THE SHORT ANSWER
For window and door companies, Google Ads costs EUR 51 to EUR 348 per enquiry and works out at EUR 204 to EUR 2,088 per signed job once you allow for 4 to 6 enquiries per customer. Works for window and door companies, because a job worth EUR 5,000 to EUR 12,000 absorbs a four-figure acquisition cost without flinching.
The question is never whether a channel works. It is whether it works at your job value and your close rate. What follows is Google Ads applied to one trade only, window and door companies: what it costs per enquiry and per signed job, where the ceiling sits, what it demands of you, and an unhedged answer at the end.
The numbers that govern the decision: projects run EUR 5,000 to EUR 12,000, the buyer is typically a homeowner replacing single or early double glazing, demand peaks late winter and spring and falls away in August, and 4 to 6 genuine enquiries are needed for each customer signed.
The numbers, at a glance
What one enquiry costs: EUR 51 to EUR 348, being clicks at EUR 3.60 to EUR 10.45 against a landing page converting at 3.0 to 7.0 percent
What one signed job costs: EUR 204 to EUR 2,088, after allowing 4 to 6 enquiries for every customer signed
Time from a standing start to the first enquiry: days, assuming you begin with nothing in place
Straight answer for window and door companies: Works for window and door companies, because a job worth EUR 5,000 to EUR 12,000 absorbs a four-figure acquisition cost without flinching.
The shape of Google Ads for this trade
Intent on Google Ads is the highest of any channel, because the person typed the problem into a search box. It captures demand that already exists. Nobody searches for a roofer on a whim.
The limit that rarely appears in a sales conversation: a minimum of around 30 conversions a month before the automated bidding has enough signal to work with. For a windows and doors business covering one metro, check that before anything else, because a channel you cannot feed will underperform its own benchmarks indefinitely.
The downside is worth stating plainly. You are bidding against every other installer in the postcode plus at least one lead marketplace with deeper pockets and better data than you. Skill required: Real. An untended account will spend a full budget on broad matches that were never going to convert.
The measurement that stops a channel from flattering itself
Track cost per qualified enquiry rather than cost per form fill. A channel that halves your cost per submission while doubling the unqualified share has made you poorer, and a dashboard measuring the wrong thing will report it as an improvement.
For windows and doors work the qualification standard is number of frames, material preference, ownership and timeline. Write those fields into the form, into the supplier specification and into the weekly report, and the comparison between channels becomes honest for the first time.
You are not only bidding against other installers
Lead marketplaces and comparison sites bid on the same terms, hold far more conversion data than any single contractor, and can afford a higher click price because they resell the same enquiry several times. That structural disadvantage is why specific long-tail queries matter so much for one business: they are the searches a national aggregator has not written a page for.
The two-appointment structure this trade cannot avoid
Selling appointment first, technical survey second, manufacture only after the survey. Compressing the two produces remeasures, delays and credit notes. Households tolerate the structure well when it is explained on the first call and react badly when it appears as a surprise after a deposit has been paid. Lead time from deposit to fitting typically runs six to ten weeks, and stating that number early removes most of the chasing calls later.
Keyword clusters and negatives that decide a window and door account
Windows and doors are searched as separate products with different values and different close rates, so they should never share a budget. Repair traffic is the main leak in this trade.
Window cluster: double glazing quote plus a place name, window replacement cost per window, sash window replacement, aluminium windows, triple glazing cost
Door cluster: composite front door installation, bifold door installation cost, patio door replacement, priced and budgeted separately because the average value differs by a wide margin
Negatives to load on day one: repair, handle, hinge, lock, glass only, misted unit, blinds, curtains, trade prices, DIY, jobs, secondary glazing if you do not offer it
Ask for the frame count: a landing page that asks how many frames converts fewer clicks and produces materially better enquiries, which is the correct trade in this sector
Windows are sold on appearance and lost on price comparison
The decision is usually joint and it is aesthetics-led: colour, frame material, glazing bar style, whether the door matches. Price arrives second, and it arrives as a comparison against a neighbour who had the work done last year. Because specifications differ enormously on glazing units, hardware, trickle vents and installation method, that comparison is almost never like for like. Establishing specification before quoting a number wins far more often than leading with the total.
The full cost chain from click to signed job
Every step for windows and doors is set out below with its assumption stated, so you can replace any of them with your own figures.
What a click costs: EUR 3.60 to EUR 10.45 on windows and doors terms, a range set by job value more than by the number of competitors.
What the page converts at: 3.0 to 7.0 percent, on a page built for this single service rather than a homepage listing everything.
What that makes an enquiry: EUR 51 to EUR 348, being the click price divided by the conversion rate.
How many enquiries per customer: 4 to 6 here, since some never answer, some never quote and some never proceed.
What a signed job therefore costs: EUR 204 to EUR 2,088.
Set the worst case of EUR 2,088 against a midpoint project of EUR 8,500 and acquisition is 24.6 percent of the contract. Whether that works is a question about your gross margin rather than your turnover, which is the step almost everybody omits.
The conversion volume floor is a hard constraint, not a guideline
Automated bidding needs a meaningful number of conversions per month before it beats a competent manual bid. Below that threshold the system is guessing, and it guesses expensively. A single-branch contractor in one metro frequently cannot reach the threshold on a realistic budget, which is an argument for manual bidding with tight negatives rather than an argument against search.
Work through this before committing to Google Ads
Start with your gross margin on a typical windows and doors job as a percentage. Not turnover, margin.
Set your maximum per enquiry against the EUR 51 to EUR 348 per enquiry modelled on this page. If the model is higher than your ceiling, the problem is conversion or job value, and the channel will not fix either.
Agree the test volume and the review date before anything goes live, so that continuing or stopping is a decision about evidence rather than about mood.
Confirm who answers the phone within five minutes during working hours, by name, because every figure above assumes it.
How these figures were built
These figures are a benchmark model, not a survey. They combine an industry base range observed across Western European home-improvement campaigns with a country multiplier for local auction pressure. Treat them as a band to negotiate against, not a quote. The channel assumptions behind this page are separate: click prices and conversion rates come from home-improvement campaign performance across Western Europe, and they move with the auction rather than with the trade.
How Flock Leads prices this
For comparison, this is what exclusive windows and doors enquiries cost outright, with no retainer and no contract term:
Starter - 10 leads for EUR 750, which is EUR 75 per lead
Growth - 25 leads for EUR 1,750, which is EUR 70 per lead
Scale - 45 leads for EUR 2,925, which is EUR 65 per lead
Pro - 70 leads for EUR 4,340, which is EUR 62 per lead
Max - 90 leads for EUR 5,400, which is EUR 60 per lead
No retainer, no contract term, and no lead sent to a second business. Unused volume rolls over under the Flock Lead Promise.
Want leads like this in your pipeline?
Flock runs the campaigns, screens the enquiries and hands you only the ones that match your service area, job size and capacity. You pay per lead, not per month.
Book a 15-minute fit check | See lead package pricing
Related answers
Frequently asked questions
How long before Google Ads produces a signed job?
First enquiries take days. A signed job takes that plus your own sales cycle, which for windows and doors work runs from a few days on urgent jobs to several months on planned ones. Judge the channel on cost per qualified enquiry early and on cost per signed job only after a full cycle has completed.
What is the single biggest mistake in Google Ads for this trade?
Sending traffic to a homepage instead of a page built for windows and doors alone. It typically halves the conversion rate, which doubles the cost per enquiry, and no amount of bid management recovers that.
What should a windows and doors enquiry contain before it is worth quoting?
At minimum number of frames, material preference, ownership and timeline. Those answers are what separate an enquiry from a phone number, and collecting them at the point of enquiry rather than on the call removes most of the wasted quoting time in this trade.
Does seasonality change the answer for window and door companies?
Materially. Demand peaks late winter and spring and troughs in August, driven by draughts, noise and energy bills. Paid channels follow that curve and get more expensive at the top of it; local search ignores it; purchased volume can be aimed deliberately at the trough, when fewer competitors are bidding for the same households.
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