Is your double glazing marketing actually making money?

01

Start with numbers that belong together

Pick a reporting period and keep the source of each enquiry attached to its record. Count the advertising spend, leads, confirmed appointments, attended visits, signed jobs and revenue associated with those leads.

A sale signed in September may have started with a July enquiry. Keep a monthly activity view, but also follow each month’s batch of leads over time. Dividing this month’s spend by unrelated older sales can give you a very flattering answer.

• Advertising spend and total marketing spend are different figures.
• Separate provisional appointments, confirmed visits and visits that actually happened.
• Record cancellations and lost jobs as well as the wins.

02

Look beyond cost per lead

Cost per lead is advertising spend divided by enquiries. It tells you the cost of filling the top of your sales process. It does not tell you what it costs to win an order.

Cost per signed job takes the relevant marketing spend and divides it by jobs won. Track both. One campaign may produce fewer enquiries but more suitable surveys, while another may create more calls than your team can handle.

03

Compare sources by the jobs they produce

Keep Google, Meta, website enquiries and referrals identifiable. Ask which sources led to qualified appointments and worthwhile orders, rather than which delivered the most names.

Look at product mix too. A single replacement door and a whole-house window order are different opportunities. A change in average order value can move revenue even when the number of sales stays the same.

04

Find the point where opportunities stop moving

If enquiries are arriving but appointments are not, check contact attempts, response times and qualification. If visits are happening but orders are not, review the projects you are quoting, the proposal and the follow-up.

A rising lead cost deserves investigation, but it does not automatically mean the advert is tired. Check changes in area, offer, product mix, tracking and landing-page performance before deciding what to change.

05

Finish with one action, one owner and one date

A review should end with something specific: assign unworked leads before lunch, refresh the composite-door advert, or give every open quote a dated follow-up task.

Write down who owns the change and when you will review it. Next month, check whether it happened and whether the relevant number improved. A small completed action is more useful than a long list nobody follows through.