Product searches look like project searches
“Artificial grass” is mostly people comparing rolls on Amazon and at Home Depot. They click your ad, see an installer, and leave. You paid $10 to $20 for the visit.
Turf runs $4 to $6 a square foot before labor. Wasted clicks come off a thin margin.
Turf searches split three ways: homeowners who want a yard done, people buying rolls to lay themselves, and sports facilities with a procurement process. The manufacturers and the national installer brands run ads on all of it, and the DIY crowd clicks the most.
We build campaigns around the installed project (full backyard, pet runs, putting greens, HOA and commercial), block the product shoppers, and track quotes through to signed proposals.
Projects from $8k to $40k, materials near half of revenue. The upside is real. So is the waste, and here’s where it usually comes from.
“Artificial grass” is mostly people comparing rolls on Amazon and at Home Depot. They click your ad, see an installer, and leave. You paid $10 to $20 for the visit.
SYNLawn, ForeverLawn and the turf manufacturers bid on generic terms and send leads to their dealer network. You end up competing with the people who sell you the product.
With materials eating half the ticket, a wasted estimate trip plus a wasted click is real money. Lead quality matters more here than in trades with 60% gross margin.
Project campaigns, not product campaigns: Backyard turf installation, pet-friendly turf, putting greens, front yard and HOA conversions, commercial and playground. Each with its own ad, page and price range.Block the box store: Negatives for rolls, per square foot pricing, “buy”, “wholesale”, “how to install”, infill and brand-plus-product searches. Reviewed every week during the season.Pages with real yards and real prices: Before-and-afters from your own jobs, a starting-price range, and a form that asks for square footage. The DIY visitor leaves on their own.Track to the signed proposal: Call tracking plus your estimating tool, so Google’s bidding learns from signed yards and the water-rebate searchers who never buy stop getting budget.Examples from artificial turf accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Around $3k to $8k a month in warm, drought-conscious markets like Arizona, Nevada, Texas and California, less in places where turf is still a novelty. One average install covers a couple of months of spend.
No. One artificial turf installer per metro. Your dealer and your competitor can’t both be our client.
Yes, carefully. Rebate searches are high volume but low intent. We run a small campaign tied to a rebate-help page, and we keep it separate so it can’t drain the budget from people ready to replace a lawn.
Engineered walls at $20k to $100k. Garden walls at $1,500. Same search, different day.
How we run it →House demos at $15k to $40k. Pool removals at $8k. Junk haulers bid on half your words.
How we run it →Equipment costs money whether it moves or not. Keep it moving.
How we run it →Water in the basement, a lot that will not pass. People search when it rains.
How we run it →Talk to a senior PPC expert who has run artificial turf accounts. Never a junior.