Case study · Landscaping Companies · New Zealand
Landscaping Case Study New Zealand: +128% Leads
How a 6-crew landscaping business in Christchurch grew design enquiries 128% and cut cost per lead 49% in 6 months with LinkedIn Outreach, Meta Ads and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Landscaping Companies · New Zealand
Landscaping
A 6-crew landscaping business based in Christchurch, serving the wider Christchurch area and focused on landscape design, plus decks and patios. Before working with us, 57% of enquiries came through Builderscrack 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
+128%
Cost per lead
-49%
Marketing-sourced revenue
+150%
Return on marketing spend
11.8x
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 peaks in spring and summer) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Prospect Outreach (LinkedIn Sales Navigator), Meta Ads (Facebook & Instagram) and Content Marketing, the three channels with the best cost per project for landscaping businesses in Christchurch. 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
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 722 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 5-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.
Service 2
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 5.0 to 8.5 out of 10.
- Launched Instant Form lead ads with 4 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 38 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 3
Content Marketing
- Built a content plan of 18 articles around cost, comparison and how-to questions for landscape design and decks and patios.
- Produced 12 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 136 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.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Design enquiries per month | 18 | 41 | +128% |
| Cost per lead | NZ$256 | NZ$131 | -49% |
| Cost per project | NZ$1,162 | NZ$542 | -53% |
| Lead-to-job rate | 22% | 24% | +2 pts |
| Website conversion rate | 3.3% | 4.2% | +27% |
| Marketing-sourced revenue / month | NZ$36k | NZ$90k | +150% |
| Share of leads from paid directories | 57% | 20% | -37 pts |
| Sales meetings booked / month | 0 | 11 | new channel |
| Meta Ads leads / month | 0 | 15 | new channel |
| Organic visits to guides / month | 273 | 5,231 | new channel |
Lead growth
Design enquiries per month
Marketing-sourced revenue went from NZ$36k to NZ$90k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
Personalised connection notes reached a 41% acceptance rate, and 26% of new connections replied.
- 02
Sales Navigator outreach booked 11 meetings a month with developers and property managers, leading to 6 new commercial accounts in six months.
- 03
Adding qualifying questions to the lead form cut junk leads by 28% while keeping cost per lead 29% below the account average.
- 04
The top 10 articles now rank on page one and send readers to quote forms at a 29% higher rate than other 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 LinkedIn Outreach, Meta Ads and Content.
Weeks 3 to 6
Build and launch
LinkedIn Outreach, Meta Ads and Content live for landscape design, plus decks and patios.
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 Dunedin 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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