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The Most Common Google Ads Mistakes Fence Contractors Make (And How to Fix Them)

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Google Ads not working for your fence business? Avoid these common mistakes fence contractors make with PPC—and learn how to fix them fast.

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If you’ve tried Google Ads and ended up frustrated with the results—or worse, wasted a few grand—you’re not alone.

Fence companies often jump into PPC with good intentions, but the wrong setup. The result? Low-quality leads, high costs, and zero ROI.

Here are the most common Google Ads mistakes we see fence contractors make—and exactly how to fix them.

1. Using Broad Match Keywords Without Negative Keywords

The mistake: Targeting keywords like fence or fencing services with broad match means your ads show up for all kinds of junk—DIY videos, job seekers, and unrelated products.

Fix it:

2. Sending Traffic to Your Homepage

The mistake: Your homepage might look nice—but it’s not designed to convert PPC traffic. It’s usually too broad, too slow, or too confusing.

Fix it: Send Google Ads traffic to a custom landing page with:

  • One clear CTA (call or quote request)
  • Service-specific content (fencing only!)
  • Social proof (reviews, logos, before/afters)

3. Not Tracking Conversions

The mistake: You’re running ads, but have no idea which keywords, ads, or locations are driving actual leads.

Fix it:

  • Set up Google Ads conversion tracking
  • Track both phone calls and form submissions
  • Use call tracking tools like CallRail or WhatConverts

4. Bidding Too Small in a Competitive Market

The mistake: Spending $10/day in a market where clicks cost $8–$12. You’re not giving Google enough data to optimize your campaign.

Fix it: Start with at least $30–$50/day in competitive areas—or focus tightly on zip codes you know convert well.

5. Running the Same Ads for Every Season

The mistake: Fence demand changes with the weather. Running the same ads all year ignores seasonal intent and costs you leads.

Fix it:

  • Use different ad copy and offers in spring, summer, and fall
  • Pause low-performing keywords in off-season months
  • Use promotion extensions for seasonal discounts

6. No Local Focus

The mistake: Bidding across entire counties or states when you really want jobs in just 5–10 towns.

Fix it: Use tight geo-targeting in your campaign settings. Only show ads to zip codes or towns you actually service.

How to Know If Your Campaign Is Working

Not sure if your campaign is set up right? Here’s what healthy campaigns usually look like:

  • Click-through rate (CTR) above 5%
  • Conversion rate above 10–15%
  • Cost per lead between $25–$50
  • Search terms that match what you actually offer

If those numbers look way off, your campaign probably needs work.

Want a Pro to Audit Your Google Ads?

We’ve audited and fixed dozens of underperforming campaigns for fence companies. If you’re not sure where the money’s going—or why the leads suck—we’ll show you exactly what’s broken and how to fix it.

Click here to learn more about our PPC services for fence contractors

Or request a paid audit—we’ll analyze your setup, highlight waste, and give you a roadmap to better results. And if you hire us? The audit fee gets credited back.