Window replacement is high-ticket, and homeowners feel it every time they sit next to a drafty, foggy, hard-to-open window. That makes it a perfect fit for Facebook and Instagram. We build the offer, produce the ads, and run the campaigns, so your calendar fills with homeowners ready to replace their windows, not tire kickers hunting for the lowest bid.
Windows are one of those jobs a homeowner puts off for years and then can't stop thinking about once they start. The drafts in winter. The window that's painted shut. The condensation between the panes. The energy bill that keeps climbing. When someone scrolls past an ad that names the exact thing bugging them and shows the fix, they feel it before they read a word. That's what stops the scroll on Facebook and Instagram.
It's also a high-ticket job. A full-home window replacement is usually a five-figure project, which means you don't need a flood of leads to have a great month. You need the right homeowners: people who own their home, are tired of the drafts and the bills, and are finally ready to get it done. Meta lets you put your offer, your work, and your warranty in front of exactly those people in your service radius, before they ever start Googling around and calling five competitors.
The problem is that most window contractors run boring ads. A stock photo, "quality windows, free estimates," and a phone number. That blends in with every other contractor and attracts price shoppers. We do the opposite.
The honest answer is that it depends, but you deserve a real range instead of "it varies." Agency-wide, contractor leads on Meta typically land in the $20 to $60 zone, though window leads often sit a bit higher because the ticket is so large. For one Sacramento window contractor we ran, the average came in around $78 a lead, with the best-performing ad bringing leads in near $63. For a full-home window job that closes in the five figures, even a handful of those leads turning into signed contracts pays for the entire month of ad spend several times over.
A few things move that number up or down:
A dense metro with a dozen window companies all advertising costs more per lead than a quieter suburban market. More competition means higher ad auction prices. It doesn't mean Meta won't work, it just means your offer and creative have to be sharper to stand out.
Tighter targeting (a smaller, wealthier radius where people actually own their homes and can afford a full-home window replacement) usually produces higher-quality leads at a slightly higher cost. Wider targeting produces cheaper leads that are lower intent. We tune this constantly, because a $50 lead that never books is more expensive than an $85 lead that signs.
This is the biggest lever, and it's the one most contractors get wrong. The same budget and the same audience can produce a $63 lead or a $150 lead depending entirely on the ad. A scroll-stopping ad that speaks to drafty, foggy, stuck windows and gives a real reason to act will always beat a stock photo and a generic "call us for a free quote."
Not a case study we made up. Real ads, real spend, real leads.
We ran a window replacement campaign for Elevate BLD, a window contractor serving the Greater Sacramento area with 100+ five-star reviews, a direct dealer relationship with Anlin Windows, and a 24-hour quote turnaround. The creative was simple and honest: video ads built around the everyday pains of old windows (drafts, fogged glass, rising energy bills) paired with an offer built to stand out in their market.
Across roughly two months of ads we spent about $4,211 and brought in 54 window leads at an average of about $78 each, with the best-performing ad landing leads around $63. For a full-home window job that closes in the five figures, that's the kind of lead cost that pays for itself many times over.
Greater Sacramento, CA · ~2 months, ~$4,211 spent
"Our home feels brighter, quieter, and more energy efficient. Couldn't be happier. Highly recommend!"
"The windows look great and work perfectly. We're really happy with the results and would definitely recommend them!"
Early on, the fastest way to get a window campaign working was a straight discount. And it worked. But discounts have a shelf life. Once one contractor in a market runs a price cut, everyone copies it within a few months. Suddenly every ad in the feed looks the same, the discount stops standing out, and all it does is train homeowners to shop for the lowest price. That's a race to the bottom, and it's a bad place for a contractor who does quality work to be.
So we changed our approach. Instead of racing competitors to the bottom on price, we build each window client a custom offer designed around what makes their business different, not a discount anyone can copy.
We won't spell out the exact offers here, because the whole point is that they're built to stand apart from whatever your competitors are running. But the idea is simple: give homeowners a reason to choose you that has nothing to do with being the cheapest. You get the same lead volume, better-quality homeowners, and an offer your competition can't just screenshot and steal.
Window replacement has a rhythm, and most contractors either ignore it or let it run their business for them. Demand climbs in spring and stays strong through summer, when the weather is good and homeowners are thinking about comfort and curb appeal. That's when the phone rings on its own, and it's also when every competitor is bidding hardest, so lead costs creep up.
The mistake we see contractors make is going quiet in the slow months and then scrambling to turn ads back on when they're already busy. That's backwards. The smartest play is to keep a presence year round and lean into the seasons deliberately.
The first cold snap of fall is a window most window contractors underuse. When homeowners feel the draft coming through the glass and watch their heating bill jump, they suddenly have a reason to act now, and a well-timed campaign speaks directly to that.
In the off-season, ads are cheaper and competition thins out. That's the time to fill your winter and early-spring schedule at a lower cost per lead, so you're booked solid before the busy season even starts. Windows also pair naturally with other exterior upgrades, so a homeowner shopping for siding is often a homeowner who needs windows too. We build campaigns that flex with the calendar instead of fighting it, so your slow months get quieter for the right reason: because you're already full.
If you've bought leads from Angi, HomeAdvisor, or a similar service, you already know the problem. The lead you just paid for was sold to three or four other window contractors at the same time. You're not calling a homeowner who chose you. You're racing to be the first of five to call a stranger who filled out a form to compare prices.
That's the core difference. Lead-selling apps sell shared leads. Your own Meta campaign generates exclusive leads that belong only to you. The homeowner saw your ad, your work, your offer, and reached out to you specifically. You're not the cheapest of five quotes, you're the company they already trust.
The math matters too. A shared lead might look cheaper up front, but when you factor in how many you have to buy to win one job (because you're splitting every lead with competitors), the real cost per signed contract is usually higher. With your own campaign, every lead is yours, your close rate goes up, and you're building your brand in the market instead of renting someone else's.
There's a place for both, especially early on. But if you want predictable, exclusive leads that don't have your competitors' phone numbers attached to them, your own Meta ads win almost every time.
From the offer to the ads to the leads. Your only job is to answer the phone and quote the work.
We create a custom offer for your window business, designed around what makes you different, so homeowners choose you over the contractor running the same tired discount.
We script, film, and edit ads built around the everyday pains of old windows, the drafts, the fog, the energy bills, that make a homeowner ready to act. Don't want to be on camera? We use customer-voice ads, voiceover, or our proven footage.
A clean, custom page with a step-by-step form that shows your work and reviews, builds trust, and screens out tire kickers so the homeowners who reach you are qualified and serious about getting an estimate.
We set up, launch, and optimize your Meta ads daily, watching cost per lead and killing what doesn't work, so your estimates stay consistent and predictable while you run the business.
Free strategy call. No pressure. We'll show you exactly what this looks like for your window business and your market.