Google Ads · Glaziers
Google Ads for glazing firms, measured over ninety days not thirty
A glazing account contains one buyer who needs you within the hour and another who will take two months to decide. Reporting them together produces a monthly figure that describes neither, which is why so many glazing campaigns get cancelled in month one just before they start paying.
In short
Google Ads for glaziers in the UK needs a different build from a generic Google Ads account, and this is how PipelineOS structures it. Four campaigns, and the first is the one most glazing accounts forget. Emergency glazing — smashed window, board-up, lock-out — runs 24/7 with call-only mobile ads and a tiny budget. The first ad group to build is Replacement windows: largest budget, longest window. The most common way this goes wrong: leaving the conversion window at the default thirty days, which systematically under-reports a purchase that takes six to eight weeks and makes the account look worse than it is.
How we build it
Four campaigns, and the first is the one most glazing accounts forget. Emergency glazing — smashed window, board-up, lock-out — runs 24/7 with call-only mobile ads and a tiny budget. It is not where the money is, but it is a same-day conversion that keeps the account producing data while the replacement side thinks. Replacement windows is the second and largest. Doors, particularly composite and bifold, is a third, kept separate because a bifold buyer spends three to four times a front door buyer and needs completely different proof. Misted and failed unit repair is the fourth.
Everything about the replacement campaign is built for a long decision. Conversion windows are set to sixty or ninety days rather than the default thirty, because the enquiry generated in week two arrives as a signed order in week nine and a thirty-day window simply loses it. Remarketing lists for search ads run at ninety days with a positive bid adjustment, since a returning searcher is worth substantially more than a first-time one. Scheduling weights evenings and Sunday afternoons, which is when householders sit down and price windows.
Match types run tighter on doors than on windows, because “bifold” and “composite door” are precise and cheap to control, while window search language is broader and benefits from phrase coverage plus a serious negative list — window cleaning, window film, window locks, windscreen, double glazing repair courses and the endless traffic for self-build supply. Geography is presence-only with a radius set by where a fitting team can work a full day without an early start. Commercial shopfront work, if you do it, belongs in a fifth campaign on office hours with credibility-led copy, not mixed into domestic.
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 |
|---|---|---|
| Replacement windows | double glazing [town], replacement windows cost, uPVC windows quote, new windows [town] | Largest budget, longest window. Bid up on returning visitors through RLSA and judge it on a 90-day window, never on month one. |
| Composite and bifold doors | bifold doors [town], composite front door fitted, aluminium sliding doors cost | Higher value and a more visual buyer. Bid separately and route to a gallery page; the bifold buyer wants to see an installation, not read specifications. |
| Misted and failed units | misted double glazing repair, foggy window fix, blown double glazing [town] | Small jobs, cheap clicks, fast conversion. Worth running purely because a third of these turn into full replacement conversations once you are at the house. |
| Emergency glazing and board-up | emergency glazier [town], boarding up service, smashed window repair 24 hour | Tiny budget, 24/7, call-only. Keeps same-day conversions flowing into an account that otherwise looks dead for six weeks at a time. |
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Call 07443 392243WhatsAppBudget and the arithmetic
Glazing accounts commonly run £700–£2,000 a month. Replacement window clicks are expensive at £4–£9 because national installers with television budgets are bidding alongside you; door terms sit similarly, misted unit terms come in around £1.50–£4. Cost per enquiry lands roughly at £40–£120 for windows and doors and £15–£40 for repair work.
The arithmetic is generous provided you are patient. A full-house window replacement at £5,000–£9,000 closing at one in four — which is normal when every buyer collects three quotes — means £280–£480 of advertising per order. Against that contract value it is a small line. The failure mode is not the cost per enquiry, it is impatience: a firm that judges the account at thirty days sees enquiries and no orders, concludes it does not work, and switches off in the week the first three quotes were about to be accepted. If you cannot commit to ninety days, do not start.
Four ways this goes wrong
- Leaving the conversion window at the default thirty days, which systematically under-reports a purchase that takes six to eight weeks and makes the account look worse than it is.
- Running no remarketing lists for search. Glazing buyers return to the same search two and three times, and bidding the same on visit one and visit three wastes the most valuable click in the account.
- Bidding on “glass repair” without negatives, and paying for windscreen chips, phone screens, greenhouse panes and aquarium glass.
- Sending window and door traffic to one page. A bifold buyer looking at a page of uPVC casements assumes you are not the right firm and leaves, and that was a £7 click for an order worth five figures.
The two pages behind this one
This page is the intersection. For the wider picture:
Google Ads in general
Everything about marketing for glaziers
Questions
Why is my glazing cost per lead so much higher than a plumber's?
Because you are bidding against national installers with enormous budgets and because the purchase is discretionary, so more of the clicks are early-stage research. A £90 enquiry for an order worth £7,000 is a far better trade than a £20 enquiry for a £180 job, so comparing cost per lead across trades is not a useful exercise.
How long before a glazing account is worth judging?
Ninety days, and we will say that before taking the work. The decision cycle is four to eight weeks, so enquiries generated in month one convert in month two or three. A thirty-day review can tell you whether the traffic is relevant and whether the phone is ringing; it cannot tell you whether the account is profitable.
Are misted unit repairs worth advertising?
More than the job value suggests. The unit repair itself is worth £80–£200, which barely covers a £30 enquiry. Its value is that it puts you in the house of somebody whose glazing is failing, and a meaningful share of those conversations become full replacement quotes. We treat it as a pipeline feeder and report it that way.
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