Preferred Joinery

Preferred Joinery makes bespoke, made-to-measure timber joinery in its own workshop on Head Street in Liverpool. The range covers traditional sliding sash and modern high-performance windows; external, internal, French, patio and bi-folding doors; staircases from straight to winder and open-tread; porches, gates and architectural joinery such as beams, panelled rooms and mantels.

The business has been handcrafting since 1997 and works across Liverpool, the Wirral, Runcorn, Warrington, Southport and Skelmersdale, for homeowners and for commercial clients.

A bespoke sash window or a hand-built staircase is a considered purchase. Nobody orders one on impulse, and most buyers want to talk it through, see examples and get a quote first. That makes the job of marketing simple to describe: put the work in front of people at the moment they’re looking for it, and make getting in touch easy.

Preferred Joinery needed a website that showed off the craft and a steady flow of serious enquiries from people planning a project, not people looking for the cheapest uPVC replacement.

Castle built Preferred Joinery’s website. The homepage leads with “Handcrafted since 1997” and a Make an Enquiry button, and every service has its own page: doors, windows, staircases, porches, gates and architectural joinery, with a separate section for commercial work.

There are several ways to get in touch, so nobody has to pick up the phone before they’re ready: an enquiry form, a free brochure, WhatsApp, phone and email. Case studies and reviews sit alongside, because a buyer spending thousands on joinery wants to see finished jobs.

Castle has run Preferred Joinery’s Google Ads since October 2024. The account combines a Performance Max campaign with Search campaigns, including one just for windows, and the Search ads are organised by product: doors, sash windows and staircases each have their own adverts and landing pages.

The ads speak to the buyer’s decision. Headlines currently running include “Bespoke Doors Liverpool”, “Made in Our Liverpool Workshop”, “Over 25 Years Experience”, “Sash Window Repair Near You” and “Bespoke Staircases North West”. Each sends people to the page for the product they searched for.

The campaigns are measured on enquiries rather than clicks. In the last 12 months, Google Ads has produced around 480 completed enquiry forms, alongside appointment requests, at a cost of around £1,500 a month in 2026.

Enquiries only matter if they turn into work. The Google Ads campaign generates more than £120,000 of revenue for Preferred Joinery every quarter.

In 2026 the advertising has cost between about £4,100 and £4,700 a quarter. Put the two together and each £1 spent on Google Ads is bringing back more than £25 in revenue.

A bespoke joinery quote can take weeks to turn into an order: a site visit, a design, a quote, a decision. An enquiry that gets lost in an inbox is money spent on advertising for nothing.

Castle provides technical support for Preferred Joinery’s CRM, so the enquiries the ads and the website produce arrive in the system the team uses to manage quotes and follow-ups. It’s the least glamorous part of the work and one of the most important.

• Organise ads by product. Someone searching for a sash window should land on sash windows, not a homepage.
• Show the work. Your own photos of finished jobs do more selling than any headline.
• Measure enquiries, then revenue. Clicks are cheap; the number that matters is what the work is worth.
• Look after the follow-up. A CRM that catches every enquiry protects the money spent on ads.

Based in or around Liverpool? See how we run PPC in Liverpool.

How much revenue do Preferred Joinery’s Google Ads generate?

More than £120,000 a quarter. In 2026 the advertising has cost about £4,100 to £4,700 a quarter, so each £1 spent brings back more than £25.

What did Castle do for Preferred Joinery?

Castle built the company’s website, runs its Google Ads and provides technical support for its CRM.

What kind of Google Ads campaigns does Preferred Joinery run?

A Performance Max campaign alongside Search campaigns organised by product, including doors, sash windows and staircases, each with its own adverts and landing pages.

Who is Preferred Joinery?

A Liverpool joinery workshop that has made bespoke timber windows, doors, staircases, porches and gates since 1997, for homes and commercial clients across the North West.