Using Google Ads to Enhance Your Landscaping Business

Google Ads is a proven way to increase visibility and high-quality traffic. With targeted ads, you can connect with searchers looking for services such as lawn care, snow removal, and landscape design.

According to a 2023 report, the landscaping industry saw a 121% increase in CTR (click-through rates) and a 47% increase in conversions, so it’s a no-brainer for businesses in this space. This guide will explain the basics of Google Ads, how to set up campaigns, and how to optimize your ad spending for maximum ROI.

Read our step-by-step guide on how Google Ads can change your landscaping marketing and why Aspire’s landscaping business software is the perfect companion to your campaigns.

What are Google Ads for landscaping?

Google Ads is an advertising platform that helps landscaping businesses reach customers by showing targeted ads across search results, YouTube, and partner sites. 

A pay-per-click (PPC) advertising system allows companies to create ads to appear on Google’s search engine and other properties. Google selects ads through a competitive process based on keyword relevance, ad quality, and the amount companies “bid” to have their ads appear. 

Businesses can then appear when customers search for landscaping services like lawn care, landscape design, or snow removal.

Put your business at the top of the search results without SEO

Google Ads provides local visibility for landscaping businesses by capturing leads in specific service areas. Companies can use targeted keywords and audience demographics to focus their advertising on customers actively searching for their services.

With search ads, businesses can appear at the top of Google’s results page, drive more website traffic, and receive more inquiries. Display and YouTube ads offer additional opportunities to showcase services and build an online presence visually.

Landscaping businesses should use Google Ads to stay competitive in an industry where 90% of searchers only click links on the first page of results. This tool ensures their services are seen at the right time and place to generate leads and conversions.

How do Google Ads work?

Google Ads is a pay-per-click (PPC) platform, meaning businesses pay only when someone clicks on their ad. Advertisers pay based on user interactions, which involves a bidding system in which advertisers select keywords related to their services. When someone searches for those keywords, Google runs an auction to decide which ads to show. The advertiser pays based on metrics such as clicks, impressions, or views.

The process considers factors like:

1. How much are you willing to pay per click?

2. The Quality Score is where Google evaluates ad relevance, CTR, and landing page experience.

3. The combined bid amount and Quality Score to determine ad position.

Google Ads allows businesses to:

• Target specific audiences by location, demographics, and search intent.

• Use ad extensions like location extensions or call buttons to increase engagement.

• Track performance metrics like CTR, CPC, and conversions.

For landscaping businesses, these features mean local customers who are searching for landscaping services or lawn care see your ads. With ongoing optimization, companies can refine their campaigns to reduce costs and increase ROI.

What are the benefits of using Google Ads for landscaping?

Google Ads is a targeted and cost-effective way to attract customers and grow your customer base. Here’s why it should be part of your landscaping marketing:

Increased website traffic

Google Ads will place your landscaping business at the top of the search engine results page (SERP), generating more clicks on your website.

The high visibility of a top-ranked result means customers find your services when searching for lawn care or landscape design.

Precise targeting

Use demographics (age, income, location) and customer behavior data to target your audience effectively.

Local targeting focuses on specific areas so customers see ads in your service area.

Flexibility and scalability

Adjust ad spend or campaign targeting based on performance to stay within budget. Then, scale campaigns as your business grows or seasonal demand increases (e.g., for spring cleanup or snow removal).

Faster results compared to SEO

While SEO takes months to show results, search engine advertising, such as Google Ads, gives instant visibility to customers searching for landscaping services.

Smaller landscaping businesses can compete with bigger enterprises without the long SEO runway.

Measurable results and ROI

Google Analytics makes it easy to monitor ad performance, such as CTR, conversion rates, and CPC, to see how your campaigns perform and refine strategy as necessary.

Remarketing opportunities

Remarketing shows ads to customers who have visited your website on Google’s partner sites.

Your brand stays at the top of customers' minds when they’re browsing for landscape design or lawn care services.

Seasonal campaigns

Capitalize on peak demand to generate more leads and higher conversion rates by running Google Ads campaigns at specific times, such as landscape services in spring or holiday decorations in winter.

Gain a competitive advantage

Pay-per-click advertising allows smaller businesses to compete with more prominent companies by using smart bidding and targeting to get high-quality leads. 

Using Google Ads, you can get high-quality leads, track progress, and optimize for long-term growth.

Explore more about effective landscaping marketing strategies.

What are the drawbacks of using Google Ads for landscaping?

Google Ads can bring a lot of traffic and leads for landscaping businesses, but there can be downsides. Knowing these will help business owners make informed decisions and get the most out of their ad spend.

High costs in competitive markets

In highly competitive areas, businesses may pay more for popular search terms like “landscaping services near me.”

Unmanaged campaigns or overbidding can increase costs and reduce ROI. However, savvy management of PPC campaigns can help control costs in competitive markets.

Risk of click fraud

Competitors or bots may click on ads intentionally, wasting your PPC budget.

Google has measures to prevent this, but businesses should monitor CTR and unusual traffic patterns to stay alert.

Requires continuous monitoring

Campaigns must be regularly updated with new keywords, ad copy, and bids. Balancing marketing efforts with daily operations, especially during the busy season, can be challenging for business owners.

Complexity of the platform

The Google Ads platform can be overwhelming for new users with all the features and options.

Without experience or expert guidance, businesses can create ineffective campaigns or miss out on opportunities.

Ad fatigue

Over time, customers may stop noticing repetitive ads, and they become less effective.

Updating ad copy and creative elements helps maintain engagement.

Dependency on paid traffic

Relying solely on Google Ads exposes businesses to cost fluctuations or policy changes.

Instead, launching a balanced strategy with SEO (search engine optimization) and social media (even Facebook Ads) ensures long-term visibility and lead generation.

Local competition challenges

Competitors bidding on the same keywords in high-density areas will drive up costs, so smaller landscaping businesses may struggle to compete with companies with larger budgets.

By knowing these cons, landscaping businesses can mitigate the risks and maximize their ad spend.

Discover how Aspire can help streamline your landscaping business operations and boost ROI.

What types of Google Ads are used in landscaping marketing campaigns?

A Google Ads account offers various ad formats to help landscaping businesses reach their target audience. Each type aims to reach potential customers at different stages of their buying journey.

1. Search ads

Search ads appear at the top of Google’s search results page when users search for relevant terms like “landscaping services near me” or “lawn care business.” These ads are intent-driven and target users looking for landscaping solutions.

In a Google search, these ads appear alongside organic search results, allowing advertisers to reach users actively looking for landscaping solutions.

→ Businesses can bid on keywords related to their services, such as “landscape design” or “mowing services.” Competitive markets may demand higher bids to be shown. 

Ad copy and calls-to-action (CTAs) can speak directly to searchers' needs and increase CTR.

Example: A landscaping company can use search ads to promote “same-day garden cleanup” to customers seeking urgent services.

2. Display Ads

Display ads are banners, images, or animations on websites within Google’s Display Network. Visuals can highlight landscaping projects, seasonal promotions, or eco-friendly services.

Displaying ads on home improvement blogs or local news sites is great for building brand awareness. They are especially effective when targeting users who are not actively searching but may need landscaping services. 

→ CTR is lower than search ads, but display ads help establish your business presence.

Example: A spring campaign could display ads promoting “garden renovation services” discounts.

3. Instream Ads

Instream ads are short video ads that appear before or during YouTube videos. They are great for showing before and after landscaping projects, customer testimonials, or specialized services.

Instream ads should be visually and emotionally engaging to make an impact. The message should be short and have a clear call to action (CTA), such as “Get a Free Quote.”

Many users will skip ads, so ensure your branding is shown early in the video.

Example: A landscaping company could use an instream ad to showcase their landscape design expertise with a customer testimonial.

4. Local Services Ads

Local Services Ads appear above search results and have a "Google Guaranteed" badge. They’re ideal for local service providers targeting users in a specific geographic area.

Users can call, message, or book services directly, which is great for conversion tracking and lead gen.

Businesses only pay per lead, a cost-effective way to get new customers.

Example: A business offering “snow removal” in winter can use Local Services Ads to reach nearby homeowners who need help.

Why choose the right Google Ad type?

Choosing the right Google Ad for your landscaping campaign will get you in front of your audience and get the highest ROI. PPC ads are great for driving traffic to your website through targeted advertising on Google Ads.

Learn how Aspire can help streamline your operations and maximize your ad spend.

How do you create a landscaping Google Ads campaign?

Take a thoughtful approach by setting goals, researching high-value keywords, and designing a user-friendly landing page to attract customers and get the most out of your ad.

1. Define and set goals for your campaign

Clear goals will guide ad creation and optimization. Consider the primary goals of your campaign, is it:

• Lead generation

• Website traffic

• Brand awareness

Once your goal is defined, break it into measurable metrics like conversion rate or phone calls.

Try to align goals with seasonal demand, such as promoting spring garden cleanups during peak season. Then, use your goal to guide every part of your Google Ads campaign.

Example: A landscaping company wants to increase service inquiries by 20% in 3 months.

2. Perform keyword research

Use Google Keyword Planner to find high-value keywords for landscaping services. Focus on keywords with high search volume and low competition, like “landscape design near me” or “lawn care business.”

Include location-specific keywords like “landscaping services in [city]” to target local customers.

Also, consider negative keywords to stop your ads from showing for irrelevant searches like “landscaping jobs.” Update your keyword list based on performance and customer search trends.

Search engine marketing (SEM) combines paid and organic methods to improve search engine rankings and drive traffic to a website.

Example: A tree trimming business could target keywords like “professional tree care services.”

3. Set your advertising budget

Set a daily budget based on your overall marketing spend by starting small and scaling once you see high-performing ad groups.

Allocate the budget to specific campaigns or services like snow removal in winter.

Use Google Ads bidding strategies like “Maximize Conversions” or “Target ROAS” to control your spending and monitor budget performance to get a strong ROI.

For example: A landscaping business could allocate 60% of its budget to seasonal and 40% to year-round services.

4. Build your landing page

Create a user-friendly, mobile-optimized landing page that matches your ad.

Ensure the page loads fast and has content matching your customers' search intent and include a clear call to action (CTA) like “Get a Free Quote” or “Book Now.”

Add visual elements like high-quality images of past landscaping projects or customer testimonials. Simplify navigation by having one action, like filling out a contact form.

Example: A spring landscaping ad could link to a landing page for “10% off seasonal cleanup services”.

5. Create your ad groups

Write attention-grabbing headlines that include your keyword with descriptive language to highlight the unique benefits like “Transform Your Garden with Expert Landscaping Services.”

Add ad extensions like site links, call buttons, or location details to increase visibility. Keep the ad copy short and sweet with a strong CTA and A/B test different versions to see what works best for your audience.

For example: “Lawn Care in [City] – Book Now for Free Quotes!”

6. Track your campaign’s performance

Use Google Ads metrics like CTR, conversion rate, and Quality Score to measure performance. 

Use Google Analytics to see where users are dropping off on your website and analyze cost per click (CPC) and cost per acquisition (CPA) to optimize your budget. 

Review and refine your campaigns to remove underperforming ads or keywords. Use the data to inform future campaigns and get better and better ROI.

For example: Adjust your keywords or ad copy If your CTR for “garden renovation services” is low.

These tips can help you create a targeted Google Ads campaign to attract customers and increase your landscaping business visibility.

Learn how Aspire can enhance your marketing strategy.

What are the best practices for Google Ads in landscaping?

Google Ads for landscaping businesses require planning, testing, and ongoing optimization. You can achieve better ROI and more qualified leads by targeting your audience, refining your ads, and monitoring results.

1. Leverage Geo-Targeting

Use radius or custom geographic targeting to target suburbs or cities where your ads will show to searchers.

Geo-targeting prevents you from wasting your budget on clicks from areas you don’t service.

Still, review location performance regularly to optimize your targeting.

Example: A landscaping business in Austin could target “landscaping in Austin” or “lawn care near Lake Travis.”

2. Use Negative Keywords

Filter out irrelevant searches with negative keywords to save ad spend and monitor search term reports to see what irrelevant phrases are showing.

A good negative keyword list means your budget is working for you.

Example: If you don’t offer snow removal, add “snow plowing” to your negative keyword list.

3. Optimize for Mobile Users

Ensure your landing page and ads are mobile-friendly, as most searchers use smartphones and use responsive design for fast-loading pages that adapt to different screen sizes.

Use ad extensions like location extensions to show your address and drive foot traffic.

Example: Add a click-to-call button for mobile users to call you.

4. Test and Refine Ad Creatives

Try different ad formats like responsive search ads and display ads, then A/B test headlines, descriptions, and CTAs to see what works best. Use Search Engine Land to stay updated with PPC strategies and best practices. Use the data to refine your strategy and improve CTR.

Rotate ads to avoid ad fatigue and keep messaging fresh for repeat searchers.

Example: Test “Book Lawn Care Services Today” vs. “Transform Your Garden Now.”

5. Monitor and Adjust Bids

A bid is based on performance data, high-performing keywords, and ad groups. Adjust your budget for bids depending on how ads perform, such as lowering bids on underperforming campaigns to save waste.

Review and adjust bids weekly to stay competitive without going over budget.

Example: If “landscaping services near me” gets more clicks than “yard maintenance,” bid higher on the former.

By following these tips, landscaping businesses can maximize the effectiveness of their Google Ads and see actual results.

Learn how Aspire can support your digital marketing efforts.

How can Aspire help You maximize the ROI of your landscaping business?

Pairing Google Ads with the right business management tools amplifies the effect of your marketing. Aspire’s landscaping business software ensures that every lead is handled efficiently, resulting in more ROI. 

Aspire has features to help landscaping contractors operate more smoothly, such as:

• Streamlined scheduling

• Effective client communication

• Job tracking 

By optimizing internal workflows, Aspire helps you convert more leads into clients. The cloud-based platform tracks every touch with leads, so the sales team never forgets or overlooks a prospect. 

Real-time job cost tracking and reporting give you insights to help you make better decisions—like your most popular and profitable services. 

When your business runs more efficiently, the impact of your Google Ads campaigns multiplies. Aspire changes how you run your business to get value for every ad click.

How Aspire boosts ROI for landscaping businesses

Streamlined Scheduling

• Manage and assign jobs quickly and efficiently to reduce downtime.

• Use Aspire’s tools to plan projects based on real-time availability and location data.

Improved Client Communication

• Keep leads engaged with automated follow-ups and reminders.

• Provide clear timelines and updates through a centralized communication system that includes a mobile app for field crews and a customer portal. 

Accurate Job Tracking

• Track every job from lead to completion so nothing gets missed.

• Monitor crew productivity and material usage to maintain margins.

Real-Time Reporting

• Get actionable insights into ad performance, job profitability, and client trends.

• See what’s working and allocate your budget accordingly.

• Use the data to refine both your marketing and operations.

Aspire’s software ensures every lead generated by Google Ads is handled and nurtured. Aspire helps you grow and sustain your business long-term by optimizing every aspect of your landscaping business.

Back to you now

Google Ads can transform your landscaping business by generating quality leads and increasing visibility. Pairing these campaigns with management tools like Aspire ensures that every lead contributes to growth. From streamlined scheduling to real-time reporting, Aspire has your back.

Book a free demo to learn how Aspire can maximize your ROI and change your operations. Your landscaping business deserves the best tools for success.