How Much Should Fence Companies Spend on Ads?

Masum AK

Founder of FenceWebs

If you’re running a fence business, you might be wondering how much money to put into ads. It’s a fair question. Every dollar matters, and wasting money on ads that don’t work can be frustrating.

Let’s break it down in a way that makes sense, without the fluff. No guesswork. Just some real talk from someone who works with fence companies every day.

Why Ads Matter for Fence Companies

Ads

People aren’t flipping through the Yellow Pages anymore. When someone needs a fence, they go online. If your company doesn’t show up, they’ll hire someone else. Ads help you show up fast.

Google Ads, Facebook Ads, and local search results all play a role in getting leads. But how much should you actually spend?

There’s No One Size Fits All Budget

Before we throw out numbers, understand this: ad budgets depend on a few key things.

  • Where your business is located
  • How much competition you have
  • How many leads you need
  • Your current reputation (reviews, referrals, etc.)
  • What other marketing you’re already doing

Let’s go through this one step at a time.

1. Set Your Monthly Revenue Goal

Start by asking: how much do I want to make each month?

Say you want to bring in $50,000 in fence jobs this month. If your average fence job brings in $5,000, that means you need 10 new jobs.

Next, figure out how many leads it takes to land 10 jobs. Maybe you close 1 out of every 4 leads. That means you need 40 leads.

2. Know Your Cost Per Lead (CPL)

This is how much you pay to get one person to call or message you.

Some rough numbers:

Platform Average Cost Per Lead
Google Ads $40 – $100
Facebook Ads $20 – $60
Local SEO/GBP $0 – $20 (free or low)

If you’re running Google Ads and paying around $60 per lead, and you need 40 leads, you should expect to spend $2,400.

That’s just the ad cost. Not your time, not your website, not your crew. Just ads.

3. Balance Paid Ads With Organic Work

Ads can bring leads fast, but they don’t work alone. You also need a strong website, good Google reviews, and a strong Google Business Profile (GBP).

When your organic presence is strong, you won’t need to rely so heavily on paid ads. That means you can spend less over time.

4. Budget Based on Business Size

Here’s a rough guide based on fence companies I’ve worked with:

Solo Operator (Owner + 1 Helper)

  • Budget: $500 – $1,000/month
  • Focus: GBP, Facebook Ads, basic Google Ads

Small Team (3-5 Crew Members)

  • Budget: $1,000 – $3,000/month
  • Focus: Google Ads, Local SEO, Retargeting Ads

Mid-Sized Company (6-10+ Crews)

  • Budget: $3,000 – $8,000/month
  • Focus: Full Ad Campaigns, SEO, Facebook + Google, Website Upgrades

These are just ballpark numbers. The point is, don’t try to compete like a big company if you’re just starting out.

5. Track Your Return on Ad Spend (ROAS)

ROAS-formula

If you spend $2,000 on ads and bring in $20,000 in jobs, your ROAS is 10x. That’s good.

But if you spend $2,000 and only land $4,000 in jobs, something’s off. You might need to adjust your ads, your website, or how you follow up with leads.

The goal isn’t just getting clicks. It’s getting real paying jobs.

6. What Happens If You Spend Nothing?

If you rely only on referrals or word of mouth, growth will be slow. That might be fine if you’re booked out. But if you want to grow, you’ll need visibility. That means ads.

Doing nothing means giving up your spot to a competitor who is willing to pay to show up.

7. Test and Adjust Every Month

Don’t set a budget and walk away. Review your results. Ask yourself:

  • Where did my best leads come from?
  • How much did they cost?
  • Which platform gave me junk leads?

Cut what doesn’t work. Spend more on what does. That’s how you grow smart.

8. Work With People Who Know Fence Marketing

Running ads is one thing. Running good ads that actually bring in fence jobs is another.

At FenceWebs, we work only with fence companies. We know what works and what doesn’t.

We don’t throw your money at random platforms. We build smart campaigns that match your goals.

Final Thoughts

FenceWebs

There’s no magic number when it comes to ad spend. But there is a smart way to think about it.

Start with your goals. Know your numbers. Track what works. Don’t be afraid to adjust.

Even $500 a month, if spent right, can bring solid leads. Just don’t expect ads to fix a bad website or a weak online presence.

Marketing is a system. Ads are just one part.

If you want help figuring it out, reach out. We’re not here to sell. We’re here to help fence companies grow in a smart, simple way.

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