SEO, MailChimp, Meta & PPC Ads for John Bright Fencing

For more than 40 years, John Bright Fencing has supplied handmade wooden gates, fencing and agricultural supplies across Dorset and the South West. Offline, the business was well known. Online, it wasn’t as easy for customers to find them. Search visibility was limited, paid channels were used sparingly, and seasonal products — such as their galvanised water troughs — weren’t getting the exposure they deserved.

In March 2025, they began working with b4b's marketing team to align their digital marketing with the business's strengths. Our first step was to build an integrated plan across SEO, PPC ads, Meta ads, and Mailchimp to capture seasonal demand and connect their products with high-intent customers.

Twelve months later, revenue had grown by 73% year on year and John Bright Fencing became the UK’s number one galvanised water trough retailer. This case study shows how that joined-up approach improved performance across all channels.

Before partnering with b4b, John Bright Fencing had a strong local reputation but a relatively limited presence online. Decades of Dorset craftsmanship, from handmade wooden gates to agricultural supplies and galvanised water troughs, weren’t reflected in their digital performance. Search visibility was low, with an average position of 35.9, making it hard for customers to find them. Paid activity was inconsistent, with no clear framework for PPC ads or Meta ads, and seasonal demand wasn’t being fully captured.

Email marketing followed a similar pattern. Valuable seasonal content and product updates weren’t being fully used, and Mailchimp campaigns weren’t yet a dependable revenue stream. For a family-run business in a competitive market, this created a real risk of missed sales and reduced visibility. When John Bright Fencing approached us in March 2025, the priority was clear. We needed to build a cohesive engine powered by SEO, PPC, Meta Ads, and Mailchimp to drive sustainable growth.

We developed a tailored, integrated plan for John Bright Fencing to strengthen visibility, capture seasonal demand, and turn their digital channels into reliable revenue drivers. The focus was to align SEO, PPC ads, Meta ads, and Mailchimp so that every channel worked toward the same commercial goals.

1. Discovery & Planning

Our first step was to map John Bright Fencing’s heritage, product range and seasonal buying patterns. This included everything from handmade wooden gates to galvanised water troughs and fencing materials. From there, we set clear objectives to improve SEO performance, build profitable PPC and Meta ad campaigns, repurpose seasonal content into Mailchimp eShots, and drive year-on-year revenue growth through a single, data-led roadmap.

2. SEO Foundations & Content

To boost visibility, we rebuilt their SEO foundation. We aligned keyword targeting to core products, optimised key pages, and improved crawlability and speed. Seasonal and informational blog content supported priority terms, and these changes helped lift the average search position from 35.9 to 17.5.

3. PPC Ads: Profit-Focused Search Campaigns

For PPC ads, we introduced new Google Ads structures around high-intent searches, refreshed ad copy, and shared conversion-focused landing page recommendations. Ongoing optimisation of keywords, bids, and device performance helped deliver £35,000 revenue from £6,100 spend.

4. Meta Ads: High-Intent Rural Audiences

With Meta ads, we targeted agricultural, rural, and equestrian audiences using custom interest-based segments and seasonal creative promoting water troughs and fencing. Dynamic catalogue ads showcased key lines, generating £55,000 in revenue from a £2,900 spend.

5. Mailchimp: Seasonal Storytelling

Finally, we turned seasonal product insights into targeted Mailchimp eShots, repurposing blog content and product updates to support peak periods. This email activity generated £3,500 in direct revenue and strengthened subscriber engagement.

The impact of this integrated strategy for John Bright Fencing was illuminating. By aligning SEO, PPC ads, Meta ads and Mailchimp campaigns, we delivered measurable improvements in revenue, visibility and channel performance.

Here’s what we achieved:

• 73% year-on-year revenue growth positioning John Bright Fencing as the UK’s number one galvanised water trough retailer.
• Average search position moved from 35.9 to 17.5, making it easier for customers to find key products such as fencing materials, agricultural supplies and handmade wooden gates.
• £35,000 revenue from £6,100 PPC ad spend. From scratch we built Google PPC ad campaigns to deliver a dependable return, attract higher-intent users and make better use of the budget.
• £55,000 revenue from £2,900 Meta ad spend. Targeted Meta ads to rural, farming and equestrian audiences generated standout performance and a scalable paid social channel.
• £3,500 in direct revenue from Mailchimp eShots. Seasonal campaigns turned repurposed content into sales, strengthened engagement and supported peak demand.

Together, these results show how a unified, data-led strategy can unlock significant value for a long-established family business. By connecting their Dorset-made craftsmanship with modern digital channels, John Bright Fencing is now better placed to grow and serve customers across the South West and beyond.

For John Bright Fencing, this integrated strategy has created a strong platform for continued growth. With clearer demand patterns and proven performance across SEO, PPC ads, Meta ads, and Mailchimp, they are now better positioned to stay visible, competitive, and top of mind for their customers throughout the year.

If you’re ready to invest in your growth, b4b can support you throughout your online journey. We provide everything, from Websites, eCommerce and Web Hosting through to SEO, PPC, Email Marketing, Social Media, Copywriting, Photography, Video and Promotional campaigns. We’ll bring the right mix of services together to match your goals and budget.

Call 01202 684400 or book a consultation and discover what we could achieve for your brand.