Case study · Landscaping Companies · Australia
Landscaping Case Study Australia: +158% Leads
How a 2-crew landscaping business in Perth grew design enquiries 158% and cut cost per lead 56% in 6 months with Meta Ads, Content and LinkedIn Outreach.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Landscaping Companies · Australia
Landscaping
A 2-crew landscaping business based in Perth, serving the wider Perth area and focused on landscape design and construction, plus paving. Before working with us, 67% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive design enquiries, a lower cost per project and a pipeline the owner controls.
Results After 6 Months
Leads per month
+158%
Cost per lead
-56%
Marketing-sourced revenue
+187%
Return on marketing spend
21.6x
The challenge
Where the business was stuck
- Landscaping demand is strongly seasonal, making cash flow and staffing difficult to plan.
- Enquiries for small garden maintenance jobs crowd out larger design-and-build projects.
- Commercial maintenance contracts offer stable revenue but require a different sales approach.
- Peak season (demand builds from late winter and peaks in spring and early summer, so campaigns should launch in july and august) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Meta Ads (Facebook & Instagram), Content Marketing and Prospect Outreach (LinkedIn Sales Navigator), the three channels with the best cost per project for landscaping businesses in Perth. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 4.3 to 8.3 out of 10.
- Launched Instant Form lead ads with 5 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 18 creatives: before and after photos, short job videos and owner-to-camera clips; the top 3 now carry the budget.
- Built audiences from website visitors, video viewers and a 3% lookalike of past customers, excluding existing clients.
- Synced lead ad submissions to the CRM in real time so every lead was called within minutes.
Service 2
Content Marketing
- Built a content plan of 24 articles around cost, comparison and how-to questions for landscape design and construction and paving.
- Produced 13 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 139 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
Service 3
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 472 target accounts in LinkedIn Sales Navigator: developers, body corporate managers, schools and commercial landlords.
- Saved lead searches with alerts for job changes, new projects and company growth, so outreach starts with a real reason to talk.
- Ran a 6-step manual sequence from the owner's profile: personalised connection note, value message, case study and a meeting request, within LinkedIn's weekly limits.
- Logged every conversation in the CRM and handed warm replies to the owner with account notes before each call.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Design enquiries per month | 26 | 67 | +158% |
| Cost per lead | A$178 | A$79 | -56% |
| Cost per project | A$814 | A$322 | -60% |
| Lead-to-job rate | 22% | 24% | +2 pts |
| Website conversion rate | 3.5% | 4.5% | +28% |
| Marketing-sourced revenue / month | A$61k | A$176k | +187% |
| Share of leads from paid directories | 67% | 13% | -54 pts |
| Meta Ads leads / month | 0 | 22 | new channel |
| Organic visits to guides / month | 88 | 5,598 | new channel |
| Sales meetings booked / month | 0 | 10 | new channel |
Lead growth
Design enquiries per month
Marketing-sourced revenue went from A$61k to A$176k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
Adding qualifying questions to the lead form cut junk leads by 53% while keeping cost per lead 19% below the account average.
- 02
Before and after video creatives beat static images with a 30% lower cost per lead and 3.3% click-through rate.
- 03
The top 10 articles now rank on page one and send readers to quote forms at a 19% higher rate than other traffic.
- 04
Personalised connection notes reached a 36% acceptance rate, and 24% of new connections replied.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Meta Ads, Content and LinkedIn Outreach.
Weeks 3 to 6
Build and launch
Meta Ads, Content and LinkedIn Outreach live for landscape design and construction, plus paving.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Melbourne and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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