Replacement Window Marketing Benchmarks (2026)
Replacement windows is one of the most expensive home-service categories to buy leads in — Google search leads average $200 each at a 4.41% conversion rate — so winning isn't about cheaper clicks, it's about close rate and CPA: contractors who book 25–35% of leads on $8K–$15K jobs print money while everyone else drowns in lead spend.
Quick Answers
What is a good cost per lead for replacement windows?
About $200 on Google Ads — the second-highest in home services — versus $25–$85 on Local Services Ads (LocaliQ 2025).
What close rate should a window company expect?
25–35% blended for well-run companies; exclusive leads close at 30–45% while shared marketplace leads close at just 8–15%.
What matters more than cost per lead for windows?
Cost per acquisition — exclusive leads hit ~$375 CPA versus ~$600 for shared, even though they cost more per lead, on $8K–$15K jobs.
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Replacement Windows Marketing Benchmarks 2026
Source: LocaliQ 2025 Home Services Search Ad Benchmarks (Apr 2024–Mar 2025, 16,000+ campaigns), Home Service Direct window-replacement lead-cost & ROI guides, and Service Direct's replacement-window lead marketplace.
| Metric | Benchmark | Notes |
|---|---|---|
| Avg cost per lead — Google Ads | $200.34 | LocaliQ 2025 'Doors & Windows Sales' — 2nd-highest CPL in home services (avg is $90.92). |
| Cost per lead — Local Service Ads (LSA) | $25–$85 | Pay-per-contact (Home Service Direct). |
| Cost per lead — Facebook/Instagram | $28–$65 | Homeowner property targeting (Home Service Direct). |
| Cost per lead — shared marketplace | $35–$80 | Angi/HomeAdvisor/CraftJack; major metros at high end. |
| Cost per lead — exclusive leads | $75–$160 | By market competition + qualification. |
| Conversion rate (click → lead, Google Ads) | 4.41% | One of the lowest among home-services categories (LocaliQ 2025). |
| Cost per click (Google Ads) | $8.76 | LocaliQ 2025 Doors & Windows Sales. |
| Close/booking rate — blended | 25–35% (good), 15–20% (avg) | Blended across channels (Home Service Direct). |
| Average job value — residential | $8,000–$15,000 | $10,000 standard example; upsells add 25–45% (Home Service Direct). |
| Cost per acquisition (CPA) | ~$375 exclusive vs ~$600 shared | Exclusive leads win on CPA despite higher CPL. |
| Net profit margin | 5% → 18%+ | Underperformers to top performers; gross ~35% (Home Service Direct). |
Frequently Asked Questions
What's a good cost per lead for replacement windows?
Google search leads average about $200 (LocaliQ 2025), the second-highest CPL in home services. Local Service Ads run cheaper at $25–$85 per contact and Facebook around $28–$65, but cheaper channels usually close at lower rates. The number that actually matters is cost per acquisition — exclusive leads can hit ~$375 CPA versus ~$600 for shared leads even though they cost more per lead.
What close rate should a window company expect?
Blended close rates run 25–35% for well-run companies and 15–20% for average ones. It varies hard by source: referrals close 45–65%, exclusive leads 30–45%, Google Ads 20–35%, and shared marketplace leads only 8–15%. On a $10,000 average job, a few points of close rate is the difference between profit and burning ad budget.
Benchmarks for Other Trades
Data Sources & Methodology
Replacement Windows benchmarks compiled from primary research datasets, industry benchmark reports, and aggregate ad spend analysis. Updated June 2026.
- LocaliQ — 2025 Home Services Search Ad Benchmarks (Doors & Windows)
- Home Service Direct — Window Replacement Lead Cost
- Home Service Direct — Window Lead ROI, Profit Margins & Break-Even
- Service Direct — Replacement Window Leads
Compiled by Ryan Goering, BaaDigi. Benchmarks represent industry averages — individual results vary by market, seasonality, and campaign quality. Use as directional guidance, not absolute targets.
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