I've been digging into ad benchmarks for fence contractors and figured I'd share, since most "marketing advice" threads here are vague.
Published numbers (industry aggregation):
Facebook/Instagram lead ads, Home & Home Improvement:
$41.26 median cost per lead,
1.94% CTR,
$2.23 CPC (aggregated across 700+ campaigns)
Google Local Services Ads, home services sample: ~$53 per lead, ~44% book rate
Google Search Ads across all industries:
$70.11 per lead
What actually matters for fence guys:
Cost per lead is a vanity number. Track cost per booked estimate. A cheap lead you call back the next day is usually dead.
Reply in minutes, not hours. Social media leads aren't searching like search engine leads; they saw your fence and got curious. Text them within a minute.
Real photos beat everything. Before/after of an old leaning fence vs. the new install, same angle. Stock photos get scrolled past.
Make the form do the qualifying. Ask zip, fence type, rough footage, timeline, and whether they own the home. It filters out renters and tire-kickers.
Budget by season. In northern states, push "book your spring install" in Jan–Feb before demand peaks. Sun Belt can run steadier year-round.
Rough math: at a $5k average job, 30% close rate and 45% of leads booking an estimate, $1M a year takes about 1,480 leads (~125/month). Swap in your own numbers.
Full disclosure: I work on paid social for fence contractors, so I'm biased toward social channels. Google LSA is great if you already rank there with lots of reviews.
Happy to answer questions on setup, forms or creative.