JAN FENCE AND MY FENCE & RAILINGS 2 GO, NEW JERSEY
Leading NJ fence supplier and installer looks to HALSTEAD for a strategic website, videography & digital marketing.
SIMPLIFIED PROCESSES
The System Overview
As a family-owned business of nearly 70 years, Jan Fence is a pillar in the New Jersey fencing industry. While Jan Fence is a fence installation contractor, MyFence&Railings2Go is the supplier arm of the company and serves as an ActiveYards dealer—providing fencing materials, tools, and advice to landscape contractors and DIY homeowners. As far as marketing was concerned, Jan Fence described themselves as “just winging it” before they sought the help of HALSTEAD for both businesses. HALSTEAD identified the unique customer for each brand, creating two new websites with two unique strategies. Because of our reputation management services and social media management of their LinkedIn, Facebook, and Instagram accounts, the businesses have seen growth in marketing effectiveness. With one convenient dashboard, HALSTEAD shows Jan Fence the results in a succinct, streamlined way.
Website
Jan Fence came to HALSTEAD with a website that looked and functioned more like a brochure than a lead-generating machine. It offered basic details about fence features but didn’t address the benefits that would attract prospects. HALSTEAD redesigned the website to include vibrant and professional photography showing their best work and created an intuitive flow to improve the user experience. By adding customer testimonials to every webpage, HALSTEAD helped establish social proof and enhance the stellar Jan Fence reputation.
Search Engine Optimization
Our team of industry experts has taken all keywords for Jan Fence to the first page of Google search engine results. When Jan Fence began working with us in 2021, 44% of their keywords ranked within the top 10 results. With our strategic efforts, 100% of their keywords rank within the top 10 results today, with 65% ranking number one. This has led to an increase in qualified leads.
Google Ads
While HALSTEAD’s click-through-rate (CTR) goal is 3–4%, we helped Jan Fence surpass 9%. More importantly, from 2024 to 2025, we scaled their Google Ads budget from $1,200 to $36,000/month — driving a 634% increase in conversions and 628% growth in revenue, all while keeping cost-per-lead under $23. By building tailored audiences and refining geo-targeting with call tracking insights, we attracted affluent homeowners and commercial clients for Jan Fence, and DIYers and contractors for MyFence&Railings2Go.
Paid Social (Facebook & YouTube)
Beyond strong Facebook results — 4%+ CTR for cold campaigns and 5%+ for retargeting — we also introduced YouTube ads tailored to Jan Fence’s target markets. These visual ads reinforced brand trust and boosted retargeting performance across all platforms.
Reporting Analytics
Prior to working with HALSTEAD, Jan Fence’s marketing occurred in-house and did not have a way to measure its effectiveness. Jan Fence is passionate about the HALSTEAD Reporting tool that features a convenient dashboard of the analytics they need to know, such as call and form tracking data, Google Analytics, and SEO.
Managing Director Thomas Miller says his favorite part about interacting with HALSTEAD is the monthly videos the project manager sends, clearly demonstrating the marketing efforts and the effectiveness using factual data from the reporting tool. With HALSTEAD providing easy-to-follow videos on the dashboard, he has learned how to interpret the marketing results.
Review Building
Since implementing HALSTEAD’s reputation management services, Jan Fence has garnered over 90 online reviews and earned an average rating of 4.8 stars. In two years, HALSTEAD achieved nearly 3x as many reviews for Jan Fence as the fence company did on its own over the previous six years. Jan Fence values how easy it is to request, view, and respond to reviews received on Facebook and Google from one convenient place and the improved SEO as a result of reputation management.
Videography
HALSTEAD’s professional videography helps create an emotional connection with Jan Fence’s and MyFence’s prospects and customers. By hearing and seeing the various members of the team, viewing the showroom, inventory, and capabilities, they get a clear picture of who they are and their industry authority. These videos are used throughout their websites, ads, and social media posts, building trust with prospects and potential employees.
Social Posting
With two distinct customer personas for Jan Fence and MyFence, HALSTEAD creates social media posts directed at each audience. Jan Fence offers fence installation services by reputable fencing contractors and appeals to affluent homeowners and commercial accounts, while MyFence appeals to DIYers and contractors. With clear communication about what fencing styles are readily available and which aren’t, HALSTEAD crafts expertly written social posts that are timely, setting the right expectations for prospects.
TESTIMONIALS
More Words From the Client
“What made me so excited was on the first call, they listened to our needs and came back with great comments on how they can improve our sites and improve our business.”
— Robert Corrao, CEO & Founder, Jan Fence
PPC Strategy Overview
We engineered a scalable, conversion-optimized PPC system for both Jan Fence and MyFence&Railings2Go by:
Using CallRail data to target keywords with the highest lead-to-sale close rates.
Testing localized messaging like “Skip the Spring Rush” and “Lock In Savings.”
Diversifying across Search, Performance Max, YouTube, and LSAs.
Weekly optimizations based on CPL trends and regional performance.
634%
634% more Google Ads conversions
918%
918% increase in total paid ad conversions (Google + LSA)
$942K
$942K in revenue from PPC (up from $105k)
$23-26
CPL kept at $23-26 despite scaling spend 15x
This strategy ensured sustained lead volume even during off-peak months and made paid search the most reliable growth engine in the company’s history.
CAMPAIGN HIGHLIGHTS
Creating a Strategy That Generates Leads for Jan Fence
Helping landscape industry contractors rank number one in the search engine results pages is something we do at HALSTEAD every day. Jan Fence relies on our talented team to take care of the strategy and enjoys seeing the results in monthly videos from their dedicated HALSTEAD project manager and on their user-friendly dashboard. They’ve seen an increase in leads and revenue since partnering with HALSTEAD.
Our paid search campaign became a blueprint for how seasonal service brands can dominate local markets with smart PPC strategy. By continuously optimizing ads based on conversion and call duration data, reallocating budgets to high-performing zip codes, and layering in seasonal messaging, we helped Jan Fence grow from $105K in revenue (Jan–Jun 2024) to $942K (Jan–Jun 2025)—a 790% increase when combining Google Ads and Local Services Ads.
TESTIMONIALS
More Words From the Client
“My favorite part about our interactions is basically the emails we get going down through our dashboard, letting me know what our click-through rates are, that we’re hitting the totals that they expect or exceeding the results that we expect.”
— Thomas Miller, Managing Director, Jan Fence
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“Our website was up and running in no time! It was just what we were looking for and they were fantastic to work with. They made the process quick and painless. We could not have been happier with their professionalism and attention to our needs.”
— Paul Hewitt, Hewitt Landscaping
“The Halstead team takes great pride in providing excellent service for each of their clients. They listen to needs and tailor their strategy uniquely for each client based on their experience and insight to the industry.”
— Chuck Gillem, DTE Landscaping
“Working with [HALSTEAD] has been a pleasure. They are attentive to our marketing wishes and act quickly to get the job done. We are very happy to have formed a relationship with Halstead Media.”
— Jenn Dewender, Manzers Landscaping