The client
A landscaping company serving residential and commercial clients across several counties in Texas. The company had been running Google Ads for a year but was frustrated with the cost and the quality of the enquiries it received.
The challenge
The campaigns were structured around broad terms like 'landscaping' and 'lawn care', which attracted clicks from people outside the service area or looking for something the company did not offer. The landing page was the generic homepage, which did not explain the specific services, service areas or what a new visitor should do next. Conversion tracking had not been set up, so the owner could not see which clicks led to enquiries.
The solution
We rebuilt the campaign around specific, high-intent searches like 'landscaping services [county name]' and 'residential lawn maintenance [area]'. We created a dedicated landing page for each core service, with clear information about what was included, the service area and how to request a quote. Conversion tracking was set up on qualified enquiry form submissions, so the owner could see which keywords and ads actually generated enquiries.
The results
Within three months, the cost per qualified enquiry dropped by 61%. The campaign stopped paying for irrelevant clicks and started reaching people ready to book. The owner could see exactly which services and searches generated the best enquiries, and the dedicated landing pages improved the path from click to contact.