How to Start Google Ads for Fence Contractors Campaign?

Step 1: Initiate Your Google Ads Presence

Access the Google Ads platform found at ads.google.com. Begin the Registration Process. Select the ‘Start Now’ button.

Heads up, you’ll need a Google account for this. If you don’t have one yet, set it up, click Create Account.

1.1 Choose Your Initial Campaign Goal

Google will initially prompt you to choose a campaign goal. For the initial setup, you can select ‘Create an account without a campaign’. This will let you configure the account structure first.

1.2 Business Information

Enter your business information, including your business name, website URL (if you have one), and time zone.

If you don’t have a website URL, learn How To Run Google Ads Without Website.

Confirm your billing country and time zone.

Explore Your Account

Once the account is created, you’ll be taken to the Google Ads dashboard.

Step 2: Set Up Billing Information

2.1 Access Billing

In the Google Ads dashboard, click ‘Billing’ and then ‘Summary’.

2.2 Add Payment Method

Click ‘Add payment method’. Choose your payment method (credit card, debit card, bank account, etc.). Enter your billing information and click ‘Submit’.

Step 3: Keyword Research and Campaign Planning

3.1 Keyword Research

Use the Google Keyword Planner (found in “Tools — Planning”) to research relevant keywords.

Start with broad keywords like “fence installation”, “fence repair”, and “fence company”. Then, refine your search with more specific keywords like:

• “residential fence installation [your city]”
• “commercial fence repair [your city]”
• “vinyl fence installation cost”
• “wood fence repair services”
• “chain link fence installation”

Consider long tail keywords, such as “best fence company for dog fence installation near me”.

Use other keyword research tools like SEMrush, Ahrefs, or Moz Keyword Explorer for additional insight.

3.2 Organize Keywords

Group your keywords into relevant themes. For example:

• Residential Installation
• Commercial Installation
• Fence Repair
• Specific Fence Types (Vinyl, Wood, Chain Link)

3.3 Determine Your Service Area

Define the geographical areas you serve. This will be crucial for location targeting.

3.4 Create a Budget

Decide on a daily or monthly budget for your Google Ads campaigns. Start with a conservative budget and adjust it based on the performance.

Step 4: Create Your First Google Ads for Fence Contractors Campaign Campaign

4.1 Create a New Campaign

In the Google Ads dashboard, click the ‘+’ button and select ‘New campaign’.

4.2 Choose a Campaign Goal

For fencing businesses, Leads is typically the most relevant goals because it directly targets the core goal of acquiring new customers. Unlike simply driving website traffic, the ‘Leads’ objective encourages actions like phone calls or form submissions, which are the essential first steps for your fencing company to secure new projects and generate sales.

4.3 Select Campaign Type

Choose Search campaigns to target users searching on Google.

Search campaigns enable your business to display your ads directly in Google search results, right when these high-intent users are seeking solutions. This targeted approach ensures that the advertising spend is focused on individuals who are actively searching for what your fencing company offers, increasing the likelihood of clicks, leads, and ultimately, new business.

It’s about being present and visible when the customer is actively seeking a provider, making Search campaigns a fundamental starting point for reaching the right audience.

4.4 Name Your Campaign

Give your campaign a descriptive name (ex.: “Residential Vinyl Installation [City]”).

4.5 Targeting and Settings

4.5.1 Networks

Deselecting Google Search Partners Network and Google Display Network is generally recommended for the initial setup of your Google Ads for fence contractors to maintain a highly focused and controlled approach to your advertising spend and results.

• Google Search Partners Network — While Search Partners (websites in Google’s search network that show ads) can potentially increase reach, they often have lower conversion rates and less relevant traffic compared to direct Google Search results. Initially, it’s beneficial to focus on the core audience actively searching on Google itself to understand campaign performance and optimize effectively. Introducing Search partners too early can dilute the data and make it harder to identify what’s truly working.
• Google Display Network — The Display Network consists of a vast network of websites that show image and text ads. While it can be useful for brand awareness and reaching a broader audience, it’s less likely to directly capture users actively looking for fencing services. Display ads are often seen by people who are browsing content, not necessarily searching for a specific service at that moment. For a business primarily focused on generating leads and sales, the Display Network can lead to lower-quality clicks and a higher cost per conversion compared to the more intent-driven Search Network.

Once the Search campaign is performing well and your business has a solid understanding of its core audience and keywords, you can consider exploring the Google Search Partners Network and Google Display Network as potential avenues for expanding reach, but it’s generally best to start with a focused Search campaign to ensure efficient and effective initial results.

Uncheck both Google Search Partners Network and Google Display Network.

4.5.2 Locations

Enter your service area. You can target specific cities, regions, or a radius around your business.

4.5.3 Languages

Select the language your target audience speaks. Create separate campaigns for different languages.

4.5.4 Campaign Duration

Campaign Duration defines the specific period during which your campaign will run and your ads will be eligible to show. The start date indicates the day your campaign will begin actively serving ads, while the end date sets the final day your ads will be displayed.

Setting these dates allows you to control the duration of your advertising efforts, whether you want to run a campaign for a specific promotion, a defined period, or indefinitely until you manually pause it.

4.5.5 Ad Rotation

Ad Rotation controls how often and in what order your different ads in an ad group are shown. Google decides which ad to show based on various things.

For your fencing businesses (general, residential, and commercial), the initial best choice for ad rotation is “Do not optimize.” This setting means Google will show your different ad variations more or less evenly. This is crucial at the beginning because it allows you to gather data on the performance of each ad independently.

By showing each ad frequently, you can accurately assess which headlines, descriptions, and calls to action resonate best with your target audience. This data-driven approach is essential for understanding what messaging is most effective in attracting clicks and ultimately, generating leads for your fencing services. Only after collecting sufficient performance data should you consider switching to an optimized rotation, which allows Google to prioritize showing the ads it predicts will perform best.

4.5.6 Ad Schedule

It’s important to ensure that when a potential customer clicks on an ad, there’s someone available to answer the phone or respond to inquiries promptly. If your ads run 24/7 but your staff only works Monday to Friday during business hours, you might miss out on valuable leads that come in outside of those times.

Conversely, running ads when your team is fully staffed maximizes the chances of converting those clicks into actual sales opportunities. Therefore, a well-defined ad schedule that reflects your staff’s availability is essential for maximizing the effectiveness of your Google Ads campaigns and ensuring a positive customer experience.

4.5.7 Audience Segments

Audience Segments allow for refined targeting, ensuring your ads reach the most customers. Essentially, these segments categorize individuals based on their interests, behaviors, and demographics.

For residential fencing, relevant segments might include homeowners actively researching home improvement projects, individuals looking to increase property privacy or security, or even those demonstrating interest in landscaping and outdoor living.

Commercial fencing, on the other hand, would target segments related to property management, construction, or industrial security.

General fencing services could benefit from broader segments encompassing local residents and businesses within the service area.

By using audience segments, you can refine your ad delivery, show your services to those who have demonstrated a higher probability of needing them, thus optimizing ad spend and increasing the likelihood of securing qualified leads.

4.5.8 Budget

Budget is the most you want to spend on ads each day. It helps you control how much money you use for advertising. Set your daily budget.

Tired of Your Fence Ad Budget Feeling Like a Mystery? Partner with Our Google Ads Specialists and See a Clear Increase in Qualified Leads. Let’s Discuss Your Project Goals Today!

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4.5.9 Bidding

Start with ‘Clicks’ and set a maximum cost-per-click (CPC) bid. Later, you can switch to “Conversions” once you have enough conversion data.

4.6 Ad Groups

Create ad groups based on your keyword themes. For example:

• “Vinyl Fence Installation”
• “Wood Fence Repair”

Add the relevant keywords to each ad group.

4.6.1 Keywords

Keywords are the words people use when they search on Google. For your fencing company, these are terms like “install fence” or “fence repair”. Choosing the right keywords helps your ads show to people looking for your services.

4.6.2 Keyword Match Types

• Keyword Match Types — These settings control how closely a user’s search query must match your chosen keywords for your ad to be eligible to show. Understanding these match types is crucial for controlling your ad spend and targeting the right audience.

  Here are the main match types and examples for your fencing business:

  Broad Match — This is the default match type. Your ad can show for searches that include your keywords in any order, along with related terms, synonyms, plurals, and other variations. It offers the widest reach but can also lead to less relevant clicks.

  Example Keyword: fence installation

  Searches that might trigger your ad

  • “install a fence”
  • “how to build a fence” (less relevant, but possible)
  • “fencing companies near me”
  • “fence contractors in my area”
  • “fence repair services” (related, but different service)

• Phrase Match — You enclose your keyword in quotation marks (” “). Your ad will show for searches that include your exact keyword phrase, and potentially for searches that include the phrase with additional words before or after it. The order of the words in your phrase must be maintained.

  Example Keyword: “fence repair services”

  Searches that might trigger your ad:

  • “affordable fence repair services”
  • “best fence repair services near me”
  • “fence repair services cost”

  Searches that would not trigger your ad:

  • “repair fence services” (word order is different)
  • “fence installation services” (different service)

• Exact Match — You enclose your keyword in square brackets ([ ]). Your ad will only show for searches that are the exact same term as your keyword, or close variations like misspellings, plurals, and abbreviations. This offers the most precise targeting.

  Example Keyword: [vinyl fence cost]

  Searches that might trigger your ad:

  • “vinyl fence cost”
  • “vinyl fence costs”
  • “vinil fence cost” (misspelling)

  Searches that would not trigger your ad:

  • “cost of vinyl fence installation” (contains additional words)
  • “wood fence cost” (different material)

Step 5: Create Ads

5.1 Write Compelling Ad Copy

Use your keywords in your ad copy. Highlight your unique selling propositions (e.g., free estimates, experienced installers, quality materials). Include a clear call to action (e.g., “Get a Free Quote,” “Call Now”). Use ad extensions (step 6).

5.1.1  Final URL and Display Path

The Final URL is the precise website link that your ad points to — the actual page a click leads to, such as a quote request form for fence repair. The Display Path is a more user-friendly snippet of that web address that people see in your ad, giving them a hint about where they’ll land on your site, like yardguardfencing.com/repair. These work together to ensure visitors reach the relevant information quickly.

5.1.2 Headlines

Headlines are the eye-catching titles of your Google Ads, designed to immediately grab the attention of people searching for fencing services. They need to clearly state what you offer, like “Expert Fence Installation” or “Reliable Commercial Fencing Solutions”, to encourage users to click and learn more.

Policy Finding:

The rule against punctuation in headlines is a design choice by Google to prioritize clarity, readability, and a consistent user experience across its advertising platform. While this might seem like a limitation, it encourages you to craft clear, concise, and impactful headlines using strong word choices instead of relying on punctuation for emphasis.

5.1.3 Descriptions

Descriptions provide more detail about your fencing business and the value you bring. They appear below the headlines and offer a chance to explain your expertise, the types of fences you install, or any special advantages you offer, like “Providing quality fence installation and repair services for homes and businesses”.

5.2 Create Landing Pages

Design landing pages that are relevant to your ad groups.

A landing page is the first stop for someone who clicks on your fencing ad. It’s a carefully crafted webpage that’s all about converting that click into a potential customer. It uses specific components to highlight your services and encourage a desired response.

Now, let’s look at the elements in a different way:

• Headlines — These are the attention-grabbing titles at the top of your landing page, clearly stating what you offer, like “Your Trusted Fencing Experts”.  
• Hero Image — This is the main visual on the page, a compelling picture or video that immediately shows the quality of your work, like a beautifully installed fence.  
• Call to Action (CTA) — This is a clear instruction telling visitors what you want them to do next, such as “Request a Free Estimate Now!”  
• Key Benefits — This section highlights the advantages of choosing your fencing services, focusing on what the customer gains, like “Enhance Your Property’s Security and Curb Appeal”.
  
• Unique Selling Proposition (USP) — This is what makes your fencing business stand out from the rest – your special advantage, like “Over 20 Years of Experience in Quality Fencing”.
  
• Address Users’ Concerns —This involves proactively answering potential questions or worries customers might have, such as “We Use Only Durable, Weather-Resistant Materials”.
  
• Short Lead Form — If your goal is to get inquiries, this is a simple contact form asking for basic information to get in touch, like a name and phone number.  
• Testimonials/Social Proof — This includes positive feedback from happy customers or examples of your work to build trust, like “See What Our Customers Say!”

Fencing Business Landing Page Sample: