In a bustling town in Arkansas, there was a well-known fence installation company that prided itself on quality and professionalism. As the company grew, their advertising efforts expanded, reaching more potential customers. But with this growth came a challenge they hadn’t anticipated—many of the inquiries they were receiving were irrelevant to the services they offered. This was beginning to drain their resources and distract them from their core business.
The first issue came from job-related searches. The company’s phone lines were constantly buzzing with people asking about fence jobs and fence installer jobs. Some were even inquiring about fence installation careers or looking for fence employment opportunities. While the company valued skilled workers, these calls were not what their marketing was intended to generate. Their ads were supposed to attract customers, not job seekers.
On top of this, a wave of DIY enthusiasts began contacting them. These were people interested in DIY fence installation, asking for advice on how to install a fence, or seeking a fence installation kit. Some even wanted fence building tips for their own home projects. The company, however, specialized in professional installations and had no interest in catering to the cheap DIY fences market. These inquiries were a clear sign that their advertising wasn’t properly targeted.
Then came the unrelated service requests. Some potential customers wanted help with electric fence repair, while others were looking for pet fence installation or an invisible fence. They even received calls about chain link repair. But these services were not in the company’s portfolio. The company’s focus was on traditional, custom fences, and these inquiries only served to clutter their workload with requests they couldn’t fulfill.
Another persistent issue was the price-focused inquiries. Many people were contacting the company in search of free fence installation, the cheapest fence installers, or bargain fences. Some were hunting for low-cost fencing or discount fences. However, the company was known for its commitment to quality, which naturally came at a higher price. These low-budget requests were not a good fit for their business model.
To top it all off, the company was receiving calls from locations far beyond their service area. People from other cities and states were inquiring about fence installation in [city/state not served] or asking for fence installers in [unrelated location]. These leads were not only unproductive but also frustrating, as the company had no way to serve these distant customers.
Realizing that their marketing needed a serious adjustment, the company decided to implement negative keywords to filter out these irrelevant inquiries. They excluded terms like “fence jobs,” “DIY fence installation,” and “cheapest fence installers” from their ad campaigns. By refining their keywords, they were able to focus on attracting the right customers—those looking for professional, high-quality fence installation services within their service area.
The results were immediate and noticeable. The irrelevant calls and inquiries dwindled, leaving the company free to focus on the projects that truly mattered. They were now connecting with homeowners and businesses who valued their expertise and were ready to invest in the quality work they provided. The company had successfully fine-tuned its approach, ensuring continued growth and success in the right direction.
