How Precision Landscape Management grew calls 297% in five months.

Five months, by the numbers.

Between March and August 2023, here is what changed for Precision after they put a complete, green-industry-built marketing system in place.

The first five months were just the start. Over the next two years, with our marketing as one of the core drivers, Precision's annual revenue more than doubled.

Hear it from the owner.

Nate Moses on what changed once a complete marketing system was in place.

“The phone doesn't stop ringing. It required us to bring in an additional hire. Working with Lawn & Land has exceeded my expectations.” Nate Moses, owner of Precision Landscape Management (Greenville, SC), whose monthly calls climbed from 135 to 536.

Established in town, invisible online.

When Lawn & Land Marketing began working with Precision Landscape Management, a lawn care, plant care, and landscaping contractor based in Greenville, SC, they were already established. They had found real success in their community and service areas. Their online presence, though, was going nowhere.

They did great work, but their growth was capped by word of mouth, a non-specialized marketing team, and the hope that people would notice their truck and trailer wraps. Their website was ineffective, their previous marketing team did not fulfill their promises, and they were getting lost on Google among local competitors. They needed a way to generate more consistent, higher-quality leads from their own branded properties, and we both knew that had to happen online, not offline.

Leaning into marketing, not running from it.

Before we launch any campaign, we get to know the owner, the business, its strengths, its struggles, the needs they feel, and the needs they have not yet recognized. We want to commend Nate at Precision for how open-minded he was about his company's digital marketing.

The one thing that paved Precision's path to success online from day one: they never saw marketing as an expense. They saw it as a way to generate growth. Because of that, they were not afraid to invest in the system, knowing it would produce a strong return.

A lot of this comes down to who you hire to run these campaigns. Some are better than others, which is exactly why we publish case studies like this one. Do your research and ask plenty of questions before you hire anyone.

A complete system, not one thing here and there.

Once we understood the Precision brand, their services, their service areas, their online presence, and their top competitors across Upstate South Carolina, we mapped out what needed to happen to move them in the right direction. Our programs are built to scale a green-industry business through complete local visibility, so we got to work on all of it at once:

• Build a new, local-SEO-optimized website designed to convert visitors into leads
• Run a large-scale local SEO campaign to rank for their services across their service areas
• Manage and generate reviews to build trust and reputation on Google and in the community
• Earn Google Guaranteed status and set up highly targeted Google Ads for quick wins
• Add a lead-nurturing communication system into their existing tools, so no lead slips
• Position them as the company to work for, to help find and keep high-quality employees

The sections below walk through each piece and what it produced.

All roads lead to home.

Precision's website was the first step. Some companies just want a facelift; we did a full overhaul to turn the site into a lead-conversion machine. What we prioritized in the new build:

• Multiple contact points, from click-to-call to contact form to text-to-chat, always visible
• A mobile-first design with easy, thumb-friendly click-to-call buttons
• Their own real photos and videos of the team and finished projects, no stock photography
• Local client testimonials highlighted throughout the site
• Individual pages for each service and each service area
• A design that signals quality and professionalism the moment a visitor lands

Precision's redesigned website: real photos, clear calls to action, and pages for every service and service area.

Local Service Ads plus PPC: the one-two punch.

SEO is a slow game, so while we built, launched, and optimized the site for organic growth, we put a day-one emphasis on ads. That created immediate traction, calls, and closed jobs, both during the build and after launch, while the site worked its way up the rankings. It also meant an immediate return on investment for Precision.

To build a robust lead-generation engine, we launched pay-per-click (PPC) campaigns. While SEO matured, PPC delivered immediate results, albeit at a higher cost per lead. Our primary platform was Google Ads, complemented by Local Service Ads (more on that below).

We organized ad groups carefully, by service type and by location keywords, to optimize conversions. For the service area we targeted searches like landscape services in Greenville, Greer, and Seneca. At the same time, we built ad groups for high-ticket services such as landscape design, hardscaping, and outdoor living, for a laser-focused approach to the most valuable leads.

Throughout our work for Precision, we have consistently held a conversion rate of over 15%. That stands out because the industry treats a 10% conversion rate as high, and average PPC conversion rates usually run between 3% and 6%. A big reason is our exclusive focus on the green industry, which lets us apply a deep understanding of the trade and its unique nuances.

Omnipresence: top of the map, top of the ads.

On top of the website and the Google Ads strategy, we leaned into Local Service Ads (LSA) and helped Precision earn their Google Guaranteed status.

The goal was omnipresence: wherever a lead looked, whether the ads, the three cards that often sit above the ads, the map, or the organic results, Precision was front and center.

We have generated hundreds of leads for Precision through LSA. At the time of this writing, that was running at nine qualified leads in a single week at an average cost of about $250, specifically for high-ticket job types like hardscapes, landscape design, and landscape installations. The beauty of LSA, compared with PPC, is that you only pay for relevant leads, so every dollar goes toward a real conversion.

Google Guaranteed is also a trust signal of its own. The badge tells potential customers they are looking at a screened, qualified, Google-backed business, which earns confidence right away and makes people more comfortable booking.

Precision's Local Service Ads: Google Guaranteed, high-ticket job types, and qualified leads at about $250 a week.

A giant wave of long-term leads.

SEO is a slow game, but once you get it right, especially local SEO, it is the most powerful tool you have. For Precision we built unique, optimized content on every page of the site, written to rank in Greenville, SC and their other target cities for their specific services.

Several pages and blog posts we wrote for Precision became Featured Snippets on Google, effectively the number-zero spot, appearing above the natural results and positioning the site as the best answer to what people search for. Beyond the site's content, we claimed, populated, and optimized their Google Business Profile, which converts searchers the moment they look for a service in their area, before they even reach the website.

Our local SEO is built specifically for the green industry. We know what works, what does not, and the latest trends as they happen. Following the first month on board, Precision was appearing in search results around 300 times a day. Five months in, that number had grown to over 1,400 daily impressions, nearly 4.8x. Some of the optimizations behind their rankings:

• Keyword research specific to their services, service areas, and what local people actually search
• Unique, localized content on every page
• Google Business Profile population, optimization, and ongoing management
• Alt text on every image, so even their photos send ranking signals to Google
• Bi-monthly blog posts of 1,200+ words, specific to services and service areas
• Backlink profile building and management to grow domain authority
• Hands-on Google Search Console management for fast, optimal indexing

Precision earned the Featured Snippet, the number-zero spot, for core service searches in Greenville, SC.

When we started

4.5 ★

43 Google reviews

→

Today

4.8 ★

320+ Google reviews

Where they started: 43 reviews at 4.5 stars. Today, after staying on the system, Precision is over 320 reviews at a 4.8-star rating, a higher rating on more than seven times the reviews.

More leads only help if none slip through.

Generating leads is second nature to us. We knew our strategies would make Precision one of the most visible names in Greenville and the surrounding area. But we also had to make sure they could handle every new lead, because missed opportunities almost always go to a competitor. So we introduced our Lead Nurturing CRM to help them connect with and juggle all of it, effortlessly.

You are probably thinking they already had a CRM and would not switch. Partly right. As a successful company they did have one, and we had no intention of replacing it. Instead, we introduced Nate and his team to our CRM as a dedicated place to separate leads from customers, so they never had to muddy their existing system with new prospects. No transition period, just adoption, and it changed how they communicate with leads.

We connected every online property to the CRM, from their phone numbers to their Facebook page to their on-site forms and text-to-chat. Every conversation flows through one portal their team can answer easily, so no lead falls through the cracks. And in the rare case a lead goes unanswered, we added an automated Missed Call Text Back that texts the caller, apologizes for missing them, and asks what they need. That almost always keeps a would-be lost lead on the hook, and out of a competitor's hands, when they otherwise inevitably would have moved on.

Every channel, phone, form, and chat, feeds one CRM inbox, so no lead falls through the cracks.

And a missed call triggers an automatic text back, so a would-be lost lead stays on the hook.

More jobs booked means more hiring.

We do offer recruitment help, through SEO, ad positioning, custom candidate-qualifying forms, and sometimes video interviews. Precision already had recruiting support through a third-party platform, but that did not mean we ignored their hiring.

Qualified applicants are always looking for the best company to work for, and one of the main ways they find them is Google. So we built Precision an optimized Careers page that would rank well for people searching for green-industry work, and we clearly defined the open positions. We also worked closely with their existing recruitment service to make sure the website was properly integrated into their hiring process. We know how important, and how hard, hiring is in this industry, so we put real emphasis on the recruiting side of Precision's online presence.

See why we are the best in the area.

In digital marketing, trust is everything. Even where your presence shows up through Google Ads and especially Google Maps, customers want proof you are credible. That is where customer reviews come in, and Google Reviews are the gold standard.

When you appear on Google Maps for a search like landscape design in Greenville, you need to match or beat your competitors on review count while keeping a high rating, between 4.5 and 5 stars. Using our automated reputation software, we made it easy for Precision to request reviews from happy customers the moment a project wrapped. The system sends convenient text and email requests with a direct link to their Google Business Profile.

As a result, they have garnered a steady stream of positive reviews, and we always want to see that number climbing. Those trust signals have helped position them as a top choice and outshine the competition. As reviews come in, we respond to each one, positive or negative, within 24 hours. That is Google's preference, it helps local SEO, and it builds lasting trust in the community.

Automated review requests after every completed project, with every review answered, positive or negative.

A successful company that refused to coast.

Precision Landscape Management was already a successful company before they came to us. They arrived with the right mindset: they knew they could not scale to their potential without a proven marketing system behind them.

We have helped them generate more leads, in new territories, for more services than ever, and we still do today. Nate has been able to step back and work on the business instead of in it. The work above has produced more than a 23x return on their marketing investment, and over two years their annual revenue grew from $4.4M to $11.2M. Precision is a strong operator in its own right, so that growth belongs to their team and execution as much as to the marketing. Our role was to be one of its core drivers, and the right partner to grow alongside.

Want to see how these same strategies could help you outgrow your local competition? Book a free strategy call. We will look at where you are, what needs to happen, and how to get there.