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CASE STUDY

Lawn Dawg Secures 1,245
Google AdWord Conversions

in One Month

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  • COMPANY
    Lawn Dawg
  • LOCATION
    Service areas in New Hampshire,
    Massachusetts, Maine, Connecticut,
    New York
  • INDUSTRY
    Consumer Services
  • FOUNDED
    1997
  • KUNO SERVICES PROVIDED
    Demand Generation (pay-per-click
    and display ads)
THE CHALLENGE

A better way to reach new customers

The Lawn Dawg lawn care and pest brand relied on traditional marketing tactics such as direct mail, radio and branded trucks, and referrals for every sale until 2016. But as many other industries experienced, consumer engagement with these methods declined year over year. Lawn Dawg needed a better way to reach new customers and secure “Request a Quote” conversions.
CLIENT QUOTE

“We knew we were missing opportunities to get customers online, and we needed a digital marketing expert to help take our marketing in that new direction.”

Jenna Richardson, Executive Director of Marketing
The Processes

How we did it

While Lawn Dawg dabbled in PPC in the spring of the previous year (the industry’s busiest season), it collected only 40 leads during March, April and May. The strategy it had been using—spreading a small demand generation budget over a wide variety of topics and audiences—proved unsuccessful.

To get the most out of each dollar spent, Kuno took a targeted approach to PPC and display advertising via Facebook the following year.

“We targeted phrases and keywords that were problem- and symptom-based,” said Shaun Kanary, demand generation director at Kuno. “By targeting first by ZIP code, then by phrases actually being typed into Google, we knew we would reach the right customers.”

“This segmentation ensured no money was wasted advertising to people who could not use or afford Lawn Dawg’s services,” Kanary said.

The team did not want to immediately discontinue Facebook display ads, so a small portion of the monthly budget was applied to retargeting. But after weekly reviews of the data, it was clear these ads were not working nearly as well as the dollars spent on PPC. The budget was reallocated to search efforts where the ROI was stronger.

“Recommendations based on data allow the team to be nimble and garner the best results for the provided budget,” Kanary said.

Keyword research led Kuno
to these search queries:

Vocabulary-based
keywords:
  • Best Lawn Care Companies
  • Local Fertilizing Company
  • Lawn Care Near Me
Problem-based
keywords:
  • Crabgrass
  • Brown spots on lawn
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THE RESULTS

Exceeding Expectations

Results for April alone blew away all expectations. A liberal estimation over a six-month period
had been 1,800 leads based on an industry average of a 3 percent conversion rate.

In just one month, Lawn Dawg saw:

3.82%

click-through rate (national average is 2 percent)

18.72%

conversion rate (national average is 3 to 4 percent)

1,245

conversions/leads to request a quote

865

phone calls to request a quote using 800 number specifically for ad

$3.80

cost per click ($5 was considered low in previous industry experience)

Kanary attributes this great success to high-quality scores achieved on Google (learn more about Google quality scores here) and the ability to outperform the competition.

“The high-quality ads earned a 1.3 placement score, which means our ads appeared in the first spot on search engine results pages (SERPs) nearly every time, making our dollars work harder,” Kanary explained.

Half of leads who ask for a quote become Lawn Dawg customers. So with an average sales price of $350, Lawn Dawg’s monthly PPC investment of $25,000 has the potential to bring in more than $217,700.

Kuno Creative

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CLIENT QUOTE

"We are blown away by the results Kuno provided us. By trusting the experts, our ROI increased tenfold. The value is clear.” 

—Richardson
WHAT’S NEXT

New content & inbound marketing strategies

Once the busy spring season is over, Lawn Dawg knows it needs to engage customers in different ways throughout the rest of the year. The company is exploring content and inbound marketing strategies with Kuno along with expanding its use of HubSpot, specifically the CRM.

REQUEST A CONSULTATION

Learn more about how demand generation can help your organization get results.

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