This is a U.S. Pennsylvania-based landscaping company. They have a good online reputation with positive Google reviews. They are also doing well in SEO and have a good Google My Business profile.
The problem, however, was that they provide premium landscaping services, but they wanted to generate more premium landscaping leads. Their main targets were three services: landscaping, hardscaping, and custom pools. For this purpose, we started Google ads from scratch in the month of May.
Step 1: Landing Page Optimization
I applied my three-pillar system for them. The first part was optimizing their landing pages.
Their existing landing pages were content-heavy, with no clear value proposition, no social proof, and no clear CTA. The form was also not optimized, as it had too many questions, which frustrated customers.
So, I optimized their landing pages by:
- Showing a clear value proposition.
- Making the UX/UI premium.
- Adding clear CTAs.
- Adding social proof.
- Changing and simplifying the form.
Step 2: Ad Management and Tracking
The second step was their ad management and tracking. I launched three separate campaigns for each of the services: landscaping, hardscaping, and custom pools.
I created theme-based ad groups, and most of the ad groups were location-based. I targeted all the rich neighborhoods and excluded all the poor neighborhood ZIP codes.
Step 3: Funnel Tracking and Lead Quality
For the funnel, I used the WordConvert tool. Although it does not provide a complete funnel, it shows port values, cell values, and call transcriptions. This allowed me to analyze the call transcriptions and get an idea of the lead quality.
Along with this, I stayed in constant contact with the client, holding bi-weekly (within 14 days) meetings to get updates regarding lead quality only.
In this way, we optimized continuously, and within three months (May, June, July), we generated $145,000 in sales.
Results
Landscaping Cost per Lead =$192
Hardscaping Cost Per Lead =$218
Custom Pools =$365
Total Ad Spend = $233k
Total Quote Value =$145k
Total Sales =$145K
ROAS = 9.57%
