Windows Company

Case Study: Building a Scalable Google Ads Engine for a Regional Window Company in a Competitive Market

Introduction:

In industries like windows and home improvement, the path to profitable growth with Google Ads requires more than basic campaign setup—it demands precision, strategic separation, and ruthless prioritization. A regional window installation company came to us after struggling to scale their ad account. Despite high search volume in their markets, their campaigns weren’t converting efficiently, and they were losing ground to more sophisticated competitors.

We stepped in to fix the foundational issues—and built a system that delivered sustainable lead flow and a roadmap for profitable scaling.

The Challenge:

We started by aligning with the client on their revenue goals, ideal customer profile, and market-by-market performance data. From there, we completed a deep diagnostic of their Google Ads account, highlighting structural weaknesses that were preventing growth.

Working alongside their internal marketing manager, we established a new measurement model to track CPL, quote rates, and revenue by region and keyword type. This let us clearly define what success should look like in each market.

Our Collaborative Symphony:

We rebuilt the account to reflect real-world business dynamics:

• Split campaigns by location and market size to give each geography a dedicated budget and strategy

• Removed shared budgets and allocated spend based on demand, seasonality, and historic performance

• Implemented separate brand vs. non-brand campaigns with distinct bidding strategies, creative, and conversion goals

• Introduced competitive bidding tactics (e.g., impression share thresholds, device-level adjustments, and smart segmentation) to help win in high-CPC areas

• Launched new experiments weekly to test match types, offer messaging, and lead forms

Each strategy was tied directly to business goals: more qualified quote requests at a sustainable acquisition cost.

Meticulous Planning and Execution:

With the structure in place, we rolled out campaigns market by market—starting with high-performing regions, then expanding to secondary locations using what we learned.

We tested new copy variations highlighting financing, local experience, and seasonal urgency. Landing pages were reviewed and adjusted to improve form fills and mobile experience. Every optimization was tracked against CPA, conversion rate, and post-lead sales impact.

We also refined brand vs. non-brand tracking to clearly understand the true lift from competitive bidding versus capturing existing demand.

The Grand Finale:

By fixing core structural issues and aligning strategy with market conditions, the results were clear and compounding:

• Cost-per-lead decreased by 41% across priority markets

• Increased visibility on high-value non-brand searches without overspending

• Brand campaigns stabilized with tighter budgets and lower CPCs

• More predictable quote flow, allowing the sales team to scale outreach efficiently

• Account now scales profitably across multiple regions, with market-specific growth targets and forecasting

This client is now positioned to win in one of the most competitive local services spaces—armed with a high-performing Google Ads system that adapts with their business.