Make the product, the area and the next step obvious. Then check that the page after the click delivers the same message.
01
Open with something the homeowner cares about
“Replacement windows fitted in your area” tells people much more than “Welcome to our family business”. A draughty room, a tired front door or a conservatory that is uncomfortable to use can also give the advert a clear starting point.
Keep the message specific to the job you want to sell. Do not squeeze every product and company fact into the opening line. Your aim is to help the right homeowner recognise that this is relevant to them.
02
Show your actual installations
Use a bright, well-framed photograph of completed work, or a short video showing the transformation. Real projects give you something concrete to discuss when the enquiry comes in.
A composite door close-up, a full window installation or a before-and-after can each work as a creative idea. Match the image to the offer and use customer images only where you have permission.
03
Make the offer and coverage easy to understand
The offer might be a quote, a brochure or a clearly explained product package. You do not need a discount to give somebody a useful next step.
If you advertise a saving, use a real offer with clear terms. Do not copy the example discounts or ratings from a template. Include the area you cover so homeowners can quickly see whether you are relevant to them.
04
Give people a reason to trust the next step
Genuine reviews, real project photographs and clear company details can help make an unfamiliar installer feel more familiar. Keep review counts and ratings accurate rather than leaving old numbers in the creative.
Choose one main call to action, such as requesting a quote. The landing page should repeat the product and offer from the advert, then make the enquiry straightforward. A confusing handover wastes the interest you have just created.
05
Turn the same idea into a short video
The supplied guide suggests a simple 15-second storyboard: open with the problem, show the work, explain the offer and finish with the action. Treat those timings as a useful editing guide, not a rule that guarantees results.
Make the message understandable without sound. Use readable captions and check the layout on a phone. A feed image and a vertical Story or Reel need different framing; review each placement before running it.
- 0–3 seconds: establish the homeowner’s problem or project.
- 3–8 seconds: show the installation or transformation.
- 8–12 seconds: explain the genuine offer or benefit.
- 12–15 seconds: give one clear next step.
06
Test a clear change, then follow it through
Try a different opening, project image or offer while keeping the rest of the comparison understandable. Look at the enquiries and appointments produced, not just views and clicks.
Feedback from whoever calls the leads matters. If homeowners misunderstand the offer or enquire from the wrong area, that is useful information for the next version of the advert.
PUT IT INTO PRACTICE
Give your next advert a quick check
Tick what you already have in place. This is a practical checklist, not a prediction of sales performance. Your selections stay on this page only.
0 of 7 in place. Pick one missing item to work on next.
Adapted for double glazing businesses from our guide, Anatomy of a high-converting home improvement ad. Examples are explanatory, not promised results.
Put the advice to work for your business.
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