Tailwind Marketing
Tailwind Marketing
About Our Client
About Our Client
CR Fence & Rail is based in the United States and sells DIY-friendly railing and fencing kits, designed to make home safety projects accessible and straightforward for homeowners. Their product range includes hand railings, guard railings, stainless steel cable railings, and ornamental fences, all engineered for easy installation without professional assistance.
CR Fence & Rail is based in the United States and sells DIY-friendly railing and fencing kits, designed to make home safety projects accessible and straightforward for homeowners. Their product range includes hand railings, guard railings, stainless steel cable railings, and ornamental fences, all engineered for easy installation without professional assistance.
The Context
The Context
CR Fence & Rail had been selling a product called the Guard Rail for decks/porches of American homes through Amazon and Wayfair, rather unsuccessfully.
CR Fence & Rail had been selling a product called the Guard Rail for decks/porches of American homes through Amazon and Wayfair, rather unsuccessfully.
This was because:
It was a high ticket purchase. People couldn’t just buy one unit. They had to buy multiple units to cover their deck/porch.
It was a high ticket purchase. People couldn’t just buy one unit. They had to buy multiple units to cover their deck/porch.
This meant that we at CR Fence & Rail would need to inspire more clarity, and more confidence in the purchase, if we wanted people to pull out their credit cards for an online purchase.
This meant that we at CR Fence & Rail would need to inspire more clarity, and more confidence in the purchase, if we wanted people to pull out their credit cards for an online purchase.
Preparing the Website for Guard Rail Sales
CR initially sold this product through Amazon, but the platform isn’t built for this kind of purchase.
CR initially sold this product through Amazon, but the platform isn’t built for this kind of purchase.
Amazon optimizes for speed; the Guard Rail required education, reassurance, and trust.
Amazon optimizes for speed; the Guard Rail required education, reassurance, and trust.
So we shifted focus to CR’s website — where we could control the narrative, guide the customer journey, and remove friction before asking for a high-ticket commitment.
So we shifted focus to CR’s website — where we could control the narrative, guide the customer journey, and remove friction before asking for a high-ticket commitment.
The Core Problem
The Core Problem
The website wasn’t built for clarity. It assumed customers would “figure it out.” They didn’t. Confusion leads to hesitation, and hesitation kills sales.
The website wasn’t built for clarity. It assumed customers would “figure it out.” They didn’t. Confusion leads to hesitation, and hesitation kills sales.
What We Changed: Clarity First
What We Changed: Clarity First
We redesigned the experience around structure and context.
We redesigned the experience around structure and context.
Instead of multiple fragmented listings, products were grouped by style (Classic vs. Contemporary).
Instead of multiple fragmented listings, products were grouped by style (Classic vs. Contemporary).
Key decision factors — installation difficulty, slope compatibility, mount types — were surfaced before users reached product pages.
Key decision factors — installation difficulty, slope compatibility, mount types — were surfaced before users reached product pages.
What We Changed: Confidence Next
What We Changed: Confidence Next
To sell a high-ticket, DIY-installed product, we focused on confidence in three areas:
To sell a high-ticket, DIY-installed product, we focused on confidence in three areas:
Confidence in quality/product.
Confidence in ease of installation.
Confidence in support.
The Next Hurdle
Customers still needed to feel confident they were buying the right quantity.
Customers still needed to feel confident they were buying the right quantity.
To address this, we placed a founder-led installation video at the very top of the product page. Seeing how the system worked — and how measurements translated into kits — removed early uncertainty.
To address this, we placed a founder-led installation video at the very top of the product page. Seeing how the system worked — and how measurements translated into kits — removed early uncertainty.
From there, we reinforced trust with:
Clear installation steps
Materials and durability details
Warranty information
Reviews and FAQs
Yes, the page became longer, but for a multi-thousand-dollar purchase, depth built confidence, not friction.
Yes, the page became longer, but for a multi-thousand-dollar purchase, depth built confidence, not friction.
Google Ads for Guard Rails
Google Ads for Guard Rails
Once we were ready to start selling Guard Rails through the website, we chose Google Ads as a medium to drive traffic.
Once we were ready to start selling Guard Rails through the website, we chose Google Ads as a medium to drive traffic.
Expectations
The Google Ads account had zero data on Guard Rail sales.
The Google Ads account had zero data on Guard Rail sales.
We expected a slow start, which would gain pace after the first few sales.
We expected a slow start, which would gain pace after the first few sales.
We expected, eventually, a ROAS of 3+ on e-commerce sales.
We expected, eventually, a ROAS of 3+ on e-commerce sales.
Strategy to drive the first few sales
We had Clarity installed on CR’s website.
We aimed at starting with a lower budget, and closely observing:
Relevancy of traffic on Google Ads.
Traffic behaviour on the site.
We aimed at starting with a lower budget, and closely observing:
Relevancy of traffic on Google Ads.
Traffic behaviour on the site.
We were prepared to quickly modify/add/remove elements from the pages based on how users were behaving, to drive our first sales in.
We were prepared to quickly modify/add/remove elements from the pages based on how users were behaving, to drive our first sales in.
Our strategy to drive our first few sales was more website-oriented than Google Ads-oriented.
Our strategy to drive our first few sales was more website-oriented than Google Ads-oriented.
A screen capture from a Clarity audit taking place during the initial days of the campaign.
Results from the first month
The results were sub-par, as predicted and expected.
The results were sub-par, as predicted and expected.
Our return on ad spend was 70% of our cost of running ads (0.70)
Our return on ad spend was 70% of our cost of running ads (0.70)
Ad spend was extremely low (we spent $800 in all 31 days of December). This was done to keep a granular eye on traffic and adjust the website until we found our winning formula.
Ad spend was extremely low (we spent $800 in all 31 days of December). This was done to keep a granular eye on traffic and adjust the website until we found our winning formula.
As expected, our first month did not lead to very good results. We were prepared for this, and were very deliberate with our spending and efforts.
As expected, our first month did not lead to very good results. We were prepared for this, and were very deliberate with our spending and efforts.
Results from the second month
Once we knew what we were doing, we scaled up ad spend.
We made nearly $16,000 for an ad spend of $2,525.38
The ROI in this month was 629%.
What we didn’t predict…
Over time, we realized a significant portion of revenue was coming from returning customers. To understand true acquisition performance, we adjusted our campaigns to target new customers only.
Over time, we realized a significant portion of revenue was coming from returning customers. To understand true acquisition performance, we adjusted our campaigns to target new customers only.
This shift revealed a clear pattern.
Data for March 2025
Data for April 2025
As new-customer traffic increased, more users chose to contact sales instead of purchasing directly. Customer conversations confirmed why — when dealing with a high-ticket product from an unfamiliar brand, most buyers preferred speaking to a real person before committing.
As new-customer traffic increased, more users chose to contact sales instead of purchasing directly. Customer conversations confirmed why — when dealing with a high-ticket product from an unfamiliar brand, most buyers preferred speaking to a real person before committing.
Looking for an agency to scale your Meta Ads account too? Get in touch with us.
Looking for an agency to scale your Meta Ads account too? Get in touch with us.
