Locals Ads Guide

If you want more leads fast, Daniel Dimsey’s approach to Google Ads for window replacement is simple: stop guessing, stop copying generic tutorials, and build a campaign around high-intent searches, tight local targeting, and ad copy that gets people to call or request a quote.

A lot of window replacement businesses burn money on Google Ads because they bid on the wrong keywords, use the wrong bidding strategy, and let Google show their ads to people who were never going to become customers. Daniel Dimsey’s method fixes that by focusing on the things that actually matter: buyer intent, cost control, relevance, and conversion setup.

This guide walks through the full process, from keyword research to launch, using the exact structure Daniel Dimsey recommends for a profitable search campaign.

Why most Google Ads campaigns for window replacement fail

The biggest problem is not the platform. It is the setup.

Most campaigns fail because they do one or more of the following:

• Bid on low-intent keywords
• Use broad match and attract irrelevant clicks
• Start with automated bidding before there is any conversion data
• Target the wrong locations
• Send traffic to weak ads or weak landing pages
• Ignore conversion tracking

Daniel Dimsey’s advice is to strip the process back to what works. For a local service business like window replacement, that means building a search campaign around people who are actively looking for the service right now.

Start with keyword research in Google Keyword Planner

Before creating anything inside the campaign builder, use Google Keyword Planner to find out:

• What people in your area are actually searching for
• Which keywords have strong buying intent
• How much competitors are paying per click

How to find the right keywords

Inside Google Ads, go to:

• Tools
• Planning
• Keyword Planner
• Discover new keywords

Then enter a core service keyword such as:

• window replacement

Next, set the location to your exact service area. If you are not based in a major city, use the nearest city that represents your market. The same logic applies whether you are in Australia, the UK, the US, or somewhere else.

Once the results load, sort by average monthly searches. This helps you identify the most searched terms first, but search volume alone is not enough. Relevance and intent matter more.

Keywords worth bidding on

Daniel Dimsey recommends focusing on terms that clearly signal someone is looking to hire a window replacement company, such as:

• window replacement
• window glass replacement
• replacement windows near me
• house window replacement near me
• window installers near me
• window contractors near me
• installing double glazed windows

These are the kinds of searches that tend to produce enquiries, not just traffic.

Keywords to be careful with

Not every search with decent volume is worth paying for.

A term like window replacement cost might sound useful, but Daniel Dimsey flags it as a poor keyword because the intent is often weak. Many people searching that phrase are still researching, price checking, or just browsing. They are not always ready to book.

That does not mean cost-related keywords can never work, but if your goal is to protect budget and generate leads quickly, they are usually not the best place to start.

Use competitor bid data to set your maximum CPC

One of the most useful parts of Keyword Planner is the Top of page bid data.

You will see two columns:

• Top of page bid low range
• Top of page bid high range

This tells you roughly what advertisers in your area are paying when someone clicks on their search ad for that keyword.

For example, if the keyword window replacement shows a top of page bid range of around $3.83 to $11.85, that means competitors are paying somewhere in that range when someone clicks.

This is important because Daniel Dimsey uses the average top of page high range across selected keywords as the basis for the campaign’s maximum cost per click.

In the example campaign, the average high-range CPC worked out to roughly $16 once a few specialty terms were excluded.

Why this matters

If your max CPC is too low, your ad may barely show. If it is set in line with the market, you give yourself a much better chance of appearing in strong positions and generating enough traffic to get data.

Daniel Dimsey’s point here is practical: you need enough exposure to learn what works. Starting too conservatively can choke the campaign before it has a chance.

Split out specialty services into separate campaigns

Not all keywords belong in one campaign.

Daniel Dimsey recommends breaking out specific services when the search intent is distinct enough that the ad copy should change. Two examples stand out:

• Emergency window replacement
• Commercial window replacement

If somebody searches for emergency work, your ad should speak directly to that urgency. The same goes for commercial jobs. Keeping these services in separate campaigns makes your ads more relevant, which improves click quality and can improve profitability over time.

The same logic can apply to high-value niches like skylight window replacement. If advertisers are bidding heavily on those terms, the economics and messaging are probably different enough to justify their own campaign.

Choose the right campaign objective and type

Once your keyword list is ready, go back to the campaign section and create a new campaign.

Objective

Select Leads.

The whole point is to generate:

• form submissions
• phone calls

Conversion goals

Use conversion actions that match real enquiries, such as:

• Page views for a thank-you page after someone submits a quote form
• Phone call leads

Daniel Dimsey also stresses the importance of conversion tracking. If you are not tracking thank-you page completions and calls, you are flying blind. Set it up properly while Google is reviewing the campaign so your account starts collecting useful data from day one.

Campaign type

Select Search.

This is the classic Google search ad format where someone types in a service query and your sponsored result appears above or among the organic listings. For a window replacement business, this is usually the highest-intent traffic available.

Name your campaign based on the service

Keep the campaign name straightforward and specific.

For example:

• Window Replacement Near Me
• Emergency Window Replacement
• Commercial Window Replacement
• Skylight Window Replacement

Daniel Dimsey keeps naming tied directly to the service and search intent. That makes the account easier to manage later as you expand.

The beginner bidding strategy Daniel Dimsey recommends

This is one of the most important parts of the whole setup.

If your account has no conversion data yet, do not start with a conversion-based automated bidding strategy.

Daniel Dimsey’s advice is to begin with:

• Clicks as the bidding strategy
• Maximum CPC enabled

Then set that max CPC using the average top of page bid high range from your keyword research.

So if your high-range average is around $16, that becomes your max CPC.

Why not start on conversions?

Because Google has nothing to optimise against yet.

Without conversion history, telling the platform to maximise conversions can lead to poor delivery and weak decision-making. Starting with manual click control gives you cleaner traffic and helps generate the initial data needed for smarter optimisation later.

Turn off the junk and tighten your targeting

When setting up the campaign, Daniel Dimsey recommends removing the extra network options that tend to dilute search intent.

Specifically, turn off:

• Google Search Partners if you want tighter control
• Display Network

His view is blunt: these extras are usually a waste of time for this kind of local lead generation campaign.

Use advanced location targeting properly

Local targeting can make or break profitability.

Rather than dropping one giant radius pin and hoping for the best, Daniel Dimsey recommends using Advanced Search and including target areas individually wherever possible.

Why individual area targeting is better

Because it gives you the option to make bid adjustments by location later.

That matters a lot.

If one suburb or service area consistently brings in profitable jobs, you can increase bids there. If another area sends poor-quality leads, bargain hunters, or DIY-minded enquiries, you can decrease bids and protect your budget.

You lose a lot of that control when you rely only on one big radius.

Use the correct location option

This setting is critical.

Choose:

• Presence: People in or regularly in your included locations

Do not use:

• Presence or interest

Daniel Dimsey is very clear on this. You do not want ads showing to people who are merely interested in your location. You want people who are actually in your service area. Otherwise, you end up wasting time and budget on leads you cannot serve.

Add audience segments in observation mode

Audience segments are not there to narrow your campaign aggressively. In this setup, they are there for observation.

Go into audience segments, browse the available suggestions, and select the relevant audiences Google provides.

The reason Daniel Dimsey includes these is similar to the location strategy: data and future bid adjustments.

By keeping audiences in observation, you can later see which segments convert better or worse and adjust bids accordingly without restricting reach too early.

Set an ad schedule that matches your business

If you want to limit when your ads appear, use the ad schedule in campaign settings.

For example, you might run ads:

• Monday to Friday
• 6:30am to 5:30pm

If you operate around the clock, you can leave the campaign running 24/7.

Daniel Dimsey presents scheduling as a practical option rather than a universal rule. The right setup depends on how your business handles calls, enquiries, and job scheduling.

Build your keyword list with exact or phrase match only

After settings are configured, it is time to paste in your selected keywords.

This is where many campaigns go sideways.

By default, Google may treat pasted keywords as broad match. Daniel Dimsey strongly advises against this for a window replacement business.

Why broad match is risky

Broad match can trigger your ads for searches that are only loosely related to your actual service. That leads to irrelevant clicks, wasted spend, and poor lead quality.

What to use instead

• Phrase match
• Exact match

Daniel Dimsey’s preference here is to use exact match for tight control.

Here is the basic difference:

• Broad match: shows ads for anything Google sees as somewhat related
• Phrase match: shows ads for searches related to the phrase and often includes close variants
• Exact match: focuses on the exact search intent you are targeting

To make a keyword exact match, wrap it in square brackets.

For example:

• [window replacement]
• [window glass replacement]
• [replacement windows near me]

Daniel Dimsey even suggests using a tool like ChatGPT to quickly convert a plain list of keywords into exact match format, which is a smart way to save time when building campaigns.

Write ad copy that gets the click and the enquiry

Once the keywords are in place, build the ad around what the customer wants to see immediately:

• the service they searched for
• a clear offer
• a reason to trust you
• a reason to act now

Headlines

Daniel Dimsey uses headlines that combine the service, location, and offer.

Examples include:

• Free Measuring Quote Today
• Window Replacement Melbourne
• New Windows From $499

This kind of headline does a few things at once. It confirms relevance, introduces an offer, and signals local service coverage.

Description lines

The sample ad copy he builds follows the same formula:

• Need a window replaced?
• Choose Dan’s Windows
• Lower bills
• 10-year guarantee
• Windows built to last
• We supply and install
• Fast quotes
• No pushy sales

That is exactly the type of messaging that works for local trades and home improvement services. It addresses concerns people actually have before they enquire:

• Will this fix my problem?
• Can I trust the company?
• How quickly can I get a quote?
• Will I be pressured into buying?

Pinning headlines

You can pin certain headlines into fixed positions if you want the most important message to show consistently. Daniel Dimsey notes that this may affect Google’s ad strength score, but he does not place much value on that metric.

His stance is simple: ad strength is not what makes the campaign profitable. Relevance, intent, and conversion quality matter far more.

Use call assets, images, branding, and site links strategically

Call asset

Add your phone number as a call asset so people can ring directly from the ad experience. For many window replacement businesses, calls are one of the best lead types you can get.

Images

If available, add real business images. Daniel Dimsey recommends using photos of you or your team installing glass or working on-site. Real images tend to feel more trustworthy than generic stock visuals.

Business name and logo

Add your business name and logo to strengthen recognition and give the ad a more established feel.

Site links

Use site links to push people toward the most useful pages on your website.

Examples might include:

• Get Free Quote
• Skylight Replacement
• Window Glass Replacement
• Residential Installation

Each site link should point to the most relevant page, not just your homepage.

Callouts

Callouts are the short punchy value statements that sit alongside your ad. Daniel Dimsey uses them to reinforce what is already in the description and add extra reasons to click.

Think of them as quick trust and value boosters.

Examples in this style include:

• Fast Quotes
• 10-Year Guarantee
• No Pushy Sales
• Supply & Install

Skip the extra fluff

Daniel Dimsey’s view on many of the additional asset options inside Google Ads is that they are not worth the effort for this type of campaign. His focus stays on the essentials that directly improve relevance and conversions.

How to set your daily budget

Daniel Dimsey uses a very straightforward budgeting rule.

Take your maximum CPC and multiply it by 10 clicks.

If the max CPC is $16, the daily budget becomes:

• $160 per day

Why 10 clicks?

Because the goal is to get enough daily traffic to produce consistent lead flow and useful performance data.

According to Daniel Dimsey, if the website is strong, a campaign like this can convert at around 20% to 30%. On 10 clicks, that could mean 2 to 3 quotes per day.

In practice, you may get more than 10 clicks because not every click will cost the full $16. Some may come in closer to the lower end of the bid range, which means the same budget could generate 15 to 20 clicks depending on the auction.

Final checks before launch

Before publishing, Google may flag the bidding strategy with a warning because you are using clicks rather than conversions.

Daniel Dimsey makes it clear that this is not a problem. For a fresh account with no conversion data, this is the setup he wants.

You may also need to complete an identity confirmation step before the campaign can go live. That is a standard Google security measure.

Once verified, you can publish the campaign and let it begin collecting data.

The core strategy behind Daniel Dimsey’s method

If you strip everything back, Daniel Dimsey’s Google Ads system for a window replacement business comes down to a few key principles:

• Bid on high-intent keywords only
• Use Keyword Planner to understand CPCs before launching
• Start with clicks and max CPC if you do not have conversion data
• Target your real service areas precisely
• Use exact or phrase match to avoid junk traffic
• Separate specialty services into their own campaigns
• Write ads that match the search and offer a clear next step
• Track form submissions and phone calls properly

That is what makes the campaign practical, not theoretical. It is built to generate leads for an actual local service business, not just produce clicks on a dashboard.

What makes this setup profitable

The reason Daniel Dimsey’s approach stands out is that it avoids the usual beginner traps.

It does not rely on broad targeting. It does not hand control to automation too early. It does not chase vanity metrics. It focuses on qualified local traffic, tight campaign structure, and enough daily volume to create momentum.

For a window replacement business, that is the difference between “running ads” and running a campaign that can actually support growth.

If you implement the campaign the way Daniel Dimsey lays it out, you give yourself a much better shot at turning search demand into booked quotes and profitable jobs.