The challenge
Liam had built LS Fencing to around 10 employees doing solid residential and light commercial work, but had hit a slow patch. Word-of-mouth could only stretch so far when residential demand softened, and the commercial work - large builders, infrastructure, energy - was where the volume and margin actually lived. Cold calling wasn't moving the needle. Trade directories were sending price-shoppers. They knew the commercial market was the answer, but they had no campaign infrastructure, no LP, no tracking and no agency experience to bridge the gap.
What we did
- Rebuilt the Google Ads campaign around commercial-intent keywords - 'security fencing contractor', 'commercial site fencing', 'infrastructure fencing' - not just generic 'fencing' terms.
- Built a landing page focused on the security + commercial use case, with the trust signals (insurance, certifications, past commercial jobs) above the fold.
- Layered Meta with retargeting aimed at procurement-level decision makers - the people who actually approve a six-figure fencing contract.
- Weekly optimisation against booked jobs, not just leads - we tracked conversions all the way to signed contracts.
The result
Six months in, Liam had doubled his team from around 10 to 20 employees and doubled his revenue. More importantly, he'd broken into the commercial market - landing six-figure contracts with names like Lendlease and Endeavour Energy. Different scale of business, different scale of work, different scale of revenue.
Where LS Fencing started
- Around 10 employees, mostly residential + light commercial
- Word-of-mouth dependent, week-to-week pipeline visibility
- Locked out of commercial / infrastructure work
- No paid ads, no LP, no campaign infrastructure
Where LS Fencing is now
- 20 employees - hired site managers, not just installers
- 6-month pipeline visibility from recurring commercial work
- Lendlease + Endeavour Energy contracts secured + repeating
- Full Google + Meta campaign, tracked through to booked job
How it played out
- Month 0 Stuck in a slow patch on a team of 10, locked out of commercial work
- Month 1 Rebuilt Google Ads around commercial-intent keywords + new landing page
- Month 3 Layered Meta retargeting aimed at procurement decision-makers
- Month 6 Doubled the team to 20 + landed Lendlease and Endeavour Energy contracts
“Verify LS Fencing on GoogleWe literally went from 10 to 20 employees in under six months. We doubled our revenue and started landing six-figure contracts with names like Lendlease and Endeavour Energy.