£1m Windows & Doors Company has Never Spent £1 on Ads

Choice Windows has grown to £1 million in turnover purely through recommendations and word-of-mouth.

Aaron talks to Lee, the owner, to find their marketing challenges and how they can take their business to the next level with strategic marketing improvements.

Current business overview:

• Founded in 1991, taken over by our guest, Lee, 8 years ago
• £1 million annual turnover
• 4 vans, 2 cars, 2 fitting teams
• Average 10-12 jobs per month
• Average customer value: £15,000
• Currently operating on 10-12 week lead times

Key business challenges:

• Lee is spending 80% time in the business and only 20% on growing his business
• No structured marketing strategy
• Limited digital presence
• Minimal brand visibility beyond word-of-mouth
• Need to transition from operational to strategic focus

Recommended marketing strategy:

Digital marketing foundation:

• Implement Google Ads for local targeting
• Start with £500-1000 monthly budget
• Focus on intent-based searches
• Use retargeting on social media
• Optimise website for local search

Traditional marketing tactics:

• Leaflet distribution through neighbouring houses to where they’re working is a cheap and easy way to gain leads
• Target specific neighbourhoods after installations
• Maintain presence in local village magazines
• Leverage existing customer base for referrals

Website optimisation tips:

• Include location information on every page
• Optimise page titles for local search
• Add service area information throughout content
• Implement Google Search Console
• Monitor analytics for performance

Business development recommendations:

• Create clear 5-year vision
• Work in 90-day growth cycles
• Hire office manager/PA to gain some more time to work on growing the company
• Delegate operational responsibilities
• Focus on strategic growth

The key for choice windows is combining targeted digital marketing with traditional methods while building a structure that allows the owner to focus on growth rather than operations.

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