Book More Fence Installs Without Competing on Price.

Yes. A fence is a planned purchase driven by something in the homeowner's life — a new dog, a new pool, a new neighbour, a move into a house with an open yard. Those people are not always searching yet, and a well-made ad showing a finished fence like the one they have been picturing is often what starts the conversation.

Fencing is also easy to show. A clean line of new cedar or a white vinyl privacy fence around a real backyard is strong creative, and every job produces more of it.

The weakness is price shopping. Fence buyers collect several quotes, so the ad has to attract homeowners who value quality and reliability rather than the lowest bid.

The public benchmark we cite is category-level: WordStream and LocalIQ's 2026 Facebook data puts Home & Home Improvement at $42.95 per lead, alongside a $2.18 cost per click and a 5.32% conversion rate, against an all-industry median of $27.39 per lead.

On Google Search the same category averages $90.92 per lead and $8.33 per click, per WordStream's 2026 benchmarks. The datasets cover different windows (the Facebook and Google figures are separate WordStream/LocaliQ studies with different samples), so treat the gap as directional.

The fence accounts we manage average about $21 per lead — our own figure, not independently audited. Judge the account on signed jobs and average job value, since a cheap lead that only wanted a rough price costs an estimator's time.

Homeowners in the neighbourhoods you want to work in, reached mostly through location and creative. Meta no longer offers the third-party data behind home-value targeting, and it does not sell lists of people who just got a dog or a pool, so precise demographic targeting is not the lever it used to be.

The creative does the real targeting. An ad about keeping a dog in the yard, finishing a pool enclosure or getting privacy from a new build next door is ignored by everyone else and stops the homeowner with that exact problem.

Retargeting of people who engaged with your ads, and lookalike audiences built from past customers where the ad's category allows them, fill in the rest. Where Meta offers life-event signals such as a recent move, they can help, but they are a supplement rather than the strategy.

Qualify on the form and in the ad. Ask about the length of fence, the material they have in mind and when they want it installed, and say plainly what a typical project involves. Homeowners who only wanted a rough number filter themselves out.

Sell what a low bid leaves out: proper post depth, permits and property-line checks, clean-up, and a warranty that someone will honour. Those are the things homeowners worry about once they have seen a cheap fence lean after a winter.

Show reviews that mention those details. A review praising the crew for handling the permit and leaving the yard tidy does more to justify a higher quote than any claim the company makes itself.

Ahead of the building season in your region, when homeowners are planning yard projects. Starting in late winter lets you fill the spring schedule before competitors ramp up.

In quieter months, focus on scheduling and specific needs that don't wait: pool enclosures, pet containment, and repairs after storms.

Keep retargeting running year-round. Homeowners who asked for a quote in autumn and put it off are strong prospects when the weather turns.