A fence company marketing plan template should include your business goals, target customers, marketing channels, budget, and success metrics. This guide gives you a complete framework you can download and customize for your fencing business today.

Here is the truth about marketing. Fence companies that plan ahead win more jobs. Those who wing it waste money and miss opportunities. According to Gartner’s 2025 CMO Spend Survey, businesses allocate an average of 7.7% of their total revenue to marketing. For a fence company with $500,000 in annual revenue, that means a marketing budget of around $38,500.

But having a budget is not enough. You need a plan that tells you exactly where to spend that money and how to measure what works. This guide walks you through creating a marketing plan for your fence contractor business, step by step. Plus, we include a free template you can start using right away.

 

What Should Be Included in a Fence Company Marketing Plan?

A complete fence company marketing plan has seven core sections. Each section builds on the last to create a roadmap for growing your business:

1. Executive Summary: A quick overview of your goals and strategy
2. Business Analysis: Your current situation, strengths, and challenges
3. Target Market: Who you want to reach and where they are
4. Marketing Goals: Specific, measurable objectives with deadlines
5. Marketing Channels: Where you will promote your services
6. Budget Allocation: How much you will spend on each channel
7. Measurement Plan: How you will track results and ROI

Let us break down each section so you can build your own marketing plan.

 

How Do I Write a Marketing Plan for My Fence Business?

Writing a marketing plan does not have to be complicated. Follow these steps to create a plan that actually works for your fencing company.

Step 1: Write Your Executive Summary

Start with a short overview of your plan. Keep it to one paragraph. Include your main goal, your target market, and the key strategies you will use. Write this section last, after you complete the rest of your plan. That way, you can summarize everything accurately.

Example: “ABC Fencing will increase residential fence installation leads by 40% over the next 12 months by focusing on local SEO, Google Ads, and referral marketing. Our primary target is homeowners aged 35 to 55 in the Denver metro area with household incomes above $100,000.”

Step 2: Analyze Your Current Situation

Before you can grow, you need to know where you stand. Complete a SWOT analysis that looks at your Strengths, Weaknesses, Opportunities, and Threats. Be honest with yourself. This analysis shapes the rest of your marketing plan.

Ask yourself these questions: What types of fencing jobs are most profitable? Where do most of your leads come from now? What do customers say in reviews? Who are your top three competitors, and what are they doing better?

Step 3: Define Your Target Market

Not every homeowner is your ideal customer. Define exactly who you want to reach. Create a customer profile that includes age, income, location, and what problems they need solved. The more specific you are, the better your marketing will perform.

Most fence contractors serve two main markets: residential homeowners who want privacy or security fencing, and commercial clients who need perimeter fencing for their properties. Your marketing message should speak directly to their specific needs.

 

How Do I Set Marketing Goals for a Fencing Business?

Good marketing goals follow the SMART framework. They are Specific, Measurable, Achievable, Relevant, and Time-bound. Vague goals like “get more leads” do not work. You need concrete numbers and deadlines.

Here are examples of SMART goals for a fence company:

• Increase website traffic from 500 to 1,500 monthly visitors by December 31
• Generate 50 qualified leads per month through Google Ads within 90 days
• Achieve a 4.8 star average rating on Google with 100+ reviews by year’s end
• Book 10 commercial fencing projects worth $15,000 or more in Q3
• Reduce cost per lead from $75 to $50 through better ad targeting

 

What Are the Best Marketing Channels for a Fence Company’s Marketing Plan?

Choosing the right marketing channels can make or break your plan. Here are the most effective channels for fence contractors, ranked by typical return on investment:

Google Business Profile (Essential)

This is free and delivers the highest ROI for local contractors. Optimize your profile with photos, service descriptions, and accurate contact info. Ask every happy customer for a review. Most fence leads start with a Google search, and your profile shows up in the local map pack.

Local SEO (High Priority)

Build a website that ranks for searches like “fence company near me” and “fence installation [your city].” Create location pages for each area you serve. According to HubSpot’s 2024 research, 61% of marketers rank SEO as the marketing channel with the highest ROI. This takes time but delivers long-term results.

Google Ads / PPC (Fast Results)

Pay-per-click advertising gets your fence company in front of ready-to-buy customers immediately. Google Local Services Ads are especially effective because you only pay when someone contacts you. Expect to pay $6 to $40 per click for fence-related keywords depending on your market.

Referral Marketing (Best Quality Leads)

Happy customers bring more happy customers. Create a formal referral program that rewards past clients for sending you business. Offer a gift card, discount on future services, or cash bonus for every referral that turns into a job. These leads close at higher rates than any other source.

Email Marketing (Best for Repeat Business)

Build a list of past customers and leads. Send monthly updates with seasonal promotions, maintenance tips, and new service offerings. Email marketing delivers an average ROI of $36 for every $1 spent, making it one of the most cost-effective channels available.

Social Media (Brand Awareness)

Facebook and Instagram work well for showing off completed projects and building trust. Post before-and-after photos, customer testimonials, and behind-the-scenes content. Social media may not generate direct leads, but it supports your other marketing efforts by building credibility.

 

Marketing Channel Comparison for Fence Companies

Channel	Cost	Time to Results	ROI Potential	Best For
Google Business Profile	Free	1-3 months	Very High	Local visibility
Local SEO	$500-$3,000/mo	3-6 months	High	Long-term growth
Google Ads / PPC	$1,000-$5,000/mo	Immediate	Medium-High	Fast lead gen
Referral Program	$50-$200/referral	Ongoing	Very High	Quality leads
Email Marketing	$10-$100/mo	1-2 months	Very High	Repeat business
Social Media	$0-$500/mo	3-6 months	Medium	Brand building

 

What Budget Should a Fence Company Allocate in Its Marketing Plan?

Your fence business marketing plan needs a realistic budget. The amount you spend depends on your revenue, growth goals, and the level of your business’s establishment.

Here are general guidelines based on industry data:

• New fence companies (1-2 years): 10-15% of revenue to build awareness
• Growing companies (3-5 years): 7-10% of revenue to expand market share
• Established companies (5+ years): 5-7% of revenue to maintain position

Sample Budget Allocation by Revenue

Annual Revenue	Budget at 7%	Budget at 10%	Monthly Spend
$250,000	$17,500	$25,000	$1,458-$2,083
$500,000	$35,000	$50,000	$2,917-$4,167
$750,000	$52,500	$75,000	$4,375-$6,250
$1,000,000	$70,000	$100,000	$5,833-$8,333

 

Once you set your total budget, divide it across channels. A common split for fence companies looks like this: 30-35% on paid advertising (PPC), 25-30% on SEO and content, 15-20% on social media, 10-15% on website improvements, and 10% for testing new channels.

 

How Do I Measure the Success of a Fence Company Marketing Plan?

You cannot improve what you do not measure. Track these key performance indicators (KPIs) to see if your marketing plan is working:

• Cost Per Lead (CPL): Total marketing spend divided by the number of leads. Aim for $30-$75 per lead for residential fencing.
• Lead-to-Customer Conversion Rate: Percentage of leads that become paying customers. A healthy rate is 20-30%.
• Customer Acquisition Cost (CAC): Total marketing and sales cost to win one customer. Compare this to your average job profit.
• Return on Ad Spend (ROAS): Revenue generated divided by ad spend. Aim for at least 3:1 (every $1 spent returns $3).
• Website Traffic and Rankings: Monthly visitors and your position in search results for target keywords.

Review these numbers monthly. If something is not working, adjust your strategy. If a channel is performing well, consider putting more budget behind it.

 

Can I Get a Free Marketing Plan Template for a Fence Contractor?

Yes. Use the framework below as your starting point. Fill in each section with your specific information to create a complete marketing plan for your fencing business.

FENCE COMPANY MARKETING PLAN TEMPLATE

SECTION 1: EXECUTIVE SUMMARY

Company Name: _______________________

Plan Period: _______ to _______

Primary Goal: _______________________

Key Strategies: _______________________

SECTION 2: BUSINESS ANALYSIS (SWOT)

Strengths: _______________________

Weaknesses: _______________________

Opportunities: _______________________

Threats: _______________________

SECTION 3: TARGET MARKET

Primary Customer Profile: _______________________

Geographic Service Area: _______________________

Demographics (Age, Income): _______________________

Key Pain Points: _______________________

SECTION 4: MARKETING GOALS (SMART)

Goal 1: _______________________

Goal 2: _______________________

Goal 3: _______________________

SECTION 5: MARKETING CHANNELS

[ ] Google Business Profile

[ ] Local SEO / Website

[ ] Google Ads / PPC

[ ] Referral Program

[ ] Email Marketing

[ ] Social Media (Facebook/Instagram)

[ ] Other: _______________________

SECTION 6: BUDGET ALLOCATION

Total Annual Marketing Budget: $_______

Monthly Marketing Budget: $_______

PPC/Paid Ads: $_______ (____%)

SEO/Content: $_______ (____%)

Social Media: $_______ (____%)

Website: $_______ (____%)

Testing/Other: $_______ (____%)

SECTION 7: MEASUREMENT PLAN

Target Cost Per Lead: $_______

Target Conversion Rate: _______%

Target Monthly Leads: _______

Target ROAS: _______:1

Review Schedule: [ ] Weekly [ ] Monthly [ ] Quarterly

How to Implement Your Fence Company Marketing Plan

Once you create your plan, you need to put it into action. Here is a suggested timeline for rolling out your marketing strategy:

Month 1: Foundation

Set up or optimize your Google Business Profile. Make sure your website is mobile-friendly and loads fast. Install Google Analytics to track visitors. Claim your listings on Yelp, Angi, and HomeAdvisor.

Month 2: Content and SEO

Create service pages for each type of fence you install. Build location pages for each city or neighborhood you serve. Start asking customers for reviews. Set up your email marketing platform and create a welcome sequence.

Month 3: Paid Advertising

Launch Google Local Services Ads or a targeted Google Ads campaign. Start with a small budget and test different keywords. Monitor your cost per lead closely. Adjust targeting based on which areas and services perform best.

Month 4 and Beyond: Optimize and Scale

Review your metrics monthly. Double down on what works and cut what does not. Add new content to your website. Expand your paid advertising to new areas. Launch a referral program to turn happy customers into lead generators.

 

Final Thoughts

A solid marketing plan is the difference between fence companies that grow year after year and those that struggle to find consistent work. The template above gives you everything you need to create a plan that fits your business.

Start simple. Focus on Google Business Profile and local SEO first. Add paid advertising when you have a budget. Track everything so you know what works. Adjust your plan each quarter based on results.

Remember, the best marketing plan is one you actually use. Print out the template, fill it in, and review it monthly. Small, consistent actions beat big one-time efforts every time.

Need help building and executing your fence company marketing plan? Fence Marketing Xperts specializes in marketing strategies for fence contractors. Contact us today for a free consultation and let us help you grow your business.