If you run a fence company, you’ve likely asked this question: Should I spend money on Google Ads or focus on SEO?
It’s a good question. Both can help bring in leads. But they work in different ways, and choosing the right one depends on your goals, budget, and timeline.
Let’s walk through both, without the fluff.
What Is Google Ads?
Google Ads is paid advertising. You choose some keywords, write a short ad, set a budget, and pay each time someone clicks.
Let’s say someone types “fence company near me.” Your ad might show at the top of the page. If they click it, you pay. Whether they call you or not, the click costs you money.
What Is SEO?
SEO stands for Search Engine Optimization. It’s the work you do on your website and online listings so that your business shows up on Google without paying for ads.
With SEO, the goal is to show up in the normal search results (called “organic” results), below or next to the paid ads. It’s slower, but once you rank well, clicks don’t cost you anything.
Main Differences
Here’s a quick comparison:
| Feature | Google Ads | SEO |
|---|---|---|
| Cost Per Click | Yes, every click costs | No, clicks are free |
| Time to Results | Fast, sometimes same day | Slow, can take months |
| Long-Term Value | Stops when you stop paying | Keeps working over time |
| Trust From Customers | Lower | Higher |
| Control Over Keywords | High | Medium |
| Technical Setup Needed | Low to Medium | Medium to High |
When Google Ads Might Be Better
Let’s say you just opened. No one knows you yet. You need calls now. Google Ads can help.
Or maybe it’s your slow season. You need extra jobs to fill the schedule. Ads let you boost traffic fast.
Also, if you’re in a crowded market, paid ads let you jump ahead of your competition, at least for a while.
When SEO Might Be Better
If you’ve been around for a few years and want steady leads, SEO can work well.
It also helps build trust. People often skip ads and click on the first few regular results. If your site ranks there, it feels more real, more local.
And over time, SEO can cost less. It takes more work up front, but once you start ranking, the leads keep coming in without extra spend.
What About Local SEO?
For fence companies, local SEO matters a lot. That means showing up when someone nearby searches “fence repair” or “privacy fence install.”
This includes:
- Your Google Business Profile
- Reviews
- Local citations (like Yelp, Angi, HomeAdvisor)
- On-page location based content
It’s part of SEO, but focused on your town, county, or service area.
Do They Work Together?
Yes. In fact, they work best together.
Here’s how:
- Use Google Ads for fast results or new services
- Work on SEO for long term traffic
- While SEO builds, Ads keep the phone ringing
It’s like renting vs. owning a home. Ads are like renting. You get results fast, but when you stop paying, it’s gone. SEO is like buying. It’s slower, but it’s yours.
How Much Do They Cost?
Let’s break it down.
Google Ads:
- Cost per click can range from $5 to $25, depending on location
- You control the budget. Start with $500/month if you’re new
- You’ll also need time to learn it or hire someone
SEO:
- Costs depend on how much help you need
- Basic SEO setup starts around $500/month
- More competitive areas may cost $1,000 to $2,000/month
Over 12 months, SEO may cost more at first, but less later. Ads are more stable cost wise, but they never stop.
Which Gets More Leads?
That depends.
Google Ads can bring in leads fast. But not every click becomes a customer. You may pay for lots of clicks before getting a job.
SEO takes time. But the traffic is often better. People trust organic results more, so they’re more likely to call or book.
Common Mistakes Fence Companies Make
1. Only Using One or the Other
Relying on ads only means you always have to pay. Relying on SEO only means you might wait too long to see results.
2. Poor Tracking
If you don’t track where leads come from, you won’t know what’s working. Use call tracking or ask every new customer how they found you.
3. Ignoring Local Search
Your Google Business Profile should be updated, reviewed, and active. That’s free traffic.
4. DIY Without Enough Time
Learning ads or SEO takes time. If you’re too busy running jobs, it’s easy to waste money.
How to Decide What’s Right for You
Ask yourself:
- Do I need leads fast? Go with Ads.
- Do I want to grow long term? Work on SEO.
- Can I afford to do both? That’s ideal.
- Am I in a competitive area? You may need both.
Also, think about how many leads you need. A small team may not need 100 calls a month. A larger crew might.
Final Thoughts
Both Google Ads and SEO can work for fence companies. They just work in different ways.
If you need fast calls, go with Ads. If you want steady traffic over time, focus on SEO. If you can do both, that’s even better.
At FenceWebs, we help fence contractors get more leads using both. We’ve done this for years, and we keep it simple.
If you’re not sure where to start, we can take a look at your site, your area, and give honest advice. No pressure.
Marketing doesn’t have to be fancy. It just needs to work.
Still stuck? Call us. We’ll talk it out.
