Client: Landscaping Company
The Bottom Line
A landscaping business introduced a new product but struggled to communicate its value to customers. By implementing a two-phase digital strategy—first raising awareness, then driving leads—we helped them turn confusion into demand, generating high-quality inquiries at an efficient cost.
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Situation
A well-established landscaping business launched an innovative new product, but their customers didn’t understand what it was or why they needed it. Their existing marketing efforts weren’t effectively explaining the product’s benefits, leading to low engagement and minimal inquiries.
Without clear messaging and a structured ad strategy, potential customers either ignored the product or misunderstood its purpose. The company needed a way to educate their audience and convert that awareness into real business opportunities.
Solution
I designed a two-step approach to introduce the product and generate leads effectively:
Phase 1: Awareness & Education
- Launched video and display ad campaigns to showcase the product’s benefits.
- Created engaging content to explain how the product solved common landscaping problems.
- Targeted the right audience with precise geographic and demographic data.
Phase 2: Lead Generation
- Developed conversion-optimized landing pages with clear calls to action.
- Implemented retargeting ads to re-engage interested viewers.
- Focused ad spend on high-intent customers, reducing wasted budget.
Results
By educating customers first, the business saw a 75% increase in product inquiries and 3X higher engagement with video ads. Once awareness was established, the lead generation phase performed exceptionally well, achieving a 25% lower cost-per-lead than the client planned. What started as a communication challenge became a highly successful product launch with measurable growth.
75%
Increase in product inquiries
3x
Higher engagement with video ads than anticipated
25%
Lower Cost-Per-Lead than the Client’s target