Facebook Ads vs Google Ads for Window and Door Companies in Canada (2026 Guide)

Updated October 2026

Quick answer: Facebook ads vs Google Ads for window and door companies in Canada is not an either/or choice. Google Ads captures homeowners already searching for a replacement. Meta ads create demand among homeowners planning a renovation. Start with one channel based on budget, judge it on cost per booked estimate, and add the second once you respond to leads within minutes.

Transparency note: Growth Partner's published case studies are insulation and duct cleaning, which are adjacent high-ticket home trades. We use them to show how lead-to-appointment-to-deal maths works, not as window benchmarks or industry averages.

Facebook Ads vs Google Ads for Window and Door Companies in Canada: The Short Answer

Google Ads is usually the better first channel for window and door companies with a small budget, because it reaches people who are searching right now. Meta ads (Facebook and Instagram) work best for whole-home and planned projects where you need to start the conversation. Run both once your follow-up process is fast.

Verdict in 3 sentences

Google captures active searchers with a broken seal, a drafty door or a storm-damaged window. Meta creates demand among homeowners who have not started searching yet. Run both when you can answer every lead in minutes, and book a call with Growth Partner if you want help deciding the split.

Quick comparison table

These are directional comparisons, not measured window benchmarks.

Key Takeaways

• Judge channels on cost per booked estimate and cost per closed job, not cost per lead.
• Google suits urgent, searching buyers. Meta suits planned, whole-home projects.
• Most published window lead costs are US, USD and unsourced. Treat them as vendor data.
• Speed to lead and tracking decide profit more than the channel does.

How Do Google Ads and Facebook Ads Differ for Window Buyers?

Google Ads reaches people with a problem right now, while Meta ads reach homeowners who are only thinking about a project. That difference changes the offer, the creative, the cost and how fast leads convert into booked estimates.

Google Search: buyers with a problem right now

Someone searching "window replacement near me" or "patio door repair" has a need. A fogged seal, a drafty entry door or storm damage creates urgency. Your job is to show up, look credible and book the estimate fast.

Meta: homeowners planning a renovation

Meta shows ads to people based on location, interests and behaviour. The homeowner may be considering new windows for next spring but has not searched yet. A clear offer, such as a free in-home estimate, gives them a reason to act.

Google Local Services Ads and Maps

Google Local Services Ads are pay-per-lead listings that appear above search results in some categories. Availability for windows and doors varies by country and city, so verify it in your market before planning around it. Your Google Business Profile matters either way for Maps visibility.

Why the sales cycle changes how you judge each channel

Elev8 Operations states a typical 60-90 day sales cycle for window replacement (a vendor claim). A lead today may not close for two or three months. Judging a campaign after two weeks will mislead you. Our Google Ads management for contractors and Facebook Ads management both track leads through the full cycle.

How Much Does a Window Replacement Lead Cost in Canada?

There is no reliable published Canadian benchmark for window replacement lead cost. Most available figures are US, in USD, and from vendors. Treat them as reference points, and calculate your own cost per lead from real campaign data.

What the published numbers say

• Bit House Digital reported one California window campaign: about $4,211 over roughly two months produced 54 leads at about $78 each, with the best ad near $63. This is a single agency campaign, not an industry average.
• Minyona gives CPL ceilings of $73 for a two-window campaign and $466 for a whole-home campaign. These are vendor figures in USD, unsourced, and Minyona sells exclusive leads.

We have not converted these to CAD.

Two-window vs whole-home campaigns

A bigger project supports a higher cost per lead because the job value is larger. A two-window job can only afford a low CPL. A whole-home job can justify far more spend to win the estimate.

What Growth Partner's CAD data shows in adjacent trades

These are insulation numbers, not window numbers. Masterseal Insulation in Ontario generated 489 leads over 25 months on CA$24,284.82 of ad spend, an average of CA$49.66 per lead. Cost per lead fell from CA$57.67 in 2024 to CA$41.62 in 2026, per the Masterseal case study. In another campaign, Metro Insulation in Surrey, BC paid $29.57 per lead. See our average cost per lead breakdown and the cost per lead calculator.

Why CPL alone misleads

A cheap lead that never answers the phone costs more than an expensive lead that books. That is why the next section matters more than CPL.

What Is a Good Cost per Booked Estimate for Window Replacement?

A good cost per booked estimate is one that leaves healthy gross profit after your close rate. No universal number exists. Calculate it from your own average job value, margin, booking rate and close rate.

The formula

1. Ad spend ÷ leads = cost per lead (CPL)
2. CPL ÷ booking rate = cost per booked estimate
3. Cost per booked estimate ÷ close rate = cost per closed job

Hypothetical window example (not a statistic): $5,000 spend, 50 leads, so CPL is $100. If 40% book, 20 estimates cost $250 each. If 25% of those close, 5 jobs cost $1,000 each. If your average job is $12,000, that is well under the 10% guideline below.

Worked example using real Growth Partner numbers

The Metro Insulation case study: 170 leads, 8 deals, 4.45x ROAS shows the funnel in an adjacent trade.

Masterseal's booking rate

In the first 10 months, 93 of 164 tracked Masterseal leads booked an estimate (56.7%). Booking rates vary widely by offer, source and follow-up speed.

The 10% rule and maximum allowable CPL

Minyona's rule of thumb is that a cost per acquired job above about 10% of average job value means marketing is consuming an outsized share of gross profit (a vendor claim). To find your maximum allowable CPL, take your target cost per job and multiply by close rate and booking rate. Use our cost per booked job calculator and the marketing ROI calculator.

Do Meta Ads Work for Window Contractors?

Yes, Meta ads can work for window contractors, especially for whole-home projects with a clear offer and a tight service area. Results depend on lead qualification and follow-up speed more than on the platform itself.

When Meta works

• Whole-home or multi-window projects
• A specific offer, such as a free in-home estimate
• A service area limited to cities you can actually reach

Why lead quality varies

Meta leads come from people who were not searching, so intent is lower. Why do Facebook window leads convert worse than Google leads? Mostly because the buyer was interrupted rather than looking. Qualifying questions, a landing page instead of a short instant form, and a fast call raise booking rates.

In an adjacent trade, Masterseal's first two months on Meta produced 50 leads at $37, 27 appointments (54%), 2 deals and $8,300 in revenue at 4.46 ROAS. That is insulation, not windows.

Creative and offers that suit windows and doors

• Energy savings and comfort
• Free in-home estimate
• Financing, where policy allows
• Rebates, only where eligible and verified

Financing-led ads and special ad categories

Meta restricts targeting for ads about credit and financial products in some cases. Elev8 raises this, but we have not verified it. Check Meta's current policy pages on financial products and services, including Canadian credit-ad rules, before launching. See our contractor Facebook ads guide.

Do Google Ads Work Better for Window and Door Companies?

Google Ads often produces higher-intent leads for window and door companies, but at a higher cost per click and with more competition. It works best when keywords, negative keywords and call tracking are set up properly.

High-intent keyword types

• "Window replacement near me"
• "Door installation [city]"
• Repair and emergency terms, such as foggy or broken windows

Brand, conquest and local campaigns

Run brand campaigns to protect your name, local campaigns for your service area, and cautious conquest campaigns. Add negative keywords such as "jobs," "DIY" and "parts" to cut wasted clicks.

Phone calls and call tracking

Ren Marketing says 40-70% of local service leads arrive by phone, but that is a vendor claim from a blinds-focused page. Whatever the true share, track calls or you will undercount Google.

Canadian CPC context

Navigator.ca cites a Canadian-market study with Google CPC from $2.69 to $5.26 and conversion near 7%. It is cross-industry, not window-specific, so verify before relying on it. Window CPCs are usually higher in competitive metros. Learn more about contractor Google Ads and Local Services Ads management.

How Should a Window Company Split Budget Between Facebook and Google?

Under about $2,500 a month, use one channel. As budget grows, add the second once the first is profitable. These splits are vendor opinions in USD, so read them as scale guides only.

See Home Service Direct and ClicksGeek. A 70-80% Google split fits search-heavy markets. It fits less well if you sell mainly whole-home projects where Meta carries the demand.

Seasonal scaling in Canada

Spring and fall are typically busy as homeowners plan before install season and before winter. Winter slows installs, so use it to plan, build lists and test creative. Our seasonal marketing model and contractor marketing cost guide show how to pace spend.

Are Exclusive Window Replacement Leads Worth It in Canada?

Exclusive leads can be worth it if the price per booked job fits your margin, but they are not automatically better. Exclusive means sold to one contractor. Shared leads go to several, and owning your campaigns gives you the data and control.

• Exclusive leads: less competition, but you depend on the vendor.
• Shared leads (Angi, HomeAdvisor, HomeStars type marketplaces): cheaper, but you race competitors.
• Your own campaigns: you own the data and learn over time.

Note that Minyona sells exclusive leads and frames its content accordingly.

What to ask any lead vendor

• Where do the leads come from?
• Are they resold?
• What is the replacement policy?
• Can you see booking and close data?

Why a written guarantee changes the risk

Growth Partner guarantees a set number of qualified estimates in writing or a 100% refund. It is one alternative model among several. See our guaranteed estimates offer and contractor lead generation approach.

How Do You Get More Window Installation Estimates From the Leads You Already Have?

Respond within minutes, follow up consistently for 60-90 days, and track every lead from ad to booked estimate to closed job. Speed to lead is often the cheapest improvement available.

Speed to lead

Call, text and email within minutes. A lead who submitted a form is comparing you with others right now.

A simple follow-up cadence

• Minutes: call and text
• Day 1-3: second call, email with your offer
• Weekly: check-in, quote reminders, seasonal prompts
• Through the sales cycle: stay visible until they decide

CRM and automation

A CRM such as GoHighLevel can automate texts and reminders and show lead sources. See our estimate follow-up guide and CRM automation service.

Attribution setup

• Call tracking numbers per channel
• UTM parameters on every ad link
• A CRM source field
• A "how did you hear about us" question to reconcile

From Our Client Data

These are Growth Partner client results from adjacent trades (insulation, air duct and carpet cleaning), not window benchmarks or industry averages.

What Does the Canadian Market Change?

Canada changes pricing, language, seasonality and incentives. Report in CAD, target by province and city, and verify any rebate before advertising it.

• CAD and tax: report in CAD and be clear whether job values include GST/HST.
• Location: target by province and city. Ontario, BC, Alberta and Quebec differ in competition and cost.
• French in Quebec: run French-language campaigns with properly written copy, not translations of English ads.
• Rebates: energy-efficiency programs can be strong hooks, but eligibility changes. Check current programs locally. See how rebate-led messaging works.
• Cold-climate triggers: drafts, condensation and heating costs drive many replacement decisions.

How to Decide: A 5-Step Checklist for Your Window Company

1. Calculate your maximum allowable CPL and cost per booked estimate with the cost per booked job calculator.
2. Pick the starting channel by budget and project type.
3. Set up tracking and a 5-minute response process.
4. Review after one full sales cycle, not after two weeks.
5. Add the second channel once the first is profitable.

Early signals can show up quickly. The Great Insulation, an adjacent trade, got 12 leads at $21.18, 4 appointments and a first $3,000 deal in 2 weeks, at 11.8 ROAS. Window sales cycles are longer, so expect slower closes.

Frequently Asked Questions

Is Facebook or Google Ads better for window companies in Canada?

Neither wins outright. Google Ads usually delivers higher-intent leads from people already searching, so it is often the best first channel. Meta ads suit planned and whole-home projects. Compare them on cost per booked estimate and closed job, not cost per lead.

How much does a window replacement lead cost in Canada?

No reliable Canadian window benchmark exists. One California campaign reported by Bit House Digital averaged about $78 per lead. In adjacent insulation trades, Growth Partner's Masterseal averaged CA$49.66 per lead over 25 months. Calculate your own number from real campaign data.

How long until window ads book estimates?

Booked estimates can appear within weeks, but closed jobs take longer. Elev8 Operations cites a typical 60-90 day window sales cycle. Judge campaigns after a full cycle, and track leads through to booked estimates along the way.

Do I need both Facebook and Google?

Not at first. With a small budget, start with one channel. Once it is profitable and your follow-up is fast, add the second to capture both active searchers and planners. Keep reporting separate, then reconcile in your CRM.

Can I run financing offers on Meta?

Possibly, but with limits. Meta applies special ad category rules to some financial products and services, which can restrict targeting. This is unverified for your case, so check Meta's current policy pages, including Canadian credit-ad rules, before launching.

How much should a window company spend on ads per month?

Vendors suggest starting Google at $2,500-$5,000 a month and running both channels at $5,000-$10,000 (Home Service Direct, USD opinion). Treat that as scale only. Your budget should follow your maximum allowable cost per booked estimate.

Are exclusive leads better than running my own ads?

Not always. Exclusive leads avoid competition but make you dependent on a vendor and its data. Your own campaigns give you control and learning. Ask about lead source, resale, replacements and booking data, and consider a written guarantee on estimates.

Ready to see which channel fits your window company? Book a call with Growth Partner and ask about our guaranteed estimates offer.