54% More
Phone Leads.
15% Less Ad Spend.
How REALTOP helped a Kentucky fence company generate more customer calls, reduce its cost per phone lead, and improve Google Ads efficiency.
Grow Your Leads
For a Fence Company, The Phone Call Is the Opportunity.
A locally owned fence company serving Lexington and nearby Kentucky communities wanted to turn its advertising into more meaningful customer inquiries.
The business provides privacy, vinyl, aluminum, farm, and commercial fencing.
Because many fencing projects begin with a phone conversation, REALTOP focused on attracting customers ready to call rather than simply generating more website traffic.
The goal was clear: increase phone leads, reduce wasted advertising spend, and reach customers across the company's service area.
Tracked Phone Leads
Generated during April–September 2026, compared with 224 during the same period in the previous year.
The account also recorded 429 total leads, including website forms, compared with 431 in 2025.
More Calls. Lower Cost. A More Efficient Advertising Account.
Comparing April–September 2026 with the same six months in 2025 shows how phone lead generation improved while total spend decreased.
Previous Year
224Tracked phone leads
$112.97 average cost per phone lead
Improved Performance
345Tracked phone leads
$62.58 average cost per phone lead
Source: Google Ads account data, April–September 2026 compared with April–September 2025. The reported phone lead increase also reflects changes in call tracking.
Reaching Customers Searching for the Right Fence.
The campaign targeted local customers researching residential, farm, and commercial fencing solutions.
Illustrative property photography. Images are not representations of the client's completed projects.
A Closer Look at the Six-Month Results.
The campaign recorded 345 phone leads from April through September 2026. April delivered the highest monthly total.
Monthly Phone Leads
Monthly values are taken from the case study's account performance chart.
How REALTOP Helped Turn Search Traffic Into Phone Calls.
Rather than optimizing only for clicks, the strategy focused on local intent, trust signals, and measurable phone inquiries.
Search Campaign Rebuild
A primary Search campaign organized around locations and core fencing services, supported by a smaller commercial campaign.
Local Services Ads
Google Guaranteed Local Services Ads ran alongside Search, providing another opportunity to generate phone and message inquiries.
197 Search Keywords
Keywords targeted fence installation, local fence companies, and nearby service searches, supported by 270 negative keywords.
Regional Service Targeting
Coverage included Lexington, Georgetown, Nicholasville, Richmond, Frankfort, Winchester, Versailles, and surrounding communities.
Trust-Focused Messaging
Ads emphasized being licensed and insured, local reputation, customer testimonials, and available fence styles.
Website Call Tracking
Dynamic website call tracking, added in February 2026, helped identify calls made after visitors clicked an ad.
The Searches That Generated Phone Leads.
The following non-branded keywords generated tracked phone inquiries.
The phrase-match keyword “fencing companies near me” generated 10 phone leads at a reported $47.79 per phone lead.
What This Case Study Shows About Local Google Ads.
01. Calls Matter More Than Clicks
Clicks decreased 55%, yet recorded phone leads increased 54%. More traffic isn't always the most useful goal.
02. Search + Local Services
Combining traditional Google Search advertising with Local Services Ads created multiple paths for customer inquiries.
03. Better Call Visibility
Website call tracking helped capture inquiries that previous reporting could miss, giving the account a more complete view of call activity.
Google Ads for Fence Companies.
Can Google Ads help fence companies generate more calls?
Google Ads can reach homeowners and property managers searching for fencing services. In this case, the account recorded 345 phone leads during April–September 2026.
What is a good cost per lead for fencing services?
Cost per lead varies by location, competition, service type, and campaign structure. This account reported $62.58 per phone lead during the 2026 period.
Why use Local Services Ads with Search campaigns?
The two formats provide different ways for customers to discover and contact local service providers. They can complement one another when properly managed.
Why is call tracking important?
Call tracking helps businesses understand which advertising interactions result in customer phone inquiries. It also improves visibility into calls made after visiting the website.
Do more phone leads guarantee more booked fencing projects?
No. Phone leads represent inquiries, not confirmed jobs. Businesses should also monitor call quality, estimates, bookings, and completed projects.
Your Next Customer Is Searching for a Fence Company. Will They Find You?
REALTOP helps local service businesses build smarter Google Ads strategies, improve lead tracking, and turn search visibility into measurable opportunities.
Talk to REALTOPResults compare April–September 2026 with the same period in 2025. Account-specific results do not guarantee future performance.
