The Challenge: Growing a Diverse Landscaping Business Amidst Hurdles
Josh runs our client's lawn and landscaping company in South Carolina, encompassing a wholesale nursery, garden center, and landscape design firm. While already established, Josh recognized the need to significantly increase the number of qualified leads across his diverse service offerings.
However, our client faced several critical obstacles that hindered their growth:
- Internal Conversion Issues: A significant hurdle was identified with an unprofessional receptionist who struggled to convert incoming leads from marketing efforts into booked appointments. We knew that even the best marketing is only as effective as the team handling the inquiries.
- Highly Competitive Industry: The landscaping sector is notoriously competitive. Standing out and effectively advertising unique services required creative solutions to leverage our client's team talents and distinct offerings.
- Limited Initial Budget: Like many businesses venturing into targeted digital advertising, our client had a constrained initial PPC budget, meaning every dollar spent needed to be highly efficient and impactful.
The Strategy: Data-Driven Solutions & Phased Growth
Gunderson Marketing partnered with Josh, recognizing that a holistic approach was needed beyond just ad spend. Our strategy was built on a foundation of precision: Keyword Research, compelling Ad Copy, and optimized Landing Pages.
Here's how we tackled their challenges:
- Solving the Receptionist Issue with Data: We believe in backing our arguments with facts. Utilizing our call tracking solution, we provided our client with voice recordings of calls. This indisputable data allowed Josh to quickly identify and rectify the issue with the unprofessional receptionist, transforming a significant client-side hindrance into an opportunity for improved conversion rates.
- Customized, Phased Campaign Strategy: Understanding our client's diverse services and limited initial budget, we deployed a Single Keyword Ad Group (SKAG) approach, focusing initially on their high-value Landscape Design services. Our goal was to achieve consistent, qualified leads for one service before expanding. After a year of proven success in landscape design, we strategically added Garden Centers and Plants Sold to our targeted terms, leveraging peak seasonal opportunities.
- Consistent Optimization: We firmly believe in combining creative solutions with rigorous consistency. Our team conducted weekly optimizations, always keeping the overarching marketing goals in sight. This proactive management ensured campaigns continuously improved performance and delivered high-quality leads.
The Results: A Bloom of Qualified Leads & Sustainable Partnership
The tailored strategy and diligent management from Gunderson Marketing delivered impressive, measurable results for our client:
- Significant Lead Generation: Since their launch in April 2018 (up to Dec 2019), the Landscape Design campaigns generated 557 qualified leads at an excellent Cost per Lead of $13.29.
- High Engagement: These campaigns achieved 57,570 Impressions with an above-industry average Click Through Rate of 4.55%, proving the relevance of our targeting and ad copy.
- Successful Expansion: The Garden Center campaign, launched in June 2019, quickly followed suit, receiving 28 qualified leads at a Cost per Lead of $58, performing exceptionally well during peak seasons (end of Summer and start of Fall).
Gunderson Marketing is proud to maintain our position as our client's long-term PPC partner since April 2018. This case study highlights how our commitment to consistent, crystal-clear communication, extensive research, and leveraging data over opinion enables us to overcome unique challenges and deliver sustainable, significant growth for 7-figure home service businesses like yours.
