The Full Case Study

Most marketing reports stop at “you got 40 leads.” That tells a contractor nothing about whether any of them turned into money. From day one we set up tracking aimed as deep into the process as possible — toward booked, sold work and the real dollar value behind it — so every dollar of ad spend got judged against real, booked revenue, not a vanity lead count. That’s why the numbers in this case study are in dollars, not clicks.

For "lawn care near me" type searches, the map pack is what shows up first — and for home services that's where the real volume is. So we built the organic side around the Google Business Profile and tracked where Showcase ranked across the entire service area, not just a single pin at the office. The goal: own the map across three counties, not look good in one zip code.

We set up a review system that does double duty. When a job wraps, it requests a review and drops that job onto a map on the website — anonymized to the neighborhood, never the address. That's a powerful, hyper-local SEO signal at the zip-code level, and it converts: a prospect lands on the site and sees work done two streets over. We seeded the map retroactively from existing reviews so it didn't start empty.

Lawn care treatment is recurring — sign a customer once, they're back round after round, year after year. Landscaping is mostly one-and-done. So rather than spread the budget thin, we concentrated paid search on the recurring program: the work that builds a book of business instead of a one-time invoice.