Griffiths Metal
A decades-old fabricator with a dozen services and a small ad budget. We stopped advertising all of it and put every dollar behind one — custom metal fencing.
Custom metal fences, gates, railings, spiral staircases and security doors across South Florida. Digiax Studio runs a single, focused Google Ads lead generation system for the fencing service.
Griffiths Metal Products
Metal fabrication & custom fencing
Miami, Florida, USA
February 2026 — ongoing
Google Ads, landing page strategy, tracking
One service. Every dollar.
Forms, calls and click-to-call
In a heavily contested local market
Service and location matched
Of all paid clicks
Reporting window: February 2026 — ongoing · $19,100+ managed ad spend · $107.25 average cost per conversion
A small budget in an expensive market.
Griffiths has been fabricating metal in South Florida for decades — fences, gates, railings, spiral staircases, security doors. Reputation was never the problem.
The problem was arithmetic. Custom fencing in Miami is one of the most contested categories in local search, bid against by national franchises and dedicated fencing contractors. Griffiths had a limited monthly budget and a wide service list, which is the exact combination that produces a thin, ineffective campaign spread across everything.
Spending a little on many services would have generated impressions and almost nothing else.
01
High competition from franchises and specialist fencing contractors
02
Limited monthly budget demanding maximum efficiency per dollar
03
Qualified enquiries required, not raw lead volume
04
Four distinct buyers: homeowners, businesses, contractors, property managers
05
Accurate tracking through GA4, GTM and CRM to prove lead quality
We advertised one service instead of twelve.
The single most consequential choice on this account was what we chose not to promote.
Advertise everything.
Fences, gates, railings, staircases, security doors. Broad coverage, every service represented, budget split across campaigns.
It produces reach. It also produces campaigns too underfunded to win any auction, ad copy too general to match any search, and a landing experience that speaks to nobody in particular.
Advertise metal fencing.
One service, fully funded. Ad groups built per fence type — ornamental iron, aluminium, residential, commercial, security. Copy matched to the exact search. Traffic sent to fencing-specific messaging rather than a general services page.
We started with two service campaigns and narrowed to one once the data showed where the qualified enquiries were actually coming from.
Research first. Spend narrow.
A limited budget removes the option of learning through trial. The research had to be right before the money moved.
Learn how fencing gets bought.
Google search demand, Reddit threads, YouTube reviews, TikTok trends and South Florida buying journeys — mapped to understand what triggers a fence enquiry and what people compare before calling. Competitor ads, landing pages, offers, pricing and reviews taken apart.
Bid only where money is.
Ten keyword categories built around commercial intent: metal fence installation, custom metal fence Miami, residential and commercial fencing, ornamental iron, aluminium, security fence, contractors near me, and long-tail local searches. Negative keywords applied continuously.
Match the promise to the page.
Fencing-specific messaging instead of a generic services page. Clear value proposition, strong call placement, mobile optimisation, fast load, trust content, simplified forms and click-to-call — because a fence enquiry usually starts on a phone.
What the budget bought.
A single campaign, worked weekly — search terms, keyword expansion, bid strategy, budget allocation, negative keywords, landing page changes and lead quality monitoring.
Google Ads — metal fence campaign
Google Ads — metal fence campaign performance
Google Ads — keyword performance
$107 a lead is not expensive here.
Read alongside our other case studies, $107.25 per conversion looks high. Smart Tint sits at $29.77. That comparison is the wrong one to make.
A custom metal fence is a fabricated, installed, high-ticket job — frequently thousands of dollars, sometimes considerably more. The cost of acquiring one qualified enquiry has to be judged against what that enquiry is worth, not against a lead for a different product in a different category.
The number we actually optimise toward is lead quality. Narrowing to one service, tightening ad groups by fence type and reviewing search terms weekly is what keeps the enquiries relevant. On a limited budget, one qualified lead beats five that go nowhere — and the client only pays for the fabrication once.
Proving the leads were real.
On a small budget, guessing is the most expensive thing you can do. Tracking went in so every optimisation decision came from an actual customer action rather than a platform estimate.
Tracking distinct actions separately matters here — a click-to-call from a phone and a form submission from a desktop are different buyers at different stages, and treating them as one number hides which half of the budget is working.
Budget concentration — one service instead of twelve
Image to add — Completed fencing project — installed work
Image to add — Conversion tracking dashboard
Where it landed.
Google Ads impressions
44,600+
High-intent clicks
2,610+
Qualified conversions
176+
Conversion rate
6.74%
Average cost per click
$7.32
Average cost per conversion
$107.25
Managed ad spend
$19,100+
Campaigns consolidated
Two into one
Tracking implemented
GA4, GTM, Google Ads
Service focus
Custom metal fencing
Focus was the whole strategy.
There was no clever tactic here. There was a decision to stop spreading a small budget across a dozen services and concentrate it on the one with the clearest demand and the highest job value.
Everything downstream followed from that. Keyword research could go deep on fencing rather than shallow on everything. Ad groups could be built per fence type. Landing messaging could speak to one buyer. Weekly optimisation had a single campaign to improve instead of six to babysit.
Then we narrowed again — two campaigns to one — once the data showed where the qualified enquiries were coming from. Most accounts get worse by adding. This one got better by removing.
What we run.
Griffiths now has a focused, scalable lead generation system for its highest-value service — and a proven structure to extend to the next one when the budget supports it.