A Local Services Ads case study: top-of-search visibility and 30 calls at 49 dollars each
fencecontractoridaho.com, the Fence Unlimited website behind the campaign.
Fencing and gate installation | Kuna, Boise and the Treasure Valley, Idaho | Google Local Services Ads
Campaign performance over the reporting period.
| 93.72% of searches shown abovethe free listings | $49 per lead, all of themphone calls | 30 charged leads, everyone a phone call | 100% of spend went tophone leads |
The client
Fence Unlimited is a fence and gate installation company serving Kuna, Boise and the wider Treasure Valley in Idaho. The team builds custom fence and gate solutions for homeowners across the region.
For this client, the goal was direct and measurable: use Google Local Services Ads to put the business at the very top of search and turn that visibility into phone calls from homeowners ready to hire.
The channel: Google Local Services Ads
Local Services Ads sit at the very top of Google, above the regular paid ads and above the map pack, in the block a homeowner sees first. They are the pay per lead format, which changes the economics in the advertiser’s favor. Instead of paying for clicks that may go nowhere, the business is charged only when a real lead comes through, typically a phone call.
For a fence contractor, that model fits the way people actually hire. Someone who needs a fence searches, sees the businesses Google has placed at the top, and calls one of them. It is one of the most direct ways to generate fence leads that exist: the whole game is being in that top block when it happens, and only paying when the phone rings. This case study covers how that played out for Fence Unlimited.
| Why this channel suits a fence company A fence job starts with a phone call, and Local Services Ads charge only when that call happens. Get the placement right and the spend converts into conversations with homeowners rather than into clicks that never call. |
Result: at the top of search almost every time
The standout number from the campaign is visibility. Across the reporting period, Fence Unlimited’s ad appeared above the free search listings on 93.72 percent of the searches it entered.
| VISIBILITY METRIC | RESULT |
|---|---|
| Ad impressions | 1,138 |
| Shown above the free listings | 93.72% |
| Shown in the very top ad slot | 12.97% |
Google Local Services Ads account, reporting period.
| What a 93.72 percent top rate means in practice Almost every time a Treasure Valley homeowner searched and triggered this ad, Fence Unlimited was sitting above the free listings, in the block people look at first. For a local fence company, that is premium real estate on the search results page, and it is the foundation everything else in this campaign is built on. |
Result: 30 calls, every one a phone lead
Visibility only matters if it produces contacts. It did. The campaign generated 30 charged leads over the period, and every single one came in as a phone call. Nothing was spent on message leads.
| LEAD METRIC | RESULT |
|---|---|
| Charged leads | 30 |
| Phone leads | 30 |
| Message leads | 0 |
| Why all-phone leads are the best outcome for a fencing business A ringing phone is the highest intent lead a fence company can get. It is a homeowner who wants to talk about a project now, not a form that may or may not be followed up. Every one of these 30 leads arrived that way, which is exactly the lead type this business wants. |
Result: efficient, clean spend
The economics held up alongside the volume. Total lead spend over the period was 1,482.98 dollars for 30 leads, which works out to roughly 49 dollars per lead. For the fencing trade, where a single won job is worth many multiples of that, a cost per lead in that range is efficient.
| SPEND METRIC | RESULT |
|---|---|
| Total lead spend | $1,482.98 |
| Cost per lead | about $49 |
| Spent on phone leads | 100% |
| Spent on message leads | $0.00 |
| Clean spend, nothing wasted The entire budget went to phone leads. None of it was spent on lower value message leads or absorbed by anything that did not produce a contact. Every dollar of the 1,482.98 turned into the lead type the business actually wanted. |
What makes a Local Services Ads campaign perform
Strong Local Services Ads results do not come from simply switching the ads on. The performance above rests on the fundamentals of the channel done properly.
- Sustained top placement. Appearing above the free listings on nearly every search is what a well maintained Local Services Ads presence looks like. It keeps the business in front of homeowners at the exact moment they are looking to hire.
- A pay per lead model, kept clean. Because the format charges only for leads rather than clicks, the value comes from making sure the budget flows to genuine, high intent contacts. Here it flowed entirely to phone calls.
- The right lead type for the trade. For a fence company, phone leads convert better than form fills because they are homeowners ready to talk. A campaign that delivers all of its leads as calls is delivering the most useful outcome.
- Efficient cost per lead. Keeping the cost per lead competitive for the fencing market means the spend produces a healthy volume of contacts rather than a handful of expensive ones.
Want results like these?
Fence Marketing Xperts manages Google Local Services Ads for fence contractors across the United States, alongside local SEO, Google Business Profile optimization and content.
If you have been wondering how to get fence leads without paying for clicks that never call, this is one of the cleanest answers there is. Local Services Ads put you at the top of search when a homeowner is ready to hire, and charge only when the phone actually rings. We will review your setup and show you what the channel can do for your market.