Lead generation for a window and door company means turning people who search for windows on Google (prices, grants, quotes, nearby showrooms) into quote requests that are tracked, filtered and have a known cost. On 7 Italian results pages for people about to replace their windows, downloaded on a phone on 10 November 2026, window and door companies held 26 of the 57 organic results: the rest went to online shops, quote portals and newspapers.
A window installer usually knows where customers come from: the showroom, the surveyor, the block of flats where they have already fitted.
Then someone types "how much to replace windows". In Italy the equivalent search gets 720 searches a month, and on that page the seven results under Google's summary were a property site, three quote portals and a single window company.
The mistakes we see most often:
- buying enquiries from a portal that sends them to up to five companies, and only later counting how many quotes it takes to win an order;
- a form that asks for name and email only, so the first site visit reveals the customer wanted two fly screens;
- a grant page still stuck on last year's rates, while the deadline passes with nothing on the site to explain it.
How the website should be built is covered in our guide to a website for a window and door company; CPCs, negative keywords and budget in the one on Google Ads for window and door companies. This article covers what sits in between: which searches you can win, which enquiries you pay for, how you filter them and what each one costs.
Why listen to us, if we have not published a window company case?
Because we work with companies that sell home installation jobs on a quote. For Valore Solare, which installs solar panels and batteries, Google Ads went from 9 enquiries at €212 each in October 2025 to 250 enquiries at €49 each in August 2026: 1,506 enquiries in total at an average of €70.78 (the Valore Solare case).
For Contesini Consulenze, two energy desks near Mantua, 299 enquiries at €7.20 each, 68% of them turning into sales opportunities (the Contesini case).
Let's start with the data.
Where a window company can win enquiries on Google (26 results out of 57)
Window companies win on questions, not on prices. On the Italian search for "uPVC or aluminium windows" 5 of 6 organic results belonged to window companies; on "uPVC window prices" (2,900 searches a month) 6 of 10 were online shops, DIY chains and price comparison sites.
| Italian search (English meaning) | Searches a month (Italy) | Window companies | Quote portals | Online shops, chains, comparison | Media and other | AI Overview |
|---|---|---|---|---|---|---|
| quanto costa cambiare gli infissi (cost to replace windows) | 720 | 1 of 7 | 3 | 0 | 3 | yes |
| bonus infissi 2026 (window grant 2026) | 1,900 ("bonus infissi") | 5 of 8 | 2 | 0 | 1 | yes |
| finestre pvc prezzi (uPVC window prices) | 2,900 | 4 of 10 | 0 | 6 | 0 | no |
| infissi prezzi (window prices) | 880 | 3 of 10 | 2 | 4 | 1 | no |
| quanto costa cambiare le finestre (cost to change windows) | 260 | 4 of 7 | 3 | 0 | 0 | yes |
| infissi pvc o alluminio (uPVC or aluminium) | not measured | 5 of 6 | 0 | 0 | 1 | no |
| preventivo infissi online (online window quote) | not measured | 4 of 9 | 0 | 5 | 0 | yes |
| Total, 7 pages | - | 26 of 57 | 10 | 15 | 6 | 4 of 7 |
Online sellers win on prices; installers win on choices. Finestre.com, leTapparelle, Iperceramica and Tecnomat take the "prices" searches; comparison and grant pages stay with the installers that wrote them, such as Lema Serramenti, Diemme Infissi and Wigmann.
Quote portals sit on cost questions. Instapro, PGCasa, CercoPro, Infissi365, Cronoshare and Quotalo hold 10 of the 57 results, eight of them on "how much" and "prices" searches.
The UK picture is different. On "lead generation for window companies" the first three UK results on 10 November 2026 were lead sellers (Lead Pronto, Leads 2 Trade and Sales Fuel), and "double glazing leads" gets about 40 searches a month at an average CPC of $24.96 (DataForSEO, UK, in US dollars). Buying leads is a market of its own there.
And the map?
It shows up mostly when the search includes the product and the town, such as "windows Milan": in the 12 Italian searches we analysed for the Google Ads guide it appeared on 11. There, Google's own local ranking rules apply: relevance, distance and prominence.
The pages that bring quote requests: price, comparison, grants (720 searches on "cost to replace windows")
A website brings enquiries when it answers the question people ask before they pick up the phone. Someone searching for the cost of replacing windows wants a ballpark figure; if they find it on your site, they already know your name when they choose who to invite for a survey.
The Italian searches worth a page each, with volumes measured today:
- window quote ("preventivo infissi"): 1,000 a month, 1,600 in September 2026;
- window grant ("bonus infissi"): 1,900, peaking at 3,600 in October 2025;
- window prices: 880; cost to replace windows: 720;
- window showroom: 590, rising to 880 in October 2025 and February 2026.
The questions Google shows under these searches are a ready-made outline: "How much does it cost to replace 6 windows?", "How much do windows cost for a 100 square metre home?", "Which is cheaper, uPVC or aluminium?".
Won't a price on the site scare customers off?
No: it sorts them. Someone who reads a price range for six uPVC windows and still gets in touch has done the maths; someone hunting for the cheapest deal won't take up an afternoon of surveys. We saw the same pattern with heating engineers in our article on plumber leads.
Grants and deadlines: the calendar that moves enquiries (50% in 2026, 36% in 2027 in Italy)
In Italy the tax relief for replacing windows drops on 1 January 2027. The ENEA table on the 2026 ecobonus lists 50% or 36% for 2025-26 and 36% or 30% for 2027 under "Sostituzione degli infissi"; the higher rate goes to owners working on their main home.
For window companies, that is the enquiry calendar. "Bonus infissi" got 3,600 searches in October 2025 and 2,900 in January 2026, against 1,300 in August 2026: the year-end deadline moves demand. Wherever you sell, the lesson travels: a grant or VAT change with a date on it is a page to write before the date, and another to write the day after.
- a grant page with an "updated on" date and both rates, like the ones from Wigmann (updated 20 October 2026) and Diemme Infissi that rank today;
- a form question on main home or other property, because it changes the rate and the customer's final bill;
- a January version with the new rates, because early-2027 searchers will mostly find pages written for 2026.
Portals, Local Services and ads: what you pay for each enquiry (up to 5 companies per request)
Each paid channel sells something different: a click, a shared enquiry, an appointment. Before choosing, check what you are buying and how many competitors you share it with.
Quote portals. In Italy ProntoPro promises homeowners up to 5 contacts from professionals and Infissi365 up to 5 companies to compare; CercoPro books appointments with local firms. None of the three showed, on the pages we read on 10 November 2026, the price a company pays per enquiry.
Exclusive leads. In the UK Lead Pronto sells window and double glazing leads from £15 each, excluding VAT, each one sold to a single installer. Shared and exclusive leads are two different products, and the price per lead only makes sense next to the number of companies calling the same homeowner.
Local Services ads. In Italy the list of eligible categories includes window repair and carpenters, not window installation, so for Italian companies selling new windows the channel is not available today. Check your own country's list before planning around it.
Google Ads. You pay for the click: in Italy $6.55 on "preventivo serramenti", $5.78 on "preventivo infissi" (both mean "window quote") and $2.99 on "cost to replace windows" (average CPCs from DataForSEO, in US dollars).
So is the portal cheaper?
You won't know until you count contracts. A lead sent to five companies puts you up against four others from the first ring: compare channels on cost per signed order, not per enquiry.
Do you know what a signed order really costs you?
On 7 searches by people about to replace their windows, installers hold 26 of 57 results, and every portal charges for something different. Let's look at where your enquiries come from today, how many turn into surveys and which channels you can switch off.
Book a strategy callThe form that filters: five questions before the survey (and a separate route to the showroom)
A window quote form should ask for what you need to price the job, not just name and email. Others already do: for the Italian "cost to replace windows" search, Google's AI Overview ended by asking how many windows, which material and whether shutter boxes or blinds were needed; CercoPro asks for window type, material, quantity and location.
- how many openings, windows and French doors;
- material, with "not sure yet" as an option;
- postcode, so you know at once if they are in your area;
- main home or other property, where grants depend on it;
- timescale, plus an optional photo of the current windows.
People who want to see the products book a showroom visit; people who want a price fill in the form. Track them as two separate conversions: after a few months you will know which one closes more.
Calls need a filter too. Google Ads uses forwarding numbers and lets you count as a conversion only calls longer than a minimum duration you set.
Why so much fuss about counting?
Because without it you optimise noise. Before we stepped in, Valore Solare counted 15,267 "conversions" in one month against 5,467 clicks: technical site events, not enquiries. Google kept buying more traffic of that kind.
What an enquiry costs (and what a signed order costs)
Cost per enquiry is a channel's spend divided by the real requests it brings; cost per order is the same spend divided by signed contracts. The second decides whether the channel stays on.
An example with today's Italian CPCs, as a calculation and not a result: if one visit in 15 to the quote page becomes a request, each request costs $86.70 ($5.78 times 15); if one in 25 converts on the "cost to replace windows" page, each request costs $74.75 ($2.99 times 25).
Sounds like a lot?
It depends on the job behind it. For a whole house of windows that cost holds up; for two fly screens it doesn't. That is why the form asks how many openings. And the first month says little: Valore Solare started at €212 per enquiry and reached €49 ten months later.
Keep a monthly sheet with six columns: channel, spend, enquiries, surveys or showroom visits, quotes sent, orders signed. After a quarter you know which channel to switch off. If the site gets enquiries but no orders, start with our check on a website not generating leads; to choose where to log them, see the best lead generation tools.
What ChatGPT and AI Overviews read when someone asks who to call (5 companies, 172 to 325 reviews)
In AI answers about windows, the price comes from company pages and the names come from business profiles. On 10 November 2026 we asked ChatGPT, with web search, in Italian, how much it costs to replace 6 windows in a Milan flat and which company to ask for a quote.
The estimate (€3,000 to €5,000 in uPVC) cited four pages: IMetal, KeelFox, Italia Serramenti and Ristrutturalo. The recommended names were five Milan companies with a business profile and 172 to 325 reviews, rated 4.6 to 5. The first on the list, IMetal (325 reviews), had also written one of the price guides cited for the estimate.
Google shows a similar pattern. In the AI Overviews for the two Italian "cost to replace windows" searches, 9 of 10 sources were window company pages, such as Alluminox, Eurofinestra PVC and Euroferroma; in the organic results below, companies held 5 of 14.
Two levers, then: a cost page with the items in a table, and a complete, well-reviewed business profile. Neither guarantees a citation. How AI answers break a question into sub-questions is explained in our article on query fan-out; for businesses with premises, see our guide to local AI visibility.
If you want someone to build and measure these channels for your company, that is what our lead generation service does.
FAQs on window and door lead generation
It depends: a portal brings enquiries straight away, but the same request can go to up to five companies (ProntoPro and Infissi365 say so) and the Italian portals we checked do not publish the price per lead. It is worth it if you track signed orders per pound or euro spent and compare that with your site, business profile and ads.
No, not for installation: on 10 November 2026 the Italian list of eligible categories included window repair and carpenters but no window installation category. Google Ads, the business profile and the website remain.
Yes. Ask for the number of openings, material, postcode, main home or other property, and timescale: that is what you need to price the job and check grant rates, and it is what Google AI Overviews and portals such as CercoPro ask too.
It depends on the market: in the UK Lead Pronto sells exclusive window and double glazing leads from £15 each excluding VAT, while Italian portals send one request to up to five companies without a public price. Compare them on cost per signed order, not per lead.
It depends on the channel and the page: with Google Ads you divide the CPC by the share of visits that become requests ($5.78 per click on an Italian "window quote" search gives $86.70 per request if one visit in 15 converts). The figure that matters is cost per signed order, readable after a quarter of tracked enquiries.
Window and door lead generation in short (and the page to prepare for January)
Installers hold 26 of 57 results: they win on comparisons and grants, not on prices.
One page for every question asked before the phone call, with a price.
Grants with a deadline: one page before the date, one the day after.
A five-question form and a separate route to the showroom.
Portals and ads are compared on cost per signed order.
This month, draft the page for next year's rates and keep it unpublished. In January 2026 the Italian "window grant" search got 2,900 searches, more than double August. In January 2027 most of the pages people find will still show 2026 rates. The first company in its area to publish the new calculation, with a worked example on six windows, answers a question the other pages don't cover yet, and people doing the maths in January usually want windows fitted by spring.
Speak soon!
