Client Overview
Verdant Landscape is a locally owned landscaping company based in North Augusta, serving the greater Augusta, Georgia metro. They specialize in design-build landscaping and outdoor living projects, the high-ticket work that transforms a yard. With a solid 4.5-star rating and over 100 reviews, Verdant had a good reputation, but their advertising dollars were leaking away with nothing to show for it.
Scope of Work
We ran three connected pillars:
- Google Ads: to rebuild wasteful campaigns into profitable, high-intent ones.
- Conversion Tracking & ROI Reporting: to finally see which ads actually brought jobs.
- Local SEO: to grow free, high-intent traffic alongside the ads.
Objective
Verdant had been running ads, but they had no idea what was working. Money went out, some leads came in, but nothing was tracked, so they couldn’t tell which campaigns drove real projects and which just burned budget. Their goal was to stop wasting ad spend, see a clear return on every dollar, and use that clarity to win more of the high-ticket design-build projects they specialize in.
The Challenge
Verdant had reputation and reviews, but their marketing was flying blind. Here’s where they were stuck:
- Untracked ad spend: They ran Google Ads with no conversion tracking. Calls and form fills weren’t tied back to campaigns, so they were guessing which ads worked, and almost certainly paying for some that didn’t.
- No ROI picture: Without tracking, Verdant couldn’t see their true cost per lead or per booked project. They couldn’t tell their best campaigns from their worst, so they couldn’t double down or cut waste.
- High-ticket focus lost in the noise: Their best work, design-build and outdoor living, got buried in broad campaigns that also pulled low-value, one-off requests. The premium jobs weren’t being targeted on purpose.
Strategy and Execution
- Conversion Tracking & ROI Reporting: Turned On the Lights. We set up full conversion tracking, call tracking, form tracking, and Google Ads conversions, so every lead tied back to the exact campaign and keyword that drove it. Then we built simple reports showing real cost per lead and per project.
Key Tactic: We made every dollar accountable, so Verdant could finally see what worked and what didn’t. - Google Ads: Rebuilt for Profit. With real data, we cut the wasteful keywords, added negative terms, and rebuilt campaigns around high-intent, high-ticket searches. Budget shifted to what actually booked projects.
Key Tactic: We reallocated spend from broad, wasteful clicks to the searches that bring premium design-build work. - Local SEO: Grew Free Traffic. Alongside the ads, we optimized their site around Augusta landscaping and design-build searches so Verdant could win high-intent traffic without paying for every click.
Key Tactic: We built an organic stream of design-build leads to complement the now-profitable ads.
The Results
Within a few months, Verdant’s marketing went from guesswork to a profit engine.
Full Visibility
For the first time, every call and form tied back to its campaign and keyword, Verdant could see exactly what each lead and project cost.
Calls & Leads
Tracked calls and leads both rose, with the rebuilt campaigns focused on the high-ticket projects Verdant wanted.
Less Wasted Spend
By cutting the keywords that never converted and doubling down on the ones that did, Verdant’s budget worked far harder, more booked projects for the same spend.
Sitewide Performance
Organic traffic grew, adding a steady stream of free, high-intent design-build leads alongside the ads.
The result: ad spend that finally pays for itself, aimed at the premium work Verdant does best.
Key Takeaways
- You can’t improve what you don’t track. Without conversion tracking, ad spend is pure guesswork.
- Tracking reveals the waste. Once every lead is tied to a campaign, the losing keywords are obvious, and cuttable.
- Aim ads at high-ticket work. Targeting premium searches beats broad campaigns that pull low-value requests.
- Know your true cost per job. Clicks and calls don’t matter; cost per booked project does.
- Ads and SEO work together. Free organic traffic makes the whole marketing budget more profitable.
- Clarity drives growth. Once Verdant could see what worked, every dollar went further.
Conclusion
Verdant Landscape was spending on ads with no tracking and no idea what worked. We turned on full conversion tracking, rebuilt their campaigns around high-ticket projects, and grew their organic traffic too. Their calls and leads are up, and their ad budget finally pays for itself. Today, Verdant knows exactly what every dollar brings, and aims it at the premium Augusta projects they do best.
