More windows, doors, and conservatories companies are running Google Ads – and that means more competition for clicks and higher costs.
But what few businesses realise is how much of that spend is wasted on users who bounce between websites without ever enquiring.
We speak to companies every week who are spending from hundreds to thousands a month without knowing what they’re getting back from Google Ads. If that sounds familiar, feel free to contact us for a free Zoom call. We’ll review your setup, share ideas, and help you spot any glaring issues that could save you hundreds straight away. Unfortunately, Google Ads themselves stack the odds in their favour and there are many ways that they are effectively stealing budget from you.
Google Ads are getting more expensive and less predictable
Whatever keyword you’re targeting, you’ll have noticed the average cost-per-click (CPC) rising over time.
Gone are the glory days when you could get clicks for pennies.
Here are the tough days where Google greed and competitors make your clicks expensive.
People happily spend your ad budget (without realising the cost of it) hopping from site to site, browsing until they find a home improvements supplier that may match their requirements. Even then, only a small percentage will make contact straight away because they typically involve other people in the decision-making process.
That’s where you can take advantage …
Most website visitors from ads clicks are not ready to enquire
Sorry to say it, but most websites in the home improvements sector are missing many opportunities, failing to cover key elements effectively, which means that potential customers are hopping between websites trying to find one that gives them enough reasons to make contact.
Here are the most common points of success or failure …
Proof of excellence
Numerous (hundreds) of case studies related to specific projects undertaken for clients. These need to be divided into product types. For example, if you sell windows then you need numerous case studies specifically related to all the different types of windows installations you’ve done. These of course need to be supported with before and after imagery and testimonials from those happy customers.
Assurance
Accreditations, memberships and guarantees are critical to include – especially if they make you stand out from competitors. Take guarantees for example, people are looking for long guarantees and want assurances that they would be honoured if your business was no longer operating at the time they may need to call in on that guarantee.
Mobile-friendly
You wouldn’t think this would still be the case but there are still websites that don’t work well on mobile devices, which is where most of your potential customers will be initially researching from.
So, people look at several websites, trying to get a feel for which company can be relied on to provide them with their windows, door(s) or conservatory.
You see the Google Ads click costs going up and it can feel that you’re not getting a good return on investment, likely unaware that there are two issues that are causing that:
- Inefficiencies in your Google Ads setup
- Weaknesses in your website.
While you would (obviously) try to address both those issues, there is something extra you can do to capitalise on those Google Ads clicks that you’ve paid for …
Turn Google Ads click into identifiable home addresses
Those people who clicked through from Google Ads can often be identified by the address where they were when they visited your website.
You can see an example of that on our page about how to see which houses are looking to buy windows, doors, or conservatories.
When you know the home address of that website visitor, knowing that it cost you a Google Ad click, then you may consider it worthwhile sending a good quality brochure to that address.
A well-designed brochure gets shared, discussed, and revisited. Unlike an ad or website page that’s quickly closed, print is tangible. If someone visits your site and doesn’t enquire, a beautifully timed brochure arriving days later can be exactly what tips the balance.
And unlike door-to-door leaflet drops, this mail is highly-targeted. It’s based on real intent because you know that householder is actively looking for windows, doors, or conservatories.
Think about what a brochure can contain:
- Detailed product specifications (different styles of windows, bi-fold doors, a range of conservatories)
- Stunning photography tailored to local homes
- Price guides and finance options
- Testimonials from customers
- Exclusive offers or design consultations
- Unique selling points that you have over other local suppliers
Suddenly, your brochure becomes more than a reminder – it becomes a decision-making tool.
You’re not just bringing your brand back into focus. You’re giving them something to show their partner, discuss over dinner, and to stay visible.
You can read more about how to implement this step by step, including a 30 day free trial and low costs if choosing to continue afterwards via the guide and video on our page dedicated to windows, doors, and conservatory installers.
Start getting more from your Google Ads spend
Google Ads isn’t totally broken. But relying on it alone is a recipe for waste. In 2025, smart companies are looking beyond the click and focusing on what happens next.
With home address identification and targeted brochures, you’re not just waiting for people to come back. You’re meeting them where they are, with something they can hold, share, and act on.
And here’s the bonus – when people make contact from your brochure sendouts you can see which of those originated from Google Ads clicks, which will help you determine the full return on investment that you get from that budget spend.
