This game is a race to 12 points, so maximizing the column scoring is the most efficient, by building two columns with only windows which will score a total of 8 points.

The remaining 4 points will come from rows, and 3 of them have to be the rows which provide Coat of Arms bonus.

After obtaining 3 ability tiles, refresh them and try to trigger one coat of arms on each placement, thus using all abilities in the same turn and then refreshing them.

Do not take 1-size special tiles until your final turn. The abilities are much more powerful.