The Real Problem with Choosing Between Google and Facebook
Most local double glazing installers face the same frustration. You've got a limited marketing budget, maybe £500 to £2,000 a month. You've heard both Google Ads and Facebook Ads work. But which one actually puts qualified leads on your desk?
The answer isn't straightforward because these platforms work in completely different ways. One captures people actively looking for solutions right now. The other builds awareness among people who didn't even know they had a problem yet. For a business selling replacement windows and doors, this distinction matters enormously.
How Google Ads Works for Double Glazing Companies
Google Ads operates on intent. Someone types "double glazing prices near me" or "best window installers in Manchester" into Google. Your ad appears. They click. You pay.
This is search advertising. The person is already in the market. They're comparing quotes, checking credentials, reading reviews. Your job is to be the most relevant, trustworthy option they see at that moment.
For double glazing, Google Ads typically costs between £2 and £8 per click, depending on your location and competition. In London or the South East, expect the higher end. Rural areas, significantly less. A decent conversion rate sits around 5 to 8 percent. That means from 100 clicks, you might get 5 to 8 genuine enquiries.
The advantage? You're reaching people ready to spend money today or within the next few weeks. No warm-up period. No brand awareness phase. Just intent and action.
The disadvantage? Competition is fierce. Major national installers bid aggressively on keywords like "replacement windows" and "new doors". If you're a small local firm, you'll either spend heavily on prime keywords or focus on longer, more specific phrases like "timber sash window repair in Kent" where competition thins out.
How Facebook Ads Works for Home Improvement Businesses
Facebook Ads take a different route entirely. You're not catching people mid-search. You're interrupting their social media browsing, showing them an ad about new windows or doors they hadn't actively thought about.
This is awareness advertising, bordering on consideration. A homeowner scrolls through their Facebook feed. They see an image of a beautiful new kitchen-diner with new bi-fold doors. The ad speaks directly to their frustration: "Cold draughts costing you money? Our A-rated windows cut bills by up to 40 percent."
Facebook Ads for home improvement typically cost £0.80 to £3 per click, cheaper than Google. But here's the catch: those clicks aren't from people searching for solutions. They're from people who might be interested if you convince them well enough. Conversion rates are often 0.5 to 2 percent, sometimes worse.
The advantage? You reach a much wider audience and pay less per click. You can target homeowners by age, property type, interests, and even past behaviour. You can test creative ideas quickly and cheaply. If you're building a local brand, Facebook makes sense.
The disadvantage? Most of those people aren't buying now. They're thinking about it. Maybe next year. Maybe never. You need good copy, compelling visuals, and often a follow-up strategy like retargeting ads to keep your business front-of-mind when they eventually do search for prices.
Which Budget Approach Works Better?
It depends on your current situation. Three scenarios.
If you're a new double glazing company with no local reputation, Facebook makes more sense initially. Spend £300 to £400 a month testing creative. Build recognition in your area. Generate some case studies and testimonials. After 2 to 3 months, layer in Google Ads when locals search and actually recognise your name.
If you're established and busy enough that you simply want more leads right now, Google Ads is faster. You'll spend more per lead, but you'll spend it on genuine prospects. A £1,500 monthly budget might generate 20 to 30 real enquiries.
If you're somewhere in between, split the budget. Try £750 on Google Ads for high-intent keywords specific to your area (e.g. "uPVC windows Birmingham", "aluminium doors installer Coventry"). Use the remaining £750 on Facebook for awareness, testing different messaging about energy savings, aesthetic upgrades, or security improvements.
The Hidden Cost: Conversion Rate Differences
Numbers from Google Ads platforms and Facebook Ads Manager look better on Google's side, but numbers don't capture everything. A Google click from someone searching "how much do double glazing windows cost" is far more likely to become a quote request than a Facebook click from someone who was just looking at holiday photos.
Consider the actual cost per lead. If Google costs £5 per click and converts at 6 percent, your cost per lead is roughly £83. If Facebook costs £1.50 per click but converts at 1 percent, your cost per lead is £150.
Google starts looking more efficient immediately. But Facebook's value isn't just immediate leads. It's the slow, steady brand building that makes future Google Ads campaigns perform better because people recognise you.
A Practical Starting Point
Start with Google Ads if you have even moderate local awareness. Focus on mid-range keywords where competition is real but not crazy. Use location targeting ruthlessly. If you're in Manchester, bid on Manchester keywords, not national ones.
Only move to Facebook if Google Ads either becomes too expensive in your area or you're genuinely starting from zero. Facebook builds long-term brand recognition. Google Ads builds short-term customer flow. Both have a place. Most successful local installers use both, just not equally from day one.
