The Details

Client:

TopGrass

Area:

Garden Design

Date:

Jan 2020

Skills:

Google Search

Google Display

URL:

Topgrass

The Challenge

TopGrass came to us with a clear objective: to grow their customer base in specific regions without wasting budget on irrelevant or low-converting traffic. As a lawn care provider with a premium service, they needed to focus only on homeowners with gardens — not renters or those without outside space.

Their previous campaigns had been broad and weren’t delivering the results they needed. Our job was to narrow the focus, reduce the cost per lead, and help them grow sustainably in the right areas.

"We’ve been delighted with the results. Net Visibility’s strategic and data-led approach has helped us reach exactly the kind of customers we want — and avoid the ones we don’t!"

TopGrass

Our Solution

With plenty of experience running campaigns for other lawn care providers, we were able to hit the ground running.

We started by restructuring their Google Search campaigns, refining their targeting by postcode and local area. Using demographic and housing data, we excluded locations with a high proportion of renters or small outdoor spaces. This ensured we were only showing ads to those most likely to convert.

We then introduced dynamic ad copy tailored to the specific services and seasonal treatments TopGrass offers, helping us better match intent with offer. Throughout the year, we adjusted ads to reflect the lawn care needs of each season — from spring lawn recovery to summer feed treatments and autumn aeration.

Alongside Search, we ran remarketing campaigns on Google Display and Facebook to bring back interested users and convert lapsed customers. This kept TopGrass front of mind for those browsing lawn care options, while staying within a highly targeted area radius.

Results

Within a short time, TopGrass saw a significant drop in their cost per conversion, and a clear rise in high-quality enquiries. By targeting only those with the right budget and the right gardens, we eliminated wasted spend and maximised their ROI. This highly focused approach allowed TopGrass to expand in their most profitable regions, increase customer retention and build a more efficient digital sales funnel.

“Let your business be our next Success Story”

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