In the competitive world of sash windows, bespoke joinery, and timber window businesses, every lead counts. With advertising costs rising and Google’s algorithm evolving, the way you grow your business online could mean the difference between a full calendar and crickets. If you're unsure whether to double down on Google Ads or build a long-term presence with search engine optimisation (SEO), you're not alone. This guide unpacks the pros, cons, and data behind each approach, tailored specifically for window fitters, sash window restoration companies, and traditional joiners.
Paid advertising, especially on platforms like Google Ads or Facebook, can deliver instant traffic. You pay to appear at the top of search results when someone searches for “sash window repair near me” or “joinery services Kent.” For new businesses trying to build momentum or fill urgent gaps in work, this method can provide a rapid ROI but only if managed carefully.
📊 According to Wordstream, the average Google Ads conversion rate across industries is 4.4%, but for home services, it's often much lower unless you target local, specific keywords like “wooden sash window installation Canterbury.”
💰 The downside? The average cost-per-click in home improvement can range from £2.50 to over £8, and once your budget dries up, so does your visibility.
👉 If you're a local joiner, this means you must continually feed the budget to stay visible, making it less sustainable for long-term growth.
Source: Wordstream Google Ads Benchmark Data
Search Engine Optimisation (SEO) is about earning visibility, not renting it. By optimising your website for terms like “traditional sash window restoration,” “timber window repairs in Kent,” and “bespoke joinery services,” you can rise through the organic rankings, without paying for every click.
✅ According to Backlinko, the #1 organic result in Google gets an average click-through rate of 27.6%, while paid ads only receive 2–3% CTR on average. That’s a huge opportunity, especially if your business focuses on a specific niche.
🛠 SEO also supports your reputation. Well-written content, case studies, service pages, and customer reviews all help build authority. A solid blog post on “The Benefits of Draught-Proofing Sash Windows” can bring in leads for years, not just until the ad budget runs dry.
Source: Backlinko Organic CTR Study
Both paid ads and SEO come with distinct pros and cons, especially when applied to the windows, sash windows, and joinery industry.
Paid advertising offers the benefit of immediate visibility. It allows businesses to show up at the top of Google for high-intent search terms like “sash window repairs near me” or “bespoke joinery services Kent” almost instantly. You can also fine-tune ads to target specific locations, age groups, and even household incomes, ideal for premium timber window and heritage joinery specialists. However, this approach requires a constant budget. Once the spend stops, so does your visibility, and the cost-per-click in this industry can quickly become unsustainable without a solid landing page and conversion strategy.
SEO and organic marketing, on the other hand, take longer to build but offer far greater long-term value. Optimising your website and content for local terms such as “Victorian sash window replacement Sevenoaks” or “traditional timber joinery in Whitstable” can steadily improve your rankings and bring in traffic every month, with no ongoing ad costs. Organic listings are trusted more by users and tend to attract warmer, higher-intent leads who are looking for quality and expertise over speed or price.
In essence, paid ads give you speed, but SEO gives you stability and trust. Most successful window and joinery businesses benefit from combining the two, using SEO to build a strong foundation and paid ads to boost visibility during quiet periods or targeted campaigns.
The ideal marketing mix for most window and joinery trades is a combination of SEO for long-term growth and paid ads for quick wins. Here's how:
💡 Pro tip: Google gives preference to locally optimised sites with clear service areas, fast load speeds, and consistent Google Business Profile updates.
Our flagship sash window company saw a 300% increase in organic traffic within 6 months by targeting long-tail keywords like “Edwardian sash window repair Tunbridge Wells” and publishing locally focused content weekly. Meanwhile, before we took over , they spent £1,500/month on Google Ads but struggled with bounce rates and low conversion until they paired ads with an SEO-friendly landing page.
📈 70% of searchers ignore paid ads entirely and focus on organic results, according to HubSpot.
Source: HubSpot Marketing Stats
At Sash Window Websites, we specialise in building high-converting websites and SEO strategies tailored for joiners, carpenters, and window specialists across the UK. Whether you're looking to generate more sash window leads or dominate your local search results, we can help.
👉 Book a free downloadable SEO report or a consultation today and take the first step toward sustainable growth.
