The economics: why windows justify premium marketing
Doors-and-windows search campaigns average $8.76 per click and $200.34 per lead (LocaliQ, 2025) — expensive until you do the math on an $8,000–$15,000 average project. At a 30% close rate on exclusive leads, that's roughly $670 of marketing per $10,000+ job.
The shared-lead alternative looks worse under the same math: Modernize window leads run $30–$80 each, but shared leads close at 8–15% versus 30–45% for exclusive ones — putting shared-lead acquisition near $600 per job with far more sales effort (BaaDigi, 2026).
| Metric | Number | Source |
|---|---|---|
| Google Search cost per lead | $200.34 | LocaliQ 2025 |
| LSA cost per contact | $25–$85 | BaaDigi 2026 |
| Modernize shared leads | $30–$80; close 8–15% | Modernize/BaaDigi 2026 |
| Exclusive lead close rate | 30–45% | BaaDigi 2026 |
| Whole-home replacement value | $8,000–$15,000 | Forbes / This Old House 2025–26 |
Winning the 3-quote shootout
63% of homeowners get 3–4 estimates for replacement projects (Modernize). The installer who wins is rarely the cheapest — it's the one who looked most credible before the appointment and made quoting easiest:
- A quote-first website: project galleries, financing options, and a low-friction “get your quote” flow instead of a generic contact form.
- Before/after proof on Meta: windows are visual; before-and-after creative retargets researchers during the 2–6 week decision window.
- Reviews as tie-breaker: 91% read them; under 4 stars and you're out of the shortlist (BrightLocal, 2025).
- Fall urgency: a weatherization wave follows the summer peak, and peak-season pricing runs 15–30% higher (Lone Wolf Exteriors, 2025–26) — time offers accordingly.
Frequently asked questions
How do window companies get leads?
The highest-quality flow is exclusive: search ads on replacement intent, a quote-first website, and Meta before/after retargeting — closing 30–45% versus 8–15% for shared marketplace leads (BaaDigi, 2026). Shared leads from Modernize or Angi can supplement volume but shouldn't be the foundation.
What does a window replacement lead cost?
About $200 from Google Search Ads (LocaliQ, 2025), $25–$85 via Local Services Ads, and $30–$80 for shared Modernize leads — but the real comparison is cost per sold job, where exclusive leads usually win despite higher sticker price.
When is the best season to advertise windows?
Summer is peak install season and fall brings a weatherization wave. Smart installers advertise steadily and push financing offers in shoulder seasons when competitors go quiet and clicks get cheaper.
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