421 leads for a Florida lawn care company, with almost 1 in 3 clicks converting

The situation

Lawn care is a busy category on Google in the US. Local crews, regional franchises and lead-selling directories all compete for the same searches, which pushes up the cost of every click. On top of that, plenty of lawn searches come from DIY homeowners looking for tips, products or equipment, not someone to hire.

The budget was modest, so it had to go almost entirely to people in the service area who were ready to book.

What I did

• Built the campaigns around high-intent service searches like lawn mowing, lawn care and landscaping services, kept tight to the areas the business actually serves.
• Used negative keywords to block DIY, product, equipment and job-seeker searches before they could eat into the budget.
• Wrote ads around what Florida homeowners care about: reliable, regular service, a quick quote and an easy way to get in touch.
• Tracked real enquiries, meaning calls and quote requests, as conversions, so the bidding optimised toward leads rather than cheap clicks.
• Kept trimming search terms, ads and times of day that weren't converting, and moved the budget toward the ones that were.

What happened

The account produced 421 conversions from 1.34K clicks on about $1.8K in ad spend. That's a 31.32% conversion rate: almost one in every three people who clicked an ad went on to become a lead. It works out to roughly $4.30 per lead.

For a lawn care business, that's a strong position to be in. Many of those leads turn into recurring customers who book service week after week, so each one is worth far more than the cost of the click that brought them in.

If you're in a similar spot

A high conversion rate rarely comes from clever ads alone. It comes from paying only for the searches where someone is already looking to hire, and making the next step obvious once they click. Get those two right and even a small budget can keep a service business busy.