Let's TalkLet's TalkFence searches mix homeowners ready to hire an installer with DIYers pricing panels, people looking for electronic dog fences and people looking for fence installer jobs. Google Ads for a fence company has to pay for the first group and book them before the season fills.
We go through the search terms you paid for, the quotes they produced and what became of them, and show how much went on DIY, panels and materials, electronic pet fences and job searches, which campaigns produced installs and what to change before the next season. You get a recorded walkthrough; there is no call to sit through.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Fence panels', 'how to build a fence', 'fence post calculator' and 'cedar pickets near me' come from people building their own or buying materials. 'Invisible dog fence' is a different product entirely, and 'fence installer jobs' comes from people looking for work. Without careful exclusions, these can take a real share of every day's budget before a homeowner who wants a fence installed has seen your ad.
A pool barrier, a cedar privacy fence, a chain-link run for a dog and a storm repair are worth different amounts and convert at different speeds. Lumped into one campaign, the cheapest and quickest conversions win the budget - often small repairs and price checks - while larger privacy and ornamental installs are left with whatever remains.
A homeowner searching for a pool fence who lands on a generic page about wood fencing usually leaves. Searchers want to see the fence they asked about, in local gardens, with what the job involves - posts, gates, permits - and an easy way to request a quote.
Fence demand surges in spring and crews book up. Accounts that spend the same in a fully booked month and a quiet winter either buy enquiries nobody can install for weeks or disappear just as homeowners are planning next season's work. Budgets need to follow the season and your calendar.
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.
Fence keywords attract DIYers, panel shoppers, people after electronic pet fences and job seekers alongside homeowners hiring a contractor. We build exclusion lists from the search terms you actually pay for, keep them current as the season brings new variations, and move the money onto searches that end in a quote request from someone who wants a fence installed.
Privacy, ornamental and pool installs convert more slowly than a small repair but are worth more. Each gets its own campaign, budget and target, and installs are imported with their values, so a privacy fence campaign is not starved because a quick repair enquiry happened to convert faster.
Before the season, we run planned-install campaigns while homeowners are deciding. When the calendar fills, we pull back to what crews can install. In quieter months we keep a smaller presence aimed at booking the next season, so you are not paying for enquiries you would have to turn away.
A season of searches sorted into projects, DIY, materials, pet fences and jobs.
Negative lists built and reviewed monthly.
Privacy, pool, dog, storm repair and commercial campaigns and pages.
Length, material, height, gates and timing asked up front.
Spend paced to the rush and crew capacity.
Finished jobs fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Google's current US list of Local Services Ads categories includes fencing services. Where available they charge per lead rather than per click, and verified businesses show a Google Verified badge. Run alongside search campaigns, compare them on cost per install rather than lead price.
Someone searching for a pool fence usually has a pool going in and an inspection to pass. A campaign and landing page that explain barrier height and self-closing, self-latching gates, with local pool installs, meet a buyer with a deadline.
After high winds, fence repair searches spike. A ready storm repair campaign, switched on when the weather turns, with call assets and a short form, catches urgent work that often leads to a full replacement.
The easiest conversions in fencing are often small repairs and price checks. Importing finished installs with their values teaches bidding which searches lead to full runs and gates, which matters in a trade where job values vary widely.
None of our case studies is a fencing company. The nearest Google Ads engagement is an auto dealership, where tightly targeted search campaigns produced 1.22M clicks at a 0.90% click-through rate, 627% ROAS and $617K in revenue. The transferable lesson is targeting discipline - paying only for searches from people ready to buy, which in fencing means filtering out the DIY, panel and pet fence traffic first.
Read the full case studyYes, when DIY, materials, electronic pet fence and job searches are excluded, campaigns are split by buyer reason and landing pages show the fence that was searched for. Measured on installs rather than clicks or calls, search ads can be one of the most dependable sources of work a fence company has, especially before and during the busy season.
DIY and how-to searches, panels, pickets and posts if you do not sell materials, fence calculators, electronic and invisible dog fences unless you install them, fence paint and stain, and job searches. Review the search terms report monthly, because new variations keep appearing, especially as the season starts and search volume climbs.
Google's current US list includes fencing services, so many fence companies can, though availability varies by area. They charge per lead rather than per click, and invalid leads are not charged. Run them alongside search campaigns and compare the two on cost per install, because the cheaper lead is not always the better one.
Yes, if you install them. Pool fence buyers usually have an inspection to pass and a deadline. A separate campaign and landing page that explain barrier requirements - the CPSC's guidelines call for barriers at least 48 inches high with self-closing, self-latching gates - and show local pool installs will convert far better than a general fencing page.
In colder areas, at a lower level, yes. Homeowners plan spring fences in late winter, and a small campaign aimed at booking the next season costs less than starting from nothing when the rush begins. In milder climates the season runs longer and budgets can stay steadier through the year.
Photos of local installs of that fence type, what your quote includes - posts, footings, materials, gates, removal of the old fence, permits - what drives cost, how property lines and 811 are handled, licence and insurance details where required, and a short form asking length, material, height and timing.
Import finished installs as offline conversions, with their values where possible, so bidding learns which searches lead to real jobs. Counting every quote request equally teaches Google to find people who request quotes, and in fencing many of those are price checks from people collecting several numbers per foot.
Enough to fill the install slots your crews can handle, paced to your season. Start with your most profitable fence type and strongest areas, judge it on cost per install over a few months, then expand into what works. There is no single right number, and a small, well-targeted account can do well.
If you can respond quickly, yes. Have a storm repair campaign ready to switch on when high winds hit, with call assets and a short form. Homeowners with pets or pools need fences back up fast, and repair customers often return for a full replacement once the urgency has passed.
Excluding wasted searches can improve an account within weeks. Install results take longer to read, because quotes are compared and permits take time, so judge changes over a couple of months and against the same point last season rather than the month before.
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.