Anyone who runs a fence business knows that when October rolls around, things start to slow down with the holidays just around the corner. You think you're the man in the Summer. You're getting tons of leads, selling jobs left and right. But then the slow season inevitably comes and both lead volume and close rates diminish quite drastically. At least this is how it is in Texas.

We fell victim to this and kind of got caught with our pants down. We were solely relying on Google for paid leads (Google Ads and Google Local Service Ads). We were staying booked out on our appointments about 2-3 days out, and then finally we got hit with a super dry week and both sales reps didn't have appointments for a couple of days and that's when it was apparent that we needed to put more efforts into lead generation. It's easy to chalk it up to "oh, it's just the slow season" or "no one's looking for a fence right now". Unfortunately we couldn't have that pity party, the business needed leads.

We buckled down and went searching for a different pond to fish for leads in. We tried signing up for Bing Ads and were instantly banned for some billing reason, so that was a no-go. I then turned on some Facebook Ads and those didn't produce much. Next up was TikTok and honestly thought it would be a waste of time but I wanted to try it just to see if there was anything there. I spun up some very simple campaigns with some lead forms and almost instantly (same-day) started getting leads. Pretty incredible.

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I was pretty amazed at how quickly leads started coming in and the price we were getting them. It seemed too good to be true. I was weary that these were unserious people that liked the idea of a new fence but were not serious about actually getting a new fence. I figured it was too early to tell and that we should keep getting leads and with enough volume it'll be evident if these are quality leads or not.

Well, it's been 21 days and after spending exactly $1,923.27, we've generated 53 leads from TikTok at a rate of $36.29 per lead.

Of these 53 leads, we booked 27 quote appointments (49% of leads converted into appointments) and drum roll...... we've sold 0 of them.... so far.

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This is obviously not good, but it's also early. We're right in the middle of people traveling for Thanksgiving, some people's quote appointments still haven't even happened yet because of the holidays so we really won't know for sure until early to mid December if this is a complete bust or not. If things change I will definitely amend this post with updated data. If not though, assume the worst lol.

As of now, I have completely shut down TikTok Ads as one of our advertising channels and will revisit it back in December to see if it's worth turning back on. I want to see if the sales team can snag any sales from this lead source or if it's not worth our time.

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Hope you guys found this insightful. If you need help with lead generation for your fence business, please don't hesitate to schedule a call to see if we can work together.