2,321 leads and counting
Since September 2023, Chicago Window Guys have had 2,321 leads from Facebook and Instagram ads, with every lead followed up automatically.
One of the most competitive home improvement markets in the US. They had tried other marketing but couldn't get results they could plan around, and needed every lead followed up.
Facebook and Instagram ads that are tested continuously across instant forms, landing pages and AI chat, server-side tracking, and automated follow-up: instant alerts to the sales team plus text and email sequences for missed calls and unbooked leads.
2,321 leads from Facebook and Instagram between September 2023 and October 2026, an average of more than 60 a month, and the campaigns are still running.
Where they started
Chicago Window Guys, led by owner Russ Armstrong, replace windows across the Chicago area and are known for craftsmanship, transparency and good service. When they came to Renova Reach in 2023, they had already tried several ways to market the business, but nothing gave them results they could plan around.
Chicago is one of the most competitive home improvement markets in the US. Ad costs keep rising, the platforms keep changing, and plenty of agencies chase quick wins that fade within a few months. Chicago Window Guys needed three things:
Steady lead flow they could count on every month
Clear data on what was working and why
Follow-up on every lead, so none got lost between the ad and the appointment
What we set up
1. Ads that keep getting better
Three years in, the testing hasn’t stopped. We test creative angles, headlines, copy, calls to action, audiences and the response path itself. The creative library now covers static images, carousels and video, built around both the emotional and the practical reasons people replace their windows, with local messaging for the Chicago area.
Two of the video ads from the Chicago Window Guys account.
2. More than one way to respond
Homeowners respond in different ways, so we built and tested several paths side by side:
Instant lead forms inside Facebook and Instagram, the quickest way to ask for a quote
Landing pages built around credibility and visual proof
AI chat that walks homeowners through a few qualifying questions
Each path is measured on lead quality, how quickly leads turn into appointments and cost, and the budget follows the winners.
3. Tracking that holds up
We set up Meta’s Conversions API and server-side event tracking, so leads are attributed correctly even through Meta’s privacy and iOS changes. Every decision to scale is made on real numbers.
4. What happens after the lead comes in
The ads are only half the job. Behind them sits an automated system, so leads don’t slip through the cracks:
Instant alerts to the sales team the moment a lead comes in
Text and email sequences that follow up on missed calls and leads who haven’t booked yet
A live pipeline view that shows where every lead stands
That’s what turns Facebook leads into booked appointments, month after month.
The results so far
2,321 leads from Facebook and Instagram between September 2023 and October 2026
More than 60 a month on average, for over three years
Still running today, with the testing and the follow-up system still being improved
Ads Manager for Chicago Window Guys, September 14, 2023 to October 14, 2026: leads per campaign. The two campaigns still running have brought 885 and 681 leads.
What’s next
We’re building out more video-first campaigns, retargeting and nurture sequences, and AI-assisted follow-up.
The takeaway
Three years of steady leads comes from two things working together: ads that keep being tested, and a system that follows up on every lead the moment it lands. Most trades businesses have the first part. The second is usually what’s missing.
One 30-minute call. We map where your leads come from, how fast they get answered and where booked jobs are slipping away.
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