How We Acquired 24 Landscaping Leads for $4,260

Discover how our Google Ads helped NextGen Landscape generate 24 high-ticket landscaping leads and drove valuable quotes for interlocking, patios, and more.

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The Problem

NextGen Landscape, a landscaping company based in Ottawa, was looking to fill their calendar for the rest of 2024.

Specializing in interlock, driveway interlock, backyard patios, and swimming pools, NextGen needed to generate more project inquiries and leads through phone calls and form submissions.

With a brand-new website that had no organic traffic, NextGen opted for a Google Ads campaign to quickly generate leads while waiting for their SEO efforts to gain traction.

The website we built for NextGen Landscape to showcase their services and portfolio.

Al's issues were:

NextGen Landscape’s new website had no traffic, making it difficult to generate leads organically.
NextGen Landscape was only using referrals and lawn signs from completed projects to attract new business.
Most of NextGen's customers were located in Kanata, but the goal was to expand across the west and central areas of Ottawa.
NextGen had very few photos of completed projects, making it challenging to create engaging ads.
SEO would take time to deliver traffic, but NextGen needed leads quickly to fill their calendar for 2024.

Our Solution

1. Gather Ad Content

NextGen had limited photos of their completed landscaping projects, so we began by sending a team to do a professional photo and video shoot of driveways, backyard patios, and interlock work.

A video montage our team produced to showcase NextGen Landscape’s projects.

These images helped NextGen stand out from competitors who relied on generic stock images. The photos were then enhanced using Photoshop, making the landscapes look more vibrant.

Before and after: Our team enhanced the original drone photo by adding lush grass, making it more appealing for our Google ads.

Before and after: Using AI, we removed the construction elements and replaced them with grass for a cleaner, more attractive look.

2. Google Ads Campaign Strategy

We launched both a Search Campaign and a Performance Max Campaign to quickly capture leads, as Performance Max campaigns are known to perform well for local home service businesses.
We started with a broad keyword selection to cover a wide range of relevant searches, gathering data to refine the campaign over time.

A sample ad from the NextGen Landscape search campaign.

We implemented Google Tag Manager tags and triggers to track how many visitors from the ads converted into leads. This data helps Google improve its targeting over time.

Google Tag Manager setup for NextGen Landscape, allowing us to track every lead generated through their ads.

3. Google Ad Optimization

We began with a modest $15/day budget to minimize risk while testing the initial keyword set. We then increased the daily budget to $60/day as the campaign became more optimized.
We started with a broad keyword selection, but we had to heavily monitor the search terms (what users were typing to reach our ads) and consistently add negative search terms (terms we no longer wanted the ad to appear for) to avoid irrelevant traffic.
We also carefully monitored the cost per click (CPC), especially for competitor-related searches (e.g., "Competitor X Landscaping"), which often had high CPCs. We added competitor names as negative keywords to prevent the ads from appearing for those searches and save the budget for more relevant searches.

A snapshot of the added and excluded keywords to refine targeting and maximize ad spend efficiency.

Over time, we optimized the campaign by testing different ad images, refining headlines, and adjusting keywords to target users most likely to convert into leads.

Our Results

From April 15 2024 to September 16, 2024, the Google Ads campaign delivered excellent results:

Total Ad Spend: $2,760
Total Clicks: 1,930 clicks to the website
Leads Generated: 24 total leads (19 phone calls, 4 email button clicks, 1 form submission)
Client Cost: NextGen paid a total of $4,260 (including $1,500 for our management services over 5 months)
Cost per Lead: $177.50, a great rate for high-ticket landscaping projects in Ottawa.

A breakdown of the leads generated through Google Ads for NextGen Landscape.

A detailed graph showcasing the campaign’s performance until September 16 2024, highlighting key metrics such as clicks, conversions, and cost per conversion.

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