JK Fencing SEO, Web Design & Google Ads Case Study
How BDX Omaha helped a local fence contractor move from a Facebook-only presence to a full digital lead-generation engine.
00 Services Used
This case study supports the same services BDX Omaha offers to contractors, home service companies, and local businesses across Omaha and Nebraska. These internal links help connect the proof from this project back to the core service pages.
01 The Challenge
When JK Fencing LLC approached Beardman Design, they were a textbook example of a highly skilled trade business that was completely invisible online. Owner Jeremy had been building Omaha’s finest custom wood and ornamental iron fences since 2015, earning a loyal following through word-of-mouth and even recognition in the prestigious Best of Omaha contest. But when a homeowner in Ralston or Papillion opened Google and typed “fence company near me,” JK Fencing simply did not exist.
Their entire digital presence was a single Facebook page. There was no website to showcase their craftsmanship, no Google Business Profile to appear on the local map, and no paid advertising to capture the thousands of Omaha residents actively searching for fence installation every month. The business was growing, but it was entirely dependent on the unpredictable flow of personal referrals — a ceiling that no ambitious contractor should accept. This made JK Fencing an ideal fit for a contractor SEO, local service web design, and Google Ads strategy built around high-intent fence installation searches in Omaha.
State of JK Fencing’s Digital Presence at Engagement
| Digital Asset | Status at Engagement | Business Impact |
|---|---|---|
| Website | None | No way to capture or convert leads online |
| Google Business Profile | None | Invisible in local map pack searches |
| Google Ads (PPC) | None | Zero presence for high-intent search queries |
| Local SEO / Organic Rankings | None | No organic traffic or keyword authority |
| Lead Sources | Referrals Only | Unpredictable, unscalable, limited reach |
| Social Media | Facebook Page Only | Minimal reach, no lead generation system |
02 Our Strategy
BDX Omaha designed and executed a comprehensive, four-pillar digital marketing strategy for JK Fencing. Each pillar was built to complement the others — the website gave us a foundation to convert traffic, SEO and the Google Business Profile drove organic and map-based visibility, and Google Ads delivered immediate, high-intent leads while the organic strategy matured.
Pillar 1 — Website Design & Development
We built jkfenceomaha.com from the ground up — a modern, fast, mobile-first website designed to convert visitors into quote requests. Dedicated service pages for Residential Fencing, Commercial Fencing, and Gate Services captured specific search intent. Trust signals were embedded throughout: Best of Omaha recognition, a 2-year craftsmanship warranty, and a project gallery. A blog was launched to build topical authority over time.
Pillar 2 — Google Business Profile
Starting from zero, we claimed, verified, and fully built out JK Fencing’s Google Business Profile — the single most important local SEO asset for a service-area business. We optimized every field: categories, service areas, hours, descriptions, and high-quality project photos. A proactive review generation strategy built the social proof that drives both ranking and consumer trust.
Pillar 3 — Local SEO & On-Page Optimization
We executed a thorough on-page SEO strategy targeting the highest-value local keywords — “fence company Omaha,” “custom wood fence Omaha NE,” “commercial fence contractor Omaha,” and “fence installation near me.” Consistent NAP citations were built across Houzz, NextDoor, BuildZoom, and the BBB to reinforce local relevance.
Pillar 4 — Google Ads (PPC)
To generate leads immediately while organic rankings built over time, we launched targeted Google Search campaigns focused on bottom-of-funnel, high-intent keywords. We continuously refined match types, negative keywords, ad copy, and bidding strategies — optimizing for the lowest possible cost per acquisition while maximizing lead volume.
03 The Results
Two years of consistent, strategic effort has produced a transformation that is measurable, scalable, and ongoing. JK Fencing now has a fully operational digital marketing engine that generates leads on demand — a complete reversal from their referral-only starting point.
Google Ads Performance Highlights
Our Google Ads campaigns are delivering leads at $72.60 per conversion — a full 36% below the $114.17 target CPA we set for the account. The industry-wide average cost per lead on Google Ads across all categories is approximately $70.11, and home services campaigns in competitive metro markets routinely run between $50 and $90+ per lead. JK Fencing is performing at the efficient end of that range, in a competitive market, with room to scale.
Campaign Performance vs. Industry Benchmarks
| Metric | JK Fencing (Actual) | Industry Benchmark | Advantage |
|---|---|---|---|
| Cost Per Lead (CPA) | $72.60 | $70 – $90+ (Home Services) | At / Below Benchmark |
| CPA vs. Internal Target | $72.60 vs. $114.17 target | N/A | 36% Under Target |
| Campaign Status | Limited by Budget | Varies | Demand Exceeds Supply |
| Weekly Leads (Current) | ~1.46 / week | Varies by spend | +2.33 More Available |
Identified Scaling Opportunities
Because the campaigns are over-performing, Google has flagged JK Fencing as limited by budget — meaning the ads are so effective that the daily budget is exhausted before all available impressions are captured. BDX Omaha has identified two immediate scaling paths:
| Option | Daily Budget | Additional Leads/Week | New Cost Per Lead | Additional Weekly Spend |
|---|---|---|---|---|
| Current | $50.00 | Baseline | $70.69 | — |
| Conservative | $65.19/day | +0.47 leads/week | ~$80.24 | +$51/week |
| Recommended | $150.00/day | +2.33 leads/week | ~$53.26 (improves!) | +$366/week |
| Aggressive | $212.00/day | +2.5 leads/week | ~$59.43 | +$412/week |
Data sourced from Google Ads recommendations based on the last 28 days of campaign performance.
Why this matters for contractors: Fence companies, roofers, HVAC contractors, plumbers, and home service businesses often win or lose based on local visibility. This campaign shows how a trade business can move from referral dependence to a measurable digital acquisition system using local SEO, web design, and Google Ads together.
04 Digital Footprint Built
Beyond the paid advertising results, BDX Omaha built a comprehensive, lasting digital infrastructure for JK Fencing that will continue generating value for years to come. The table below summarizes the full scope of digital assets created and managed on their behalf.
| Digital Asset | Status | Details |
|---|---|---|
| Custom Website | Live & Optimized | jkfenceomaha.com — full service pages, quote forms, blog, project gallery |
| Google Business Profile | Fully Optimized | Complete GBP with photos, services, reviews, and local map presence |
| Google Ads (PPC) | Active & Scaling | Omaha Fence Installation Search campaign — $72.60 CPA, 36% below target |
| Local SEO | Ongoing | On-page optimization, local keyword targeting, citation building |
| Directory Citations | Established | Houzz, NextDoor, BuildZoom, BBB, GrowCycle, and more |
| Content / Blog | Active | SEO-driven articles targeting local fencing search queries |
| Lead Generation System | Fully Operational | Quote request forms, call tracking, and PPC funnels all active |
05 Related Services & Contractor Marketing FAQs
JK Fencing is a strong example of how BDX Omaha helps local contractors turn online visibility into measurable lead flow. The same framework can be applied to roofing companies, HVAC businesses, plumbers, landscapers, remodelers, and other home service brands.
Case Study FAQs
What services did BDX Omaha provide for JK Fencing?
BDX Omaha provided custom website design, local SEO, Google Business Profile optimization, citation building, Google Ads management, content strategy, and lead-generation infrastructure.
Why is this case study relevant for contractors?
Contractors depend heavily on local search visibility. This project shows how a business can move from referral-only lead flow to a measurable marketing system using SEO, PPC, and conversion-focused web design.
Can BDX Omaha build a similar system for other home service businesses?
Yes. The same strategy can be adapted for roofers, HVAC companies, plumbers, electricians, remodelers, landscapers, and other service-area businesses competing in Omaha, Nebraska, and regional markets.
06 Conclusion
The JK Fencing engagement is a clear demonstration of what a full-service digital marketing strategy can do for a local trade business. In approximately two years, BDX Omaha took a company with nothing but a Facebook page and transformed it into a dominant online presence in the Omaha fencing market.
The Google Ads campaigns alone are generating leads at a cost that is 36% below target — and the campaigns are now limited by budget, not by performance. That means every additional dollar invested in advertising is projected to return more leads at an even lower cost per acquisition. The organic foundation of the website and local SEO continues to compound in value, building long-term visibility that no competitor can simply outspend overnight.
Most importantly, JK Fencing now has what every growing small business needs: a predictable, scalable, and measurable lead generation engine. They are no longer dependent on who Jeremy happens to know. They are a digital-first business, ready to grow.
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