Case Study
Ottawa Lawn Salon
A successful lead generation campaign for a growing company
Ottawa Lawn Salon provides premier lawn care, garden care, and landscaping solutions to residents of Ottawa and the surrounding areas. The company’s mission is to provide homeowners with great lawn care and landscaping services while also providing young people with career and skill development opportunities.
Overview.
Ottawa Lawn Salon was a quickly growing company with an expanding marketing budget. Looking for opportunities that would provide consistent leads, Ottawa Lawn Salon became interested in digital marketing. With Noetic having an established presence in the Ottawa area, and prior experience with the lawn care and landscaping industry, Ottawa Lawn Salon decided to partner with us as their digital marketing experts.
The challenge.
Ottawa Lawn Salon operates in a highly competitive, high-volume, low-margin industry. As such, they required a predictable and sufficient volume of leads provided at a low cost, ensuring they could continue growing at their desired pace while maintaining adequate profit margins.
Scope of the project.
Timeline: March 2021 to September 2021
Services: Google Ads and landing pages
Goal: Generate a high volume of leads at a low cost per acquisition
The approach.
We first determined what specific service offerings to focus on, settling on lawn care and landscaping. We then optimized our copywriting, design, and ads management strategies for each.
The strategy.
Ottawa Lawn Salon had previously run Google Ads, so we first analyzed existing data to determine any trends and areas of opportunity we could take advantage of.
From there, we crafted our strategy around a few select findings:
Phone calls proved to be the most valuable leads, so all copywriting, design work and campaign management was undertaken with a focus on converting leads via phone calls.
Seasonality had a significant impact on campaign success, so varying copy, design, and strategies were used depending on the time of year.
The lawn care and landscaping industries are highly competitive, with several companies offering the same services in the same service areas. As such, it was crucial to emphasize Ottawa Lawn Salon’s unique value propositions and client testimonials to differentiate them from their competitors.
This strategy is currently being implemented via Google Ads and landing pages.
Google Ads
Our Google Ads campaign focuses on highly-targeted industry keywords that vary depending on the season and people’s most common search terms. Competitor keywords are also utilized, allowing us to take advantage of individuals searching for the Ottawa Lawn Salon’s competitors who offer the same services. All ads are optimized for phone calls, providing a consistent stream of quality leads at a relatively low cost per click.
Landing Pages
Our Google Ads campaign links directly to a dedicated landing page, allowing us to maximize conversion rate through a cohesive user experience that aligns with the messaging and call to action of the ads. Additionally, short and concise copywriting was used, ensuring the primary focus of the page was Ottawa Lawn Salon’s key differentiating factors and the reasons for choosing them over their competitors.
The results
We have achieved the following results for Ottawa Lawn Salon:
55%
Helped realize a 55% increase in total sales from 2020 to 2021
157%
Increased Google Ads campaign conversion rate by 157% from 2020 to 2021
927%
Increased Google Ads campaign leads by 927% from 2020 to 2021
83%
Lowered Google Ads campaign cost-per-lead by 83% from 2020 to 2021
Testimonial.
We were looking to scale our marketing as our business grew and Noetic was the perfect choice. They ran our Google Ads campaign resulting in us being flooded with leads -- more than we could handle. Throughout, the communication was quick and responsive. We always knew what's going on with our campaigns through a custom dashboard and they do their best to stretch your budget to maximize ROI on every dollar. Thank you for the great service you've provided us!
Hamza Qureshi Founder