When you find that traditional methods of advertising for your landscape or lawn care business, such as door hangers, signs, and radio ads, are not generating sufficient new qualified leads, it is advisable to shift your focus towards digital strategies.
Pay-per-click advertising can assist in increasing new business and profitability by using Google ads for landscape companies to display your business details to searchers, as well as utilizing Facebook and Instagram ads to spread awareness on social media platforms.
In the following, we will delve into the details of PPC, highlighting its significance in paid advertising and its potential to facilitate business expansion.
What is pay-per-click advertising?
PPC advertising, also known as pay-per-click, is a marketing technique that utilizes search engines to drive new traffic and sales. Unlike organic lead generation methods such as content marketing and SEO, PPC ads require payment.
The amount you spend in this scenario is determined by the number of clicks you receive. Firstly, you create an advertisement, thereafter, each click on the link to visit your website or landing page incurs a charge for the conversion.
The opportunity to target specific audiences is one of the major advantages of PPC. By adjusting key demographics, you can determine who views your ads. For example, if you want to extend your landscaping business to a nearby city, you can configure your ads to display exclusively to consumers in a specific area or those living within a particular distance from a designated location.
You can also target ads depending on the platform.
- Relationship status
- Education/field of study
- Job title
- Life events
- Device types
- Whether people have searched for a service similar to yours preciously
- Whether they’ve visited your page/website before
Additionally, there are further things to consider in addition to what has already been mentioned.
By following a step-by-step approach, it is possible to create a custom audience consisting of local individuals who recently purchased a new home. This audience can then be targeted with a paid advertisement promoting an annual yard maintenance package. Alternatively, an advertisement can be run specifically targeting busy professionals, showcasing low-maintenance and visually appealing landscaping designs. The potential options are unlimited.
What is lawn care advertising?
When discussing lawn care advertising, we are referring to the methods that can be used to promote your lawn maintenance and landscaping company, products, and services to existing and potential customers.
You may be curious about the distinction between advertising and marketing. Marketing is the act of finding customer needs and determining the optimal way to fulfill them, whereas advertising involves conveying your solutions through appropriate messages and channels.
Determine your goals
Before creating your campaign, it is crucial to contemplate what you aim to accomplish through promoting your business. Among the most prevalent motives are:
- To get new customers.
- To launch a new service.
- To bring awareness to your lesser-known benefits.
- To advertise a seasonal promo.
You can define your goals effectively by utilizing the SMART method, an acronym that stands for specific, measurable, achievable, relevant, and time-bound objectives.
Define your target audience
In order for your business to grow, it is essential to grasp the concept of your target audience as stated in our guide on expanding a small business.
Creating “buyer personas” is one of the most effective strategies for defining one’s target audience. These personas are fictional representations of the ideal customer, encompassing details such as the buyer’s background, demographics, goals, habits, preferences, insecurities, income bracket, and problems.
Identify which outlets to use
Once you have created your personas, you are now able to identify the suitable platforms for communicating your messages.
When considering your ideal lawn care customers, focus on those within the upper middle-class who are generally older individuals that enjoy hosting guests but lack the time or energy to uphold their large and delightful lawns. Now, it is important to determine the places these individuals frequent, where they obtain their news from, and the extent to which they rely on their phones to seek services and information.
By considering the answers to these questions, you can assess whether it is more beneficial to advertise through traditional media methods such as billboards and flyers, or through digital media platforms like social media marketing.
Set a budget and a timeline
There are multiple options you might want to consider when it comes to determining your budget.
- Set a fixed-price for your yearly advertising budget taken from your sales revenue. Most companies will allot 2-10% for advertising, then divvy up the amount to various campaigns.
- Set your objective first, then calculate how much you’ll need to spend to reach that goal.
- Set a minimal initial budget for your campaign then add more if it proves successful. This works best for pay-per-click digital advertising.
Create your assets
Now comes the exciting stage. This is the point at which you and your team collaborate to generate ideas and assemble all the creative components, ranging from written content to visuals.
To tackle this type of work effectively, it is advisable to employ a small team of creative individuals or appoint a dedicated creative director to handle all aspects of it.
If you are on a tight budget and are new to advertising, you have the option of doing things on your own. By having a limited budget, you can still create different types of advertisements such as flyers, posters, social media ads (like Facebook and Instagram posts), and Google local service ads.
Tips for creating the best-performing ads
If you want to maximize your campaigns, you can enhance your efforts by utilizing these speedy tips.
- Use great visuals like infographics to educate consumers
- Offer “gated content” in the form of eBooks, guides, checklists, and other free material in exchange for contact information
- Use ads as the top of the funnel to draw awareness. Ads that exist on their own aren’t as effective as ads paired with landing pages, testimonials, promotions, and email sequences.
- Include a call-to-action (CTA) so customers know what you want them to do, such as click, sign up, visit, buy, etc. — this simple addition can boost your Facebook ad click-through rate by as much as 285%
- Strategically use the five power words (You, Free, Because, Instantly, New) to increase ad engagement
If you want to boost your revenue, it is important to learn how to promote your landscape services or seasonal offerings. However, this requires dedication and time. By hiring professionals to manage and supervise your campaigns, you can ensure a profitable return on your investment and have more time to concentrate on your business and the tasks you find most enjoyable.