You know your crew does incredible work, but for some reason, the phone just isn’t ringing enough. You drive around town, see your competitors’ trucks parked at those beautiful, high-value properties, and can’t help but wonder what their secret is. The truth is, it isn’t about working harder,it’s about marketing smarter. This plan is designed to help you move from chasing any job that comes along to attracting the profitable, dream clients you actually want to work with.
Salient Points
- Turn your Google Business Profile into a client magnet by filling it with accurate information, stunning photos, and always responding to reviews to dominate local search results.
- Build a beautiful, mobile-friendly website with clear calls-to-action and a powerful portfolio that turns curious visitors into solid leads.
- Use targeted Google Ads and Local Services Ads to get in front of homeowners who are right now, actively searching for the landscaping services you offer.
- Leverage the visual power of Facebook and Instagram ads to showcase your amazing work to specific demographics and local homeowners in your area.
- Finally define your ideal high-value client so you can stop wasting time and money on leads that just aren’t a good fit for your business.
- Create helpful blog posts and videos that answer your customers’ biggest questions, establishing you as the go-to authority in your community.
- Put a real referral program in place and build partnerships with other local businesses to generate a steady stream of high-trust leads.
Dominating Local Search with Your Website And Google Profile
Think of your Google Business Profile as your company’s digital billboard, for many potential clients, it’s the very first impression they’ll have of you. It’s crucial to treat it with care. Start by making absolutely certain your business name, address, and phone number (your NAP) are perfectly accurate and consistent everywhere online. Be sure to select every single service category that applies to you, like ‘Landscape Designer,’ ‘Lawn Care Service,’ and ‘Gardener,’ so you can show up in more relevant searches. Make it a habit to actively encourage your happy customers to leave reviews, and then make it a top priority to respond to every single one,the good and the bad.
The data shows that businesses that engage with their reviews actually earn more revenue. Use the GBP Posts feature at least once a week to share photos of your latest projects, highlight seasonal promotions, or announce company news. With nearly half (46%) of all Google searches looking for local information, a complete and active profile makes your business 2.7 times more likely to be seen as reputable. And considering BrightLocal’s 2023 data found that 93% of people used the internet to find a local business last year, your visibility here is simply non-negotiable. Your first goal should be to get at least 10 positive reviews to build that initial foundation of trust.
Driving Instant Leads with Google & Social Media Ads
Building up your organic search presence is a marathon, not a sprint. But paid ads can put you right at the top of the page immediately. You can run Google Ads Search campaigns that target customers typing in high-intent keywords like ‘[your city] lawn care’ or ‘landscape design near me.’ Use precise geographic targeting to make sure your ad budget is only being spent on homeowners who are actually in your service area. This is key to preventing wasted clicks from people who are too far away to hire you. You should also seriously look into Google Local Services Ads (LSAs).
These powerful ads appear even above the traditional ones and give you a ‘Google Guaranteed’ badge, which is an incredibly powerful signal of trust for potential customers. For many service businesses, LSAs are a fantastic source of high-quality leads that come in as direct phone calls. On average, businesses make about $2 in revenue for every $1 they spend on Google Ads, according to Google’s own economic impact data. While the average Cost-Per-Click can feel steep, ranging from $2 to over $10 for landscaping keywords, the direct access it gives you to customers who are actively looking for your skills provides a clear and powerful return.
Stop Chasing Bad Leads, Pinpoint Your Ideal High-Value Client
It’s time to stop treating every lead that comes in the same way. The real key to profitable growth is focusing all your energy and marketing dollars on the right type of client. You need to get crystal clear on who you’re serving. Are you chasing large-scale commercial contracts or are you focused on high-end residential projects? The marketing strategy for each is completely different. Take a good look at your local area to see what services are really in demand,is it hardscaping, irrigation systems, or routine maintenance? See what your most successful competitors are offering and how they’re pricing their services. This research will inform every other part of your marketing plan, from the kind of photos you post on social media to the words you use in your ads. Just think, commercial landscaping contracts can range anywhere from $5,000 to over $50,000 a year. High-value residential clients might spend between $3,000 to $15,000 annually, with big installation projects easily soaring past $50,000. Knowing these numbers helps you focus your marketing budget where it will make the biggest impact.
Build Authority And Trust with Content and Social Media
Your expertise is one of your single greatest marketing assets. A company blog is the perfect stage to put that expertise on display. Did you know you can generate 67% more leads just by consistently publishing helpful content? Start writing articles that answer the real questions your customers are asking you every day. Create useful ‘how-to’ guides like ‘How to Prepare Your Lawn for Winter in [Your City]’ or detailed cost breakdowns like ‘Understanding the Real Cost of a New Paver Patio.’ Showcase local trends and feature the beautiful projects you’ve recently completed. And don’t just write about it,show your work with video.
Film some amazing before-and-after transformations, capture heartfelt client testimonials on camera, and offer fun behind-the-scenes looks at your team in action. According to HubSpot, businesses that use video in their marketing get 66% more qualified leads per year. When you write, aim for detailed blog posts between 1,000 and 2,000 words. You’ll also find that articles packed with relevant, high-quality photos of your best work get significantly more views.
From Lead to Loyal Customer, Your Email Marketing Playbook
Think about it, every person who visits your website and doesn’t call you right away is a potential lead you could lose forever. You need to use your website to capture their email address so you can stay in touch and build a relationship. The best way to do this is to offer something valuable,what marketers call a ‘lead magnet’,in exchange for their contact info. This could be a ‘Seasonal Lawn Care Checklist,’ a ‘Free Guide to Drought-Tolerant Plants,’ or a ‘Patio Design Idea Book.’ Once you have their email, don’t just dump them all into one massive, generic list.
Start segmenting your contacts based on their status (are they a new lead, a past client, or a current customer?), the specific services they’re interested in, or even their neighborhood. This allows you to send highly relevant messages that speak directly to their needs, instead of generic email blasts that just get ignored or deleted. This simple step is the foundation of a successful email marketing strategy that gently nurtures interested leads into loyal, paying customers.
The Ultimate Trust Signal, Referrals, Partnerships & Local Marketing
Your happiest customers are your absolute best salespeople, but you can’t just sit back and hope they spread the word. You need to create a formal program that actively encourages and rewards them for sending new business your way. Come up with a simple, compelling offer. For every successful referral that becomes a client, give your existing customer a tangible reward, like a $100 gift card or 15% off their next service. A system like this turns their passive satisfaction into active promotion.
Nielsen data confirms what we already know, 83% of consumers trust recommendations from people they know more than any other form of advertising. The leads you get from referrals are not only easier to close, but they also tend to stick around longer. In fact, studies show that referred customers have a 37% higher retention rate, making them incredibly valuable to your business’s long-term health. Don’t leave this powerful source of growth up to chance,be confident and ask for the referral.
Know Your Numbers, Tracking Marketing ROI to Maximize Profit
You can’t improve what you don’t measure. Flying blind with your marketing budget is the fastest way to waste a lot of money. You have to define and consistently track the numbers that truly matter to your business’s financial health. Focus on essential metrics like your Cost Per Lead (CPL), which tells you exactly how much you’re spending to get a single inquiry, and your Customer Acquisition Cost (CAC), which is the total cost to land a brand new paying client.
For a residential landscaping company, a typical CAC might fall somewhere between $50 and $200. But the most important KPI of all is your marketing Return on Investment (ROI). For every single dollar you spend on marketing, how many dollars in revenue are you actually generating? A strong goal to shoot for is a 3,1 ratio, meaning you bring in $3 for every $1 you spend. Tracking these figures lets you know with certainty which of your strategies are working and where you should be investing more of your hard-earned money.
A solid marketing plan is truly the difference between a business that just scrapes by and one that genuinely thrives. You already have the skills to create beautiful, stunning landscapes, the next step is to build the system that consistently brings you a steady stream of profitable projects. It requires a consistent, multi-channel approach that puts your company right in front of the right people at the exact moment they need you.
If you’re ready to stop guessing and start growing with a proven plan built for the trades, Aziel Digital is here to help. We specialize in building the strong digital foundation that blue-collar businesses need to succeed, from high-converting websites and dominant local SEO to targeted ad campaigns that deliver real-world, measurable results. Let’s build your lead-generating machine together.
Frequently Asked Questions
How do I get my first landscaping client?
Honestly, your very first client will probably come from your immediate personal network. Start by making a simple list of everyone you know,friends, family, old colleagues, your neighbors,and just let them know you’ve started a landscaping business. It’s a great idea to offer an introductory discount for your first few clients, which helps you build a portfolio of work and get that crucial word-of-mouth going.
Remember, Nielsen found that 83% of people trust recommendations from friends and family above all else, which makes your personal network your most powerful tool right at the start. From there, create some professional-looking flyers to distribute in neighborhoods you’d like to work in, and set up a basic but clean Google Business Profile with any photos you have to establish an online presence.
What is the best way to advertise a landscaping business?
The very best advertising strategy is one that combines modern digital methods with tried-and-true traditional ones, all focused on your local service area. If you’re looking for immediate results, Google Local Services Ads are incredibly effective. They place you at the very top of the search results and give you a ‘Google Guaranteed’ badge, which builds instant trust with potential customers.
A study by BrightLocal found that 93% of consumers use the internet to find local businesses, so having a strong online presence is absolutely critical. This should be backed up by a professional, mobile-friendly website that showcases your best work and a well-managed Google Business Profile. At the same time, don’t forget about traditional methods like putting professional yard signs at your job sites and getting branded vehicle wraps, which essentially act as moving billboards all over your target neighborhoods.
How much should a landscaping company spend on marketing?
A good rule of thumb is to set aside about 5-10% of your total revenue for your marketing budget. If your company is brand new and you’re trying to get your name out there, you might need to invest a little more, closer to the 10-12% mark. On the other hand, a more established business with a strong base of repeat and referral clients might be perfectly fine closer to 5%.
Ultimately, it’s less about the exact percentage and more about the return on your investment (ROI). According to Google, businesses usually make an average of $2 in revenue for every $1 they spend on Google Ads. The most important thing is to track your Customer Acquisition Cost (CAC) and make sure your marketing dollars are bringing in profitable jobs. From there, you can adjust your budget based on which channels are giving you the best results.
Are Facebook Ads effective for getting landscaping leads?
Yes, absolutely. Facebook and Instagram Ads can be extremely effective for landscapers, particularly for visually appealing services like landscape design, hardscaping, and creating outdoor living spaces. Their real strength is in their incredibly precise targeting abilities. You can show your ads to users based on demographics (like homeowners between the ages of 35 and 65), income levels, and even their interests (like ‘gardening’ or ‘home improvement’). With over 3 billion people using Facebook every month, the potential audience is just massive.
The secret to success is using high-quality before-and-after photos and captivating videos of your work to make people stop scrolling. Buffer reports that visual content is over 40 times more likely to be shared on social media, which helps increase your reach without you spending an extra dime.
How can I get more commercial landscaping contracts?
Landing commercial contracts requires a totally different strategy than residential marketing, it’s much more about professional networking and direct outreach. You’ll want to start by identifying who your ideal commercial clients are, like property management companies, HOAs, and commercial real estate developers. Use a platform like LinkedIn to find and connect with property managers and facility directors in your service area.
It’s also important to develop professional sales materials, including a capabilities deck that outlines what you do and case studies of any relevant work you’ve completed. Join local business groups like the Chamber of Commerce and BNI to network directly with the decision-makers. While residential clients are often searching on Google, many commercial contracts are won through building relationships and direct business-to-business sales efforts.
What are Google Local Services Ads for landscapers?
Think of Google Local Services Ads (LSAs) as a fast track to the top of Google. They’re a pay-per-lead advertising platform that shows up right at the very top of the search results, even above the normal pay-per-click ads. To be eligible, your business has to pass a background check by Google, which then earns you the ‘Google Guaranteed’ badge.
This badge is like a powerful endorsement from Google itself and can even reimburse a customer up to $2,000 if they’re unhappy with the job you did. The best part is you only pay when a potential customer actually calls or messages you directly through the ad, which makes it a low-risk way to get high-intent leads. LSAs are perfect for service-based businesses like landscaping because they connect you directly with customers who are actively looking to hire a pro right now.
How do I ask a landscaping client for a positive review?
The perfect time to ask for a review is right after you’ve finished the project and the client is telling you how happy they are with the work. The key is to make the process as simple and easy as possible for them. Send a friendly follow-up email or text message that includes a direct link to the review section of your Google Business Profile.
You can say something simple and genuine like, ‘We’re so thrilled you love your new patio! We would be so grateful if you could take a minute to share your experience on Google. It really helps our small business a lot.’ A survey by BrightLocal showed that 76% of people who are asked to leave a review actually do it, which just goes to show that a simple, polite request works wonders.
Is email marketing worth it for a local landscaping business?
Without a doubt. Email marketing consistently provides one of the highest returns on investment of any marketing channel out there. On average, for every $1 you spend on it, email marketing generates an incredible $42 in ROI. For landscapers, it’s the perfect tool for nurturing potential leads and staying top-of-mind with your past clients. You can send out helpful seasonal reminders (‘It’s time to schedule your spring cleanup!’), share useful lawn care tips, and promote your other services like holiday lighting or snow removal.
Plus, personalized emails that use the person’s name deliver six times higher transaction rates than generic ones, according to Experian. Building an email list from your website visitors gives you a direct line to build a relationship with them over time, so you can convert them into customers when they’re finally ready to buy.
Should I still use flyers and door hangers to get landscaping jobs?
Yes, you definitely should! Flyers and door hangers can still be a very effective and low-cost way to get landscaping jobs, especially if you use them strategically. This ‘hyperlocal’ marketing approach works best when you target very specific neighborhoods where you either want to work or are already working.
For instance, after you finish a job, have your crew distribute door hangers to the 20-30 closest homes. You can include a powerful message like, ‘We were just in your neighborhood transforming your neighbor’s yard at [Neighbor’s Address]. Come see our work!’ This creates powerful social proof and makes your message incredibly relevant. While digital marketing obviously has a wider reach, the targeted, personal nature of door hangers can generate some of your highest-quality leads within a dense service area.
What is a good cost per lead for the landscaping industry?
A good cost per lead (CPL) in the landscaping world can vary quite a bit depending on your location, the specific service, and the marketing channel you’re using, but a general ballpark figure is somewhere between $25 and $75. Leads you get from your long-term SEO and content marketing efforts might have a very low CPL over time, while leads from pay-per-click ads on Google will naturally be higher.
According to Wordstream, the average conversion rate for Google Ads across all industries is about 3.17%, so you can do some math to work backward from your cost-per-click to estimate your CPL. The most important thing, however, is to compare your CPL to the average lifetime value of a customer. Paying $60 for a lead that turns into a $5,000 annual maintenance contract is an absolutely fantastic return on your investment.
How can my landscaping business stand out from competitors?
The best way to stand out is by defining a clear specialty and building a strong, professional brand identity. Instead of trying to be everything to everyone, become the go-to expert for a specific niche, whether that’s xeriscaping, high-end outdoor kitchens, or sustainable, eco-friendly lawn care. A Stanford University study found that for 48% of people, a website’s design is the number one factor they use to judge a business’s credibility.
So, invest in professional branding,a unique logo, clean truck wraps, and sharp uniforms,to create a memorable and trustworthy impression. Finally, and most importantly, provide an exceptional customer experience from the very first phone call to the final walkthrough. The positive reviews and word-of-mouth buzz you’ll get from your professionalism will set you apart more than anything else.
What marketing materials are essential for a new landscaping company?
For any new landscaping company, there are a few essential marketing materials you need to establish credibility and start attracting clients. First, professional business cards are absolutely non-negotiable for networking. Second, you need a simple but professional website to act as your digital storefront, it should feature great photos of your work, a clear list of your services, and easy-to-find contact information.
Third, invest in some high-quality yard signs to place at every single job site,this is basically free advertising right in the heart of your target neighborhoods. Finally, create a professional one-page flyer or brochure that you can leave with potential clients or use as a door hanger. These foundational materials work together to create a cohesive and trustworthy brand image right from day one.
