Lawn Tiger
Gardening
2021
Ad campaigns
Remarketing
As with many of our customers, Lawn Tiger came to us for help focusing and refining their ad campaigns to help grow their business.
They service a large area, throughout West and East Sussex, Surrey and Kent. They needed to refine their ad campaign from a very broad-based approach to try and get their ads showing in not only the right geographic areas, but also to those people who had the disposable income to pay for lawn services – and had a garden!
With a pretty impressive 40% reduction in cost per conversion – we’ve improved the effectiveness and efficiency of their online presence.
Any ad campaign involves testing theories and adjusting strategies. Our experience with other lawn care companies enabled us to swiftly address Lawn Tiger’s needs.
Initially, we launched Google Display and Facebook remarketing campaigns to target website visitors, keeping Lawn Tiger top-of-mind for potential customers. We also attempted a Facebook prospecting campaign to attract new clients but discontinued it due to poor results.
Additionally, we targeted Facebook ads to individuals who had requested quotes or were lapsed customers, maximising returns from those already interested in lawn care.
We implemented a single Google Search campaign nationwide until Lawn Tiger could provide location-specific landing pages. This involved targeting specific postcode areas, segmenting by age, and excluding renters.
Once localised landing pages were available, we divided the campaign into focussed localised campaigns, bidding on relevant local keywords. We prioritised key postcodes by setting up separate campaigns for West Sussex and Surrey, with a third campaign covering Croydon, East Sussex, Kent, and Sutton.
To optimise the budget, we targeted affluent postcode areas based on average house prices, ensuring funds were allocated where there was higher potential for conversion. We avoided targeting renters or less affluent areas, focusing on regions with the best lead conversion prospects.
