The Client
VS Landscape Group is a Canadian landscaping company competing in a trade where the busy season is short, the competition is every truck in town, and the phone has to ring the moment the snow melts. All figures in this case study are in Canadian dollars (CAD).
Why Is Google Ads Hard for Landscaping Companies?
- Demand is brutally seasonal — budgets that spend evenly all year waste money in winter and starve the spring rush.
- "Landscaping" queries mix design-build projects, weekly maintenance, DIY research, and job seekers.
- Every competitor bids on the same handful of service terms, driving up costs in peak months.
- Without call and form tracking, landscapers can't tell which keywords produce booked jobs versus tire-kickers.
What Did We Do Differently?
- Built Search campaigns around service-specific, high-intent queries and matched each to a tightly relevant ad and landing page.
- Tracked every lead action — calls, quote form submissions, and direction requests — back to the keyword that produced it.
- Cut DIY, informational, and employment queries continuously with negative keywords so budget stayed on buyers.
- Concentrated spend into the seasonal windows and services where lead costs were verifiably lowest.
What Results Did VS Landscape Group Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Tracked lead actions | 68,113 |
| Cost per lead action | CA$3.76 |
| Ad spend | CA$256K |
| Clicks | 215,886 |
| Impressions | 12.5M |
| Average CPC | CA$1.19 |
Key Takeaways
- 68,113 tracked lead actions at CA$3.76 each keeps crews booked through the entire season.
- At CA$1.19 a click, disciplined targeting turns a modest budget into a very loud phone.
- Seasonal businesses don't need year-round spend — they need aggressive spend in the right window.
How Much Should a Landscaping Company Spend on Google Ads?
This account invested CA$256K over the life of the engagement and tracked 68,113 lead actions — CA$3.76 per lead action. Against the value of a single design-build project or a season-long maintenance contract, that acquisition cost is a rounding error. The right budget is the one that fills the season's schedule; this account shows what disciplined targeting buys in the category.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account and are stated in Canadian dollars (CAD). Lead actions include tracked calls, quote requests, and direction requests.