the lead matters
• How fast you respond matters
• How clear your follow-up is matters

No scheme can fix a broken sales process. That said, some schemes do give you a better head start. So let’s look at what we’ve seen in the wild.

 

Quick Recap

• ECO4 – Full retrofit funding for low-income and vulnerable households. Multi-measure, benefit-linked, compliance-heavy—but good margins if done right.
• GBIS – Single (soon to be double) insulation measures for a broader audience. Less restrictive, easier to qualify, but often lower intent and smaller job size.
• BUS – A voucher scheme offering £7,500 towards heat pumps and for private homeowners. Higher value jobs, but the customer pays the balance—so objections are common.

 

ECO4 Leads: High Intent, Low Volume

ECO4 leads tend to be more qualified—especially when generated through proper pre-qualification steps (benefit check, property type, heating type, EPC band, etc.).

 

What Works in Their Favour:

• Tighter eligibility means you’re usually speaking to someone who knows why you’re calling
• The funding covers more of the install, so the job often doesn’t depend on homeowner buy-in
• You can do multiple measures under one roof, making it a better return per lead

 

What Holds Them Back:

• More hoops to jump through on the backend (EPCs, surveys, compliance)
• Some leads drag out or disappear entirely if they fail final eligibility checks
• Volume can be patchy depending on funding windows, LA flex rules, or DWP delays

 

Bottom line:

When set up correctly, ECO4 leads convert well—especially if you’ve got your internal processes tight. But they require more effort and patience, both from you and the customer.

 

GBIS Leads: Higher Volume, Less Predictable

GBIS has opened the doors to more households, which on paper sounds like a win. But broader eligibility often leads to lower intent and less urgency.

 

What Works:

• Higher lead volume at a lower cost per lead (especially through paid ads)
• Customers aren’t necessarily reliant on being on benefits, so you can target wider
• Simpler install process (usually just insulation), meaning fewer moving parts

 

What Slows Things Down:

• Homeowners often have limited understanding of what’s actually funded
• Some expect “free stuff” without understanding the criteria or co-funding
• Jobs can be smaller, so you need more to make the same margin as an ECO4 pipeline

 

Bottom line:

GBIS leads can work well—if you have a strong qualification and follow-up system. But left unchecked, it’s easy to burn through a lot of leads with little to show for it.

 

BUS Leads: High Value, High Friction

BUS leads are a different game entirely. You’re speaking to private homeowners who are researching heat pumps, often well-informed, but also more cautious—because they’re expected to contribute thousands upfront.

 

What Works in Their Favour:

• Leads often come from homeowners already considering a heat pump
• Smaller lead pool means less competition if you’re running ads
• High install value means more margin per job—if it lands

 

What Slows Them Down:

• The £7.5k grant only goes so far—price becomes the main objection
• Leads can drop off quickly after they hear ballpark costs
• You need strong sales scripts and trust-building to convert consistently

 

Bottom line:

BUS leads can be profitable, but they’re not quick wins. If you don’t have a smooth sales process—or if your follow-up is slow—they’ll go cold fast. But if you get it right, they can be some of your best long-term customers.

 

So… Which Scheme Converts Best?

It depends on how you’re set up.

• ECO4 tends to convert best if you’ve got the back-end sorted. Leads are more qualified, and the jobs are bigger—but it’s paperwork-heavy and slower moving.
• GBIS brings volume. You’ll get more leads for less, but they’re hit-and-miss unless you filter and follow up quickly.
• BUS can bring high-margin jobs from serious buyers, but it’s not a numbers game. You’ll need strong sales skills and a clean process to handle objections and build trust.

 

In terms of pure conversion rate, ECO4 or BUS usually wins. But in terms of ease, speed, and scale—GBIS is easier to run if you’ve got a solid system.

 

Final Word

We’ve tested campaigns across all three schemes. Every ad, funnel, and CRM automation in LeadGenMastery is built around what actually works—not just what looks good on paper.

So if you’re tired of chasing cold leads, missing calls, or wondering which scheme to double down on—we’ve built the system that brings it all together.

Want a lead gen system that’s already proven to work for ECO4, GBIS, and BUS?

Check out LeadGenMastery—a complete lead generation and CRM system built specifically for renewable installers. It brings together proven Meta ad strategies, high-converting landing pages, and a ready-to-use CRM that handles lead follow-up, booking, and tracking—so you spend less time chasing and more time closing.

Book a discovery call and we’ll walk you through how it fits your business.