Routine Mowing + High ticket Sod Leads
Massive 8-12% Conversion Rates
Service Area Business PPC Case Study
Client: Dennis Lawn Care
Services Provided: Google Ads, Landing Pages, SEO & Content Strategy
Industry: Landscaping
Challenge
Dennis Lawn Care approached us for help running PPC ads. He had previously been buying leads from a “lead company” and had be unhappy both with the quality of leads and the overall cost of the leads. He didn’t have control of what types of leads he was getting and many were not in the locations he wanted to consolidate his mowing routes.
This same company was also the one helping with his website and he overall just was not happy with what they had done. Most pages had fewer than 200 words, lacked essential information, and there were many simple spelling errors that made his company look unprofessional. Any changes he wanted to the site took forever to complete and often had to request multiple updates as they wouldn’t fix it right the first time.
He had been using this same company for multiple years knew it was time, both to find someone who was more responsive and was able to help him generate his own leads as this just wasn’t working out any longer.
Old Page Design
Our Solution
We provided a sample of optimized, conversion-focused content for the residential mowing page. After getting client approval, we:
- Developed a new design mockup showcasing a more informative layout
- Built out dedicated service pages for:
- Residential & Commercial Mowing
- Sod Installation
- Hydroseeding
- Mulching
- Spring & Fall Cleanup
- Commercial Snow Removal & De-icing
We added conversion-focused features including forms, multiple call buttons, and clear calls-to-action on service pages. We wrote the copy based on our in-house SEO keyword research, using large headings to grab readers attention to important elements. We then created segmented PPC ad groups for each individual service and proper campaign targeting.
New Page Design
Results – March thru May
Once the busy season started, we launched campaigns for the primary services the client wanted to target to build out his mowing routes while also target higher-ticket jobs:
- Residential Lawn Mowing
- Commercial Lawn Mowing
- Sodding Services
Post launch, we optimized the campaign by:
- Adding negative keywords to block irrelevant traffic
- Refining ad targeting
- Scaling back lower-performing keywords so higher converting ones could have more budget
These efforts delivered excellent results, 25% under the client’s targeted cost per lead that he was previously was paying his old company.
- 85 leads at $29/lead
- 8.52% conversion rate
- 4.91% click thru rate
Results – June thru October
In June, the client knew that most homeowners or businesses looking for a weekly mowing would have already hired someone at this point, so we converted to only advertising for high-ticket sodding jobs, turning off the residential and commercial mowing campaigns. We briefly ran ads for hydroseeding as the client was in the market to purchase new equipment but after a deal fell through and he didn’t end up buying it, we stopped running those ads.
We reduced the budget as they had plenty of work and kept the sod campaign running as it continued to produce high-quality sodding leads through the summer and fall, a time when new business usually slows down him.
These efforts delivered:
- 107 sod leads at $28/lead
- 12% conversion rate
- 4.78% click thru rate
Conclusion
Overall, the client has been extremely happy with their Google ads campaign and has been very busy all year long. They were impressed with the cost per conversion actually improved after transitioning from mowing services over to sodding only. We had advised them that the cost per lead would likely increase considering it’s a higher ticket service, but were pleasantly surprised (as were we) when it did not go up. They renewed our partnership for the following year and we’re excited to continue to help them grow.
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