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Case Study: JM McLaughlin Landscaping
JM McLaughlin Landscaping: Lexington Landscaping Company in Expanding Its Local Leads
Client Background
JM McLaughlin Landscaping, a new landscaping startup, faced challenges in attracting traffic and generating leads within a competitive local market. With limited brand awareness and a minimal online presence, they decided to utilize Google Guaranteed Ads to quickly build trust and connect with local homeowners. By optimizing their advertising strategy and targeting specific service areas, the company began to generate consistent, high-quality leads, which contributed to steady growth and established credibility during their first year of business.
The Challenge
Before implementing Google Local Service Ads, JM McLaughlin Landscaping primarily relied on repeat business and referrals. While they had a high level of customer satisfaction, they faced challenges in attracting new clients for their seasonal services, which included spring and fall cleanup, mulching, pruning, and maintenance.
The main challenges included:
- Limited online visibility in search results
- Difficulty connecting with homeowners in high-income neighborhoods
- Small marketing budget requiring cost-efficient lead generation
Our goal is to discover an effective advertising channel that will help the company expand its client base while being budget-conscious and smart with our spending.
Our Approach
At Mandile Web Design, we adopt a strategy-first approach for every project. For JM McLaughlin Landscaping, this meant creating a digital foundation designed to achieve measurable results, specifically by generating qualified leads through Google Guaranteed Ads and targeted traffic campaigns.
We started by identifying their biggest challenge: as a new landscaping startup, they needed to quickly build visibility and trust in a competitive local market. With this understanding, we developed clear, persuasive messaging that positioned JM McLaughlin Landscaping as a reliable, professional choice for homeowners and businesses looking for quality landscaping services.
To support this strategy, we crafted ad copy and landing page content aligned with Google’s Local Services platform, ensuring every click directed potential customers to relevant information and simple next steps. Each element, from keyword targeting to call tracking, was designed to maximize conversions and provide data-driven insights for ongoing optimization.
By combining a strong message with the credibility of Google Guaranteed, JM McLaughlin Landscaping established a steady flow of high-quality leads, enabling them to grow their customer base and gain momentum during their critical first year.
Execution
The project focused on running a Google Local Service Ads campaign alongside Google Guarantee verification to enhance trust and improve local visibility.
Key steps included:
- Completing Google’s verification process for background checks, licensing, and insurance.
- Establishing clear service areas that concentrate on Lexington and the surrounding affluent towns.
- Creating advertising categories for spring and fall cleanup, mulching, pruning, and landscape maintenance.
- Organizing the budget and schedule to align with seasonal peaks.
- Designating call tracking and lead response workflows.
This strategy elevated JM McLaughlin Landscaping’s visibility on Google for relevant local searches while also ensuring strict budget control.
Results
Following the campaign launch, JM McLaughlin Landscaping experienced a delightful surge in weekly inquiries from local homeowners. The trusted Google Guarantee badge fostered confidence, leading to higher-quality leads and impressive conversion rates.
Conclusion
This project demonstrates how a well-planned digital strategy can significantly impact a growing local business. By utilizing Google Guaranteed Ads, JM McLaughlin Landscaping was able to enhance its visibility, build trust with homeowners, and generate a consistent flow of qualified leads—all while maintaining a modest marketing budget.
The collaboration with Mandile Web Design provided not only immediate results but also established a scalable system for ongoing lead generation and brand growth. As the company continues to expand its services and reputation, the foundation created through this campaign will support lasting success in the seasons to come.
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