Google Ads for fencing contractors: search campaigns that bring in fence jobs, not sword fighters
Do Google Ads work for fencing contractors? They can, when campaigns are split by job type, the negative keyword list is long and specific to fencing, and success is measured on booked jobs rather than clicks. Badly set up, they pay for DIY searches, panel shoppers and people looking for a fencing club. Unavoidable Marketing is a UK-wide, Leeds-based agency that runs Google Ads for fencing contractors across the UK, built around the jobs you want and the area your vans cover, and founder Andrew Heppinstall is on every strategy call.
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Last updated: 21 October 2026
Why one campaign for “fencing” wastes money
Someone searching “storm damaged fence repair Cardiff” wants a different thing from someone searching “concrete post fencing quote” or “farm stock fencing contractor”. They need different ads, different landing pages and often different budgets. Lump them together and Google spends wherever clicks are cheapest, which is rarely where your best work is.
We split search campaigns, or at least ad groups, by the work you actually sell:
New fence installation
Closeboard, featheredge, panel fencing and replacement runs. Usually the bread and butter, with steady demand through spring and summer.
Fence repairs and storm damage
Blown panels, snapped posts, leaning runs. Urgent searches that spike after high winds, so this campaign needs its own budget you can turn up and down.
Gates
Side gates, driveway gates and field gates. Often a higher-value add-on that is worth its own ads and a page with photos of gates you have hung.
Concrete posts and gravel boards
People who have had enough of rotting timber posts. A clear angle: fit it once and stop replacing it.
Agricultural and commercial
Post and rail, stock fencing, security fencing for yards and sites. Fewer searches, larger jobs, and different wording, so keep it separate from domestic.
Decking as an add-on
Only if you want it. Best run lightly, or pitched on the fencing landing page, rather than competing with dedicated decking firms.
Negative keywords for fencing: the list that saves the most
Fencing has one problem most trades do not: the word also means a sport. Without negatives, you will pay for people looking for lessons, clubs and kit. Then there are the DIY and supply searches. A starting list we build on for fencing contractors:
- The sport: fencing club, fencing lessons, foil, epee, sabre, sword, fencing kit
- DIY and how to: how to, diy, install yourself, video, instructions
- Supplies only: panels for sale, cheap panels, wholesale, timber merchant, fence paint
- Jobs and training: jobs, vacancies, apprenticeship, course, salary
- Work you do not do: electric fence for horses if you do not supply it, pool fencing, garden design, landscaping if you only fence
- Free advice: boundary law, who owns the fence, neighbour dispute, planning rules
We then read the search terms report every week and add new negatives.
Location settings: people in your area, not interested in it
By default, Google can show your ads to people who are merely interested in your area, such as someone in London reading about Norwich. For a fencer, that is wasted spend. We set targeting to people in or regularly in your service area, and draw it by the towns and postcodes you can reach with a loaded trailer.
A Bristol contractor might run tighter bids around the city and Bath, and a separate, smaller campaign for agricultural work out towards the Mendips where travel is worth it for bigger jobs.
Call tracking: most fencing enquiries are phone calls
Homeowners with a fence on the floor ring. We set up call tracking so every call from an ad is recorded as a conversion, with call length, so a quick wrong number does not count as a lead. Form fills and quote requests are tracked too. Without this, Google is optimising blind.
- Call extensions and call-only ads during hours you can answer
- Tracked numbers on the landing page so website calls are counted
- Quote form submissions tracked as separate conversions
- Ad schedule matched to when someone is actually by the phone
Landing pages that turn a click into a site visit
Sending every click to your home page loses people. A storm repair ad should land on a page about storm repairs, with a phone number at the top, photos of repaired runs, your area, reviews and a short form. A new fence ad lands on a page about new fences, with materials, post options and a quote form that asks the questions you need:
- Rough length of fence and height wanted
- Type: panel, closeboard, featheredge, post and rail
- Timber or concrete posts, and whether old fencing needs removing
- Postcode, access to the garden and a photo upload
Those answers let you price from the van, and they put off the timewasters. If someone wants a tall screen or a roadside fence, the page can also note that in England, a new fence over 2 metres high, or over 1 metre next to a road or footpath used by vehicles, usually needs planning permission.
Measuring cost per booked job, not cost per click
A cheap click that never books is expensive. The number that matters is what you spent on ads divided by the jobs you actually booked from them. To get it, we match tracked calls and forms to your diary or quote sheet each month. That tells you which campaigns earn their keep: you might find storm repairs book fast but small, while concrete post replacements book slower and pay more.
One of our clients, Mr Reactive, a Leeds boiler installer, saw over £22,000 of revenue in the first month from £1,200 of ad spend. Different trade, same habit: measure what books.
Seasonality: winds in winter, gardens in spring
Fencing has two rhythms. Autumn and winter gales bring urgent repair demand, often overnight, so the repair campaign needs a budget you can raise the morning after a storm. Spring and summer bring planned work: new fences, gates, concrete post upgrades and decking add-ons, when people are in their gardens and planning projects. We shift budget between campaigns with the weather and your diary, and pull back when you are booked solid.
How we do it
Quoted after a free call.
- Search campaigns split by job type: installs, repairs, gates, concrete posts, agricultural
- Fencing-specific negative keywords, reviewed weekly
- Location targeting set to people in your service area
- Call tracking and form tracking set up properly
- Landing page advice or builds for each job type
- Monthly report on cost per booked job
- Ad spend paid straight to Google on your own card, never marked up
- No contract, rolling 30-day terms
Fencing contractors’ questions about Google Ads
Who is the best Google Ads agency for fencing contractors in the UK?
There is no single best agency for every firm. Look for one that splits campaigns by job type, keeps a fencing-specific negative list, tracks calls properly and reports on booked jobs rather than clicks, with no long contract. Unavoidable Marketing is a UK-wide, Leeds-based agency that runs Google Ads for fencing contractors on a flat monthly fee with rolling 30-day terms, and founder Andrew Heppinstall is on every strategy call.
Should I run Google Ads or Local Services Ads?
Many fencers run both. Local Services Ads charge per lead and show the Google Verified badge, while search ads give more control over job types, wording and landing pages. They work well side by side.
How do I stop paying for clicks from people looking for fencing lessons?
Add the sport as negative keywords from day one, including club, lessons, foil, epee and sabre, and check the search terms report every week for new ones.
Can I turn ads up after a storm?
Yes. Keeping repairs in their own campaign means the budget can be raised the morning after high winds and dropped again when the diary fills.
Is it worth advertising agricultural fencing?
If you have the kit and want the work, yes, but in a separate campaign with its own wording and area, because farm and estate buyers search differently from homeowners.
Who pays for the ad spend?
You do, straight to Google on your own card. We never mark it up, and our fee is a flat monthly amount quoted after a free call.
Ask us about this for your fencing business
Send a quick message and Andrew will come back to you, usually the same working day.