Material-based ad groups
Wood privacy, vinyl, aluminum, chain link and pool fencing attract different budgets and different questions. A homeowner comparing vinyl to wood wants durability and maintenance answers; a pool owner wants code-compliant gates. Build one ad group per material with a landing page that shows that material installed, color options and a price range per linear foot.
Local Services Ads for fence work
Fencing services is a Local Services Ads category in the US. Leads are charged individually, and screened businesses carry the Google Verified badge. LSA captures many near-me calls; Search lets you push the materials and project sizes you prefer, such as full-perimeter privacy fences or commercial chain link.
What the keyword data shows
"local fence company" and "best fence company" are both High competition, at up to $29.31 and $24.19. "fence company prices" is tiny (10 to 100 searches) and "fence company cost" shows no data: price research happens on material terms such as vinyl fence cost per foot. A pricing page by material captures that research better than any bid on the generic cost query.
Permits, HOAs and property lines
The questions that stall fence projects are rarely about price: Will the HOA approve it? Do I need a permit? Where exactly is my property line? Address them on the landing page and in ad copy. Offering to handle permit applications, HOA paperwork and utility locate requests removes friction and justifies a higher quote.
Negatives: fencing classes and electric fences
"fence" and "fencing" also match the Olympic sport, a well-known film, electric fences for livestock and invisible dog fences, plus panels and posts sold at big-box and farm stores. Load these negatives before the spring season and keep "fencing" out of broad match entirely.
