Running a fence company is tough. You’re juggling installations, customer calls, and keeping your crew on track. Marketing might feel like an extra chore, but it’s the key to growing your business.
Setting clear marketing goals can make all the difference. They help you focus, attract the right customers, and boost your profits. This guide, brought to you by FenceWebs, a marketing agency serving fence companies for over five years, will walk you through setting marketing goals that actually work.
Why Marketing Goals Matter for Fence Companies
Marketing goals give you direction. Without them, you’re throwing money at ads or websites with no clear plan. Goals help you measure success and stay on track.
They also keep your team aligned. Whether it’s getting more leads or ranking higher on Google, clear goals make sure everyone’s working toward the same thing. Plus, they help you avoid wasting time on strategies that don’t deliver.
What Makes a Good Marketing Goal?
Not all goals are created equal. A good marketing goal is specific, measurable, and realistic. It should push you but not feel impossible.
For example, saying “I want more customers” is too vague. Instead, aim for “I want 10 new leads per month from my website.” This gives you something clear to work toward.
The SMART Goal Framework
To set effective goals, use the SMART framework. It stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Let’s break it down:
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Specific: Be clear about what you want. Instead of “improve my website,” aim for “increase website traffic by 20%.”
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Measurable: Make sure you can track progress. Use numbers, like “get 5 new Google reviews each month.”
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Achievable: Set goals you can realistically hit. Doubling your leads in a week might be tough, but in six months? Doable.
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Relevant: Your goals should match your business needs. If you need more local clients, focus on local SEO, not national ads.
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Time-bound: Give yourself a deadline. “Rank on page one of Google for ‘fence installation [city]’ in three months” keeps you focused.
Step 1: Understand Your Current Situation
Before setting goals, know where you stand. Look at your current marketing efforts. Are you getting leads from your website, Google Business Profile (GBP), or ads?
Check your numbers. How many website visitors do you get monthly? What’s your conversion rate? Tools like Google Analytics or your ad platforms can show you this.
If you’re not sure where to start, FenceWebs can audit your current marketing. We’ve helped fence companies like yours for years, and we know what works.
Questions to Ask Yourself
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How many leads are you getting each month?
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Where are your leads coming from (website, ads, referrals)?
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Are you ranking on Google for key terms like “fence company near me”?
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Is your GBP fully optimized with photos, reviews, and posts?
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Are your ads bringing in calls, or are they wasting money?
Answering these helps you spot gaps. Maybe your website looks great but gets no traffic. Or your ads are running but not converting. This is your starting point.
Step 2: Define Your Business Goals First
Marketing goals should tie to your bigger business goals. Want to grow revenue by 20% this year? Need to book 10 more jobs a month? Your marketing should support these.
For example, if you want to focus on high-end custom fences, your marketing goals might include targeting homeowners in upscale neighborhoods. If you’re aiming to dominate your local market, local SEO and GBP optimization are key.
Examples of Business Goals and Matching Marketing Goals
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Business Goal |
Matching Marketing Goal |
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Increase revenue by 15% |
Generate 20 new leads per month via Google Ads |
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Book more commercial projects |
Rank for “commercial fencing [city]” in 4 months |
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Get more repeat customers |
Send monthly email campaigns to past clients |
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Expand to a new city |
Optimize GBP for the new location within 2 months |
Step 3: Choose the Right Marketing Channels
Fence companies have unique needs. Homeowners and businesses search for you locally, so your marketing should focus on where they look. Here are the best channels:
Website Design
Your website is your 24/7 salesperson. It needs to look professional, load fast, and be easy to navigate. A good website turns visitors into leads.
Goal Example: Redesign website to increase lead form submissions by 15% in three months.
SEO (Search Engine Optimization)
SEO helps your website rank higher on Google. When someone searches “fence company [city],” you want to be at the top. This takes time but pays off.
Goal Example: Rank on page one for “fence installation [city]” within six months.
Local SEO
Local SEO targets customers in your area. It includes optimizing your GBP, getting reviews, and using local keywords. This is critical for fence companies.
Goal Example: Get 10 new Google reviews and fully optimize GBP in one month.
Google Business Profile (GBP) Optimization
Your GBP is often the first thing customers see. A complete profile with photos, posts, and reviews builds trust and drives calls.
Goal Example: Post weekly updates on GBP and respond to all reviews within 48 hours.
Facebook Ads
Facebook Ads let you target specific audiences, like homeowners in your area. They’re great for showcasing your work with photos or videos.
Goal Example: Run a Facebook ad campaign to get 15 new leads in one month.
Google Ads
Google Ads put you at the top of search results instantly. They’re perfect for getting quick leads while your SEO builds over time.
Goal Example: Spend $500 on Google Ads to generate 10 booked jobs in 30 days.
Organic Social Media
Posting regularly on social media builds your brand. Share project photos, customer testimonials, or tips for fence maintenance.
Goal Example: Post twice a week on Instagram to grow followers by 100 in two months.
Step 4: Set Specific Marketing Goals
Now that you know your channels, set goals for each. Here are some examples tailored for fence companies:
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Website: Increase monthly website traffic from 500 to 750 visitors in three months.
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SEO: Rank in the top three for “fence repair [city]” in four months.
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Local SEO: Appear in the Google Map Pack for “fence company [city]” in two months.
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GBP: Achieve a 4.8-star rating with 20 new reviews in three months.
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Facebook Ads: Get 25 form submissions from a $300 ad budget in one month.
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Google Ads: Maintain a cost-per-lead under $50 for the next quarter.
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Organic Social: Gain 200 new followers on Facebook in six months.
Keep each goal SMART. If you’re not sure what’s realistic, FenceWebs can help. We’ve worked with fence companies to set goals that drive real results.
Step 5: Track and Measure Your Progress
You can’t improve what you don’t measure. Use tools to track your goals. Google Analytics shows website traffic. Ad platforms track clicks and conversions. GBP insights show calls and direction requests.
Check your progress weekly or monthly. If a goal isn’t working, adjust it. Maybe your ads need better targeting, or your website needs a stronger call-to-action.
Tools to Track Your Goals
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Google Analytics: Tracks website visitors, time on site, and conversions.
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Google Ads Dashboard: Shows clicks, impressions, and cost-per-lead.
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Facebook Ads Manager: Monitors ad performance and lead quality.
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GBP Insights: Tracks views, calls, and direction requests.
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SEO Tools (like SEMrush or Ahrefs): Monitors keyword rankings and traffic.
Step 6: Adjust and Stay Flexible
Marketing isn’t set-it-and-forget-it. If your Google Ads aren’t converting, try new keywords or ad copy. If your website traffic is up but leads are low, tweak your forms or offers.
Stay open to testing. Maybe a video ad on Facebook performs better than images. Or a blog post about “Top 5 Fence Styles” drives more traffic than expected.
Common Adjustments to Make
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Low ad conversions: Change your ad copy or target a different audience.
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Poor website leads: Add a clearer call-to-action or a lead magnet (like a free quote).
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No GBP calls: Post more updates or add better photos.
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Low SEO rankings: Create more blog content or build backlinks.
How FenceWebs Can Help
At FenceWebs, we’ve spent five years helping fence companies grow. We know your industry inside and out. From website design to local SEO, we create marketing plans that deliver.
Need help setting goals? We can analyze your current marketing, suggest realistic targets, and execute the plan. Whether it’s optimizing your GBP or running Google Ads, we’ve got you covered.
Why Work With Us?
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Experience: Five years serving fence companies like yours.
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Tailored Plans: We create strategies that fit your unique needs.
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Proven Results: Our clients see more leads, better rankings, and higher profits.
Final Thoughts
Setting marketing goals isn’t just about dreaming big—it’s about creating a roadmap to success. By understanding your starting point, choosing the right channels, and tracking progress, you can grow your fence company without wasting time or money.
Start small, stay consistent, and adjust as you go. With the right goals, your business can dominate the local market and keep your schedule booked.
Ready to take the next step? Contact FenceWebs today. Let’s set goals that work and grow your fence company together.
