Case study · Landscaping Companies · Canada
Landscaping Case Study Canada: +123% Leads
How a 5-crew landscaping business in Calgary grew design enquiries 123% and cut cost per lead 45% in 6 months with LinkedIn Outreach, Web Development and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Landscaping Companies · Canada
Landscaping
A 5-crew landscaping business based in Calgary, serving the wider Calgary area and focused on interlock and paver installation, plus landscape design-build. Before working with us, 61% of enquiries came through HomeStars 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
+123%
Cost per lead
-45%
Marketing-sourced revenue
+168%
Return on marketing spend
15.0x
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 (sales should start in january and february for spring and summer projects; snow removal contracts are sold in the fall) 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), Website Development and Content Marketing, the three channels with the best cost per project for landscaping businesses in Calgary. 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 658 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 4-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
Website Development
- Designed and built a new 55-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 88 completed jobs.
- Hit a mobile Lighthouse performance score of 91 with compressed images, no page builder bloat and a load time of 1.6s.
- Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.
Service 3
Content Marketing
- Built a content plan of 13 articles around cost, comparison and how-to questions for interlock and paver installation and landscape design-build.
- Produced 21 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 101 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 | 26 | 58 | +123% |
| Cost per lead | C$159 | C$88 | -45% |
| Cost per project | C$817 | C$376 | -54% |
| Lead-to-job rate | 19% | 23% | +4 pts |
| Website conversion rate | 2.9% | 5.3% | +85% |
| Marketing-sourced revenue / month | C$45k | C$122k | +168% |
| Share of leads from paid directories | 61% | 27% | -34 pts |
| Sales meetings booked / month | 0 | 16 | new channel |
| Mobile page load time | 5.0s | 1.6s | -68% |
| Organic visits to guides / month | 140 | 4,569 | new channel |
Lead growth
Design enquiries per month
Marketing-sourced revenue went from C$45k to C$122k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
Personalised connection notes reached a 36% acceptance rate, and 21% of new connections replied.
- 02
Sales Navigator outreach booked 16 meetings a month with developers and property managers, leading to 6 new commercial accounts in six months.
- 03
The new site's conversion rate is 2.2x the old site's, on the same traffic.
- 04
The top 13 articles now rank on page one and send readers to quote forms at a 28% 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, Web Development and Content.
Weeks 3 to 6
Build and launch
LinkedIn Outreach, Web Development and Content live for interlock and paver installation, plus landscape design-build.
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 Montreal 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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