Let's TalkLet's TalkFacebook built a large part of the window lead industry, and taught homeowners to expect a 'free windows' gimmick. Window ads that work now are honest about price, show real installs and book appointments with everyone present.
We review your Meta account, offers, forms and recent leads, and trace them through appointments to signed jobs - showing how many appointments failed on ownership, window count or a missing decision-maker. If you have not run Meta ads, we tell you whether your market and offer suit them.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Buy one, get one free', 'windows for $0 down' and 'government programme' style ads produce plenty of leads and teach homeowners to distrust the category. The careful, creditworthy homeowner who would buy a whole-house replacement scrolls past; the bargain hunter books and rarely signs. Over time the gimmick also trains Meta to find more bargain hunters, because they are the people who respond to it.
Meta's instant forms make leads easy to collect. Without questions on ownership, window count and who decides, they fill the calendar with renters, single windows and one-legged appointments - and salespeople spend their evenings on visits that could never close.
Window projects are often sold on monthly payments. An ad promoting a financing offer can fall under Meta's financial products and services special ad category, which in the US removes age targeting, enforces a minimum 15-mile radius and limits detailed targeting - or gets rejected.
Left to its default goal, Meta finds people who fill in forms. In window sales those are disproportionately the people who fill in every form. Unless signed jobs are sent back, the system keeps finding more of the homeowners who book and never buy.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Window ads built on giveaways attract bargain hunters and repel serious buyers. We write offers around what you actually provide - the products, honest ranges, a no-pressure visit - which produces fewer leads and far more appointments with homeowners who intend to buy.
A window replacement is usually a joint decision. Every form we build asks who will make it and confirms they can attend, alongside ownership and window count, so the calendar fills with appointments where the whole household can say yes.
Meta can only optimise toward the signals it receives. We connect your CRM through Conversions API for CRM and send back held appointments and signed jobs, so delivery shifts from homeowners who fill in forms to homeowners who become customers.
Leads followed to appointments, sales and failure reasons.
Honest guidance and real installs, no gimmicks.
Ownership, window count, timing and decision-makers.
Held appointments and signed jobs sent back to Meta.
Instant replies and respectful follow-up for undecided homeowners.
Budget moved to the campaigns producing signed jobs.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A short clip of new windows going into a house the viewer might recognise - with your crew at work - is believable in a way a manufacturer graphic is not. It answers the question every wary homeowner has: is this company real?
Ads that speak to whole-house replacement - comfort, noise, appearance - reach homeowners planning a real project rather than fixing one pane, and set expectations for a larger, more valuable appointment.
Homeowners who visited your product pages but did not book are researching. Showing them honest explainers - frames, glazing, installation - keeps you their trusted source while they decide.
New windows are visible from the street, and neighbours notice. Campaigns around areas where you have recently installed - showing that work - reach homeowners already curious about it.
None of our case studies is a window company. The nearest is a luxury real estate engagement where we built a Meta funnel that qualified every enquiry before a call was booked - 312 booked calls from 1,900+ qualified leads at $41 each, a 19x return across the pipeline, with cost per qualified lead cut by more than half. Qualifying before the most expensive hour of the sale is exactly what window Meta campaigns need.
Read the full case studyThey can, but not with the gimmick offers homeowners have learned to ignore. Honest offers, real local installs, forms that qualify ownership, window count and decision-makers, and sales data sent back to Meta still produce signed jobs.
Usually because nothing qualifies them: renters, single windows and one-legged appointments all book easily. Ask the qualifying questions in the form, confirm attendance and send signed jobs back to Meta so it learns who actually buys.
Carefully. Since January 2025, US ads for financial products and services must run under a Meta special ad category with restricted targeting, and an ad promoting a financing offer can fall under it. We usually explain financing on the landing page instead.
We recommend against them. They attract bargain hunters and reinforce homeowners' distrust of the category. Honest guidance and a no-pressure appointment attract better buyers.
A way to send later outcomes - held appointments, signed jobs - from your CRM back to Meta. The conversion leads goal uses that data to find people likely to buy, not just people likely to fill in a form.
Your own installations on local homes, crews at work and short explainers on frames and glazing. Stock images of windows look like every other ad and prove nothing about your company or your crews.
It often works well. Neighbours notice new windows, and ads showing recent work nearby reach homeowners already curious about it. Use location targeting around those areas and show the real installs.
With useful information - product comparisons, installation details, availability - rather than repeated sales calls. Respectful follow-up keeps you trusted in a category homeowners associate with pressure.
Both can work. Instant forms are convenient but tend to produce more casual leads; landing pages ask more of the visitor and usually qualify better. Many window companies test both, with qualifying questions on each, and compare cost per signed job rather than cost per lead.
If you have permission to use their details for marketing, yes - for referrals, and for other rooms or doors they have not replaced yet. We check how the data was collected before any list is uploaded, and keep messages useful rather than promotional.
Enough to run a proper test of one honest offer in your strongest areas, measured in appointments held and signed jobs over a couple of months. Scale what sells, not what books.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.