The Client
Seven Peaks Fence is a full-service fencing company offering residential and commercial installation, repair, and custom fencing solutions. Operating through sevenpeaksfence.com, they serve multiple markets across the United States with materials ranging from vinyl and wood to aluminum and chain link.
The Challenge
- The fencing industry is hyper-local and seasonal, with demand peaking in spring and summer while nearly disappearing in winter months in certain markets.
- Dozens of local contractors compete for the same "fence installation near me" searches, and many are willing to overbid on clicks regardless of profitability.
- Average project values vary dramatically — from a $500 repair to a $15,000 custom installation — making it critical to distinguish high-value leads from minor repair inquiries.
- Previous advertising efforts used a single campaign for all services and locations, resulting in wasted spend and unclear performance attribution.
Our Approach
- Built separate campaign structures for each service market, with location-specific ad copy mentioning local areas and service territories to increase relevance and click-through rates.
- Created service-tier segmentation separating installation campaigns (high-value) from repair campaigns (lower-value), with bidding strategies calibrated to each tier's expected revenue.
- Developed ad schedules weighted toward business hours and early evening when homeowners are most likely to research and contact contractors.
- Implemented call tracking with whisper messages to identify which campaign generated each phone lead, enabling accurate ROI measurement at the campaign level.
- Deployed Performance Max campaigns with before-and-after project photography as visual assets, driving engagement across Display and YouTube placements.
The Results
- Generated $4.03 million in tracked revenue on $814K in total ad spend, maintaining a 5.0x ROAS across all markets and service types.
- Drove 18,400+ conversions including phone calls, quote request forms, and online booking submissions.
- Installation-focused campaigns generated 4x more revenue per lead than repair campaigns, validating the tiered campaign strategy.
- Seasonal budget scaling increased spring/summer spend by 60% while maintaining ROAS above 4.5x during peak demand periods.
- Cost-per-lead for premium installation projects averaged 40% less than industry benchmarks reported by competitors.
About This Campaign
This engagement covers multi-market Google Ads management across Search and Performance Max campaigns. Revenue is tracked through integrated call tracking and CRM attribution.