Deck and fence calls at a price that worked.
Backyard Pros builds decks and fences, and we ran its Google ads for two and a half years. The ads brought in a steady flow of calls and quote requests, at a cost per inquiry most deck and fence owners would take. This Backyard Pros case study shows the numbers and where they come from.
250
calls and quote requests for decks and fences, March 2020 to August 2022.
About $36
each, on CA$8,944 of ad spend over the whole run.
Most came as quote requests
186
from the website form, and 64 phone calls (35 of them lasted 30 seconds or longer).
These are calls and quote requests, not signed jobs. The account holds no job data, so we don't claim jobs we can't count.
Results depend on your market, your budget and how fast you answer the phone.
Deck and fence work comes in a rush. Once the snow is gone, every homeowner who spent the winter staring at a rotten fence picks up the phone at the same time, and most of them call more than one company.
For the owner, the question isn't just "will the ads bring in work?" It's "what will each inquiry cost me, and is that less than what the big directory sites charge for a name they also sell to three other builders?"
We ran Google ads for the two jobs Backyard Pros sells: decks and fences. A homeowner who searched for either could call from the ad, or click through to the website and ask for a quote.
The quote form turned out to be the busier door. Plenty of homeowners want a price on paper before they talk to anyone, and a form lets them ask whenever they get a quiet minute.
Every call from the ads went through Google's own call log, and every quote request through one form on the website. The account also counted taps on the phone number, whether or not they became a call. We left those out. That's why the cost per inquiry on this page is a real one.
details to come
If you run a deck or fence company, the full picture is on fence company marketing. For the deck side, read Deck Builder Marketing, and for calls that are yours alone instead of bought, Deck Builder Leads. The ads side for any business is on Google Ads management.
The point of this story is the price. Every inquiry came from Backyard Pros' own ads, to its own phone and its own website, and none of them were shared with another builder.
We don't show a before-and-after here. The last year of the account brought in fewer quote requests than the year before it, so comparing one year with another wouldn't tell you much either way. We show the whole run instead, with its cost, so you can hold it up against what you pay now.
quote to come
They made it easy to ask for a price.
Most of their inquiries came through the quote form, because the form was there.
They stayed through more than two seasons.
Deck and fence ads get better as each season shows which searches bring in real jobs.
They kept to their trade.
Decks and fences, nothing else, so every dollar went after the work they wanted.
Every number on this page has a source and a date. We count real calls from Google's own call log, not taps on a phone number, and real quote requests from the website's form. We never put a client's name on a number that isn't theirs.
Source: the Backyard Pros Google Ads account (Google's call log, the website's quote form and the account's spend), pulled October 3, 2026.
An Ottawa fence and deck company with more than twice the calls in one season.
A kitchen and cabinet company in Bloomfield, New Jersey, with three years of calls from its own ads.
Want to know what a deck or fence inquiry would cost in your area?
Thirty minutes, no pitch. We'll look at your ads, or the lack of them, and tell you what we'd fix first.
We look at four things: whether your calls get answered, how your Google listing stacks up, whether your website books work or just sits there, and whether you can tell which ads bring in customers. You get what we find in plain words.
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