Houston Commercial Glazier Wins 3 Shopfront Contracts from One Landing Page

The Situation

Gulf Coast Glass & Glazing had been operating in Houston for 11 years, specialising in commercial shopfront glazing, curtain wall installations, and office partitioning. Their residential work was steady but the margins were tight. Commercial contracts — shopfronts, retail fit-outs, office refurbishments — were where the real revenue was.

The problem: their website was built around residential window repair. The homepage hero image showed a suburban house. The title tag said “Window Repair Houston.” There was no dedicated commercial glazing page, no case studies of commercial work, and no indication that they did shopfronts at all.

Commercial property managers, fit-out contractors, and retail tenants searching for “commercial glazier Houston” or “shopfront glass installation Houston” found nothing that looked relevant.

The owner had received three referral-based commercial contracts in the previous year. He wanted a reliable channel — not word-of-mouth.

What We Built

Commercial-Specific Landing Page

We built a dedicated landing page at /commercial-glazing-houston/ targeting commercial buyers specifically.

The page was structured differently from residential pages:

• Hero copy addressed the commercial buyer’s priorities: project timelines, insurance coverage, after-hours installation to avoid business disruption
• Portfolio section with photos of the three most impressive commercial jobs in their archive — a retail strip fit-out, a hotel lobby glass partition, and an office building shopfront replacement
• Credentials block: licensed and insured, OSHA compliant, experience with strata and body corporate approval processes
• Lead form with fields appropriate for commercial enquiries: project type, approximate square meterage, timeline, and whether plans were available

The form feeds directly to the owner’s email with an auto-response confirming receipt within 2 business hours.

Google Ads — Commercial Intent Only

We built a separate Google Ads campaign targeting exclusively commercial-intent keywords:

• “commercial glazier Houston”
• “shopfront glass installation Houston”
• “glass shopfront replacement [suburb]”
• “commercial window installation contractor Houston”
• “retail glazing contractor Houston”

All residential keywords were excluded with negative keywords. All traffic went to the commercial landing page only.

Average CPC in this space was $34–42. We set a conservative $800/month budget to test commercial demand before scaling.

Call Tracking

A dedicated tracking number was assigned to the commercial page. Every call was recorded, attributed to the specific keyword, and duration-tracked. Calls under 90 seconds were excluded from the conversion count.

The Results

Week 1–2: Five enquiry form submissions. Two were residential (excluded via negative keywords — we tightened them). Three were genuine commercial enquiries.

Week 3: First commercial contract signed — a shopfront glass replacement for a retail tenant in a Houston strip mall. Contract value: $8,400.

Week 5–6: Second and third contracts signed. A cafe fit-out requiring custom frameless glass partitioning ($14,200) and a strata-managed office building requiring shopfront replacement across two tenancies ($19,600).

45-day totals:

• 11 qualified commercial leads (form + call combined)
• 3 contracts signed
• $42,200 in contract value
• $28 average cost per qualified lead
• Ad spend: $1,260 over 45 days
• Return on ad spend: 33x

The owner: “I’ve never had a marketing investment pay back this fast. Three contracts from one page in six weeks — the cost of the whole campaign was less than the margin on the first job.”

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Why This Worked

1. Commercial buyers search differently. They use different keywords, respond to different trust signals, and have different objections than homeowners. A residential-focused page won’t convert them — even if you do commercial work.

2. The landing page matched the ad exactly. When someone searched “commercial glazier Houston” they landed on a page that said exactly that — not a homepage about window repair. Relevance drives conversion.

3. Commercial leads justify higher CPCs. A $38 click that converts into a $14,000 contract is a very different equation than residential. You can afford to bid aggressively on commercial terms when the job values are right.

4. The form was built for the buyer. Asking about project timelines and plans available pre-qualified the leads before the call. The owner spent less time on tyre-kickers and more time on real opportunities.

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Ready to build a commercial lead channel for your glazing business? Get your free demo page → and we’ll show you what a commercial landing page looks like for your market.