Facebook Ads for Window Fitters, Extension Builders & Renovation Companies:
The Definitive UK Guide.

01

Why Meta ads work for renovation companies

The UK home renovation market is broad - windows, doors, conservatories, extensions, garden rooms, warm roofs, loft conversions. Combined, there are over 20,000 businesses across these sub-sectors (source: IBISWorld, with 2,990 in glazing alone per Insight Data) (source: FMB, GGF, and Companies House data). Most compete for the same shared leads on Checkatrade and Bark.

We analysed over 1,500 home services companies' Facebook ads as part of our market research. The pattern is consistent: renovation companies either run no ads at all, or they run one generic ad with stock photography and "Quality Work at Competitive Prices" as the headline. We have seen that exact phrase on more ads than we can count. It says nothing. It converts to nothing.

Renovations are visual. A poky 1970s kitchen extension ripped out and replaced with a full-width aluminium bi-fold opening onto a landscaped garden - that image does the selling for you. Before-and-after content is the highest-performing ad format across every renovation sub-sector we have audited. Not stock photography. Your own completed projects, shot on a phone on a bright day.

Renovations are high ticket. Order values range from £8,000 for windows to £45,000+ for extensions. One sale covers months of ad spend. A conservatory company closing one extra deal a month from Facebook ads is looking at £18,000+ in additional revenue against perhaps £1,500 in total marketing cost.

Your buyers are already scrolling. Homeowners aged 35-65 planning renovations spend 30-40 minutes a day on Meta. They are not typing "extension builder near me" into Google yet - they are scrolling through home renovation content, imagining what their house could look like. Your ad catches them before your competitors even know they exist.

02

UK renovation ad benchmarks (2026)

These numbers are based on real Meta ad campaigns for UK renovation companies. They are not Facebook's own estimates or American averages - they reflect what we actually see in the market.

The wide range in cost per lead reflects the diversity of renovation sub-sectors. A window lead is much cheaper than an extension lead - but the extension is worth far more per sale. Here is the breakdown by product type:

Sub-sector	CPL range	Avg order value	Conversion rate
Windows & Doors	£18-42	£8,000	18-22%
Conservatories & Orangeries	£22-55	£18,000	12-18%
Home Extensions	£35-80	£45,000	10-15%
Garden Rooms	£25-60	£22,000	15-20%

At the midpoint - £35 per lead with a 15% conversion rate - a renovation company spending £2,000/month on ads would generate approximately 57 leads and close 8-9 sales. Even a single extension sale at £45,000 covers nearly two years of ad spend.

Even at the worst-case end (£80 per lead, 10% conversion for extensions), you are still looking at 25 leads, roughly 2-3 sales, and £90,000-£135,000 in revenue. The maths works at every point in the range.

03

How much should you spend?

There are two costs: the management fee (what you pay your agency or ads manager to create and run the campaigns) and the ad spend (what you pay Meta directly to show the ads).

Management fees

For renovation companies, expect to pay between £500 and £2,500 per month in management fees, depending on the level of service. At the lower end, you get basic campaign setup and monthly reporting. At the higher end, you get multiple audience segments, A/B testing, retargeting, landing pages, and weekly strategy calls.

Ad spend

We recommend a minimum of £1,500 per month in ad spend for renovation companies. This is slightly higher than some sectors because renovation companies often sell multiple products - and you want to test separate ad sets for each one. Below £1,500, Meta's algorithm does not get enough data to optimise properly. You need roughly 50 conversion events per month for the algorithm to learn what works.

The sweet spot is £2,000-£3,000 per month in ad spend. At this level, you get enough data for proper optimisation, you can run product-specific campaigns (windows, conservatories, extensions), and you can afford to run retargeting campaigns alongside your prospecting campaigns.

Total investment

A realistic monthly budget for a renovation company running Meta ads is £2,000-£5,500 per month (fee + ad spend combined). That sounds like a lot until you consider the returns. One extension sale at £45,000 covers more than two years of total spend. Even one conservatory sale at £18,000 covers a full year. You only need to close one deal per quarter to be profitable.

04

How to target homeowners planning renovations

Renovation is the broadest sector in home services. A window replacement buyer is nothing like an extension buyer. They have different budgets (£8k vs £45k), different timelines (2 weeks vs 6 months), and different motivations (necessity vs aspiration). If you run one generic "home improvement" campaign for all of them, you are wasting money.

The non-negotiable: separate campaigns per product

This is the single most important piece of advice on this page. Run a separate ad set for each product type you sell - windows, conservatories, extensions, garden rooms. Each one needs its own creative, its own audience targeting, its own landing page. A homeowner looking at replacing their windows does not want to see a conservatory ad. A couple planning a £45,000 rear extension does not respond to the same messaging as someone wanting new bi-fold doors. We see renovation companies running one campaign for everything and wondering why their CPL is £60+. Split it into product-specific campaigns and it drops to £25-40.

Location: match the radius to the product

Different products need different radii:

• Windows & doors: 15-20 miles. Highly competitive, lots of local installers. Tight radius, local messaging ("windows in [town]").
• Conservatories & orangeries: 20-35 miles. Fewer specialist companies, homeowners will travel for the right product.
• Extensions & garden rooms: 25-40 miles. High project value justifies wider travel. But create separate ad sets per area - "Extensions in Kent" performs far better than "Extensions in the South East."

The demographic split by product

Windows buyers skew older (45-70) and are often driven by necessity - draughty windows, condensation, failed double glazing. Extension and garden room buyers skew younger (35-55) and are driven by aspiration - growing family, working from home, wanting more space without moving. Target each group with appropriate interests: Rightmove and Zoopla for people researching property values (considering whether to extend or move), Grand Designs for aspirational buyers, energy efficiency for window buyers.

Retargeting across the product range

Here is something unique to renovation companies that sell multiple products: someone who enquired about windows might also need a conservatory. Someone looking at a garden room might later want bi-folds on their kitchen extension. Once you have a lead, retarget them with your other products. This cross-selling generates some of the cheapest leads in the business because the person already knows and trusts you.

05

What ad creative actually works

Different renovation products need completely different creative approaches. What works for windows is wrong for extensions. What works for garden rooms is wrong for conservatories. Here is what actually performs, product by product.

Windows & doors

• Before-and-after kerb appeal shots. The visual difference between old and new windows is dramatic. Side-by-side images showing the transformation from tired UPVC to sleek aluminium frames stop the scroll every time.
• Energy efficiency angles. "Cut your heating bills" is a powerful hook, especially September to November. Pair it with thermal imaging graphics showing heat loss through old windows.
• Close-up detail shots. Slim sightlines, flush casements, integrated blinds. These work brilliantly in carousel ads.

Conservatories & orangeries

• Lifestyle photography. Show families actually using the space - dining, reading, playing with children. The dream is not a glass box, it is what life looks like inside it.
• Interior wide shots in natural light. Bright, airy, warm. Shoot on a sunny day and let the space sell itself.
• Seasonal angles. "Enjoy your garden all year round" is a message that resonates from October to March.

Extensions

• Architectural renders alongside finished builds. Showing the journey from plan to reality builds trust and demonstrates capability.
• Floor plan overlays. People planning extensions are already thinking about space. Show how the extension transforms the layout.
• Drone footage. Aerial shots showing the extension in context with the rest of the property. This is uniquely powerful for extensions and something your competitors rarely do.

Garden rooms

• Work-from-home angles. "Your office, 30 seconds from the kettle." The remote working boom has made garden rooms one of the fastest-growing renovation products.
• Lifestyle imagery. Home gym, art studio, cinema room, yoga space. Show the versatility.
• Time-lapse build videos. Garden rooms go up fast. A 30-second time-lapse from foundations to finished room is compelling content.

What does not work (for any product)

• Stock photos. Everyone can tell. They destroy trust instantly.
• "50% OFF!" graphics. You are selling high-ticket home improvements, not sofas. Discount messaging attracts price-shoppers and devalues your brand.
• Cluttered multi-product ads. Do not try to show windows, conservatories, and extensions in a single ad. It dilutes the message and confuses the audience.
• Work-in-progress photos. Scaffolding, skip bins, and dust sheets do not sell. Show the finished result.

06

Seasonal strategy for renovations

Renovation demand is not flat throughout the year - and different products peak at different times. Understanding this lets you shift budget between products seasonally instead of wasting money in the wrong place at the wrong time.

Windows & doors: year-round with a September-November peak

Windows are one of the few renovation products with relatively steady demand year-round. The slight peak comes in autumn, when homeowners notice draughts and rising heating bills. Energy efficiency messaging works best in this window (no pun intended). Keep ads running at a consistent budget and increase by 20-30% from September to November.

Conservatories & orangeries: January-May peak

The strongest demand hits in early spring, when people start imagining how they will use the space in summer. January is especially strong - new year resolution to finally build that conservatory. Increase your budget by 30-50% during January to May. Reduce by 20-30% in summer and December.

Home extensions: January-April (planning season)

Extensions have a long lead time - 3-6 months from enquiry to build start. People who enquire in January want to be in their new extension by summer. This is your busiest window. Push budget up 30-50% during January to April. The autumn months (September-October) offer a secondary peak as people plan for the following year.

Garden rooms: January-May peak

Similar pattern to conservatories. The "work from home" angle keeps demand steadier than other products, but spring is still the strongest period. People want the garden room installed before summer arrives. Budget up 30-40% from January to May.

The overall picture

January to April is the busiest period across all renovation sub-sectors. This is when you should spend the most. September to October offers a strong secondary peak. Summer is quieter but not dead. Adjust budget by product seasonally, but never switch off entirely.

07

5 mistakes renovation companies make

We have audited dozens of renovation company ad accounts. The same mistakes come up again and again.

Mistake 1: Running one generic "home improvement" ad

This is the biggest mistake in the sector. A single ad that says "We do windows, conservatories, extensions, and more!" appeals to nobody. Someone looking for windows does not care about your extension work. Someone planning a £45,000 extension does not want to see a window ad. Run separate campaigns for each product. The extra effort pays for itself immediately in lower cost per lead and higher conversion rates.

Mistake 2: Advertising all products to the same audience

Even if you create product-specific ads, showing them all to the same broad audience wastes budget. A 28-year-old first-time buyer might need windows but cannot afford an extension. A 55-year-old in a detached house is a prime extension prospect but probably replaced their windows years ago. Segment your audiences by product and you will see immediate improvement.

Mistake 3: Showing work-in-progress instead of finished results

Renovation companies are proud of their builds - understandably. But photos of scaffolding, exposed steelwork, and half-finished plasterboard do not sell. Your audience is dreaming about the end result, not the process. Save the build updates for your personal Facebook page. Your ads should show the beautiful finished product.

Mistake 4: Not segmenting by project value

A £5,000 window job and a £45,000 extension need completely different approaches. The messaging, the audience, the follow-up, and even the ad format should be different. Window leads can be handled with a simple phone call. Extension leads often need a site visit, architectural drawings, and a detailed proposal. If you treat them the same, you will either over-invest in small jobs or under-service big ones.

Mistake 5: Slow follow-up

A Meta lead is not like a Google lead. They did not search for "extension builder near me." They were scrolling, saw something beautiful, and submitted their details on impulse. If you do not call them within 2 hours, they have already forgotten they enquired. The difference between calling in 10 minutes and calling the next day is often the difference between a site visit and a dead lead. Meta leads go cold fast.

08

Facebook ads vs the alternatives

Most renovation companies use some combination of Checkatrade, Bark, MyBuilder, Google Ads, and referrals. Here is how Meta ads compare on the metrics that actually matter.

The verdict: Google Ads and Meta ads are complementary - Google catches active searchers, Meta creates demand earlier. Checkatrade locks you in for 12 months and shares your leads with competitors. Bark sends each enquiry to up to 5 companies, so you are competing on price before you have even picked up the phone. Meta gives you exclusive leads, your own brand, and a visual showcase that platforms like Checkatrade and Bark simply cannot match.

09

How we do it for you.

If you have read this far and thought "this sounds right but I do not have time to do all of this myself" - that is exactly why Adhouse exists. We run Meta ads for renovation companies so you can focus on selling and completing projects.

Everything in this guide - the targeting, the creative, the seasonal strategy, the follow-up - we handle it. You get a dedicated creative (not an account manager who has never made an ad) and numbers you can actually read.

• Exclusive leadsEvery enquiry comes to you and only you. No sharing. They have already seen your projects.
• Ads that look like your best workYour actual projects, shown to homeowners who are planning a renovation. Not stock photos. Not "50% OFF!" graphics.
• Numbers you can readHow many leads. What each one cost. What converted. No jargon. No mystery PDFs.
• Your dedicated creative. Start to finish.Your dedicated creative makes the ads, runs the campaigns, sends the report. No account managers. No handoffs.