Case study · Landscaping Companies · USA

Landscaping Case Study USA: +177% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How a 5-crew landscaping business in Phoenix grew design inquiries 177% and cut cost per lead 61% in 6 months with Meta Ads, Content and Web Development.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Landscaping Companies · USA

Landscaping

A 5-crew landscaping business based in Phoenix, serving the wider Phoenix area and focused on landscape design-build and hardscaping. Before working with us, 69% of inquiries came through Angi and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive design inquiries, a lower cost per project and a pipeline the owner controls.

Results After 6 Months

Leads per month

+177%

Cost per lead

-61%

Marketing-sourced revenue

+230%

Return on marketing spend

21.3x

The challenge

Where the business was stuck

Landscaping demand is strongly seasonal, making cash flow and staffing difficult to plan.
Inquiries 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 (spring is the key sales window in most states; in the south and southwest, fall and winter can also be strong) 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 Website Development, the three channels with the best cost per project for landscaping businesses in Phoenix. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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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 4.2 to 8.2 out of 10.
Launched Instant Form lead ads with 4 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
Tested 25 creatives: before and after photos, short job videos and owner-to-camera clips; the top 5 now carry the budget.
Built audiences from website visitors, video viewers and a 1% lookalike of past customers, excluding existing clients.
Synced lead ad submissions to the CRM in real time so every lead was called within minutes.

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Service 2

Content Marketing

Built a content plan of 10 articles around cost, comparison and how-to questions for landscape design-build and hardscaping.
Produced 25 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 84 email leads a month for follow-up.
Linked every article to the matching service page and quote form, so readers move from research to inquiry.

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Service 3

Website Development

Designed and built a new 24-page website on a fast, lightweight stack, replacing an outdated template site.
Structured the site around services, locations and projects, with a filterable project gallery of 61 completed jobs.
Hit a mobile Lighthouse performance score of 90 with compressed images, no page builder bloat and a load time of 2.3s.
Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.

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The numbers

Before and after

Metric	Before	Month 6	Change
Design inquiries per month	22	61	+177%
Cost per lead	$108	$42	-61%
Cost per project	$513	$166	-68%
Lead-to-job rate	21%	25%	+4 pts
Website conversion rate	3.0%	5.2%	+72%
Marketing-sourced revenue / month	$31k	$103k	+230%
Share of leads from paid directories	69%	12%	-57 pts
Meta Ads leads / month	0	18	new channel
Organic visits to guides / month	283	2,944	new channel
Mobile page load time	5.1s	2.3s	-55%

Lead growth

Design enquiries per month

Marketing-sourced revenue went from $31k to $103k 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 36% while keeping cost per lead 25% below the account average.
02
Before and after video creatives beat static images with a 32% lower cost per lead and 1.8% click-through rate.
03
The top 8 articles now rank on page one and send readers to quote forms at a 25% higher rate than other traffic.
04
The new site's conversion rate is 2.0x the old site's, on the same traffic.

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 Web Development.
Weeks 3 to 6
Build and launch
Meta Ads, Content and Web Development live for landscape design-build and hardscaping.
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 Charlotte 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.