The price pressure is relentless
Any teenager with a mower can undercut you, and TruGreen, LawnStarter and the gig apps spend millions on the main keywords. A $15 click on a $45 mow needs a customer who stays for years.
Low prices, thin margins, a truck that cannot drive across the county. Density wins.
Lawn care is a density business. A $45 weekly mow is only profitable if the next stop is three doors down. Google does not know that. Left alone, it will happily send you a one-time cleanup 25 miles away and call it a conversion.
We build campaigns zip code by zip code around your existing routes, bid on the recurring services (fertilization programs, weekly maintenance, weed control) and track every call to a signed recurring customer.
Recurring customers worth $1,200 to $3,500 a year. The upside is real. So is the waste, and here’s where it usually comes from.
Any teenager with a mower can undercut you, and TruGreen, LawnStarter and the gig apps spend millions on the main keywords. A $15 click on a $45 mow needs a customer who stays for years.
“Yard cleanup”, “mow my lawn once”, “leaf removal”. Easy conversions, no lifetime value. Smart bidding chases them because they are plentiful.
A new customer outside your route density costs you drive time on every single visit, forever. Geographic sloppiness in the ad account becomes a route problem for the whole season.
Zip-level campaigns around your routes: Heavy bids in the zips where your trucks already stop, lower bids in the next ring, nothing beyond that. We update the map as your routes fill.Recurring services first: Fertilization and weed control programs, weekly and biweekly mowing, aeration and overseeding packages. One-time cleanups get a small budget or none.Negatives for the cheap stuff: Mower repair, “lawn care jobs”, Scotts, “how to”, sod, free estimates on one-time work, “cheapest”. Cleaned every week.Signed customers tracked: Call tracking plus Jobber, Service Autopilot, LMN or Yardbook, so Google learns from customers who signed a program, not from everyone who called for a quote.Examples from lawn care 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.
Usually $1.5k to $4k a month, concentrated in spring when people sign up for the season. The low margins mean we keep budgets tight and judge the account on customers added per route, not on calls.
No. One lawn care company per metro. In a trade this price-sensitive, two clients in one market would just bid each other up on the same streets.
Yes, that is how we start. Zip and radius targeting around your existing routes, with bids that fall off as the distance grows. Growth comes from filling the gaps between stops before adding new territory.
Fuel, labor and dump fees eat the margin. Clicks have to bring jobs worth the drive.
How we run it →A bucket truck and a crane cost money whether they move or not. Keep them moving.
How we run it →Trucks, crews and a short summer. Every click has to earn a booked date.
How we run it →Plows, salt and overtime are fixed costs. Contracts are how you cover them.
How we run it →Talk to a senior PPC expert who has run lawn care accounts. Never a junior.