Let's TalkLet's TalkA new fence changes how a garden looks and how a family uses it - and everyone on the street sees it go up. Facebook and Instagram can fill a fence company's season, if the ads show real local installs, speak to the reason for buying and qualify the job.
We review your Meta account, creative and forms, and trace recent leads to quotes and installs. If you have not run Meta ads, we look at your installs and your season and tell you whether Meta is worth testing for your business.
Four failures we see repeatedly in this vertical, and what each one actually costs.
An ad showing a fence and a discount tells homeowners nothing about why they should choose you. It attracts people collecting prices per foot and people wanting a few panels replaced, while the dog owners, pool owners and privacy seekers who would pay for a proper install scroll past an ad that never spoke to them.
A one-tap instant form collects a name and number. Without questions on length, material, height, gates and timing, every lead looks the same and estimators drive out to measure for people who were only curious.
Many fence companies start advertising when the phones are already busy - competing with everyone at once for a calendar that is filling. Homeowners who plan in late winter and would book an early slot rarely see an ad from a company that waits for spring.
Every install is seen by the neighbours, and some of them have been meaning to replace their own fence. Without campaigns around recent jobs, that visibility goes unused and the neighbour books whoever they happen to find later.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
A dog running safely in its own garden, a pool ready for inspection, a patio no longer overlooked - those are what homeowners are buying. We build creative from your installs around those reasons, so each ad speaks to a specific buyer and attracts people who want a proper fence rather than the lowest price per foot.
A new fence is seen by the whole street. We run campaigns around recent installs, showing that work to people nearby, so the neighbours who have been meaning to replace their own fence see a company already trusted on their street.
We run early-booking campaigns in late winter, when homeowners are planning, and pace spend through the rush against what your crews can install. The calendar fills in order, and you are not paying for leads in weeks you could never fit them in.
Before-and-afters and short install clips from real jobs.
Dog, privacy, pool and storm repair, each with its own creative.
Address, length, material, height, gates and timing.
Early booking before the rush, paced to crews.
Neighbourhood campaigns around recent jobs.
Installs sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Dog owners are among the most motivated fence buyers. Creative showing dogs safe in their own gardens, with gap-free, dig-resistant fences, speaks directly to them and stands out from generic fence ads.
Families with new pools need a compliant barrier before they can use it. Campaigns timed for pool installation season, explaining barrier height and self-closing, self-latching gates, reach buyers with a clear need.
After high winds, homeowners need fences back up quickly. A ready-made storm repair campaign aimed at the affected area catches urgent work that often leads to full replacements.
For larger installs, leading an ad with payment terms can fall under Meta's financial products and services special ad category, which restricts targeting. Explaining payment options on the landing page keeps the ad about the fence and keeps targeting intact.
None of our case studies is a fencing company. The nearest is an EV dealership launch where we geo-fenced specific locations and built creative that explained the purchase - 480% ROAS in the first two quarters. Targeting the streets around recent installs, with creative that speaks to why people buy, is the same approach applied to fences.
Read the full case studyOften, yes - fences are visual, neighbours notice new ones and many buyers plan ahead. The keys are creative from your own installs that speaks to the reason for buying, forms that qualify the job, campaigns that start before the season and measuring installs rather than lead counts.
From late winter, so homeowners can book spring and summer installs before the calendar fills. Advertising only when the season starts means competing with everyone at once. Pace spend through the rush against what your crews can install, and keep a smaller presence in quieter months.
Real before-and-afters and short clips from your installs, organised by reason: dogs safe in the garden, a pool barrier with its self-closing gate, a patio no longer overlooked. Clips of posts going in and gates being hung show the care behind the result. Stock images look like everyone else's ads.
The address, approximate length, the material and height wanted, how many gates, whether an old fence needs removing and the timing. With the address you can often give a rough range from a satellite view. Meta's higher-intent form option adds a review step that reduces accidental submissions.
Yes. A new fence is seen by everyone on the street, and some neighbours have been meaning to replace their own. Campaigns showing that install to people nearby reach an audience that has already seen your work, which tends to produce warmer enquiries than broad targeting.
Both can work. Instant forms are convenient but bring more casual enquiries and cannot take photo uploads. A landing page with a short form can collect photos of the existing fence or garden. Test both with the same qualifying questions and compare them on cost per install.
Yes, and timing matters. Families installing pools need a compliant barrier before they can swim. Campaigns explaining barrier requirements - the CPSC's guidelines call for at least 48 inches of height and self-closing, self-latching gates - and showing your pool installs reach a buyer with a deadline.
If you have permission to use their details for marketing, yes - for gates, extensions, repairs and referrals. We check how the data was collected before any list is uploaded, and keep the messages useful rather than promotional.
Carefully. Ads that lead with credit or payment terms can fall under Meta's financial products and services special ad category, which removes age and gender targeting and requires a wider location radius. Keeping the ad about the fence and explaining payment options on the landing page usually avoids that.
Enough to test one campaign properly in your strongest buyer reason and area, measured in quotes and installs. Scale what produces installs, and plan budgets around the season - higher in the planning months before the rush - rather than keeping them flat.
Trace each lead to its outcome - quoted, signed, installed or lost - and send installs back to Meta through the Conversions API so the system learns which people buy. Cost per lead on its own misleads, because cheap fence leads often include price checks for a few panels.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.