How Windows By Toll went from inconsistent leads to 5–8 new customer estimates every single week

Google Ads · LSAs · SEO

11x ROAS

4x Total ROI

5–8 Estimates/Week

The Challenge

Windows by Toll is a premium window and door installation company with over 12,000 windows and doors installed, with brand partnerships that include Andersen, Marvin, and Pella. The quality of their work wasn't the issue. Their marketing was.

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The company had been running Google Ads before coming to BidWaves, but without a real strategy behind it. The budget was draining into irrelevant keywords like garage door installation, glass repair, while high-intent homeowners in some of the most affluent zip codes in the Northeast were actively searching for window replacement and finding competitors instead. The reporting showed clicks. It didn't show customers. There was no visibility into lead quality, no reliable pipeline, and no way of knowing how much revenue was walking out the door every week.

Before BidWaves

Budget wasted on irrelevant keywords
No visibility into lead quality
No predictable estimate pipeline
High-intent homeowners finding competitors

Data-Driven Optimization

Every optimization was anchored to:

Cost per qualified lead
Revenue opportunity
Lead quality
Market efficiency

Not vanity metrics.

The Approach

BidWaves audited the existing Google Ads account and identified the problem immediately: broad match keywords for unrelated services were hemorrhaging budget with zero conversion intent. A full rebuild was the only viable path forward.

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The restructured campaign introduced tightly themed ad groups, intent-matched keyword targeting, and stronger ad creative built around Windows by Toll's premium brand positioning. Household income targeting was layered in from the start beginning with the top 10% income bracket and expanding to the top 30% as performance data validated the approach. In a high-ticket, high-competition market like Westchester and Fairfield Counties, audience precision is the difference between a profitable campaign and an expensive one.

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Local Service Ads were added to dominate high-intent local searches, and an SEO foundation was built in parallel to compound organic visibility over time. Month over month, every optimization decision was driven by cost per qualified lead, not vanity metrics, ensuring the strategy got sharper as the data grew.

The Approach

11x ROAS in the last 30 days — nearly 3x higher than the typical 2–4x home improvement benchmark.

Revenue has scaled month over month since launch in October 2025, with the last 30 days delivering the strongest performance yet

Nearly 4x return on total investment since launch, in one of the most competitive and expensive paid search categories in home services

A consistent pipeline of 5–8 qualified estimates every week for high-value $7,000–$15,000 window projects.

"BidWaves completely turned our lead flow around. We know exactly where our next customers are coming from now."

— Rob Peppins, Windows By Toll

Why it Worked

The home improvement space is crowded with advertisers competing on price and casting too wide a net. Precision is what separates campaigns that scale from campaigns that bleed budget. By anchoring every optimization to cost per qualified lead and layering each channel systematically as performance data validated the approach, the strategy grew more efficient over time, not just bigger. The results speak for themselves.

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