Marketing a fence business isn’t just about spending money on ads. It’s also about when you do it. Timing matters. If you run ads when people aren’t ready to buy, you waste money. But if you show up right when they’re thinking about getting a new fence, you’ve got a much better shot.
Let’s look at the year, season by season, and break down when it makes the most sense to push your ads. This is based on trends we’ve seen with real fence contractors over the past five years.
Spring: The Prime Season
If you could only advertise once a year, pick spring.
Why? Because that’s when people are planning outdoor projects. The snow melts, the ground softens, and homeowners start looking at their yards again. They want to fix things. They want privacy. They want pets and kids safe.
Fences check all those boxes.
Most fence leads come in between March and May. That’s when your Google Ads, Facebook campaigns, and SEO really need to be working.
What You Should Focus On in Spring:
- Run Google Ads starting early March
- Push “Free Estimates” in your messaging
- Post before/after fence jobs on Facebook and Instagram
- Make sure your Google Business Profile has fresh photos and reviews
People don’t just look online. They also drive around. So clean job signs and wrapped trucks can help too.
Summer: Keep the Pressure On
Summer is still busy, especially early summer.
By June and July, many homeowners realize they waited too long to book a fence. That panic can work in your favor.
But summer also brings vacations, heat, and sometimes slower weekends. That means your marketing has to stay sharp.
What to Do in Summer:
- Keep running Google Ads, but focus on urgency: “Book now before we’re full”
- Try remarketing ads for people who visited your site but didn’t call
- Run Local SEO pushes to stay high in map results
If you can offer fast installs, say so. Some buyers are in a rush.
Fall: Slower But Still Worth It
This is where things change. Fall gets quieter. Kids go back to school, money gets tight, and people shift to indoor projects.
But don’t pause your marketing.
Fence buyers still exist in fall. You just have to speak to them a little differently.
Fall Tactics:
- Offer discounts or fall specials
- Target ads to realtors and new home buyers
- Use direct mail in neighborhoods with older fences
Also, now is a good time to ask happy customers for reviews. These help your SEO and keep your brand strong even when things slow down.
Winter: Build Your Pipeline
Winter is quiet. The ground is frozen in many areas. But that doesn’t mean stop advertising. It just means shift your goal.
In winter, you plant seeds.
You build brand awareness. You grow your list. You collect leads that will turn into jobs in spring.
Winter Strategy Ideas:
- Run “Book Now for Spring” Google Ads
- Focus on email capture (free quote forms, giveaways, etc.)
- Post educational content about fence types, permits, or pricing
- Use Facebook to run low-cost video ads that build your brand name
Think of winter as your time to prep the soil, not harvest the crop.
A Simple Ad Budget Table by Season
| Season | % of Ad Budget | Main Goal |
|---|---|---|
| Spring | 40% | Get as many leads as possible |
| Summer | 30% | Convert traffic, stay top of mind |
| Fall | 20% | Keep leads warm, target niche buyers |
| Winter | 10% | Brand awareness, list building |
Don’t Rely on Just One Channel
Fence buyers come from a mix of places. Some search Google. Some ask neighbors. Others scroll Facebook and see your ad. If you only market in one spot, you miss people.
A good mix usually includes:
- Google Ads (for high-intent buyers)
- Facebook Ads (for awareness and retargeting)
- SEO (to keep you showing up for local searches)
- Google Business Profile (for reviews and maps)
- Yard signs, wrapped trucks, business cards
Consistency is what works. Not just one big push.
Timing and Budget Matter Together
We’ve worked with dozens of fence companies at FenceWebs. One of the biggest mistakes we see? Spending the same every month.
Don’t do that.
Put more money into the busy seasons, and pull back a bit in the slow ones. That way, your dollars go further.
Let’s say you spend $1,000/month on ads. Instead, you might try this:
- $1,500/month from March to June
- $1,000/month in July and August
- $500/month in fall and winter
This gives you the best shot at catching buyers when they’re ready.
One More Thing: Track Everything
None of this matters if you don’t track what works.
Use call tracking. Watch what keywords bring in leads. Look at Facebook stats. Check how many people click on your Google Business Profile.
It doesn’t need to be fancy. A simple spreadsheet and regular review can help you spend smarter.
Wrap Up
Fence advertising works best when it matches the season. People don’t shop the same way in winter as they do in spring.
Plan your budget and message around how people actually buy.
And if you need help, that’s what we do at FenceWebs. We only work with fence pros, and we’ve been doing this for five years. We know what works and what wastes money.
Start with the right timing. The rest gets easier from there.
