Hi @Ade ,
maybe using a PowerShell script is an option:
https://learn.microsoft.com/en-us/azure/virtual-machines/windows/tutorial-automate-vm-deployment
In this example a VM with IIS will be created.
Using the Custom Script extension it's also possible to install applications on the VM with Chocolatey during deployment: https://chocolatey.org/
This way you get an automated deployment with the option to easy customize to you needs (for instance if the VMs are "almost the same but exactly the same").
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(If the reply was helpful please don't forget to upvote and/or accept as answer, thank you)
Regards
Andreas Baumgarten