Sydney Fence Painting: cost per enquiry down 33% on the month before
Sydney Fence Painting's Google Ads cost per recorded enquiry fell 33% from one month to the next. Fence painting ads brought in 68% of quote forms and tracked calls, and most searchers were on their phones.
Services
Google Ads management · Enquiry tracking · Website design and landing pages
Sydney Fence Painting's Google Ads cost per recorded enquiry fell 33% from one month to the next. Over the rebuilt account, fence painting ads brought in about two-thirds of quote forms and tracked calls, and fence and roof searches turned into enquiries more often than commercial painting searches.
The business
Sydney Fence Painting, trading as Sydney Fence and Roof Painting Co, is a family-run exterior painting business across Greater Sydney. It paints Colorbond, timber, steel and wrought-iron fences, metal and Colorbond roofs, garage doors and retaining walls, with the owner doing the painting. The website also covers pressure cleaning and graffiti removal.
What we set out to do
Fence, roof, pressure cleaning and commercial painting all draw searches, and a painter's budget only stretches so far. The aim was to learn which of those searches became quote requests and calls, to count real calls rather than taps on a phone number, and to bring the cost of each enquiry down.
What we built
The rebuilt account gives each kind of work its own ads. Fence painting ads land on the fence-focused home page, while metal roof painting, pressure cleaning and graffiti removal each have a page of their own, and a separate campaign tested commercial painting. Later, the account was split again into surface-specific campaigns for Colorbond fences and roofs, garage doors and retaining walls, each with its own page.
Fence searches land on fence painting pages, with the quote button and phone number side by side.
In the opening weeks, Google Ads counted a tap on the website's phone number as an action. A tap opens the phone's dialler, but it does not prove a call connected, so tracked call numbers were added and from then on an enquiry meant a quote form or a tracked call. The website behind the ads is covered in the Sydney Fence Painting website case study.
What happened
From one month of ads to the next, cost per recorded enquiry fell 33%, with quote forms and tracked calls counted the same way in both months. The later month ran on fewer days of ads.
Across the rebuilt account, fence painting ads brought in 68% of quote forms and tracked calls. Roof painting ads added 13% and pressure cleaning ads 10%, with garage doors, retaining walls, graffiti removal and commercial work making up the rest. 77% of ad clicks came from people on mobile phones.
Fences and roofs, not commercial jobs
The commercial painting campaign drew a higher click-through rate than the main fence and roof campaign, but its clicks rarely turned into quote forms or calls. The commercial campaign produced too few enquiries to put a precise figure on the gap, but it was wide enough to favour fences and roofs.
Many searchers reached for the phone first
In the opening weeks, 74% of the actions Google Ads recorded were taps on the phone number, and only about a quarter were quote forms. Pressure cleaning ads produced about half of those taps, while fence painting searchers split more evenly between a tap and a quote form. The phone number sits beside the quote button on every page, and tracked numbers were added to count the calls that connect.
How we measured it
Cost per recorded enquiry is Google Ads spend divided by quote forms and tracked calls in a month. The headline compares one month of ads with the month before, using the same enquiry definitions in both. It is a comparison of two months, both with modest numbers of enquiries, not a trend across the whole account; the later campaigns recorded enquiries differently and cost more per recorded enquiry. Shares by service and campaign use the quote forms and tracked calls Google Ads recorded, grouped by ad group. Won-job values were not recorded for this account, so the study reports enquiries rather than revenue.
Make the surface the subject of the page — The Colorbond-fence destination uses a full-width fence photograph behind a focused heading. Quote and phone actions sit directly beneath the explanation of the painting service.
Give customer feedback a clear reading space — The reviews section presents separate feedback cards with names and ratings. It provides a readable stop between the service information and contact choices, while the shared navigation stays visible.
The results
Results for Sydney Fence Painting.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
−33%
lower cost per recorded enquiry
One month of ads to the next
How it was measured
Google Ads spend divided by recorded enquiries (quote forms and tracked calls) in one month, compared with the month before. Both months count enquiries the same way, and taps on the phone number are counted in neither. The later month ran on fewer days, and both months rest on modest numbers of enquiries. A comparison of two months, not a trend across the account. Rounded toward the smaller change.
68%
Share of quote forms and tracked calls from fence painting ads
Since the rebuilt account began
How it was measured
Quote forms and tracked calls recorded by Google Ads, grouped by the ad group of the click, as a share of the total. Taps on the phone number are left out. Rounded down.
77%
Share of ad clicks from mobile phones
Since the rebuilt account began
How it was measured
Google Ads clicks by device across the rebuilt account. Rounded down.
74%
Share of recorded actions that were taps on the phone number
Opening weeks of the rebuilt account
How it was measured
Taps on the phone number as a share of all actions Google Ads recorded (taps, quote forms and calls from the ad) in the opening weeks, before tracked call numbers were added. Rounded down.
How we measured +
The 33% reduction compares ad spend per tracked call or quote form across two consecutive months. It describes that comparison, not the later rebuilt account, where tracking changed and recorded enquiry costs were higher. Phone-number taps are excluded from enquiry results.
The ads
The Google ads we wrote and ran for Sydney Fence Painting
Word for word from Sydney Fence Painting's account. Each one served on Google.
Big Roof Jobs Welcome | Get a Free Quote Today | 10+ Years Experience
Roof Restore across Sydney. 10+ years, fully insured, 100% workmanship guarantee. Free onsite quote, no hidden fees. Eco-friendly spray finish on every roof.
A real ad we wrote and ran for Sydney Fence Painting.
Trusted colorbond restore specialists. 10+ years, fully insured Sydney crew. Hundreds of 5-star Google reviews. Premium spray finish, workmanship guaranteed.
A real ad we wrote and ran for Sydney Fence Painting.
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the Sydney Fence Painting project. Open a card for the finding and its source.
Service01
68%
Fence painting ads brought in 68% of quote forms and tracked calls.
Fence painting ads68%
Roof painting ads13%
Pressure cleaning ads10%
Everything else9%
Fence painting was the core of the account. Roof painting ads added 13%, and pressure cleaning, which ran to its own page, added 10%. Garage doors, retaining walls, graffiti removal and commercial work made up the rest.
Source and basis. Quote forms and tracked calls recorded by Google Ads, grouped by the ad group of the click, as shares of the total since the rebuilt account began. Taps on the phone number are left out.
Calls02
74%
In the opening weeks, 74% of recorded actions were taps on the phone number, led by pressure cleaning.
Taps on the phone number74%
Quote forms24%
Calls from the ad1%
Before tracked call numbers were added, Google Ads recorded taps on the phone number, quote forms and calls from the ad. Nearly three in four were taps, and pressure cleaning ads produced about half of them, while fence painting searchers split more evenly between a tap and a quote form. A tap does not prove a call connected, so tracked numbers were added and the cost-per-enquiry comparison counts only quote forms and tracked calls.
Source and basis. All actions Google Ads recorded in the opening weeks of the rebuilt account, before tracked call numbers were added, grouped by type. Pressure cleaning's share of the taps comes from the ad group of the click. 77% of ad clicks across the rebuilt account came from mobile phones.
Services in the campaign
Sydney Fence Painting · Sydney, NSW
Services in the campaign
The advertising covers fences and outdoor surfaces and roofs and larger properties.
Fences and outdoor surfaces
Colorbond fence painting
Timber fence painting
Metal and wrought-iron fences
Garage-door painting
Show all 5 services+
Retaining-wall painting
Roofs and larger properties
Roof painting
Factory and warehouse roof painting
Shed painting
Commercial painting
Campaign hours
Campaign schedule · Sydney local time
Roofing campaign / General service campaign — Every day: 7am–6pm
Other served campaigns have no day or hour restriction recorded.
Project journey
Website development · Sydney Fence Painting
We built their website, too.
Explore the website we designed for Sydney Fence Painting: the pages, the mobile experience and the path to an enquiry.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to painting businesses.
How was the 33% lower cost per enquiry worked out?
We divided Google Ads spend by recorded enquiries, meaning quote forms and tracked calls, for one month of ads and for the month before, and compared the two. Both months count enquiries the same way. The change is rounded toward the smaller figure.
Is the 33% a trend across the whole account?
No. It compares two consecutive months with the same enquiry definitions, and both rest on modest numbers of enquiries. The later, rebuilt campaigns recorded enquiries differently and cost more per recorded enquiry, so the comparison does not extend to them.
Why are taps on the phone number left out?
A tap opens the phone's dialler but does not prove a call connected. In the opening weeks, 74% of recorded actions were taps. Once tracked call numbers were added, enquiries were counted as quote forms and tracked calls only.
Did commercial painting work?
It drew clicks, with a higher click-through rate than the fence and roof ads, but few of those clicks became quote forms or calls. The commercial campaign produced too few enquiries to put a precise figure on the gap, but it was wide enough to keep the budget on fences and roofs.
What do the results in this Sydney Fence Painting case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: One month of ads to the next. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for painting businesses like mine?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
More work for painting businesses.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
Sydney Fence and Roof Painting Co: a painting website with surface-specific quotes and transformations. See the design, service pages and enquiry experience.
Sydney Fence and Roof Painting Co is a spray-painting company for fences, roofs, walls and commercial properties across Greater Sydney.
Delivered: 18 pages: eight surfaces, a quote page, an about page and three guides. A quote form with nine jobs that arrives pre-set on each surface page.
Outcome: We built a quote form with nine jobs that arrives pre-set on each surface page. We also added five before-and-after transformations behind a tab on every page.
