Case Study Lawn Tiger

Any ad campaign is about testing theories and refocusing the approach. As we work with other lawn care companies, we were already well-versed in Lawn Tiger’s potential needs which helped us to quickly adapt their campaign accordingly

To start we ran Google Display and Facebook Remarketing campaigns to show ads to anyone who had visited their website – keeping Lawn Tiger front of mind for those who are already considering hiring a lawn care company. We also tried a Facebook prospecting campaign to attract new customers. We quickly realised Facebook prospecting wasn’t getting the desired response, so ceased that activity.

In addition, we showed Facebook ads to an uploaded list of people who had received quotes for work but hadn’t yet converted, as well as lapsed customers. We covered our bases in terms of all customers who had already encountered the company to maximise returns on those who were already interested in lawn care.

Alongside this we ran Google Search as a single campaign across all regions until the company could provide landing pages for specific locations.

We did this by targeting their specific postcode areas, segmenting by age, and by excluding renters.

Once Lawn Tiger could provide specific landing pages for local towns/areas within their patch, we split the single campaign into a range of more focused localised campaigns. This way we could show relevant ads to relevant areas, and they would land on a page specifically for their locale.  As well as generic phrases we were bidding on phrases such as local, near me, or including the town/area.

 The split was their main postcode priorities set up as 2 campaigns – 

• West Sussex
• Surrey

Then the rest of their area into a third

• Croydon, E Sussex, Kent, Sutton campaign

Then we got clever to make the most efficient use of the budget.  We used postcode data to check the average house prices – and specifically targeted the most affluent areas.  We make a point of ensuring we are focusing campaigns to put the available budget where it is going to get the best results – those in more expensive houses are more likely to have more disposable income, and therefore afford the service. There’s no point placing ads for renters who don’t maintain outside areas or areas where people are unlikely to be able to afford the service. We focus always on areas where we have the best chance of converting to a lead.