Fencing PPC that brings installation buyers, not panel shoppers
Fence searches mix homeowners wanting installation with DIY buyers pricing panels, people renting post-hole diggers and job seekers. We build Google Ads by material and purpose, exclude the rest and send each click to a page that qualifies the job.
Why fencing ad accounts waste money
Broad terms like "fence" and "fencing" are searched by people buying panels and posts, comparing big-box prices, renting tools, looking for fence stain and searching for fencing jobs. Campaigns on those terms pay for all of them.
Genuine buyers vary too. A short repair and a long run of vinyl privacy fence with gates are very different jobs. Without structure and qualification, budget drifts toward the smallest requests.
How we build a fencing Google Ads account
Built around material, purpose and qualification.
Campaigns by material
Wood, vinyl, aluminium and chain link with their own budgets and landing pages.
Purpose campaigns where useful
Privacy, pool and pet fencing, and commercial security fencing where you do it.
Installation-intent keywords
Searches for installers, companies and quotes rather than generic fence terms.
Negative keywords from day one
Fence panels and supplies, post-hole digger rental, fence stain and paint, DIY guides and fencing jobs excluded before launch.
Qualifying landing pages
Pages asking for material, approximate length, gates and photos. See fencing website design.
Geography by job value
A wider radius for long runs and commercial work, tighter for smaller jobs.
Landing pages that match the material
A homeowner who searched for vinyl privacy fence installation should land on a page of vinyl privacy fences you have installed, with styles, heights, what affects cost and a quote form that asks for approximate length and photos. That page converts the right buyers and quietly discourages those who only want the cheapest option.
Matching each campaign to its own page also improves quality signals that affect what you pay per click.
Separating repairs and storm damage
After storms, searches for fence repair rise sharply. If you take repair work, give it its own campaign with a tight radius and a call-first page. If you do not, exclude repair searches so installation budgets are not spent on calls you will turn down.
What we track
Measured against installed jobs.
Qualified requests
Leads with material, length and photos.
Estimates booked
Measures or remote quotes.
Quotes to won
Tied back to campaigns where possible.
Cost per installed job
The number we report against.
Remarketing while buyers compare
Fence buyers often collect three or four quotes over a few weeks. Modest remarketing to visitors who viewed a material page — showing finished fences in that material and inviting them to request a quote — keeps you in front of them while they compare, at a fraction of the cost of new clicks.
Seasonal pacing
Raising budgets ahead of your busy season, and lowering them once your calendar is booked several weeks out, avoids paying for leads you cannot schedule. Be honest in ads and on landing pages about current lead times so buyers who need a fence quickly are not disappointed.
Fencing PPC pricing
A one-time $499 setup, then monthly management based on ad spend under management. Ad spend is paid directly to Google.
Starter — $650/mo
For ad spend around $500 to $2,500 a month. Campaign management, keyword research, ad copy and testing, conversion tracking, negative keyword and budget optimisation.
Growth — $950/mo
For $2,500 to $7,500 a month. Adds multiple campaigns, landing page recommendations, advanced conversion optimisation and advanced reporting.
Scale — $1,500/mo
For $7,500 to $15,000 or more. Adds competitor and market analysis and priority optimisation.
We will review search terms and structure and show you how much budget goes to DIY and supply searches.
Google Ads for fence companies: questions
Straight answers. Anything not covered here, ask on the phone.
01Do Google Ads work for fence companies?
They can, when campaigns are built by material, focused on installation intent and landing pages qualify the job.
02How do I stop ads attracting DIY buyers?
Negative keywords for panels, supplies, rental and DIY guides, and ad copy focused on installation.
03Should each material have its own campaign?
Yes, where volume allows. Materials attract different buyers and budgets.
04How much should a fence company spend on Google Ads?
Enough for your priority material campaign to gather data, with more spend before your busy season.
05What should a fence ad lead to?
A page for that material with real installations and a quote form asking for length and photos.
06How is this different from your general Google Ads service?
The method is the same; the application is fencing-specific. Our general Google Ads page covers the cross-trade approach.