Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
Veteran-owned. Jacksonville-based. Fixed rate per verified delivery. No auction, no Middleman Tax.
Jacksonville fence installers market data
Customer acquisition cost
Derived: LocalIQ CPL benchmark ÷ 25–50% close-rate assumptionCost per lead (FL)
LocalIQ Home Services benchmarks, cross-vertical range (fencing not separately published), Apr 2024–Mar 2025Highest service-call window
NOAA National Hurricane Center, Atlantic hurricane season climatologyThe product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown, not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | Per valid lead, price set by Google by location, job type, lead type and bidding mode. No published price. | Google's own words: 'You're charged for each valid lead you receive'; 'Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode.' Google publishes no per-vertical or per-market lead prices, so no dollar figure appears here. Note: from August 2026 Google is migrating LSA into Performance Max with pay-per-lead goals; you still pay only for valid leads, but manual maximum cost-per-lead bidding is going away. Google Local Services Ads help (charges, credits, Performance Max migration) |
| Google Search Ads | $93.69 to $228.15 cost per lead across published home-services trades; fencing not separately published | LocalIQ's per-trade benchmark (medians, 3,211 US campaigns, Apr 2024 to Mar 2025) does not include a fencing row. We show the span across the trades it does publish and say so, rather than borrow a figure. National, auction-priced. LocalIQ Home Services Search Advertising Benchmarks (Apr 2024 to Mar 2025) |
| Meta (Facebook and Instagram) lead ads | $2.23 avg CPC · $41.26 cost per lead (Home and Home Improvement, leads campaigns) | Platform-benchmark from 726 US leads-objective campaigns, Apr 2024 to Jun 2025. A Meta lead is a form fill from someone scrolling, not someone physically in your area; conversion rate in the benchmark is 5.22%. WordStream Facebook Ads Benchmarks 2025 |
| Static billboards (Jacksonville) | $3 to $10 CPM nationally (executed contracts); Jacksonville blended traditional-billboard CPM $5 to $12; static bulletins $1,800 to $6,500 and posters $800 to $2,200 per 4-week flight, production $400 to $1,400 extra (AdQuick 2026 guide) | No Jacksonville operator publishes a rate card, so the local figure is a marketplace listing and labelled secondary; the national range is from executed contracts. Impressions follow Geopath's definition: gross exposures including passengers and duplicated views, not people. Solomon Partners / OAAA 2025 CPM comparison; AdQuick Jacksonville listing; Geopath glossary |
| Digital billboards (Jacksonville) | Freeway digital bulletins $5 to $12 CPM (share of voice $3,000 to $12,000 per unit per month); downtown LEDs $12 to $22, JAX airport $15 to $28, programmatic exchange $4 to $11 (AdQuick Q2 2026 marketplace rates); self-serve plays from $0.01 per ~8-second play | Rotating slot shared with other advertisers, so your exposure is a fraction of the board's traffic. There is no way to target by HOA-controlled subdivision or storm-damaged corridor. The per-play price is the only platform-published billboard price that exists. AdQuick Jacksonville DOOH listing; Blip pricing |
| Lead marketplaces (Angi, HomeAdvisor, Thumbtack, Networx) | Angi and Thumbtack publish no per-lead prices; Networx publishes $10 to $100+ per shared lead and $15 to $120+ exclusive (2023) | Angi's 10-K: pros pay for the match 'regardless of whether the Pro ultimately provides the requested service'. Thumbtack caps a homeowner at five pros in the first four hours, then lifts the cap. Networx sends one pay-per-lead to up to four contractors. The FTC's 2022 to 2023 action against HomeAdvisor concerned the quality and source of leads sold to pros (allegations resolved by consent order). No qualifying source publishes a per-trade lead price for Angi or Thumbtack, so none appears here. Angi FY2025 10-K; Thumbtack help center; Networx help center; FTC |
| WilDi Maps: Cost Per Verified Delivery (CPVD) | From $0.25 (background, tier-based); tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. Zones are especially strong for fencing because once one neighbor installs, adjacent neighbors notice and call. No auction, no bots, no shared leads, no Middleman Tax. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a tier-based rate (from $0.25) each time your message is delivered to a real phone moving through a real street segment you own. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach": a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click), the pricing models that hide 30-50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
That's $30,000 per year. Here's where every dollar ends up:
What you put in
27% taken by SSPs and DSPs before an ad runs
26% on made-for-advertising sites, unmeasurable and non-viewable placements, and bots
47% of what you put in
Same budget, same ambition
Fixed verified human delivery · no auction
100% of your budget, a known quantity
$15,870 stops flowing to middlemen. 93,744 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel coverage. Background brands can use the Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax is anchored to the ANA Programmatic Media Supply Chain Transparency Study: Complete Report (Association of National Advertisers, December 5, 2023), which found that transaction costs, primarily DSP and SSP fees, account for 29 percent of the ad dollar, and that only 36 cents of every dollar entering a DSP effectively reaches the consumer once invalid traffic, non-viewable impressions and made-for-advertising sites are counted. Per-vertical estimates are not pure fee figures: they blend that fee skim with WordStream cost-per-click benchmarks and DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1990 , meaning a typical home is now 36 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
Large suburban lots, heavy dog-owner population, mature 1970s-1990s housing stock now cycling through second-generation wood-to-vinyl fence replacements.
HOA-controlled master-planned community. Every fence requires Architectural Review Board approval and the ARB manuals dictate type, height, and color, so once one neighbor's style is approved, adjacent installs cluster fast.
Premium coastal market with direct hurricane wind exposure on the A1A corridor. Homeowners here pay for aluminum and ornamental steel engineered to the local Florida Building Code design wind speed.
Coastal evacuation Zone A. Repeat hurricane wind damage drives insurance-claim fence replacement, and salt spray accelerates wood and chain-link failure well ahead of inland stock.
Volume-and-value market with mixed-age stock, high dog-ownership rate, and strong demand for chain-link and pressure-treated wood at the entry-level price point.
Retiree-dense 1960s-1980s suburban stock with pet-containment and security-fencing demand, plus a steady aging-fence replacement pipeline as decades-old wood pickets reach end-of-life.
For operators on shared-lead platforms
Lead-marketplace platforms resell the same fencing request to competing contractors: Thumbtack caps a homeowner at five pros in the first four hours and then lifts the cap, and Networx sends one pay-per-lead to up to four contractors. Angi's own 10-K says pros pay for the match regardless of whether they end up doing the job. Angi and Thumbtack publish no per-lead prices, so we don't quote figures for them. CPVD is a different model: you own the corridor, the delivery is verified to a real phone while they're driving, and there's no shared-lead economics. Zones especially compound for fence installers, because once one neighbor installs, adjacent neighbors notice and call. See how the math compares for fencing operators.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every fence-installer ad budget. A few honest cases where traditional channels still pencil out:
Chain-link perimeter for warehouses, schools, federal facilities, and utility-scale solar farms is sold through buyer relationships, bid platforms, and trade associations, not consumer-grade local advertising. CPVD doesn't help you reach a school-district facilities director or a logistics-park property manager during procurement.
If your model is to take whatever leads a marketplace sends at the operator's chosen bid and run them as a price-shopper book, lead marketplaces deliver volume that a corridor-by-corridor mesh does not. The trade-off is shared-lead economics, but for some operators the spreadsheet still pencils.
Multi-state fence franchises rolling out locations across the I-10 and I-95 corridor sometimes need broadcast television and programmatic display for brand-awareness scale that GPS-verified delivery can't match yet. The ANA's benchmark puts working media near half of a programmatic dollar, which is a worse deal at small budgets; at large annual spend the absolute waste is large but the scale convenience may justify the trade.
Fencing is not among the verticals with a platform-published cost-per-lead benchmark: across the published home-services verticals, search-ads CPL runs $93.69–$228.15 (LocalIQ, Apr 2024–Mar 2025), which at a 25–50% close rate implies roughly $190–$920 per acquired customer. Google does not publish Local Services Ads lead prices, and neither Angi nor Thumbtack publishes a per-trade rate, so we don't quote figures for them. What is documented is the sharing: Thumbtack caps a homeowner at five pros in the first four hours and then lifts the cap, and Networx sends one pay-per-lead to up to four contractors, so booked-job economics are worse than any headline CPL. WilDi Maps' Cost Per Verified Delivery (CPVD) starts from $0.25 per GPS-verified delivery on background rotation, with tunnels and zones priced higher for hyper-local precision.
Cost Per Verified Delivery is WilDi Maps' pricing model. You pay from $0.25 each time your message is delivered to a real phone moving through a real street segment you own on background rotation. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Tunnels (1-mile road strips) and zones (0.28-square-mile areas) are priced higher for hyper-local precision and exclusive corridor ownership. No bots, no off-screen impressions, no auction, no shared leads, no Middleman Tax. A delivery is not a lead, and the site never equates the two.
Florida's post-Hurricane-Andrew building code requires residential fences to be designed to resist the local design wind speed. Jacksonville sits in roughly the 130 to 140 mph ultimate-wind-speed zone (3-second gust) under ASCE 7 as adopted by the Florida Building Code, with fences not exceeding 6 feet generally permitted under the residential provisions. Coastal St. Johns County addresses (Ponte Vedra, Vilano) trend higher. Aluminum, ornamental steel, and properly engineered vinyl with deeper post embedment are the typical sells; unbraced 6-foot wood privacy fences are the most common storm casualty. Confirm the current edition and your address's design wind speed on the Florida Building Commission's own portal before quoting.
Florida law (section 627.70132, Florida Statutes) gives homeowners one year to file an initial hurricane claim and 18 months for a supplemental claim, so the replacement wave runs well past the storm itself. The immediate days after landfall are dominated by emergency tarp and tree removal; structural fence replacement follows once adjusters complete inspections. We don't publish a day-count for that window, because the only sources that quote one are insurer and contractor marketing pages. Detached fences typically fall under Coverage B (other structures) and may carry a separate hurricane deductible, so installers who can quote against an insurance scope close fastest.
Three filters: homeowner density, dog-owner concentration, and HOA-controlled subdivisions where one approved fence style spreads neighbor-to-neighbor. Mandarin and Westside lead on volume (large lots, dog owners, mid-aged stock cycling into second-generation replacement). Nocatee is the strongest HOA play in the metro: every fence needs Architectural Review Board approval and the manuals dictate type, height, and color, so adjacent installs cluster once one homeowner gets through ARB. Ponte Vedra Beach and Atlantic Beach are the premium hurricane-exposure plays, where aluminum and ornamental steel engineered to the local design wind speed sells at a higher ticket. Arlington carries a steady retiree-pet pipeline with aging wood pickets due for replacement.
Fencing is one of the few home-services categories where adjacency drives demand directly. Once one neighbor installs a six-foot vinyl privacy fence, the next-door homeowner sees the work daily and calls within weeks. A 0.28-sq-mi zone is built to capture exactly that dynamic: you saturate one HOA-controlled subdivision (Nocatee, parts of Mandarin, the Westside master-planned communities) and ride the adjacency wave. Tunnels are the right tool for post-storm corridors where wind damage clustered along a specific road. Background, from $0.25 per verified delivery, is the right tool for general city-wide brand presence between project peaks.
Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.
One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
The pilot market is Jacksonville, Florida, live now. New metros open as our opted-in local audience grows there. If you want your market next, talk to sales.
Four public tiers: Starter ($50 minimum deposit, background only), Local ($250, up to 2 tunnels and 1 zone), Pro ($1,000, up to 8 tunnels and 5 zones), and Enterprise ($3,000, up to 25 tunnels and 15 zones). Per-delivery background rates step down by tier, from $0.50 on Starter to $0.25 on Enterprise. An Agency tier is available through sales.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.
