Let's TalkLet's TalkWindow searches mix replacement buyers with people pricing a single broken pane and renters asking about drafts. Google Ads for a window company has to find the whole-house replacement - and qualify it before the appointment.
We go through the search terms you paid for, the appointments they produced and what became of them, and show how much went on glass repair, DIY and research searches, which campaigns produced signed jobs and what to change first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Window repair', 'broken window glass', 'how to replace a window' and 'window film' are searched by people who will never buy a whole-house replacement. Accounts without careful exclusions pay for those clicks every day, and the replacement searches that matter get whatever budget is left by mid-afternoon.
'Cheapest replacement windows' and 'window prices near me' bring in people collecting quotes, often from several companies. They book appointments readily and close rarely, and an account optimised for bookings learns to find more of them.
A searcher looking for fibreglass replacement windows who lands on a generic homepage sees nothing about fibreglass, nothing about installation and a 'free quote' button. Product and intent-specific landing pages convert far better and filter better too.
A booked appointment and a signed whole-house job are very different outcomes, and most accounts only count the first. Without signed jobs fed back, Google optimises toward whoever books most easily, which in this category is often whoever closes least.
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.
Glass repair, DIY, film and rental searches are a constant drain in window accounts. We build and maintain exclusion lists from the search terms you actually pay for, and move that budget onto replacement searches - often the fastest improvement an account can make.
Each product and intent gets a page that explains the option honestly and asks the questions that decide the appointment - ownership, window count, timing and who will attend. The sales team arrives at homes that can buy, with everyone who decides in the room.
Importing signed jobs into Google Ads lets bidding learn the difference between a homeowner who books and one who buys. In a category full of quote collectors, it is the change that most improves cost per sale over time.
Every paid term sorted into replacement, repair and research.
Repair, DIY, film and rental searches removed and monitored.
Material and whole-house campaigns with their own pages and budgets.
Ownership, window count, timing and decision-makers asked up front.
Signed jobs fed back for bidding.
Monthly shifts toward the campaigns producing sales.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Someone searching for a specific frame material or glazing option has usually done some research and is further along. Campaigns and pages built for those searches meet them with the detail they want and convert better than generic 'window replacement' ads.
Ads and pages that speak plainly about whole-house or multi-window replacement attract homeowners planning a project, and quietly discourage single broken-pane enquiries your business may not serve.
Running ads when your team can answer and book quickly, and limiting spend to the appointments your salespeople can handle, protects the conversion rate of the leads you do get.
In window sales, the easiest people to book are often the hardest to close. Feeding signed jobs back to Google breaks that loop and points bidding at real buyers.
None of our case studies is a window company. The nearest Google Ads engagement is an auto dealership, where tight targeting produced 1.22M clicks at a 0.90% click-through rate and 627% ROAS on ad spend. The transferable lesson is discipline about where budget goes - only to searches that come from real buyers.
Read the full case studyYes, when they target replacement intent and exclude the repair, DIY and research searches that make up a large share of window queries. Qualifying landing pages and signed-job conversion tracking turn them from appointment generators into sales generators.
Glass repair, broken pane, DIY and how-to searches, window film and tinting, and rental-related searches - plus anything for products you do not install. Review the search terms report monthly, because new variations keep appearing.
Usually not, unless you genuinely compete on price. Those searches attract quote collectors who book readily and close rarely. Search terms around specific materials and whole-house replacement tend to produce better buyers.
The product explained honestly, what drives price, how installation works, proof you are a real local company, and a form asking ownership, window count, timing and who will attend the appointment.
Import signed jobs as offline conversions so Google learns which clicks become customers. Counting every booked appointment equally teaches it to find people who book, not people who buy.
They can work for homeowners ready to talk, but calls should still be qualified on ownership, window count and decision-makers before an appointment is booked. Track call outcomes so they feed the same reporting as forms.
Enough to produce the appointments your sales team can run, judged on cost per signed job over a few months. Start with your strongest products and areas, then expand what sells.
Google has its own policies for financial services ads, and financing offers must be accurate and clear. Many window companies mention that financing is available and explain terms on the landing page, which keeps ads simple and compliant.
Availability varies by category and area. Where they are offered, they charge per lead rather than per click and show a Google Verified badge for businesses that pass Google's checks. Compare them on cost per signed job alongside search campaigns.
Excluding wasted searches can improve an account within weeks. Signed-job improvements take longer to read because window decisions can take weeks, so judge changes over a couple of months.
Only brands you are authorised to install, and only where it helps. Some homeowners search for a specific manufacturer; ads and pages for those searches should make clear you are a local installer and never imply you are the manufacturer. Check the trademark rules that apply before using a brand name in ads.
Set location targeting to people in or regularly in your service area rather than people merely interested in it, exclude areas you do not cover and review the location report monthly. Window accounts often leak budget to searchers far beyond where crews can reach, especially around state lines and large metro areas.
Written for owners weighing this up, whether or not they work with us.
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