Industry Guide · 1 of 16 chapters published
Google Ads for Landscapers: A $30 Mowing Visit and a $6,800 Patio Can't Share One Campaign.
A landscaping company bids against national lawn brands, lawn-mowing apps advertising a $19 first cut, directories and other owner-run crews. One company may sell weekly mowing, lawn treatment, patios, irrigation and snow plowing, each with its own price, license and season. These sixteen chapters build a Google Ads account in the order we build them, using real searches, websites, ads and customer reviews from one example market, the New York metro and its suburbs. Your numbers will differ. The method works for landscapers anywhere in the US.
Weekly Mowing and a Stone Patio Are Different Businesses. Your Account Should Treat Them That Way.
New account? Chapter 1 comes first. Each chapter uses the setup from the ones before it.
Measure
Count every call and form, then the jobs you won and what each one paid
Six of Eight Landscaping Software Tools We Checked Document No Way to Report Won Jobs to Google Ads. Build the Link Yourself.
Ideas vs Ready to Hire
Mowing vs Patio Lead Costs
Build
One ad group per service, bids set by hand, and ads written from what customers complain about
One Auction per Service
Competitor Lists and Licensed Titles
The Sprinkler Long Tail
Bid Each Service by Hand
Free Estimates vs Replies
Launch
The Google defaults and budget rules to set before the first click
Schedules and the Monthly Budget
Scale
Wider campaigns once Search shows which services sign
Performance Max at the Right Time
The Landscape Design Audience
Local Services Ads, Once Search Books Jobs
AI Max and "Organic" Claims
Landscapers
Bonus chapters: seasonal calendars, licenses by service line and commercial accounts
Bonus: Run the Account on a Calendar
Bonus: Licenses by Service Line
Bonus: Commercial Landscaping
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the mowing, patio, lawn treatment and other service searches you know book jobs, plus your company name in a campaign of its own.
Exploration
Broad match with a target CPA once the account logs about 30 quality conversions a month. Busier accounts get there sooner.
Performance Max
The usual pace, not the rule. It waits for about 30 quality conversions a month, held steady, so time it for the months your phones ring.
Demand Gen, Local Services Ads and AI Max
Video for homeowners planning a yard, Local Services Ads tested alongside Search, and AI Max last, with its lawn claims fenced in.
How to Use This Guide
Starting a new account?
Read in order. Counting calls, forms and the jobs you won comes before the first keyword.
Chapter 01 →Plow snow in winter?
Give each season its own campaign and budget. Google's seasonality tool is built for a few days, not a whole winter.
Chapter 14 →One example market
Examples come from landscaping companies around New York, mostly on Long Island, in Westchester and in northern New Jersey, described as we found them. Your numbers will differ; the method is the same.
Chapter 05 →Rather Have Us Build It
For Your Landscaping Company?
We build landscaping accounts in this order. See our Google Ads management.
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