Overview
This Window & Door Replacement company had a strong online reputation and was securing a good volume of jobs, but their primary goal was to attract high-ticket projects (whole-home window/door replacements). To achieve this, we implemented the TRICA system through Google Ads, focusing on:
- Google Ads & Tracking
- Landing Pages & Offers
- Funnel & WhatConverts Integration
1) Google Ads & Tracking
Phase 1: Data Collection (Month 1)
- Launched search campaigns targeting generic intent to gather initial data.
- Generated a solid volume of leads, though some were for smaller jobs or irrelevant inquiries.
Phase 2: Refinement (Month 2)
- Built a strong negative keyword list, including competitor terms.
- Restructured ad groups and refined ad copy to highlight offers.
- Optimized for quoted jobs, improving lead quality.
Phase 3: Expansion & Retargeting
- Expanded ad groups thematically for better intent targeting.
- Launched display ads with exclusive offers to high-intent leads.
Tracking:
- Implemented via Google Tag Manager and Google Analytics 4 from day one.
- Primary Conversions: Form submissions and phone calls (60+ seconds to filter meaningful leads).
- Secondary Conversions: Tracked user behavior for insights.
- Enabled enhanced conversions and imported offline conversions via WhatConverts for closed deals.
2) Landing Pages & Offers
Problems:
- Content-heavy pages with poor navigation, lacking urgency/trust.
- No clear offer visibility.
Solutions:
- Built high-converting, mobile-first landing pages focused on the “Buy 3 Windows, Get 1 Free” promotion.
- Eliminated generic SEO pages—prioritized fast-loading, call-driven designs.
- Used Dynamic Text Replacement (DTR) for location-specific relevance.
- Added urgency elements (limited-time offers, trust badges).
User Behavior Analysis:
- Deployed Microsoft Clarity to study heatmaps, recordings, and CTA performance.
- Continuously refined layouts based on user interaction data.
Results (Jan – May 2025)
| Metric | Value |
| Total Leads | 198 |
| Quote Value | $581,648.00 |
| Sales Closed | $450,384.00 |
| Conversion Tracking | ✅ (GTM Setup) |
| User Behavior Insights | ✅ (Clarity + GA4) |
| Landing Page Conversion Rate | ↑ Significantly outperformed website |
