Marketing for window and door companies that fills the in-home appointment book
Nobody buys twelve windows from a website. They book a measure, sit through a demo at the kitchen table and decide with their spouse. So the whole job of marketing here is to get that appointment set, get it to hold, and make sure the people walking in the door are replacement buyers, not someone pricing one cracked pane. We build for that, and we report set rate and sit rate alongside cost per lead.
What’s different about selling windows & doors
You’re up against national brands
“Window replacement near me” runs about fifty-five dollars a click because the franchise and big-box window companies buy it with financing offers and buy-one-get-one promos. You don’t beat them on budget. You beat them on the Google Maps results, on reviews that mention your installers by name, and on a landing page that books a measure faster than their call center does.
The lead is worth nothing until it sits
A whole-house window job is a four-figure-to-twenty-thousand-dollar ticket sold in the home, usually to two decision-makers. A lead that books but cancels, or where only one spouse shows, is a lost afternoon. We track set, sit and close per source, so the channel that looks cheap per lead but never sits gets cut.
Doors are a different buyer than windows
An entry door or a sliding glass door is a one-unit decision, often triggered by a draft, a broken slider or a sale-prep punch list. It has a tenth of the search volume but a shorter sales cycle and far less national competition. It deserves its own pages and its own campaign rather than a line on the window page.
How your customers search
Real numbers, because the plan depends on them. These are the phrases we build windows & doors campaigns and pages around first.
| Search phrase | US searches / mo | What it means |
|---|---|---|
| window replacement near me | 49,500 | The money phrase and the most expensive click in this trade. Decided in the Google Maps results plus the first landing page. |
| replacement windows | 40,500 | Broad and brand-heavy; peaks hard in August. |
| window replacement cost | 22,200 | Research-stage, steady all year. Answer it with a real per-window range. |
| door installation near me | 12,100 | Local and decision-ready. Worth its own campaign. |
| sliding glass door replacement | 9,900 | Single-unit job, quick sales cycle, peaks in August. |
| entry door installation | 1,000 | Small but low competition; peaks in July. |
Search figures are Google Ads Keyword Planner averages for the United States over the trailing twelve months, pulled August 2026. Your market will be a fraction of these; the shape of the demand is what transfers.
When the demand comes
Window demand peaks in late summer: “replacement windows” tops out in August and “window replacement near me” in September, then both roughly halve by November and December. “Window replacement cost” is the exception, holding a flat line with bumps in spring and late summer, which is the research that turns into September appointments. Door phrases follow the same August–September peak. Spend should ramp from July, run hardest August through October, and shift toward the cost and financing content through winter so the spring researchers already know your name.
Where window and door installers get leads, in order
- 01SEO & Website Optimization
The near-me phrases are where the national brands are weakest. A Business Profile with install photos, reviews and a page per window type and town out-ranks a franchise landing page that was never built for your city.
- 02Paid Advertising & PPC
At fifty-plus dollars a click, search ads are for the phrases that book a measure, and the door campaigns where competition is lighter. Budget gets pulled from anything that doesn’t sit.
- 03Conversion Rate Optimization
The difference between a form and a same-day appointment picker is the difference between a lead and a sit. We build the booking step for the buyer who is comparing you to a brand with a call center.
- 04Facebook & Instagram Lead Ads
Whole-house replacement with financing works cold on Facebook because it’s a planned purchase with a payment-per-month story. Best in the July–September window.
What we’d do first
Track the appointment, not the click
Call tracking and form tracking feed a simple appointments-set, appointments-sat and closed sheet by source. Within a month you know which channel produces buyers who show up with their spouse.
Split windows, entry doors and sliders
Three landing pages, three campaigns, three phone numbers. The slider and entry-door campaigns are cheaper and close faster; they should never share a budget with whole-house windows.
Publish a real price-per-window page
The “window replacement cost” searcher is three months ahead of the September buyer. A page with ranges by window type, count and frame material, plus financing, earns the call the national brands’ “free estimate” pop-ups lose.
Build the Business Profile around install photos
Before-and-after shots of real houses in your towns, services listed by window and door type, and a review ask that runs the day after install. This is the cheapest way to beat a franchise in the Google Maps results.
01 / 03
Weeks 1–3
You learn what sits
Set, sat and closed tracking live by source, Business Profile rebuilt with install photos, the booking step on the site replaced.
What changes in the first ninety days
How the work unfolds for window and door companies, in the order it compounds.
Common questions
How do we compete with the national window brands on Google?
Not on budget. They own the broad phrases; you own the Google Maps results, the town pages and the reviews. We spend your ad money on the local and door phrases where they’re thin and let SEO carry the “near me” searches.
Can you get us appointments that hold?
That’s the metric we manage to. Same-day booking on the site, a confirmation text, and a question that screens for whole-house vs single-window jobs so the lead that sits is the lead you wanted.
Do you market entry doors and sliders separately?
Yes. They have less competition and a shorter sales cycle than windows, so they get their own pages and campaigns. They also make a good summer offer when window demand hasn’t peaked yet.
Is Facebook worth it for window companies?
For whole-house replacement with a monthly-payment offer, yes. For single-door jobs, usually not. We run it in the July–September window and measure it on sits, not leads.
What does this cost?
Management fees for most clients run between $1,500 and $5,000 a month depending on how many markets and channels we run, plus whatever ad budget you choose. You get a number before you sign anything, it’s month to month, and every account stays in your name.
Related trades
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