Fencing Services · White-Label Fulfillment

Building from Scratch: Scaling Google Ads on an Efficient ~$1K Monthly Budget

We built and scaled a new Google Search account for a South Carolina fencing contractor, prioritizing high-intent inquiries and tight cost control to scale conversions from 11 to 52 per month.

Industry: Fencing & Perimeter Services
Type: White-Label Fulfillment
Implementation period: 6 Months (May–October 2023)
Services: Google Ads, Conversion Tracking, Campaign Optimization

October Monthly Conversions: 52
Cost per Conversion: $22.44
Pipeline Opportunity Value: $464.24K

The starting point

What was happening before

In May 2023, we launched a brand-new Google Ads account for a fencing contractor serving multiple markets across South Carolina.

The client was starting with a clean slate: no historical account data, no existing campaign structure, and no conversion tracking setup.

Key operational challenges at launch included:

Zero historical search query data or keyword cost baselines
A modest planned budget (~$1,000/mo) needing to cover multiple competitive metros
High risk of budget waste on broad DIY, tool rental, or repair queries
Lack of conversion tracking to attribute leads back to specific campaigns

Every campaign had to be structured for maximum efficiency from day one to deliver immediate, measurable quote volume.

The intervention

What we changed

Launch Strategy & Budget Protection

The objective was to engineer a high-efficiency Google Search account that prioritized commercial and residential installation buyers, eliminated wasted spend, and scaled predictably within a ~$1,000 monthly budget.

Exact & Phrase Match → Service-Specific Ad Groups → Negative Keyword Shield

Launch strategy components:

Prioritized high-intent exact and phrase match keywords
Built material-specific campaigns (Wood, Vinyl, Aluminum, Chain Link)
Applied tight geographic radius targeting per service territory
Excluded unqualified informational and DIY queries upfront

The account structure ensured immediate cost control from day one without sacrificing lead volume.

Account Architecture & Conversion Tracking

We built Search campaigns from the ground up, structuring ad groups around specific fencing services and installation intent. Primary conversion actions (call clicks, quote form submissions) were configured to guide smart bidding.

Search Query → Localized Ad Copy → Service Landing Page → Conversion Tracking

This created full visibility into lead generation costs across each service area.

Traffic Quality & Search Term Hygiene

Weekly search term audits and proactive negative keyword management ensured the budget remained laser-focused on profitable installation jobs. IP exclusions and device-level bid adjustments further eliminated non-buyer clicks.

Traffic controls included:

Weekly search query audits to harvest negative keywords
Systematic exclusion of DIY, repair, and job-seeker queries
IP exclusions applied to filter non-buyer traffic
Continuous bid adjustments across top-performing zip codes

Scaling Phase Performance

By month 6, the account achieved 52 conversions in October at a reduced CPA of $22.44, generating consistent installation volume for the contractor's field teams.

Launch: 11 Conversions @ $26.76 → Scale: 52 Conversions @ $22.44

The account established a predictable, cost-controlled engine for ongoing market expansion.

The outcome

Results

Monthly Google Ads conversions increased from 11 in May to 52 in October as monthly spend scaled from $294.36 to $1,167.05.

Cost per conversion decreased from $26.76 to $22.44, while the conversion rate maintained a highly efficient 14.81%.

Across the six-month engagement, the campaigns generated 85 high-intent CRM opportunities representing $464.24K in pipeline value across South Carolina service markets.

Before

New Account → No Campaign History → No Conversion Tracking

No search history or baseline data existed to guide budget allocation across multiple competitive regional service areas.

After

Structured Search Campaigns → Intent-Focused Targeting → Conversion Tracking → Ongoing Optimization

Granular keyword architecture and daily search term hygiene directed every dollar toward high-intent residential and commercial installation buyers.

Google Ads Reporting

Launch month vs. scaling month comparison

May Spend: $294.36
May Conversions: 11
May Cost / Conversion: $26.76
May Conversion Rate: 14.86%
October Spend: $1,167.05
October Conversions: 52
October Cost / Conversion: $22.44
October Conversion Rate: 14.81%

Capabilities represented

Google Ads Management
Conversion Tracking
Search Intent Optimization

Supporting evidence

Screenshots & images

Launch phase — May 2023: 11 Google Ads conversions at $26.76 per conversion, with $294.36 spend and a 14.86% conversion rate.
Six-month CRM snapshot — May–October 2023: 85 opportunities and $464.24K in total pipeline value generated across service areas.
Scale phase — October 2023: 52 Google Ads conversions at $22.44 per conversion, with $1,167.05 spend and a steady 14.81% conversion rate.

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