Google Ads · Garage Door Companies
Google Ads for garage door firms: repairs today, replacements in a fortnight
A garage door account contains two businesses. One customer has a door stuck halfway with a car behind it and wants somebody this afternoon. The other has been meaning to replace a tired up-and-over for two years and is finally comparing roller doors. Same trade, opposite urgency, and they should never share a budget.
In short
Google Ads for garage door companies in the UK needs a different build from a generic Google Ads account, and this is how PipelineOS structures it. Split repair from replacement first. Repair searches — broken spring, cable off the drum, door won’t open, motor failure, remote not working — are urgent, cheap to buy and convert on the phone within minutes. The first ad group to build is Emergency repair: urgent, cheap, converts on the call. The most common way this goes wrong: running repairs and replacements on one budget, so the cheap urgent clicks spend everything and the high-value replacement enquiries never appear.
How we build it
Split repair from replacement first. Repair searches — broken spring, cable off the drum, door won’t open, motor failure, remote not working — are urgent, cheap to buy and convert on the phone within minutes. Replacement searches are considered, involve a survey and a quote, take a fortnight and cost more per click. If they share a campaign the repair clicks will consume the budget by mid month, and the replacement enquiries, which are worth ten times as much, simply stop appearing.
Within replacement, structure by door type, because that is how buyers search once they have done any research at all. Roller doors, sectional doors, up-and-over, side-hinged and insulated doors are different products at different prices with different reasons to be chosen — a roller for a short driveway, a sectional for insulation and headroom, side-hinged for a garage used as a workshop. One ad group each, with copy that names the type and a page that explains where it suits and where it does not. Add brand ad groups for the manufacturers you fit, since informed buyers search by name and those terms are cheaper than the generic ones.
Electric conversion is a campaign in its own right and is consistently under-exploited. A large number of households have a serviceable manual up-and-over door and want it automated rather than replaced, and the searches — automate existing garage door, electric conversion kit fitted, garage door opener installation — are cheap, specific and rarely contested. The job is a half-day, the margin is decent, and it very often turns into a full replacement conversation once you are on site and the customer sees the condition of the door.
Geographic and scheduling detail matters more than it looks. Repair work should be tightly drawn because a broken spring is not worth a fifty-minute drive, while replacement can range wider since a survey and a fitting day absorb travel more comfortably. Schedule repair ads to the hours an engineer is genuinely available and replacement ads into evenings, when people browse doors after dinner. Those two schedules will look almost nothing alike, which is the clearest possible argument for separating the campaigns.
Ad groups
The account structure in practice. Ad groups stay tight so the ad can genuinely match the search, which lowers cost per click for the same position.
| Ad group | Example keywords | Bids and handling |
|---|---|---|
| Emergency repair | garage door repair [town], garage door spring broken, door stuck halfway, garage door cable snapped | Urgent, cheap, converts on the call. Tight radius, engineer hours only, and a response time in the ad. Never run it when nobody can attend. |
| Roller and sectional replacement | roller garage door prices fitted, insulated sectional garage door, electric roller door cost [town] | Considered purchase, evening browsing, higher click cost. The page needs fitted prices, colour options and a clear explanation of which type suits which garage. |
| Manufacturer brand terms | Hormann garage doors [town], Garador up and over, Novoferm sectional installer, Seceuro roller door | Cheaper and better qualified than generic replacement terms. Only bid on ranges you actually supply and can price. |
| Electric conversion and automation | automate existing garage door, garage door opener fitted, electric conversion up and over door, remote control garage door | Half-day job, decent margin, almost no competition. Regularly becomes a replacement sale once the engineer is on site. |
| Commercial and industrial doors | industrial roller shutter repair, commercial garage door maintenance, security shutter installation [city] | Weekday hours, manual bids, recurring maintenance behind it. A different buyer entirely and worth a separate page about response agreements. |
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Call 07443 392243WhatsAppBudget and the arithmetic
Values first. A spring or cable repair typically bills £120–£280 including parts, a motor replacement £250–£450, an electric conversion on an existing door £400–£800, an insulated roller door supplied and fitted £1,500–£2,800, and a sectional door £1,800–£3,500. Doors are a materials-heavy sale, so contribution on a replacement is commonly 25–35%, while repair work is labour-heavy and contributes considerably more proportionally.
Repairs break even fast. On a £190 repair with £120 of contribution and a close rate around three quarters — the customer wants it working today — a call is worth £90. Repair clicks commonly cost £2–£5 and calls £12–£35, so that campaign is reliably profitable provided the phone is answered and an engineer can attend within a day or two.
Replacement carries the account. Take a £2,200 fitted roller door at 30% contribution, which is £660, and a close rate of about a third after survey, since homeowners get two or three quotes. An enquiry is worth £220. Real accounts see replacement enquiries at £40–£120, which is healthy, but the number that quietly destroys it is quote follow-up. Garage door replacement quotes have an unusually long tail, and firms that send a price and never follow up lose perhaps a third of the work they had already paid to win. One reminder at four days and one at three weeks typically recovers more revenue than any bid adjustment available in the account.
Four ways this goes wrong
- Running repairs and replacements on one budget, so the cheap urgent clicks spend everything and the high-value replacement enquiries never appear.
- Advertising emergency garage door repair at weekends when no engineer works weekends, which pays premium prices for calls that book elsewhere.
- One landing page for every door type, forcing the buyer to work out for themselves whether a roller or a sectional suits their garage. Most of them leave instead.
- Ignoring electric conversion searches, which are cheap, uncontested and routinely turn into a full door replacement once the engineer sees the existing door.
- Quoting a replacement and never following up. In a trade where the decision sits on a kitchen table for three weeks, silence loses jobs that were already bought and paid for in clicks.
The two pages behind this one
This page is the intersection. For the wider picture:
Google Ads in general
Everything about marketing for garage door companies
Questions
Should we publish fitted prices for doors?
Publish a from figure for each door type with the main variables listed, such as size, insulation and colour. Garage door buyers compare relentlessly and a page with no numbers loses to one with a range before you are ever contacted. Publishing also removes the enquiries from people expecting a roller door for six hundred pounds, which saves survey time you cannot bill for.
Is it worth bidding on manufacturer names?
Yes, for ranges you supply. Buyers who have researched arrive with a brand in mind, those clicks cost less than generic replacement terms and convert better because the intent is specific. Send them to a page covering that manufacturer’s range with fitted prices, not a general doors page, and never bid on brands you cannot actually source.
How urgent are garage door repair calls really?
Very, when a car is trapped or the garage cannot be secured, and those callers convert on the first conversation at a very high rate. That is exactly why the repair campaign should only run when somebody can answer and attend. A repair ad running on a Sunday for a firm that works Monday to Friday is buying calls for a competitor.
What conversion window should replacement campaigns use?
Sixty days at least. A garage door replacement is a discussed purchase and quotes are commonly accepted two to four weeks after the survey, sometimes considerably later. A thirty-day window understates the campaign and tempts firms to cut budget on the exact ad groups that were working, just before the orders arrive.
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