From Google Ads to Facebook Ads, we've managed millions of PPC spend. Follow our strategies to help generate more conversions for your landscaping business.
Need more homeowners? With more than 19 years of experience helping landscaping businesses improve their PPC advertising campaigns, our strategies and techniques are sure help!
We have experience with a wide variety of landscapers (and other industries) including:
paid ads management for landscapers refers to creating and optimizing paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.
To provide professional PPC management, a paid ads company for landscapers should get to know you and your goals. Since the way you approach paid advertising for a local landscaping business is much different than how you would for a nationwide landscaper ecommerce brand, this information helps determine the next steps.
Local landscaping businesses, for instance, are often only interested in contact form submissions or calls. This can be accomplished through paid ads that drives traffic to an optimized landing page or sales funnel. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't yet exist or need to be substantially improved.
In contrast, ecommerce-focused landscaping businesses are most likely to be interested in online sales. This can be accomplished through PPC advertising that increases traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.
Understanding the metrics that will be used to optimize and scale landscaper paid ads campaigns is the next step. For some landscaping businesses, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.
Your landscaping business should use a variety of advertising tactics and marketing tools to be successful with paid advertising. Some of the best PPC advertising plans for landscaping businesses include tactics to:
With in-depth knowledge of the latest paid ads trends for landscaping businesses and other industries, we are a team of paid advertising specialists.
Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.
In the context of paid advertising, keyword research for landscapers largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only appear based on what is searched on Google or Bing and targeted by your landscaping business.
For example, a person looking for a landscaping business nearby might search "local landscaper" on a search engine. Targeting that exact phrase wouldn't require in-depth keyword research.
However, what if the exact match keyword isn't generating enough search volume and the landscaping business needs to expand their advertising reach? The solution would require keyword research.
After discussing options, the next step might involve the PPC advertising manager talking with the landscaping business about what products / services they want to target more often and where. There may also be a need to broaden the keyword targeting.
As an example, the paid ads manager might find that "nearby landscaping businesses" and "landscaper services" have high search volumes. The first phrase is targeting a type of business or organization in the area. In the second phrase, a service is being targeted, which might result in a more lucrative conversion opportunity.
Negative keyword lists can also benefit from keyword research. You can use negative keywords to prevent your paid ads from showing in search queries that you know won't convert to more homeowners.
For example, someone searching for "free services from landscaping businesses" or "how to advertise to landscapers" isn't likely to convert with your landscaping business. They might see your PPC advertising if you use broad keyword targeting without any negative keywords like "free" or "advertise".
Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.
Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram for landscaper paid ads campaigns. Google Ads and Bing Ads also offer audience targeting options.
Let's take a look at audience research and targeting within Facebook Ads.
Facebook custom audiences were heavily relied upon by landscaping business paid advertising managers in the past. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers for landscaping businesses eagerly took advantage of.
The rise of data privacy and machine learning had a significant impact on custom audiences over time.
Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices. This even affected the accuracy of ad attribution reporting.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most advertising agencies for landscapers. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.
Although many landscaping business paid advertising firms still rely on custom audiences, the trend is shifting toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting.
However, audience research and targeting aren't going away. The targeting options within landscaper ad campaigns will likely always be manageable to boost performance.
An important factor in the success of your landscaping business PPC advertising campaign is the landing page.
When we take on the management of a paid advertising campaign for landscapers, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:
Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.
Please, don't spend money on paid ads until you have a landing page that follows best practices! You should never consider your landing page complete. You can refine your sales pitch by running A/B tests on the landing page every few months.
Rather than a landing page, you might want to consider building out a sales funnel. To build leads, grow email audiences, and even make online purchases, we rely on sales funnels.
For example, we have a client that promotes an online fitness challenge that you could even join from your local area. While managing their website advertising we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your landscaping business isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.
Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most landscaping businesses, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.
To improve the situation, you hire a paid advertising agency to modify your campaign settings, ad creatives, and landing page experience.
Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.
Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid ads.
This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.
When you run Facebook Ads or Instagram Ads for landscapers, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.
You should develop an understanding of how to capture someone's attention in a split second.
To do this, you need to build out attractive ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"
This doesn't happen by running the same ad creative over and over and over again. Even if it is a good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.
If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.
Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.
The cost of our paid ads management plans is calculated based on the monthly time allocation you request for your campaigns. The price for our PPC management services begins at the amount provided in the list below, but we are willing to consider a higher budget if your ad spend or service requirements are greater.
The options for running paid advertising for your landscaping business are numerous. landscaping businesses definitely use paid ads. Let's take a look at some of the most common ones.
Nearby ads for your landscaping business can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your local landscaping business. It is important to try out every available option to see which works best for your needs. Here are a few options for local area advertising.
Google is going to offer two options.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Local professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
Facebook Ads can also be used to target people in the area. The first step is to set up a campaign with ad sets restricted to certain geographic areas. We often rely on localized Facebook Ads for all types of landscaping businesses.
A social ad is pretty much any online advertisement you see on a social networking site.
The trick to social ads is keeping the ad creatives fresh. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.
Using social media ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. The opposite is true when you run search advertising since your ads will only show when someone is actively looking for what your landscaping business has to offer.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
You should invest in search advertising if you know people are looking online for your products or services.
There are some people out there who refer to this as landscaper Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad, which are above the organic SEO placements.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.
Google Ads and Bing Ads commonly offer these campaign types.
With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you boost results from your ad spend if you have an understanding of your target audience.
Your landscaping business website, landing page, or sales funnel won't convert everyone on the first visit.
It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.
Almost any ad platform can be used for retargeting ads.
This type of search ad was popularized by Google Shopping Campaigns.
If you want to promote your landscaping business through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.
By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.
Social networking websites such as Facebook, YouTube, and Instagram allow you to advertise with video.
Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. Video ads are frequently used to showcase product launches, custom services, and personal introductions.
Your landscaping business paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.