Running a fence business isn’t easy. Between managing crews, bidding on jobs, and keeping customers happy, marketing often gets pushed to the back. But without new leads, it’s tough to grow.
That’s where online ads come in. If you’ve looked into advertising your fence company online, you’ve probably heard about Facebook Ads and Google Ads. Both can work. But they work in different ways. Knowing the difference can help you spend your money smarter.
Let’s break it down.
What Are Facebook Ads?
Facebook Ads are paid posts that show up in people’s feeds. You can target by age, location, interests, and more. It’s like putting a billboard in front of someone who might need a fence someday.
What Are Google Ads?
Google Ads are the links you see at the top of search results. When someone types in “fence company near me,” these ads show up first. You only pay when someone clicks.
The Big Difference: Intent
Here’s the thing: People on Facebook aren’t looking for a fence. They’re scrolling, maybe killing time. Your ad might grab their eye, but it’s like cold calling.
Google is different. People there are already searching. If someone types “privacy fence installation,” they probably want that service soon. Your ad gets in front of someone who’s ready to buy.
This is called user intent. And it matters a lot.
When Facebook Ads Make Sense
That doesn’t mean Facebook Ads are bad. In fact, they can be great for fence contractors in some cases:
- Brand awareness: People see your name, logo, and work even if they’re not ready to buy.
- Targeted offers: You can run a spring discount ad to people in your area.
- Retargeting: Show ads to people who already visited your website but didn’t call.
It can work well if you’re patient. But it often takes time.
When Google Ads Make Sense
If you want fast leads, Google Ads are usually the better choice:
- High intent: People are searching for your service.
- Quick results: Leads can come in the same day.
- Local reach: You can set it so only people near your business see the ad.
But there’s a catch: Google Ads can be more expensive per click. And if your website is slow or confusing, you could lose the lead.
Comparing Costs
Here’s a rough look at costs, based on what we see at FenceWebs:
| Platform | Average Cost per Click | Speed of Results | Lead Quality |
|---|---|---|---|
| Facebook Ads | $1.00 to $2.50 | Slower | Mixed |
| Google Ads | $4.00 to $9.00 | Faster | Higher |
These are ballpark numbers. Actual costs depend on your location and targeting.
Which Gets Better Leads?
Google leads tend to be better. Why? Because they come from people who are searching for your service. They want a fence. That’s a strong lead.
Facebook leads might be curious. They might just like the photo of a nice fence. You might have to chase them a bit more.
Which Is Easier to Run?
Both can be tricky if you’re new. Facebook Ads has a lot of settings, and Google Ads can burn through cash if you set it up wrong.
That’s why many fence contractors hire someone like FenceWebs to run the ads. We’ve done this for years. We know what works and what wastes money.
Can You Run Both?
Yes. In fact, many fence companies do.
Here’s one way it can work:
- Use Google Ads to catch people who are searching right now.
- Use Facebook Ads to stay top of mind with people who visit your site but don’t call.
This combo can work well. Google brings the traffic. Facebook keeps your name in their head.
Don’t Forget the Basics
Before you spend a dime on ads, make sure:
- Your website is fast and mobile-friendly
- Your phone number is easy to find
- You have strong photos of your work
- Your Google Business Profile is set up right
Ads drive traffic. But if your site turns people away, it won’t matter.
What We Recommend
If you’re just starting with ads, go with Google first. It brings in leads faster. And those leads are more likely to turn into jobs.
Once you’ve got that running well, try Facebook Ads for retargeting and brand building. It adds another layer.
Every fence business is a little different. What works in one town might flop in another. That’s why we test everything and keep an eye on the numbers.
Final Thoughts
Running ads can feel like gambling if you’re not sure what you’re doing. But it doesn’t have to be that way.
Start small. Track your calls. See what works. Adjust as you go.
And if you ever want help, FenceWebs is here. We only work with fence companies. So we get it.
You build fences. We build the online stuff that gets the phone to ring.
Simple as that.
