- TATTON FENCING - SEO, PAID SEARCH & META
Local business. National ambition.
A 500+ employee B2B technology business rebranding and migrating their site. The risk: years of organic authority disappearing overnight. The outcome: nothing lost, and a foundation built for fast growth.
GOOGLE ADS
META ADS
LOCAL SEO
CONTENT STRATEGY
300%+
Increase in lead volume
300%+
Increase in ROI
Local to national
Growth funded by marketing results enabled team expansion, with business service delivery area expanding from a 35-mile radius to national
CLIENT
Tatton Fencing
SECTOR
Trade services - fencing installation
SERVICES
Local SEO, Google Ads, Meta Ads, content, location pages
TIMELINE
Local to national - 300%+ leads, 300%+ ROI, team growth
THE CHALLENGE
Big ambitions. Modest budget. Fierce local competition.
The brief was straightforward: generate more leads within a 35-mile radius. The ambition behind it turned out to be considerably larger.
What was at stake going into the migration
• Limited budget - needed every pound to work harder than a bigger competitor's spend
• No existing SEO presence - starting from scratch against established local competitors
• Broad market with many product and location combinations to cover
• No paid media history - no data to optimise from on day one
• Seasonal and weather-driven demand requiring flexible, reactive campaigns
Tatton Fencing installs fencing across Cheshire and the surrounding area - a trade business built on craft, reliability, and word of mouth. When they came to Ducie, they had real ambition to grow but a limited budget to grow with. They needed a marketing strategy that would work harder than a bigger spend - one built on intelligence rather than volume.
The fencing installation market is hyperlocal by nature. Customers search by town, by area, and by fencing type. Winning in this space requires precision - showing up for the exact combination of location and product that a customer is searching for, across dozens of variations, rather than competing on broad terms where national suppliers and directory sites dominate.
Alongside the day-to-day enquiry volume, there was a secondary requirement: the ability to respond to opportunity when it arrived. Storm damage, sudden demand for specific products, and seasonal peaks represent high-value moments that a reactive paid media strategy can capture quickly - but only if the infrastructure is already in place.
WHAT WE DID
Three channels. One integrated growth strategy.
SEO carried the bulk of the day-to-day workload. Paid search covered high-value intent. Meta built the brand and captured reactive demand. Each channel had a distinct role.
01 - LOCAL SEO
Hyperlocal at scale
Location pages for every town
in a 35-mile radius, paired
with deep keyword coverage
across every fencing type.
Built for long-tail search intent,
not just broad local terms.
02 - GOOGLE ADS
High-intent capture
Paid search targeting higher-
value, higher-intent queries -
larger projects and commercial
work - while SEO built its
authority and covered the
broader long-tail.
03 - META ADS
Brand & opportunistic
Top-of-funnel awareness
campaigns in the target
geography, plus reactive
opportunistic campaigns activated
in response to storms and weather
events to capture demand spikes.
The SEO strategy was built around hyperlocal depth. We developed location-optimised pages targeting every significant town and area within the 35-mile radius, each built around the specific search behaviour of customers in that location. Alongside geographic coverage, deep keyword research mapped the full range of fencing types and styles Tatton install - so the site could rank for the long-tail combinations of location and product that represent real purchase intent rather than casual browsing.
The content architecture was structured to give the algorithm exactly what it needed: clear topical authority across fencing products, clear geographic relevance across the target area, and internal linking that connected it all into a coherent structure rather than a collection of isolated pages.
•The power of hyperlocal at scale: Most local businesses optimise for one or two location terms. We built coverage for dozens - every town in the radius, every fencing product, every combination. The cumulative effect of this long-tail coverage compounds significantly over time, and it's extremely difficult for a competitor to replicate quickly.
Google Ads covered the higher-value end of the enquiry spectrum - larger projects, commercial fencing, and cases where a customer had specific intent and needed to find a supplier quickly. Paid search gave Tatton immediate visibility for these terms while SEO built its authority, and continued to capture demand that organic rankings couldn't always intercept.
Meta served a different purpose entirely. Top-of-funnel brand campaigns built awareness in the target geography, keeping Tatton Fencing visible to homeowners before they were actively searching. Opportunistic campaigns - activated quickly in response to storms and weather events - captured the spike in demand that follows significant weather in the region, at exactly the moment when homeowners are most motivated to act.
THE RESULTS
300%+ leads. 300%+ ROI growth. A business transformed.
The numbers were significant. But the more meaningful outcome was what those numbers enabled - a business that outgrew its original geography entirely.
Lead volume grew by over 300% - a figure that reflects the cumulative effect of three channels working in concert rather than any single tactic. The growth in return on investment matched it, with ROAS also increasing by more than 3x, at a budget level that most larger competitors would consider modest.
The team expanded to meet demand. New staff were brought on as the volume of work generated by the marketing strategy exceeded what the existing team could fulfil. That is the most concrete measure of marketing success available - when it directly funds growth in the business it serves.
And then the business outgrew the brief entirely. What started as a strategy to dominate a 35-mile local radius has become the foundation for national service delivery. Tatton Fencing now takes on projects across the UK - a trajectory that started with the decision to build a marketing infrastructure rather than just buy some ads.
300%+
Increase in lead volume from combined SEO,
paid search, and Meta activity
300%+
Increase in ROAS - every pound generating
measurable return
Local to national
A 35-mile radius strategy became the launchpad for UK-wide service delivery - and the team grew to match it
• Team expanded to meet demand growth
• National project capability from local foundations
• SEO authority compounding month on month
• Reactive Meta campaigns capturing storm demand
MORE CASE STUDIES
More results worth reading.
ROI
30x
Traffic growth
116%
Purchase growth
85%+
Google ROAS
4.28X
Traffic preserved
100%+
CWV vitals
0
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