THE SHORT ANSWER
For window and door companies, Meta ads costs EUR 20 to EUR 237 per enquiry and works out at EUR 80 to EUR 1,422 per signed job once you allow for 4 to 6 enquiries per customer. Viable for window and door companies if you have a genuine offer and someone to filter the enquiries, not just a lead form.
A channel that is a bargain for one trade is a money pit for the next one along, and the difference is arithmetic rather than opinion. This page runs Meta ads specifically for window and door companies: the modelled cost, the volume ceiling, the skill it demands, and a plain verdict at the end.
The relevant economics for this trade: a typical project is worth EUR 5,000 to EUR 12,000, the buyer is a homeowner replacing single or early double glazing, demand peaks late winter and spring and bottoms out in August, and it takes 4 to 6 genuine enquiries to sign one customer.
The numbers, at a glance
Modelled cost per enquiry: EUR 20 to EUR 237, from clicks at EUR 0.72 to EUR 2.85 converting at 1.2 to 3.5 percent
Modelled cost per signed job: EUR 80 to EUR 1,422, once you allow for 4 to 6 enquiries per customer
Time to first enquiry: days, but the learning phase eats the first two weeks from a standing start
Verdict for window and door companies: Viable for window and door companies if you have a genuine offer and someone to filter the enquiries, not just a lead form.
How Meta ads behaves in this trade
Meta ads (Facebook and Instagram) produces enquiries whose intent is low at the moment of the click and manufactured by the offer, because nobody opened the app to buy a heat pump. Clicks are a fraction of search prices, and you can reach people who have not started looking yet.
The constraint nobody mentions in the sales pitch: around 50 conversions a week per ad set for the delivery system to optimise properly, which most contractors never reach. For a windows and doors business working a single metro, that is the thing to check before anything else.
Against that, the cost of being wrong. Enquiry quality is markedly lower and the volume of unqualified contacts will occupy someone's whole morning unless you filter hard. Skill required: Creative is the whole job. The targeting is largely automated now; the difference between a working and a failing account is the offer and the first three seconds of the video.
Creative carries the account now that targeting is largely automated
Detailed interest targeting has been progressively replaced by broad delivery with algorithmic optimisation. What remains under your control is the offer, the first three seconds and the format. Accounts that fail almost always fail on creative volume: two or three assets running for months, fatiguing, and then being blamed on the audience. A workable cadence in the trades is a handful of genuinely different concepts each month, not variations of one.
The learning phase punishes small budgets split many ways
Delivery needs a run of conversions per ad set before it stabilises. Splitting a modest budget across five ad sets guarantees none of them reach it, and every edit restarts the process. Fewer ad sets, larger budgets each, and a rule against touching a campaign for the first week or two are worth more than any targeting refinement available in the interface.
The offer and creative that work for windows and doors on social
This is the strongest trade in the set for paid social, because the product is purely visual and the decision is aesthetic. The constraint is that the same visual appeal generates a large volume of enquiries with no budget behind them.
Offer: a fixed price per frame for a named specification, or a visualiser that shows the viewer's own house with a different door colour, which is the highest-engagement format in the trade
Creative that works: a composite door on a property that looks like the viewer's, shot in daylight from the pavement, with the colour name on screen
Creative that fails: interior shots, which read as furniture advertising, and any generic energy efficiency claim
Filter hard: ask for an approximate frame count in the form. It costs a meaningful share of submissions and removes almost all of the single-window repair enquiries
The volume ceiling nobody sets in advance
Work out how many windows and doors quotes your business can actually produce in a week, then multiply by your close rate to get the jobs, then divide by your close rate again to get the enquiries you can absorb. Almost nobody does this before switching a channel on, and it is why so many accounts are scaled to the point of damage.
In a trade peaking late winter and spring the ceiling also moves through the year. Raise volume in steps you can staff, timed ahead of the peak rather than during it, because hiring into a surge that has already started is the most expensive way to grow.
Window enquiries arrive without the one number you need
A window job is priced per frame, and the household almost never states how many frames there are, what they are made of now, or whether the openings are standard. An enquiry that says replace my windows is genuinely unquotable. The highest-return change available in this trade is asking for a photograph of the front and rear elevation at intake. It turns an unqualified contact into something a surveyor can pre-price and removes the visits that were never going to be viable.
The objection you cannot answer with a discount
A household holding a cheaper quote from a national is not asking you to match the price. They are asking why yours is different. The answer is specification and it has to be concrete: unit make-up, gas fill, spacer bar, hardware guarantee, who does the fitting and what making good includes. Companies that publish that comparison as a standard document lose fewer jobs on price and spend less time defending them.
The arithmetic, with every assumption visible
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.
Click cost: EUR 0.72 to EUR 2.85 for windows and doors keywords, which tracks job value rather than competition alone.
Landing page conversion: 1.2 to 3.5 percent of clicks become an enquiry, assuming a page built for one trade rather than a homepage.
Cost per enquiry: EUR 20 to EUR 237, which is click cost divided by conversion rate.
Enquiries per customer: 4 to 6 for this trade, because not everyone answers, quotes or proceeds.
Cost per signed job: EUR 80 to EUR 1,422.
Set the worst case of EUR 1,422 against a midpoint project of EUR 8,500 and acquisition is 16.7 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.
Before you spend anything on Meta ads
Start with your gross margin on a typical windows and doors job as a percentage. Not turnover, margin.
Take 10 to 20 percent of the gross margin on a signed job, which is the normal range, and you have your maximum acquisition cost per customer.
Commit to a fixed test volume and a fixed review date before you start, so the decision to continue is made on data rather than on hope.
Check that a page exists for windows and doors specifically, rather than a homepage listing every service you offer.
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. Channel figures on this page carry a second layer of modelling on top of the lead-price band, since click cost and conversion rate both vary by market as well as by trade. Treat the spread as the important part rather than either end of it.
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Frequently asked questions
How much should a windows and doors business budget for Meta ads?
Work backwards from a signed job rather than forwards from a budget. At EUR 80 to EUR 1,422 per job and a typical target of one to two jobs a week, the monthly figure follows arithmetically. Setting a round number first and hoping it produces work is the most common and most expensive mistake in this channel.
How long before Meta ads produces a signed job?
First enquiries take days, but the learning phase eats the first two weeks. 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 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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