How Ad Boost helped Premier Outdoor Living stop burning budget on lawn mowing clicks and start winning the high-value landscape design projects they actually wanted.
Premier Outdoor Living built their reputation on high-end landscape design, hardscaping, and outdoor living installations in the Nashville suburbs. Projects averaged $18,000. But their Google Ads account was generating leads for $75 lawn mowing jobs.
Their campaigns were running on broad match keywords like "landscaping near me" and "outdoor services Nashville," which attracted an enormous volume of maintenance and lawn care searchers. The account was spending $7,800 per month and booking 24 leads, most of which were people looking for the cheapest lawn crew in their zip code.
There was no separation between service tiers. Lawn maintenance, landscape design, irrigation installation, and hardscaping were all lumped into a single campaign sending traffic to the same homepage. A homeowner looking for a $40,000 outdoor kitchen redesign landed on the same page as someone looking for weekly grass cutting, with nothing to signal that Premier was the premium option for serious projects.
We restructured the entire account around job value and buyer intent, creating a system where ad spend was concentrated on the leads that actually drove business growth and low-margin traffic was systematically excluded.
Created distinct campaigns for landscape design and installation, hardscaping and outdoor living, irrigation systems, and routine maintenance. Each with separate budgets, landing pages, and bidding strategies matched to margin.
Built a 300-plus term negative keyword list blocking cheap, affordable, discount, DIY, and all price-driven modifiers from the design and hardscaping campaigns. Routed maintenance searches to a dedicated lower-budget campaign.
Tightened geo-targeting to the highest-income zip codes within Premier service territory. Applied bid multipliers to Brentwood, Franklin, and Belle Meade where average project values consistently exceeded $20,000.
Built a library of project photography as image extensions showing completed outdoor living spaces, fire pit patios, and custom hardscaping. CTR on design-intent searches improved 67% versus text-only ads.
The shift in account structure did not just reduce low-value leads — it fundamentally changed the type of client Premier Outdoor Living attracted from Google Ads.
Implemented negative keyword list and separated campaigns by service tier. Total lead volume dropped 40% in month one, but average job inquiry value from design and hardscaping campaigns climbed from $4,200 to $9,800.
Applied geo bid multipliers to high-income zip codes. Launched portfolio image extensions across design campaigns. CTR increased 67% on design intent keywords. CPL for design projects: $94. Monthly design inquiries: 18.
Rebuilt landing pages for each service tier with portfolio galleries, project value anchors, and consultation CTAs. Design project conversion rate from click to consultation: up from 4.1% to 9.7%. CPL fell to $71.
Integrated CRM data to pass project value back as conversion value. Switched design campaign to Target ROAS bidding. Average monthly design and hardscaping leads: 31. CPL stabilized at $67. Average job value: $28,300.
Total revenue attributable to Google Ads grew 3.1x versus the prior year same period. Average job value reached $28,300, up 156% from the $11,100 baseline when campaigns were running undifferentiated. Monthly ad spend: $9,200. Revenue generated: $876,000 in booked project value.
Budget going to the wrong service tier is a strategy problem, not a spend problem. Premier was not underinvesting in Google Ads. They were investing in the wrong audience. Separating campaigns by job value allowed budget to follow actual margin rather than raw click volume.
Visual proof is a qualifying signal in landscaping. Image extensions showing a $45,000 outdoor kitchen project pre-filter the audience before the click. Homeowners who are not serious about premium outdoor living rarely click on premium outdoor living imagery. Photography does the qualification that keywords cannot.
Geo-targeting within a market matters as much as the market itself. The difference between a zip code with median household income of $80,000 and one with median income of $165,000 in the same metro area is a 2x to 3x difference in average project inquiry value. Bid multipliers that weight toward high-income areas compound the benefit of every other optimization.
Every landscaping client gets a structured account rebuild before any budget is committed to live campaigns.
Full account teardown: service tiers, keyword mapping, conversion tracking, geo performance, and job value analysis.
Campaign architecture mapped to your service mix, target job values, and highest-margin geographic zones.
Tier-separated campaigns with negative lists, geo bid multipliers, portfolio image extensions, and conversion tracking.
Staged launch starting with design and hardscaping campaigns where margin justifies higher CPCs and bids.
Monthly reporting tied to project value, seasonal budget scaling, and creative refresh each quarter with new portfolio work.
In most markets, a year-round strategy with seasonal budget scaling outperforms shutting off ads in winter. Off-season months in markets like Nashville are ideal for design consultations that lead to spring and early summer installations. Homeowners plan major outdoor projects during winter and like to have a contractor selected before March. Maintaining presence through those months captures intent before spring competition drives CPCs up significantly.
The most effective approach is campaign separation with dedicated budgets for each service tier. Low-value maintenance and mowing terms are negated from design campaigns rather than shared. This ensures that when your design campaign budget is spent, it is spent only on searchers whose terms match design and installation intent. Running both tiers in a single campaign gives the algorithm no way to prioritize your most profitable buyers.
Yes, significantly. Landscape design and hardscaping are highly visual categories where the quality of finished work is the primary purchase signal. Image extensions showing completed outdoor living spaces, custom patios, and hardscaping projects improve CTR on design-intent keywords by 50 to 80% in our experience. They also pre-qualify the click. A homeowner who clicks on a $40,000 outdoor kitchen image is not shopping for weekly lawn service.
For high-value design and hardscaping projects in competitive suburban markets like Nashville, CPLs of $50 to $100 are typical. With strong service area targeting, campaign tier separation, and portfolio imagery, the $60 to $80 range is sustainable for most premium landscaping companies. The CPL matters far less than the average job value. A $75 CPL on a $28,000 project is exceptional performance by any measure.
Separate campaigns for each service tier: lawn maintenance and recurring care, landscape design and installation, and hardscaping or outdoor living projects. Each tier has different profit margins, sales cycle lengths, and buyer intent signals that require distinct bidding strategies, ad copy, and landing pages. Combining them into a single campaign forces the algorithm to optimize for a blended average that serves none of the tiers well.
We will audit your landscaping Google Ads account, identify exactly where design project budget is being lost to low-value clicks, and show you what a properly structured campaign architecture can do.
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