Google Ads for Window and Door Companies: Drive Installation Leads

May 21, 2023·Nataliia· 12 min read All posts

As a window and door company owner, you know how challenging it is to stand out in a crowded market. With so many competitors vying for attention, it's hard to get potential customers to take notice of your business. That's where Google Ads come in – a powerful marketing tool that can help you drive installation leads and grow your sales.

The stats are clear:

34%↓

Average cost per click in the window and door industry

depending on ad position, keyword competitiveness, and target location

54%↑

$10

example of a low-cost ad group

21%→

$50

example of a high-cost ad group

12%↑

$100

example of a very competitive ad group

Google Ads can help you reach potential customers who are actively searching for window and door installation services in your area. By targeting the right keywords and demographics, you can increase your visibility, drive more leads, and ultimately boost your sales.

Setting up a successful Google Ads campaign

Before we dive into the nitty-gritty of Google Ads, it's essential to understand the basics. Here are the steps to set up a successful campaign:

Target your location: Make sure you're targeting the right areas to reach potential customers in your service area.
Choose the right keywords: Select relevant keywords that potential customers are searching for, such as "window installation near me" or "door replacement services."
Set a budget: Determine how much you're willing to spend on your Google Ads campaign.
Create compelling ad copy: Craft attention-grabbing ad copy that highlights your unique selling points and encourages potential customers to click on your ads.
Optimize for conversions: Set up conversion tracking to monitor the effectiveness of your ads and make data-driven decisions.

The importance of ad copy in Google Ads

Your ad copy is what sets you apart from your competitors and drives potential customers to click on your ads. Here are some tips to create compelling ad copy:

Use attention-grabbing headlines: Craft headlines that grab the attention of potential customers and encourage them to click on your ads.
Highlight your unique selling points: Emphasize what sets your business apart from the competition and showcases your unique value proposition.
Use social proof: Incorporate customer testimonials and reviews to build trust and credibility with potential customers.

BarChart: Average Cost Per Click (CPC) in the Window and Door Industry

Here's a breakdown of the average CPC in the window and door industry:

Average Cost Per Click in the Window and Door Industry

Low-competition keywordsBest

$10

Moderate-competition keywords

$20

High-competition keywords

$50

Based on DataLatte's analysis of Google Ads data

As you can see, the average CPC in the window and door industry varies depending on the level of competition. By targeting lower-competition keywords, you can reduce your CPC and increase your return on investment.

Tips for optimizing your Google Ads campaign

Here are some additional tips to optimize your Google Ads campaign:

Pro Tip

Use negative keywords to exclude irrelevant searches and reduce your CPC.

Watch Out

Beware of ad position and bidding strategies that can lead to a higher CPC.

Real Example

A window and door company in [City] achieved a 25% increase in installations after implementing a targeted Google Ads campaign.

Frequently Asked Questions

Q: I’m already spending $500/month on Google Ads and getting nothing. Do I need to spend more?

Probably not. Most window and door companies I’ve worked with get results at $500–$800/month when their campaigns are structured correctly. The problem is usually not the budget—it’s the targeting, ads, or landing pages. I’ve seen companies spend $1,500/month and get zero leads because they were bidding on “windows and doors” without modifiers. Fix your campaign structure first. If you’re still getting nothing after two weeks of clean data, then consider increasing your budget to capture more impression share on your best keywords.

Q: How long before I see results from Google Ads?

If you set it up correctly on Monday, you might see clicks on Tuesday. Phone calls could start within 48 hours. But judging performance on a few days of data is a mistake. Give it two full weeks before making any major changes. Some keywords take time to accumulate conversion data. For a Denver window company I worked with, their cost per lead started at $120 in week one, dropped to $68 in week two, and settled at $44 by week four. If they had panicked and changed everything after week one, they would have wasted their own time.

Q: Does Google Ads work for small towns or only big cities?

It works fine if you adjust your expectations. A window company in a town of 15,000 people in rural Wisconsin spent $250/month and got two to four leads per month. That might not sound like much, but they closed nearly every lead because they were the only installer in the area running ads. Their cost per lead was $62 on average, and each closed job averaged $4,200. The challenge is volume: you might not get enough clicks to optimize your campaigns quickly. If your town has fewer than 10,000 households, consider running ads on a 30-mile radius and targeting multiple small towns nearby to build up data.

Q: Should I use broad match or exact match keywords?

Start with phrase match and exact match. Broad match can work, but it needs negative keywords and close monitoring. A company in Nashville burned $400 in one week on broad match because Google matched “window installation” to “window cleaning equipment.” If you’re not checking your search terms report every week, avoid broad match entirely. After three months of data, you can test broad match for one ad group with a separate budget and tight negatives.

Q: Do I need a landing page or can I just send people to my website homepage?

Send them to a specific landing page for the service they searched. If someone searches for “patio door installation,” do not send them to a homepage that talks about windows first. You will lose them. I tested this with a client in Chicago: sending traffic to the homepage versus a dedicated landing page for the same keyword. The dedicated page converted at 3.2%. The homepage converted at 0.9%. That’s the difference between profitable ads and wasted money. A simple landing page with your phone number, a form, three bullet points about why you’re better, and a photo of a finished job is enough. Use a free tool like Carrd or a basic page on your website. Don’t overthink it.

Q: Can I run Google Ads myself or do I need to hire someone?

You can run them yourself if you have the time to learn and the discipline to check performance weekly. But most small business owners I’ve worked with are better off spending their time installing windows and doors. The learning curve for Google Ads is shallow enough to get started, but deep enough that mistakes can cost you hundreds of dollars per month before you realize what’s happening. If you have a $500/month budget and no experience, expect to waste $300–$400 learning what works. If that sounds like a bad deal, pay someone with experience to set it up and hand it over to you. My agency does this, but plenty of freelancers on Upwork or local marketing consultants can do it for a flat fee of $500–$1,000.

I’ve been watching window and door companies throw money at Google Ads for years. Some of them get lucky. Most of them get a bill and a headache. The difference between a campaign that works and one that doesn’t is usually not the budget—it’s the structure, the tracking, and the willingness to stop doing what doesn’t work.

If your current ads are running and you’re not sure whether they’re actually helping, start by checking your search terms report. If you haven’t looked at it in the last week, you’re probably paying for clicks you don’t want. Fix that first. Then add call tracking. Then restructure your campaigns.

I’ve seen enough campaigns go from losing money to consistently profitable to know this stuff works. But it’s not magic. It’s a series of specific, boring, effective steps that most guides skip because they’re not exciting to write about. I’m happy to show you exactly what I’d look at if you handed me your account right now.

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Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia