16 Apr
A few months back, I took on a Facebook Ads campaign for True Edge Fence, a fencing company that builds and repairs fences. Absolutely obliterated it. In just one month, we turned a $9,000 ad spend into 370 leads, with a 15% close rate and an average order value of $3,000…do the math, that’s nearly $170,000 in closed sales.
Before I stepped in, they were limping along on word-of-mouth and drowning in low-quality leads from outside their service area. They’d tried Facebook Ads before, and it was a disaster…leads that went nowhere or were geographically irrelevant.
So they came to me. The result?
A lead generation machine that only hit their service area and scaled their revenue.
The lesson? DIY Facebook Ads or hiring cheap “experts” is a recipe for wasted money.
If you want real results, you need someone who lives and breathes this stuff…someone who’s not just learning on your dime.
Main Objective: Generate High-Quality, Local Leads That Convert
True Edge Fence wasn’t just looking for more leads… they needed the right leads. The primary objective of this campaign was to build a profitable and highly targeted Facebook Ads system that delivered qualified prospects within their exact service area, eliminated wasted ad spend on out-of-area inquiries, and turned attention into booked jobs.
We weren’t just chasing traffic. We were engineering conversions.
Challenge Background: A Business Struggling to Scale
True Edge Fence had been getting by on word-of-mouth referrals, which is fine until you want to grow. Their biggest pain points?
Not enough leads and way too many from outside their service area, which wasted time and resources.
They’d dabbled in Facebook Ads before, but the results were pathetic…low-quality leads, wrong locations, and no traction. It’s the classic story: a business thinks they can “figure out” paid ads or hire someone with a Udemy certificate to run their campaigns.
Spoiler: it doesn’t work. By the time they reached out to me, they were skeptical, burned by past failures, and desperate for a system that actually delivered.
The Campaign: A Lean, Mean Lead-Generating Machine
We ran a laser-focused lead generation campaign from March 1 to March 30, 2025, with a $9,000 budget.
The goals were simple but critical: crank up lead volume and stop the flood of out-of-service-area leads. We used a mix of open targeting and interest-based testing across two campaigns, but the real magic happened with geofencing.
We didn’t just set a radius and call it a day…when we noticed out-of-area leads still creeping in, we doubled down on location exclusions, fine-tuning until every lead was in their service area.
Add in custom offers and relentless split testing of ad formats, and we had a campaign that hummed.
The challenge? Lead volume wasn’t where it needed to be early on. Most agencies would’ve thrown more money at the problem or blamed the client’s niche. Not us. We leaned into dynamic split testing, bulk-testing creatives to find winners fast, and optimized geofencing to cut out the noise. No fluff, no excuses…just results.
The Results: $170K in Sales and a Shocked Client
In one month, we delivered 370 leads at a 15% close rate, with an average order value of $3,000. That’s $166,500 in closed sales from a $9,000 ad spend…a return that made the client’s jaw drop. Their previous attempts at Facebook Ads had been a graveyard of low-quality leads and out-of-area inquiries, so they came in with serious doubts. By the end, they were stunned we’d cracked the code on targeting in-service-area prospects. They’re now talking about a long-term partnership, and their business is swimming in high-quality leads and scaled revenue.
The numbers don’t lie. Screenshots from the campaign show a steady climb in lead volume, with cost-per-lead dropping as we refined targeting. One ad creative…a clean, direct offer for fence repairs…crushed it, pulling in leads at under $25 a pop. Compare that to their earlier campaigns, where they were lucky to get a lead under $100, and it’s night and day.
The Hard Truth: You Can’t Half-Ass Facebook Ads
This campaign wasn’t just a win…it was a masterclass in why you need real expertise for paid ads. True Edge Fence learned the hard way that throwing up a few boosted posts or hiring a budget freelancer doesn’t cut it.
The reality? Most businesses waste thousands on Facebook Ads because they don’t have the chops to nail targeting, creative testing, or optimization. And good luck finding a top-tier ad specialist to work in-house…they’re running their own agencies or consulting, not clocking in for a 9-to-5. You end up with rookies who know just enough to be dangerous, and your campaigns tank.
Our approach…geofencing like surgeons, bulk-testing creatives, and obsessing over location exclusions…turned a skeptical client into a believer.
For businesses like True Edge Fence, the takeaway is clear: focus on eliminating out-of-area leads from your pipeline and test creatives aggressively. In the fencing industry, where local leads are everything, geofencing isn’t optional…it’s your lifeline.
Why It Worked and Why I’m Not Surprised
This campaign showed what happens when you bring real skill to the table. We didn’t just run ads; we built a system tailored to True Edge Fence’s audience, with dynamic split testing to hit profitability fast. The client’s now got a bigger lead pool, scaled revenue, and a strategy they can build on.
But the bigger lesson? Don’t kid yourself into thinking you can DIY your way to results like this. If you’re serious about lead generation, hire someone who’s been in the trenches…not someone still figuring out the basics. Because in paid ads, like in fencing, precision is everything.
Ready to See What This Could Look Like for Your Business?
We’ve worked with dozens of companies in the home services space, and the results speak for themselves. If you’re tired of burning cash on weak leads or campaigns that miss the mark, let’s change that.
We’re currently offering a 30-day proof-of-concept campaign… no fluff, no long-term commitment. Just real strategy, executed with precision, and built to generate results fast.
Come have a conversation with us. We’ll show you what’s possible.
