Marketing without a clear goal is like trying to build a fence without a plan. You might get somewhere, but chances are it won’t be straight, sturdy, or strong. Most fence contractors know how to build a solid fence. But when it comes to marketing, things can feel fuzzy. That’s what this post is for. To give you a clear, simple way to set goals that actually help your business grow.
Why Marketing Goals Matter
Goals help you focus. They stop you from wasting time and money on stuff that doesn’t matter. Without a target, it’s easy to try too many things at once and end up with no results at all.
Let’s say you want more jobs. Great. But how many more? From which part of town? In what season? That’s where goals come in. They take your “want” and turn it into a plan.
Start With What You Want Most
Don’t overthink it. Ask yourself:
- Do I want more leads?
- Do I want better jobs (higher paying ones)?
- Do I want to build my name locally?
- Do I want to make better use of my budget?
Pick one to start. You can always adjust later.
Use the SMART Method
You’ve probably heard of SMART goals. If not, here it is in plain English:
- Specific: Be clear. Don’t say “I want more business.” Say “I want 20 new leads next month.”
- Measurable: Make sure you can track it.
- Achievable: Be real. Don’t expect 100 leads if your site barely shows up on Google.
- Relevant: Focus on what moves your business forward.
- Time-based: Set a deadline.
Here’s a good example:
“Get 15 new leads from my website in the next 30 days.”
That’s clear. You can measure it. It’s not too far out of reach. And you know when it should happen.
Break It Down by Channel
Not all marketing works the same way. What works on Facebook might not work on Google. So, set smaller goals based on the channel.
Website
Your website is home base. Make sure it works. A slow, outdated site turns people off. Your goal here might be:
- Make my website mobile friendly this month
- Cut page load time by 3 seconds
- Add 10 before and after project photos
SEO (Search Engine Optimization)
This helps people find you when they search on Google. SEO takes time, but it works if done right. Goals might be:
- Rank on the first page for “fence repair in [your city]”
- Get 5 backlinks from local blogs or directories
- Update service pages with better content
Google Business Profile (GBP)
This is the box that pops up when someone searches your name or “fence company near me.”
Goals could be:
- Get 10 new reviews this month
- Post once a week on GBP
- Add updated project photos
Facebook Ads
These can bring in leads fast, if set up right. But they can also waste money if you don’t target the right people.
Goals:
- Run a $300 test campaign for 2 weeks
- Get 30 clicks to my website
- Try 2 different ad styles and compare results
Google Ads
This works best when people are already searching for a fence company. Great for lead generation.
Goals:
- Get a cost per lead under $25
- Try ad headlines that focus on “fast install” or “free estimate”
- Set up call tracking to know which ads work
Local SEO
This is different from general SEO. It’s all about your town or service area.
Goals:
- Show up in the top 3 map results for “wood fence [city]”
- Build 5 citations (online listings like Yelp or BBB)
- Add your service areas to your website footer
Track Your Progress
If you don’t track, you won’t know what’s working. Use simple tools:
| Tool | What It Helps With |
|---|---|
| Google Analytics | Website traffic, clicks, time on site |
| Google Search Console | What people searched to find you |
| CallRail or similar | Tracks which ads or pages lead to calls |
| GBP dashboard | Reviews, profile views, directions requests |
Set a time each week to check in. It could be Monday morning or Friday afternoon. Make it a habit.
Adjust As You Go
Let’s be real. Not every plan works. Sometimes you run an ad that flops. Or Google updates their rules. That’s okay. The goal is to keep moving, not to be perfect.
If a goal isn’t working, don’t just quit. Ask why. Then tweak it. Maybe you need better photos. Maybe your keywords are off. Maybe your form isn’t working right on mobile.
The key is not to give up. Fix what you can, learn what you don’t know, and keep going.
Ask For Help If You Need It
Most fence contractors didn’t get into business to be marketers. That’s where people like us come in.
At FenceWebs, we’ve been helping fence businesses grow online for 5 years. We focus only on fence companies. That means we know what works and what doesn’t.
If you want help setting goals or running ads, we’re happy to chat. No pressure. Just honest advice.
Final Thoughts
Good marketing doesn’t happen by accident. It takes a clear goal, a good plan, and a little patience. The good news? You don’t have to figure it all out at once.
Start with one goal. Focus on one channel. Get small wins. Over time, it adds up.
And remember: You know how to build a strong fence. With the right plan, you can build a strong business too.
