You’re out there every daygrading soil, laying sod, building patios. But when someone in your area searches “landscaping services near me,” is your business at the top? If not, you’re likely missing out on high-intent leads that are ready to book.
In the landscaping industry, the average cost per click (CPC) for PPC ads ranges from $2 to $8, depending on competition and location. With a well-structured campaign, conversion rates can reach significantly, turning clicks into valuable clients.
However, without a solid management strategy, PPC ads for landscaping services can quickly drain your budget without delivering results.
In this blog, I will explain a solid management strategy for PPC ads for landscaping services, ensuring your investment translates into real growth.
Importance of PPC Ads for Landscaping Services
For landscaping services, it’s one of the fastest ways to get in front of homeowners actively looking to hire. Here’s why it makes sense:
It Targets People Who Are Ready to Hire: PPC ads for landscaping services show up when someone types “landscaper near me” or “sod installation in [City].” These aren’t passive clicks; they’re from homeowners actively searching for help. With the proper setup, your business shows up when it matters most: right before they decide who to call.
It Puts You Ahead of Organic Results: Even with great local SEO, Google Ads always appear above the map pack and regular listings. If you’re not running ads, your competitor probably is, and they’re taking the first click.
It Works Well for High-Intent Local Searches: Home services like lawn care, backyard grading, and hardscaping are geo-specific and time-sensitive. That’s precisely what PPC is built for: serving ads based on location, service, and urgency.
It Delivers Measurable Results: Unlike SEO, which takes time, PPC lets you start generating leads in days. And every dollar spent comes with data: what worked, what didn’t, and how to optimize it.
It Lets You Control the Budget: Start small, pause when needed, and scale only what’s working. Landscaping businesses can run $25/day test campaigns, then scale the ads that generate real calls.
PPC Ads for Landscaping Services: The Step-by-Step Strategy
Well, as we all know, PPC ads can run on many platforms such as Microsoft (Bing), Yahoo, and even DuckDuckGo- if you’re adventurous. But let’s be honest, we all Google everything. That’s where the real action is.
Google handles over 16.4 billion searches daily, and that’s where your customers are looking. So while PPC technically includes other platforms, I will focus mainly on Google in this blog because that’s where your ad dollars have a shot at turning into real jobs.
Let’s get started.
1. Set the Right Campaign Goals for Landscaping Services
If your campaign objective is vague, your results will be too. PPC ads for landscaping services need to focus on one thing: getting qualified leads, not just traffic.
Choose the Right Goal
When setting up your campaign in Google Ads, skip the objectives of brand awareness and web traffic. You’re not selling products, you’re offering local services to people who need them now. Select “Leads” or “Phone Calls” as your campaign goal. These options prioritize form submissions and direct calls, precisely what you want.
Target Your Real Service Area
Don’t waste your budget advertising to people outside your zone. Use ZIP code-level targeting or draw a 10–15 mile radius around your base of operations. For small- to mid-sized landscaping businesses, tight geographic targeting leads to better quality clicks and lower cost per lead.
Example: A lawn care company in Tulsa targets ZIPs within a 10-mile radius of their yard and excludes areas they don’t service due to distance or travel time.
Set Your Ads to Run When You’re Open
Google will show your ads 24/7 by default unless you change it. If no one’s answering the phone at 10 PM, don’t pay for clicks at 10 PM. Set your ad schedule to match your business hours, typically Monday to Friday, 8 AM to 6 PM. You only want leads when you’re ready to respond to them.
2. Structure Ad Groups by Specific Services
A one-size-fits-all ad group is one of the fastest ways to waste money in Google Ads. If you’re lumping all your services into one bucket, your ads will be too broad, your Quality Score will suffer, and your clicks will cost more.
The fix is to break your campaign into separate ad groups for each core service you offer.
When each ad group focuses on just one service like lawn mowing, hardscaping, or sod installation, you can:
- Write laser-focused ad copy
- Use more relevant keywords
- Send traffic to the right landing page
- Track performance by service
All of that improves your Quality Score, which means lower cost-per-click and better visibility.
Practical Example of an Ad Group Structure:
- Ad Group 1: Lawn Mowing
- Ad Group 2: Sod Installation
- Ad Group 3: Hardscaping
- Ad Group 4: Seasonal Cleanups
- Ad Group 5: Irrigation System Repairs
Bonus Tip: Use the same service names your customers use when they search, and don’t overcomplicate it with industry terms. If your clients say “yard cleanup,” don’t call it “seasonal property maintenance” in your ad group.
This kind of structure is one of the main reasons PPC ads for landscaping services succeed or fail. If your ad speaks directly to the job they need, you’re far more likely to get the click and the call.
3. Use Keywords That Match Real Customer Searches
Keywords are like signals for Google. They tell Google who should see your ad. But if you’re not using the same language your customers use, your ads won’t show up for the people ready to hire you.
Focus on Local + Service-Based Terms
Use terms that reflect how actual homeowners search. Think:
- “lawn care service in [City]”
- “retaining wall builder near me”
- “yard cleanup quote [ZIP]”
Avoid generic keywords like just “landscaping” or “grass cutting”—they’re too broad and bring in the wrong traffic.
Choose the Right Match Types
- Phrase Match: Shows your ad when the search includes your phrase. Great for “lawn mowing service in [City]”
- Exact Match: Tighter control. Use it for high-value terms like “sod installation [City]”
- Broad Match Modifier (optional): Use carefully with a strong negative keyword list
Add Negative Keywords from Day One
Block out traffic that wastes money. Common examples for landscapers:
- “DIY landscaping tips”
- “landscaping jobs hiring”
- “how to install sod yourself”
Tip: If you offer only residential services, add negatives like “commercial,” “contract bidding,” or “municipal” to keep your leads relevant.
Choosing the right terms is the foundation of running profitable PPC ads for landscaping services. When your keywords match buyer intent, the clicks are more likely to become real jobs.
4. Build Ad Copy That Speaks Directly to Homeowners
Clicking your ad is just a step; what gets someone to call is how well you speak their language. And no, that doesn’t mean marketing jargon. It means clear, honest messaging that matches what your ideal customer is already thinking.
If you’re running PPC ads for landscaping services and the ad says something vague like “Quality landscaping at fair prices,” you’re blending in with everyone else. You need to hit on what matters to real homeowners in your area.
Lead With the Benefit, Not Just the Service
Instead of:
“Landscape Services – Call Today”
Say:
“Sod Installation in [City] – Free Estimates, Next-Day Scheduling”
It answers the fundamental question: why should they click you instead of the next guy?
Use Location in the Headline
People want local. Google prefers ads that include the city or neighborhood the searcher is in.
Examples:
- “Top-Rated Lawn Care in Westfield”
- “Hardscaping Pros in Lakewood – 15+ Years Experience”
Add Proof Points That Build Trust
- “Licensed & Insured”
- “Serving [City] Since 2008”
- “Free Quotes—No Hidden Fees”
They answer unspoken concerns and make your ad feel legit.
Include a Clear Call to Action
Don’t assume they’ll know what to do.
Examples:
- “Call Now for a Free Quote”
- “Book Lawn Care in Minutes”
- “Talk to a Landscaper Today—No Obligation”
When your ad copy mirrors what the homeowner wants and removes the friction, they click. More importantly, they call.
5. Set Up Call Tracking & Conversion Goals
You must track the phone calls, contact form submissions, and booked estimates to make PPC ads for landscaping services work.
Use Call Tracking Inside Google Ads
Set up a call extension and enable call tracking. This lets you see:
- Which ads are driving actual phone calls
- Call duration (to weed out accidental clicks)
- Time of day leads are coming in
This is critical for landscapers, where most conversions happen over the phone, not email.
Set Up Conversion Goals That Match Your Business
You should track things like:
- Calls from ads
- Calls from your website
- “Get a Quote” form completions
- Clicks on a “Call Now” button on a mobile
Google Ads lets you assign value to these actions, so over time, you can tell which ads bring in real leads, not just clicks.
Tip: Make sure your website has a thank-you page after a form submission and set that as a conversion goal. This is a clean, reliable way to track form-based leads.
6. Use Negative Keywords to Avoid Budget Strain
Not every search that triggers your ad is worth paying for. A lot of them are entirely useless. If you’re not actively filtering out the junk, you’re paying for clicks that will never become jobs.
That’s where negative keywords come in.
For PPC ads for landscaping services to work efficiently, you need to tell Google what not to show your ads for. This keeps your budget focused on people who are actually ready to hire.
Common Negative Keywords for Landscapers
- landscaping jobs
- DIY lawn care
- how to install sod
- landscape design ideas
- free landscaping tools
- cheap landscaping near me (unless you’re targeting bargain hunters)
Don’t wait for your budget to get exhausted before you act. Load in your negatives at the campaign or ad group level right when you set up your ads.
Check the Search Terms Report Weekly
Inside Google Ads, look at what people typed in before clicking. If anything looks off, mark it as negative. This habit alone can save hundreds of wasted clicks per month.
7. Optimize Landing Pages for Conversions
Clicking your ad is one thing. But what happens after that click is where most landscaping businesses lose the lead.
If your landing page is slow, cluttered, or makes the homeowner think too hard, they’ll bounce, and you’ll have paid for nothing.
To make PPC ads for landscaping services convert, your landing page needs to do one job: turn a click into a quote request or a phone call.
By Matching the Message
If your ad is for “Sod Installation in [City],” the landing page should say that exact thing in the headline. Don’t make people guess they’re in the right place.
Making Them Mobile-Friendly
Most people looking for landscaping help are searching on their phones. That means:
- Click-to-call button at the top
- Easy-to-read text
- No popups, no slow load times
- Tap-friendly quote form
Adding Visual Trust
Homeowners want proof. Add:
- Before/after job photos
- Star-rating overlays (if you have reviews)
- “Serving [City] Since [Year]” type messaging
- Quick bullet-point service highlights
Removing Friction
Use a simple form:
- Name
- Address or ZIP
- Service type
- Phone or email
- Keep it short. Every extra field lowers your conversion rate.
8. Test & Refine Ads Weekly
Most landscapers set up ads, let them run, and only check in once they’ve burned through the budget. By then, it’s too late.
If you want PPC ads for landscaping services to bring in steady leads and stay cost-effective, treat them like your equipment, check them often, and fine-tune as needed.
A/B Test Your Headlines and Descriptions
Run two versions of the same ad at a time. Test small changes like:
- “Get a Free Quote” vs “Call for Pricing”
- “Spring Lawn Care Specials” vs “Book Your Lawn Service Today”
Watch what pulls better clicks and calls, then cut the loser and test something new.
Track Cost Per Lead, Not Just Clicks
Clicks don’t pay the bills. Leads do. Focus on:
- Calls from the ad or landing page
- Quote form submissions
- Scheduled consultations
Review this weekly. If the cost-per-lead is creeping up, your copy, targeting, or landing page is off.
Pause What Isn’t Working
Don’t hang onto underperforming ads out of stubbornness. If one ad group or set of keywords consistently drains money without converting, pause it. Focus your budget where the results are.
You Run the Crews. Let Experts Take Care of Your PPC Ads.
Your days are full of quotes, job sites, managing teams, fielding calls, and fixing last-minute issues. The last thing you need is to spend your evenings buried in ad dashboards, chasing down why your budget disappeared with no leads to show for it.
Running PPC ads for landscaping services isn’t just about picking the right keywords. It’s about structuring campaigns correctly, testing copy, tracking conversions, managing negative keywords, and making weekly adjustments. That’s not a side task, it’s a full-time responsibility.
And unless you’re a full-time marketer on top of being a full-time business owner, it gets overwhelming fast.
So here’s the more brilliant move: let marketing professionals handle the backend, while you stay focused on what you do, delivering great work, building beautiful yards, and keeping your business growing.
If you’re ready for fewer headaches and more consistent leads, INSIDEA’s team is here to help.
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