Legislation and Regulations
Compliance Failures Highlight Risks for IGU Manufacturers
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PPC for IGU manufacturers with a commercial focus
PPC for IGU manufacturers needs to do more than drive traffic. It should put your business in front of installers, fabricators and specifiers looking for the right supplier, while giving you better control over spend, lead quality and demand.
Our 5-Step PPC Management Process
Step 1
Audit
We start every campaign with a full audit. Tracking is checked, wasted spend is highlighted, and your account structure is reviewed. This shows us quick wins in search terms, bidding and conversion tracking before we launch new activity.
Step 2
Build
Our team builds campaigns that align with your goals. This includes keyword research, ad copy, ad extensions, negative keyword lists, and budget allocation. The build stage sets the foundation for profitable PPC management.
Step 3
Test
Testing improves performance over time. We A/B test ad copy, landing pages, and calls to action to raise conversion rates and lower CPA. Continuous testing is central to effective pay per click advertising.
Step 4
Optimise
Once campaigns are live, we optimise every week. This includes adjusting bids, reviewing search term reports, updating audiences, and refining Performance Max asset groups. Regular optimisation keeps costs under control while improving lead quality.
Step 5
Report
Clear reporting gives you the metrics that matter: CPA, ROAS, conversion rate and assisted conversions. Reports include actions, not fluff, so you know exactly how pay per click advertising is performing.
PPC for IGU manufacturers and glass processors
Most PPC campaigns fail in the IGU sector because they are built like consumer campaigns. That approach attracts the wrong traffic, inflates costs and delivers poor-quality enquiries. IGU manufacturers operate in a trade-driven market where search intent is specific, volumes are lower and each enquiry carries significantly higher value.
We build campaigns around how your buyers actually search. That includes fabricators sourcing reliable supply, installers comparing turnaround times, and specifiers looking for performance-led glazing solutions. Every campaign is structured to prioritise commercial intent over traffic volume, ensuring your budget is spent on enquiries that can convert into long-term customers.
How PPC generates trade enquiries for IGU manufacturers
PPC works when it aligns with the buying behaviour of the fenestration supply chain. Trade buyers do not search broadly. They search with purpose, using product-specific and specification-led terms. Our approach captures that intent at the point where buyers are actively looking for suppliers.
Campaigns are segmented by product type, such as double glazing units, triple glazing units and specialist insulated glass units. This allows tighter keyword targeting, more relevant ad messaging and stronger conversion performance. Geo targeting is aligned to delivery areas, ensuring enquiries are commercially viable rather than geographically irrelevant.
We also remove wasted spend by filtering out consumer traffic. Searches related to repairs, DIY and residential queries are excluded, keeping your campaigns focused on trade demand.
PPC strategy for insulated glass unit suppliers
Effective PPC for IGU manufacturers is built around margin, not just lead volume. A single new trade account can be worth more than hundreds of low-quality enquiries, so campaign strategy must reflect that commercial reality.
We structure campaigns to capture demand across key product categories, including energy-efficient glazing, Low-E glass, argon-filled units and high-performance sealed units. Each category is treated separately to ensure budgets are allocated to the highest-value opportunities.
Landing pages are aligned to these campaigns, reinforcing relevance and improving conversion rates. This ensures that when a buyer clicks through, they land on content that reflects exactly what they are searching for, increasing the likelihood of enquiry and reducing drop-off.
Why most PPC campaigns fail in the IGU sector
The majority of PPC campaigns in this sector underperform because they are too broad. Agencies target high-volume keywords without understanding how niche and specialised IGU demand actually is. This leads to high costs, poor conversion rates and a steady flow of irrelevant enquiries.
Another common issue is a lack of alignment between ads and landing pages. If a campaign targets insulated glass units but directs users to a generic page, conversion rates drop immediately. Buyers expect relevance and clarity, particularly in a trade environment where decisions are made quickly.
We address these issues by tightening keyword focus, improving campaign structure and aligning every stage of the journey from search to enquiry. The result is fewer, more valuable leads and a clearer return on investment.
PPC Results That Matter
For Lomax & Wood , our PPC management has produced a clear shift in performance compared to the previous agency’s work. With tighter intent targeting and better campaign structure, you’ve achieved stronger results at a lower cost.
- Conversion rate (search) jumped from 0.13% to 5.35%
- Conversions increased from 187 to 622, up by 332%
- CPA dropped from £269.29 to £68.61, a 75% reduction
- Spend reduced by £7,638.31 while delivering more enquiries
PPC for IGU manufacturers: common questions about generating trade enquiries?
If you are an IGU manufacturer, you are not looking for clicks. You want consistent trade enquiries from installers, fabricators and specifiers. These frequently asked questions cover how PPC works in your sector, what to expect, and how campaigns should be structured to support real production demand.
Get a bespoke PPC advertising proposal todayHow can PPC actually generate enquiries for an IGU manufacturer?
PPC works by placing your business in front of buyers actively searching for products like double glazing units, sealed units or trade glass supply. Campaigns are built around high-intent keywords, then filtered by location, audience and device. The focus is not traffic, but qualified enquiries that match your production capacity and target customers.
Will PPC bring in the right type of customers, not just homeowners?
Yes, if campaigns are set up correctly. Targeting can be refined to focus on trade audiences such as installers, window fabricators and commercial buyers. This is achieved through keyword selection, ad messaging and landing page structure, ensuring your budget is spent attracting business customers rather than residential enquiries.
How quickly can PPC start generating leads for IGU manufacturers?
PPC can start generating enquiries as soon as campaigns go live, often within days. However, consistent performance comes from ongoing optimisation. This includes refining keywords, improving conversion rates and aligning campaigns with your strongest product lines, such as sealed units or specialist glass ranges.
How do you control lead volume so it matches production capacity?
Campaigns can be adjusted in real time. Budget levels, geographic targeting and keyword focus allow you to scale enquiries up or down depending on demand. This gives you control, helping you avoid overloading production or leaving capacity unused during quieter periods.
What makes PPC for IGU manufacturers different from standard PPC campaigns?
The difference is sector understanding. Campaigns must reflect how the glass and fenestration supply chain works, including trade buying behaviour, specification routes and regional demand. Generic PPC approaches often waste budget, whereas sector-led campaigns focus on commercially relevant enquiries that convert into repeat business.
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