Getting someone to notice your fence company is one thing. Getting them to call you is another. The good news? A well made ad can do both.
But what makes an ad work? Why do some bring in leads while others just eat your budget?
Let’s walk through it, step by step. No fluff. No fancy words. Just real talk from someone who helps fence companies grow every day.
Start With the Right Goal
Before anything else, know what you want the ad to do.
Are you looking for more calls? More form fills? More quote requests?
If your goal isn’t clear, your ad won’t be either.
Most fence contractors want leads. So the ad should be built to get people to reach out.
Not just scroll. Not just like. Reach out.
Talk to One Person
You’re not talking to “everyone.”
You’re talking to one person with one problem. Maybe their dog keeps running off. Maybe their neighbor just put up a fence and they want one too. Maybe they just moved into a house with no privacy.
Write like you’re talking to that person. One to one. Like you would if you were standing in their yard.
Use Simple Words
“Affordable privacy fencing for your backyard.”
That works better than: “Premium fence installations at competitive pricing.”
Keep it plain. Keep it clear.
Don’t try to sound smart. Try to be helpful.
What to Say in Your Ad
Here are a few things most good fence ads include:
- What kind of fences you install (wood, vinyl, chain link, etc.)
- Who you serve (homeowners, business owners, HOAs)
- Where you work (city names, neighborhoods)
- What makes you better (faster installs, strong warranties, fair prices)
- How to contact you (phone, form, message)
If your ad doesn’t cover at least some of these, it might miss the mark.
Don’t Forget a Call to Action
This is where a lot of ads fall flat.
You need to tell people what to do next. Call now. Get a free quote. Message us today.
Don’t leave them guessing.
Use Real Photos
Stock images don’t build trust. Photos of real jobs do.
Show before and afters. Show close ups of the work. Show your team on the job.
People want to see what they’re paying for. Not a generic fence on a fake lawn.
Keep It Local
People trust local businesses. If your ad says, “Serving the Lincoln area since 2018,” that builds trust fast.
Mention the towns you serve. The neighborhoods. Even the schools or parks nearby. Anything that makes you feel like “the local guy.”
Match the Ad to the Platform
Facebook? Keep it friendly. Use casual photos and short text. Think neighborhood vibe.
Google Ads? Use keywords people are typing, like “fence company near me” or “privacy fence install.”
Instagram? Focus on strong visuals. Clean jobs. Nice fences. Smiling crews.
Don’t copy and paste the same ad everywhere. Each site works a bit different.
SEO and Ads Work Together
If someone sees your ad and Googles your name, your website better show up fast.
This is why local SEO matters.
Make sure your Google Business Profile is set up right. Have your name, address, phone number the same everywhere.
Add photos. Keep reviews coming. Show you’re active.
This helps turn ad clicks into real calls.
What About Offers?
Discounts can help, but only if they’re real.
“$500 off full backyard fence installs this month only” is better than “Call us today!”
People like to feel like they’re getting something extra. Not a trick. Just a nudge.
But don’t overdo it. Don’t sound like a car lot.
Reviews Build Trust
Use them in your ads.
“Rated 4.9 stars by 82 homeowners in Omaha.”
That line might get more clicks than anything else.
Social proof matters. Especially for people hiring someone to work on their home.
What to Avoid
Here’s a quick list of things that usually don’t work:
- Long paragraphs (nobody reads them)
- Fancy words or industry jargon
- Vague promises like “best service”
- Hard to read text
- Low quality photos
If your ad feels like work to read, people won’t read it.
How to Know if Your Ad Is Working
Track it. Always.
Use call tracking numbers. Use landing pages. Use forms with tags.
You need to know where the lead came from.
If you don’t track it, you’re just guessing.
Table: Ad Checklist for Fence Contractors
| Item | Why It Matters |
|---|---|
| Clear headline | Grabs attention |
| Local focus | Builds trust |
| Call to action | Tells people what to do |
| Real photos | Shows proof of work |
| Short, clear text | Easy to read |
| Contact info | Makes it easy to reach you |
| Special offer (if any) | Gives people a reason to act now |
| Tracking setup | Helps you see what’s working |
Facebook Ads vs Google Ads: What’s Better?
It depends.
Facebook is great for brand awareness. You can show ads to people in your area, even if they weren’t searching for a fence.
Google is better when people are ready to buy. They’re typing “fence companies near me.”
Most of our clients at FenceWebs use both.
Facebook warms people up. Google catches them when they’re ready.
Don’t Ignore Your Website
An ad might get the click. But your website has to close the deal.
Make sure it’s mobile-friendly, Loads fast, Has clear info, Easy contact form, Big phone number.
One confusing page can cost you a good lead.
Common Mistakes We See
- Ads with no contact info
- Ads that try to say too much
- Ads with blurry or dark photos
- Ads with no clear offer
- Ads that look just like the next guy’s
Avoid these, and you’re already ahead of the pack.
Real Talk: Ads Aren’t Magic
Even great ads can take time.
Some leads will come fast. Others might take a few weeks. That’s normal.
Don’t judge the ad after just three days.
Give it time. Watch the numbers. Make changes if needed.
Final Thoughts
Running a good ad isn’t about luck. It’s about getting the basics right.
Talk to real people. Show real work. Keep it local. Make it easy to reach you.
At FenceWebs, we do this all day. And we’re happy to help if you ever get stuck.
But even if you do it yourself, just remember: People don’t buy from perfect ads. They buy from people they trust.
So build that trust. One ad at a time.
