Two neighbours in the same style of house order the same air conditioning unit, from the same brand, in the same month. Their quotes come back over a thousand pounds apart. Neither installer is trying it on. Nearly everything that separates the two figures sits outside the box on the wall.
An installer is mostly selling labour and copper, not the unit. The refrigerant pipes, cable and condensate drain have to travel from the indoor unit to the outdoor one, and the length and awkwardness of that journey drives the price more than any other factor. One neighbour wanted the indoor unit on an external wall with the condenser directly behind it: a short drill, a metre of pipe, a tidy afternoon. The other wanted the unit on an internal wall, which meant a long run boxed in trunking, a pump to move the condensate uphill, and most of an extra day. Same box, different job.
Drilling a cavity wall is quick. Drilling half a metre of Victorian solid brick, or concrete panel, is not, and the surveyor prices what your wall is made of. Then comes power: a split system wants its own circuit from the consumer unit, and if your board is full or dated, there is electrical work in the quote that another house would not need. Access rounds it out. A condenser at ground level behind the kitchen costs less to fit than the same condenser above a first-floor window that needs scaffolding or a tower. None of this shows in the glossy product photo, and all of it shows in the price.
Units themselves span tiers, from budget brands to the premium Japanese names, with real differences in quietness, efficiency and warranty length. Two quotes for the same room can differ simply because one firm defaults to premium kit with a seven-year warranty and the other quotes a budget unit with three. Neither is wrong. They are answers to different questions, which is why a quote should always name the model it includes.
The practical fix is to make every firm price the same job. Tell each one the room, the wall you want the indoor unit on, and where you imagine the condenser going, then ask for the quote broken into unit, labour and materials, with the model named. Differences that survive that exercise are real differences, worth asking about, and the answer is usually instructive: a longer warranty, a neater pipe route, a firm that spotted the electrical work the others missed. With 996 air conditioning companies listed on this site there is no shortage of firms to ask. Choose a few from installers covering your area, or describe the job once and let several firms price it. Before you do either, stand outside and look at the wall where the condenser would go. If you can touch the spot from the ground, you have just read the cheapest line of your own quote.