Your technical expertise means nothing if nobody knows you exist. Lead generation for accountants has shifted dramatically. Referrals alone no longer fill client pipelines the way they did ten years…
Table of Contents
Your phone should be ringing. It isn’t.
Meanwhile, competitors down the road have jobs booked three weeks out. The difference? Lead generation for fence contractors that actually works.
Most fencing companies rely on word-of-mouth and hope. That’s not a strategy. That’s gambling with your business.
This guide covers what drives qualified fence installation leads in 2024: local SEO, Google Ads, Facebook campaigns, lead generation platforms like HomeAdvisor and Thumbtack, and website conversion tactics that turn visitors into booked appointments.
You’ll learn exact cost-per-lead benchmarks, which marketing channels deliver the best ROI, and how to build a sales pipeline that doesn’t dry up between seasons.
No fluff. Just methods that fill your schedule.
What is Lead Generation for Fence Contractors
Lead generation for fence contractors is the process of attracting property owners who need fence installation, repair, or replacement services and capturing their contact information to convert them into paying customers through targeted marketing methods.
Fence companies operate in a competitive local market. Without a steady flow of qualified prospects, growth stalls.
The fencing industry relies heavily on homeowner inquiries and commercial project requests. Your marketing efforts need to reach people actively searching for fence installation services in your service area.
Most fence contractor leads come through Google searches, referral programs, and lead generation platforms like HomeAdvisor, Thumbtack, and Angi.
The goal isn’t just more leads. It’s better leads that convert into booked jobs at a reasonable customer acquisition cost.
How Lead Generation Works for Fencing Companies
Fence contractor customer acquisition follows a predictable path: visibility, inquiry, quote, and closed sale.
Your fencing company marketing needs to intercept property owners at the moment they decide they need a fence. Service Allies data shows leads start coming in within 1 to 3 days after Facebook ad launch. Most contractors budget for 20 to 60 leads monthly.
What Makes a Qualified Fence Lead
A qualified fence lead has three things: a real project, a realistic budget, and a timeline.
Homeowners requesting vinyl privacy fence quotes with a 30-day installation window convert at higher rates than someone “just getting prices.” The Fencing Marketers data shows contractors with proper systems achieve 35% to 50% conversion rates.
Commercial fence leads from property managers or general contractors typically involve larger project values but longer sales cycles.
Difference Between Exclusive and Shared Leads
Exclusive leads go to one fence contractor only. You’re the only company calling that homeowner.
Service Direct research shows exclusive leads convert at 30% to 50% rates. Some contractors report converting one in two exclusive leads when responding promptly. Exclusive leads cost 2x to 4x more than shared leads according to Aged Lead Store, but the conversion lift often justifies the premium.
Shared leads get sold to multiple fencing contractors, sometimes three to five companies at once. Price drops, but so does your booking rate.
The New York Times reports homeowners now request six or more competitive bids for a single job, where it used to be one or two. Tracerfy analysis of 50,000+ home service leads shows live transfer exclusive leads hit 70% close rates versus 15% for traditional shared digital leads.
Service Direct and similar pay-per-call services offer exclusive fence leads. HomeAdvisor historically used shared lead distribution.
Cost Per Lead in the Fencing Industry
Fence installation leads typically cost between $20 and $75 each depending on your source and location.
Current Lead Costs by Channel:
- Facebook Ads: $23 per lead (Service Allies, 2024)
- Google Ads: $40 to $60 per lead
- Google Local Service Ads: $71 per lead (The Media Captain, 2025)
- Shared leads: $15 to $25
- Exclusive commercial leads: $80+
LocaliQ analysis of 3,200+ home services campaigns shows cost per lead increased 10.51% year over year. Home services conversion rate averaged 7.33% in 2025.
Your cost per acquisition matters more than cost per lead. A $60 lead converting at 40% beats a $20 lead converting at 8%.
ROI Example from Service Allies:
Spend $1,500 on ads, generate 50 leads, book 50% (25 appointments), close 33% = 8 installs at $10,000 average = $80,000 revenue.
Phone calls convert 10x to 15x more revenue than web leads according to BIA/Kelsey research. Invoca data shows callers convert 30% faster and have 28% higher retention rates than web leads.
Home services businesses typically spend $1,000 to $10,000 monthly on Google Ads according to WordStream benchmarks. Most new campaigns start at $20 to $50 per day.
Local Search Optimization for Fence Contractors
Local SEO puts your fence company in front of homeowners searching “fence contractor near me” or “fence installation in [city].”
This is where most residential fence leads originate. Google’s local pack dominates these searches.
Google Business Profile Setup for Fencing Services
Your Google Business Profile is the foundation of local fence contractor visibility.
Complete every field: services offered, service area, business hours, photos of completed fence projects.
Add fence types as services (wood fence installation, chain link fencing, vinyl privacy fence, ornamental iron fencing). Google uses these for query matching.
Service Area Pages and Location Targeting
Create individual pages for each city or neighborhood you serve.
A page targeting “fence installation in Harrisburg PA” ranks better than a generic services page for local searches.
Include local landmarks, neighborhoods, and zip codes naturally in your content. This signals geographic relevance to search engines.
Citation Building for Fence Companies
Citations are mentions of your business name, address, and phone number across the web.
List your fencing company on Yelp, Better Business Bureau, Nextdoor, and industry directories.
Consistency matters. Your NAP (name, address, phone) should match exactly across all platforms including your Google Business Profile.
How Lead Generation Works for Fencing Companies
Fence contractor customer acquisition follows a predictable path: visibility, inquiry, quote, and closed sale.
Your marketing needs to intercept property owners at decision time. Service Allies data shows leads arrive within 1 to 3 days after Facebook ad launch. Most contractors budget for 20 to 60 leads monthly.
What Makes a Qualified Fence Lead
A qualified fence lead has three things: a real project, a realistic budget, and a timeline.
Homeowners requesting vinyl privacy fence quotes with a 30-day installation window convert at higher rates than someone “just getting prices.”
The Fencing Marketers data shows contractors with proper systems achieve 35% to 50% conversion rates.
Exclusive vs Shared Leads
Exclusive leads go to one contractor only. You’re the only company calling.
Service Direct research shows exclusive leads convert at 30% to 50% rates. Exclusive leads cost 2x to 4x more (Aged Lead Store), but conversion lift justifies the premium.
Shared leads get sold to three to five companies at once. Price drops, but so does your booking rate.
Tracerfy analysis of 50,000+ home service leads shows live transfer exclusive leads hit 70% close rates vs 15% for traditional shared digital leads. The New York Times reports homeowners now request six or more bids, where it used to be one or two.
Cost Per Lead in the Fencing Industry
Current Lead Costs:
- Facebook Ads: $23 per lead (Service Allies, 2024)
- Google Ads: $40 to $60
- Google Local Service Ads: $71 (The Media Captain, 2025)
- Shared leads: $15 to $25
- Exclusive commercial: $80+
LocaliQ analysis of 3,200+ campaigns shows cost per lead increased 10.51% year over year. Home services conversion rate averaged 7.33% in 2025.
Your cost per acquisition matters more than cost per lead. A $60 lead converting at 40% beats a $20 lead converting at 8%.
ROI Scenario (Service Allies): Spend $1,500, generate 50 leads, book 50% (25 appointments), close 33% = 8 installs at $10,000 = $80,000 revenue.
Phone calls convert 10x to 15x more revenue than web leads (BIA/Kelsey). Callers convert 30% faster with 28% higher retention (Invoca).
Home services businesses spend $1,000 to $10,000 monthly on Google Ads. Most new campaigns start at $20 to $50 per day (WordStream).
Website Conversion Methods for Fencing Businesses
Traffic means nothing without conversions. Most fencing websites leak leads through poor form design, buried contact information, or slow load times.
Contact Form Placement and Design
Place your contact form above the fold on every service page.
Keep fields minimal: name, phone, email, project type, zip code.
Reducing form fields from 11 to 4 increases conversions by 120% (Plerdy). Multi-page forms achieve 13.85% completion vs 4.53% for single-page forms (Unbounce).
Including a phone number field reduces conversion rates by 5% (Unbounce). Only ask when absolutely necessary.
Zuko data shows only 38% of users who interact with a form successfully submit. View-to-completion rate drops to just 9%.
Following web form best practices can increase quote submissions by 30% or more.
Quote Request Pages That Convert
Dedicated landing page forms for fence estimates outperform generic contact pages.
Trust signals to include: Google review count, years in business, license numbers, before-and-after photos.
User-generated content increases conversions by 161% (Plerdy).
Chili Piper data shows letting customers book immediately after form fill doubles inbound conversion from 30% to 66.7%. Only 8% of top B2B SaaS companies offer form scheduling.
A clear form submission confirmation message sets expectations for response time and next steps.
Phone Number Visibility and Click-to-Call
Your phone number belongs in the header of every page. Make it large and tappable on mobile.
88% of consumers who search locally on smartphone visit or call within a day (SeoProfy, Keywords Everywhere).
Google found 60% of smartphone users contact local businesses directly through click-to-call.
Track calls with CallRail or ServiceTitan to measure which channels drive actual fence leads.
Page Speed Impact on Conversions
Portent’s 2024 study (5.6 million sessions) shows a site loading in 1 second has 3x higher conversion than 5 seconds.
Conversion rate by load time:
- 1 second: 40% conversion rate
- 2 seconds: 34% conversion rate
- 3 seconds: 29% conversion rate
Website conversion rates drop 4.42% for each additional second between 0 and 5 seconds. A one-second delay results in a 7% conversion decrease.
If a page takes longer than 3 seconds, 53% of mobile visitors leave (Google). Bounce probability increases 90% for 5-second load vs 1 second.
Paid Advertising Channels for Fence Leads
Paid advertising delivers fence contractor leads faster than SEO. You can have calls coming in within 48 hours of campaign launch.
The tradeoff: leads stop when you stop paying. Build both paid and organic channels for sustainable growth.
Google Ads for Fence Installation Keywords
Google Ads captures high-intent searches like “fence installer near me” and “fence company quotes.”
Target long-tail keywords: “vinyl fence installation cost,” “wood privacy fence contractor,” “commercial chain link fencing.”
Use location targeting to show ads only in your service area. Wasted clicks on out-of-area searches drain budgets fast.
WordStream benchmarks show Google Ads average 7.52% conversion rate across all industries (2025). Home services conversion rate averaged 7.33% according to LocaliQ analysis of 3,200+ campaigns.
Home services average cost per click sits at $7.85 in 2025. Construction and contractors see the best CPCs at $5.31, while electricians face $12.18 (LocaliQ).
Facebook Ads Targeting Homeowners
Facebook Ads Manager lets you target homeowners by location, home value, and interests like home improvement or outdoor living.
Carousel ads showing fence project photos perform well. Before-and-after images stop the scroll.
Lead form ads keep users on Facebook, reducing friction. Just expect lower lead quality compared to website form submissions.
The E Digital benchmarks show home services on Facebook achieving 9.0% conversion rate in 2025, up from 8.2% in 2024. Cost per lead dropped from $25 in 2024 to $22 in 2025 for home services.
Facebook Lead Ads maintain significant cost advantage over Google. WordStream data shows Facebook CPC at $1.92 vs $5.26 in Google Ads (2025).
Home and Home Improvement Facebook ads average $0.99 CPC, making them one of the higher-cost categories but still below Google rates.
Retargeting Previous Website Visitors
Retargeting brings back the 98% who don’t convert on first visit.
Retargeted users are 43% more likely to convert than first-time visitors (Cropink, 2025). Retargeting can boost conversion rates by 150% according to multiple studies.
The median conversion rate for retargeting campaigns is 3.8% vs 1.5% for prospecting campaigns (DemandSage). Retargeting performs nearly 10x better than regular display ads.
70% of customers who see retargeted ads are more likely to convert. Retargeting can increase ad engagement by 400% (Single Grain).
Mobile retargeting ads show 60% higher engagement than desktop. 73% of mobile users who see a retargeting ad visit the brand’s website within a week.
Set frequency caps at 15 to 20 impressions per user per month. Conversion rates increase until users see the ad five to six times, then plateau.
Cost Comparison Between PPC Platforms
| Platform | Avg. Cost Per Lead | Lead Quality | Best For |
|---|---|---|---|
| Google Ads | $40-$75 | High intent | Immediate fence needs |
| Facebook Ads | $20-$35 | Medium intent | Awareness, retargeting |
| $25-$40 | Medium intent | Visual portfolio showcase |
Google Ads costs more but delivers homeowners actively searching for fence contractors. Facebook works better for staying top-of-mind with property owners who might need a fence eventually.
WordStream benchmarks show overall Google Ads cost per lead at $70.11 in 2025, up 5.13% from 2024. Home services specifically average $66.02 cost per lead (Simply Be Found).
Most successful fencing companies run both platforms and track conversion rate benchmarks to optimize spend allocation.
77% of marketers use retargeting on Facebook and Instagram to regain potential clients (DemandSage). Retargeting delivers average 10x return on ad spend, making it one of the most cost-effective strategies.
Lead Generation Platforms for Fence Contractors
Third-party platforms connect fence contractors with homeowners actively requesting quotes. You pay per lead or per booking.
Quality varies wildly. Some deliver ready-to-buy prospects, others send tire-kickers who requested five quotes and ghosted everyone.
HomeAdvisor and Angi for Fencing Services
HomeAdvisor and Angi merged but operate separate platforms with similar lead models.
Shared leads cost $15 to $120 depending on trade and location (OllyOlly, Flying V Group). You compete with 3 to 4 other contractors on every inquiry.
Angi reports 33% lead conversion rate. This means 1 out of 3 leads results in a job.
Response speed determines winners. Contractors who contact leads within 5 minutes see 400% higher conversion rates than those who wait (Website Depot).
78% of buyers choose the first company to respond (Scorpion). The average lead converts 21x more when responded to in under 5 minutes.
Thumbtack Lead Quality for Fencing Jobs
Thumbtack uses a quote-based system. You pay $10 to $60 to send your bid to interested homeowners.
Better lead quality than shared platforms because homeowners see your profile, reviews, and pricing before you pay.
Covers 500+ service categories. Contractors set their own prices and receive instant matches.
Downside: Customers tend to be more price-sensitive than other platforms (Online Visibility Pros).
Houzz Pro for Residential Fence Projects
Houzz Pro attracts design-conscious homeowners willing to pay for quality fence work.
Higher project values on average. Clients care about aesthetics, not just lowest price.
Monthly subscription plus advertising fees. Best for decorative or high-end residential work.
10 million verified reviews as of 2024. Professionals average 4.7 stars (AllBetter).
Lead Platform Reality Check
The shared lead problem:
You spend $500 for 10 leads at $50 each. You contact 2 people (the rest don’t answer). You close 1 job. Your effective cost per acquisition: $500 for that single customer.
Common issues: Tire-kickers just getting quotes, wrong service requests, fake leads, spam entries, duplicate submissions.
35% to 50% of sales go to the contractor who calls first on shared-lead sites (OllyOlly).
HomeAdvisor processes 30 million service requests annually, shared among 3 to 5 contractors each.
Content Marketing for Fencing Companies
Content marketing builds organic traffic and positions your fence company as the local authority.
It takes longer than paid ads but compounds over time. A blog post ranking for “how much does a wood fence cost” sends free leads for years.
HubSpot data shows websites, blogs, and SEO deliver the biggest ROI for B2B brands in 2024. Companies that blog get 55% more website visitors and 67% more leads than non-blogging peers (Digital Silk, SQ Magazine).
Businesses publishing 11+ blog posts per month gain 4x more leads than those publishing fewer than four (SQ Magazine). Companies blogging 9+ times monthly see 35.8% traffic growth vs 16.5% for 1-4 posts (SeoProfy).
Average ROI: $7.65 per $1 spent on content marketing (SQ Magazine). Marketers who prioritize blogging are 13x more likely to achieve positive ROI (THM SEO).
Blog Topics That Attract Fence Buyers
Write about what homeowners actually search:
- Fence material comparisons (wood vs vinyl vs aluminum)
- Cost guides for fence installation by linear foot
- Local permit requirements and HOA fence rules
- Fence maintenance and repair tips
Target long-tail keywords with commercial intent like “best fence for dog owners” or “privacy fence ideas for small yards.”
Almost 50% of buyers read a company’s blog when evaluating purchase options (Semrush, Digital Silk). 61% of consumers make a purchase after reading blog content (THM SEO).
85% of all blog traffic comes from organic search (Ahrefs). Blogs optimized for SEO draw 1,000% more traffic than those relying on social media (THM SEO).
Before and After Project Galleries
Photo galleries showcase your work better than any sales pitch.
Organize by fence type: wood privacy, chain link, ornamental iron, vinyl fencing.
Include project details (linear footage, materials, timeline) and neighborhood location for local SEO signals.
Articles with images receive 94% more views (Writtent). Visual content drives engagement and helps homeowners visualize your work in their space.
Educational Content on Fence Materials
Material guides answer questions homeowners ask before requesting quotes.
Cover durability, maintenance requirements, price ranges, and best applications for each fence type.
Content marketing generates 3x as many leads as outbound marketing and costs 62% less (Firework, THM SEO).
Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%) according to Writtent data.
This content builds trust and pre-qualifies leads who already understand what they want when they contact you.
82% of marketers who blog report positive ROI from their efforts (THM SEO). 73% of B2B marketers say content marketing is the best strategy for increasing leads and sales (Firework).
Review Management and Reputation Building
Google reviews directly impact your local pack rankings and click-through rates.
A fence contractor with 47 five-star reviews wins over a competitor with 8 reviews every time.
Google Reviews Impact on Fence Contractor Visibility
According to Shapo analysis, top-ranking businesses average 47 reviews. Digital Blacksmiths reports Google Reviews contribute 15% to Local Pack rankings.
SocialPilot research links positive reviews to up to 18% revenue growth. Businesses appearing in the Google 3-pack yield 126% more traffic and 93% more user actions than positions 4 through 10.
Aim for consistent review velocity. Ten reviews this month then nothing for six months looks suspicious.
Respond to every review. Google rewards engagement.
Responding to Reviews for Better Conversion
Thank positive reviewers by name and mention the specific project.
ReviewTrackers shows 53% expect a response to negative reviews within one week. LocaliQ found 97% of potential customers read business responses.
Address negative reviews professionally. Your response is for future customers reading, not the complainant.
Digital Blacksmiths reveals 67% of dissatisfied customers stay loyal when you respond quickly. These customers spend nearly 50% more with companies that engage.
BrightLocal found 89% are more likely to choose businesses that respond to all reviews.
SOCi data shows for every 25% of reviews responded to, conversions improve by 4.1%.
Review Benchmarks That Drive Sales
Consumer trust thresholds:
- 77% need at least 3 stars to consider you (SOCi)
- 71% won’t choose businesses below 3 stars (WiserReview)
- 60% expect 20-100 reviews before trusting (Hook Agency)
Conversion impact from SOCi:
- 44% boost from one star rating increase
- 2.8% improvement per 10 new reviews
These aren’t vanity metrics. They directly impact your bottom line.
Using Customer Testimonials in Marketing
Repurpose your best Google and Yelp reviews across your website, Facebook page, and sales materials.
Video testimonials outperform written reviews for conversion rates.
Search Engine Land notes reviews with photos stay at the top much longer. Visual content adds authenticity.
Ask permission, then feature specific details: fence type, neighborhood, project scope.
Lead Nurturing and Follow-Up Systems
Most fence leads don’t book on the first contact. They’re comparing quotes, checking schedules, convincing spouses.
Without follow-up, you lose winnable jobs to competitors who stayed in touch.
CRM Tools for Fence Contractors
| CRM Tool | Best For & Key Features | Contractor-Specific Capabilities | Starting Price |
|---|---|---|---|
|
Jobber
Small to mid-sized fence contractors seeking simplicity
|
|
Job scheduling, mobile quoting, client portal, QuickBooks sync, automated reminders | $25/month (solo users, annual billing) |
|
ServiceTitan
Large fence companies with multiple crews and locations
|
|
Capacity planning, dispatching optimization, material ordering, touchless accounting integration | Custom quote (typically higher than competitors) |
|
Housecall Pro
Growing fence businesses wanting automation
|
|
Job boards, price books, customer portals, payment processing, QuickBooks integration | $59/month (solo users, annual billing) |
|
Salesforce
Enterprise fence contractors with complex workflows
|
|
Requires significant customization, extensive integration capabilities, dedicated support teams | $25/user/month (Essentials plan) |
|
HubSpot CRM
Marketing-focused fence contractors
|
|
Email tracking, meeting scheduling, contact management, basic reporting | Free (paid plans from $50/user/month) |
|
JobNimbus
Fence contractors needing customizable workflows
|
|
Material ordering from suppliers, automated workflows, text/email/call from app, QuickBooks 2-way sync | $25/user/month (Standard plan) |
|
Buildertrend
Residential fence builders managing complex projects
|
|
Budget tracking, schedule coordination, financial management, change order tracking | Custom quote (contact for pricing) |
|
Zoho CRM
Budget-conscious small fence contractors
|
|
File management, lead activity monitoring, customizable fields, mobile tracking | Low-cost plans (budget-friendly option) |
|
Pipedrive
Sales-driven fence contractors focused on lead conversion
|
|
Deal management, automated follow-up rules, custom fields for job details, mobile application | $14/month (per user, basic plan) |
|
AccuLynx
Exterior contractors (fencing, roofing, siding)
|
|
Production boards, material ordering from suppliers, SMS/email automation, saves 9 hours/week on tasks | Custom quote (roofing/exterior focus) |
Jobber, Housecall Pro, and ServiceTitan track leads from first contact through completed installation.
After implementing a CRM, businesses see an average 29% increase in sales revenue and 34% boost in sales productivity according to CRM.org data.
DemandSage reports CRM software can boost conversion rates by up to 300%. Lead costs can reduce by as much as 23% when businesses use a CRM.
Automated reminders prevent leads from falling through cracks. Set tasks for follow-up calls at 24 hours, 3 days, and 1 week.
Track lead sources in your CRM to calculate true cost per acquisition by marketing channel.
Email Sequences for Unconverted Leads
Build automated email sequences for leads who requested quotes but haven’t booked.
Amra and Elma research shows automated campaigns report 52% higher opens, 332% higher click rates, and 2,361% better conversion rates compared to regular scheduled emails in 2025.
Cazoomi data reveals automated emails generate 320% more revenue than non-automated emails. For every $1 spent on email marketing, the average return is $36.
Send helpful content: fence material guides, financing options, seasonal promotions.
Keep emails brief and include a clear call-to-action. Link to your contact us page or direct scheduling calendar.
Klipy reports that for small to mid-size businesses, email automation saves about 30% on operational costs while improving relationship building and speeding deal closures.
Response Time and Booking Rates
Speed kills in fence contractor sales.
Martal Group data shows contacting a lead within 5 minutes makes them 21x more likely to convert compared to waiting just 30 minutes. Even a 5-minute delay can cause conversion rates to drop by a factor of 8x.
Voiso research found responding within 5 minutes can increase conversion rates by up to 100x compared to a 30-minute delay.
The reality check according to LeadAngel:
- Average business response time: 47 hours
- 78% of buyers go with the first company that responds
- Fast responders win 35-50% of sales
Verse.ai reports 57% of companies take a week to respond to inquiries, and 51% of leads are never contacted at all.
Set up instant notifications for new form submissions and missed calls.
If you can’t answer immediately, automated text responses hold the lead. Chili Piper data shows 82% of consumers expect responses within 10 minutes for sales inquiries.
Rep.ai found businesses that respond within an hour are almost 7 times more likely to have meaningful conversations with decision-makers.
CallPage research shows contacting leads in 30 seconds or less improves conversion rates by 90%.
Measuring Lead Generation Performance
Gut feelings don’t scale. Track everything so you know which channels actually produce profitable fence jobs.
Google Analytics and Google Search Console show traffic sources. Call tracking connects phone leads to marketing campaigns.
Cost Per Acquisition Calculations
Cost per lead isn’t the number that matters. Calculate cost per closed job.
Formula: Total marketing spend ÷ Number of closed jobs = Cost per acquisition
A $3,000 monthly ad budget that produces 12 fence installations costs $250 per acquired customer.
According to CRM.org, businesses using proper tracking systems reduce lead costs by 23%. Companies implementing CRM technology see 42% improvement in sales forecasting accuracy.
Conversion Rate Benchmarks for Fencing
Industry benchmarks for fence contractor lead conversion:
- Website visitor to lead: 2-5%
- Lead to quote appointment: 40-60%
- Quote to closed sale: 25-40%
Ruler Analytics data analyzing over 100 million data points shows the average conversion rate across all industries is 2.9%.
HubSpot found more than one in three marketing leaders cite conversion rates as a top KPI. Nearly two out of three marketers report their average landing page conversion rate is less than 10%.
Track your numbers against these benchmarks. Significant gaps reveal where your sales pipeline leaks.
Home services businesses should target 7-8% overall conversion.
Return on Marketing Investment Tracking
Calculate ROI by channel: (Revenue from channel – Marketing cost) ÷ Marketing cost × 100
A channel producing $45,000 in fence sales from $5,000 in ad spend delivers 800% ROI.
Firework research shows 83% of marketing leaders now consider demonstrating ROI as their top priority, up from 68% five years ago. However, only 36% can accurately measure it.
Review ROI monthly. Kill underperforming channels, scale winners.
Channel ROI benchmarks:
- PPC advertising: $2 per $1 spent (WordStream)
- Email marketing: $42 per $1 spent (Firework)
Martal Group found companies using marketing analytics report 54% higher profits than average.
Most fence contractors find 80% of leads come from 20% of their marketing activities.
FAQ on Lead Generation For Fence Contractors
How much do fence contractor leads cost?
Fence leads typically cost $20-$75 depending on source and exclusivity. Facebook Ads average $23 per lead. Google Ads runs $40-$60. Shared leads from HomeAdvisor cost less but convert at lower rates than exclusive leads.
What is the best lead generation platform for fence companies?
Google Business Profile delivers the best free leads through local search. For paid platforms, Thumbtack offers better lead quality than shared-lead services. Google Ads captures high-intent searches from homeowners ready to hire.
How do I get free fence installation leads?
Optimize your Google Business Profile, collect customer reviews consistently, and create local SEO content targeting “fence contractor near me” searches. Referral programs and Nextdoor posts generate free leads from existing customers and neighbors.
What conversion rate should fence contractors expect?
Industry benchmarks: 2-5% website visitor to lead, 40-60% lead to quote appointment, 25-40% quote to closed sale. Track your numbers in a CRM like Jobber or ServiceTitan to identify pipeline leaks.
Are HomeAdvisor leads worth it for fence contractors?
HomeAdvisor sends shared leads to multiple contractors simultaneously. You’ll compete on response speed. Worth testing at low volume, but most fence companies find better ROI from Google Ads or exclusive lead sources.
How fast should I respond to fence leads?
Within 5 minutes. Leads contacted in under 5 minutes convert at 8x the rate of 30-minute responses. Set up instant notifications and automated text responses to hold leads when you can’t answer immediately.
What information should my fence quote request form collect?
Name, phone, email, zip code, fence type, and approximate linear footage. Keep form fields minimal. Every extra field reduces completion rates. You’ll gather project details during the follow-up call.
How do Google reviews affect fence contractor lead generation?
Google reviews impact local pack rankings and click-through rates directly. Fence contractors with 40+ recent reviews outrank competitors with fewer. Review quantity, recency, and your response rate all influence visibility.
Should fence contractors use Facebook Ads or Google Ads?
Both serve different purposes. Google Ads captures homeowners actively searching for fence installation. Facebook Ads builds awareness and works well for retargeting. Most successful fencing companies run both and track ROI by channel.
What is a good cost per acquisition for fence contractors?
Calculate total marketing spend divided by closed jobs. A cost per acquisition under $300 is strong for residential fence work. Commercial projects justify higher acquisition costs due to larger contract values.
Conclusion
Lead generation for fence contractors comes down to showing up where property owners search and making it dead simple to request a quote.
Build your Google Business Profile. Run targeted PPC campaigns. Fix your website conversion paths.
Track every lead source in a CRM like Housecall Pro or Jobber. Know your cost per acquisition by channel. Kill what doesn’t work, scale what does.
Response speed separates fence companies that grow from those that struggle. Five minutes beats five hours every time.
Collect reviews relentlessly. They compound over time and make every other marketing channel work harder.
The fencing contractors booking jobs three weeks out aren’t lucky. They built systems that deliver consistent fence installation leads month after month.
Start with one channel. Master it. Then expand.
