Case study · Doors & windows
A door and window installer whose Google Ads had sat dormant for six months before we restarted it.
The account was off. The Google verification that gates local visibility had never been completed. And residential homeowners and commercial property managers were being sold to with the same ads. We fixed all three, in that order.
Client name withheld at their request. Lead figure pulled from the live Google Ads account on August 31, 2026. Tracked leads means calls and form submissions recorded as conversions.
The situation
Six months dark, and unverified.
When this installer came to us, the Google Ads account had been sitting inactive for about six months. Nothing was running. On top of that, their Google verification was incomplete, which caps how much of the local market can even see you and blocks Local Service Ads entirely. Restarting a dormant account is not the same as launching a new one: the history is stale, the tracking has usually rotted, and any structural problems from before are still sitting there waiting.
Underneath that was a positioning problem. This installer sells to homeowners and to commercial buyers, and the two behave nothing alike. A homeowner searches once, gets three quotes and decides in a week. A commercial buyer has a damaged storefront, needs it handled today, and cares about response time far more than price.
Both were running through the same campaigns and product groups, so the reporting averaged them together. Ad copy written to appeal to both ended up appealing strongly to neither, and there was no way to shift budget toward the side of the business the owner actually wanted to grow.
What we changed
- Separated residential and commercial into their own campaigns with their own budgets, ad copy and landing experiences.
- Split out product lines so entry doors, patio doors, windows and commercial glass each report on their own instead of hiding inside a blended cost per lead.
- Added a brand campaign so the demand this company had already earned was not being bought out from under them by competitors bidding on their name.
- Verified call and form tracking across both sides of the business so every lead is attributed to the right product line.
- Walked them through Google verification and got it completed, which is the step most installers stall on for months because the requirements are unclear and the support path is a maze.
The result
The change was structural, not a bigger budget. Once the campaigns matched how the business is actually run, the decisions about where to spend got easy.
Why this matters if you install, replace or repair
Two things travel together in this trade. First, a paused account is not a saved account. Turning ads off for a season feels like saving money, but you lose the auction history and the competitors who stayed on absorb your demand, so restarting always costs more than continuing would have.
Second, verification is not paperwork, it is inventory. Until Google has confirmed who you are, a chunk of local search visibility and the Google Guaranteed badge are simply unavailable to you, no matter how good your campaigns are. If you have been unverified for months, that is the first thing to fix, and it is worth having somebody who has done it before walk you through it.
And if you serve homeowners and commercial accounts, one blended cost per lead tells you almost nothing. Separate them and you will usually find one side has been quietly subsidizing the other.
Does your reporting tell you which jobs the ads produced?
Fifteen minutes, no pitch deck. You will get an honest read on your account and what we would change first.