Project Details
The Result at a Glance
Before
- Campaign Area Starting Point
- Advertising Budget Limited $1,000 budge
- Lead Generation Needed more local service enquiries
- Local Reach Needed to reach customers within the service area
- Campaign Efficiency Every click needed to justify the spend
- Conversion Tracking Needed to measure calls and form submissions
After
- Campaign Result Campaign Result Performance
- Conversions Conversions 71
- Clicks Clicks 320
- Cost / Conversion Cost / Conversion $13.91
- Ad Spend Ad Spend $987
- Impressions Impressions 773
- Interaction Rate Interaction Rate 4.92%
About the Client
About Trees is a local tree service. This business serves customers who need professional assistance with their trees. Their services include tree trimming, tree removal, and emergency tree care. This client want thattheeir services to become searchable, so someone searching for “tree removal” isn't simply browsing for information. They may already be looking for a company they can call. The challenge was to make sure About Trees appeared in front of those customers without burning through a limited advertising budget.
Challenge
The campaign had to work within a limited $1,000 budget, while competing for local searches where other tree service businesses were also trying to get attention.
The main problems were simple:
- Reach people within the service area
- Focus on searches with clear service intent
- Avoid paying for irrelevant traffic
- Generate enquiries, not just clicks
- Make every part of the budget accountable
For a local service business, 320 clicks mean very little if those clicks don't turn into enquiries.
Goal & Objectives
We focused the campaign around four objectives:
- Generate more qualified local enquiries
- Target searches with clear service intent
- Make the most of the limited advertising budget
- Track conversions instead of measuring success only by clicks
The strategy wasn't built to chase the biggest possible number of clicks.
It was built to make the clicks count.
Our Strategy
We focused the Google Ads campaign on high-intent searches, tighter targeting, and efficient budget use, making sure the spend went toward people most likely to become leads.
High-Intent Keyword Research
We focused on service-specific searches closely related to About Trees’ actual offerings. This avoided broad tree-related terms and prioritised searches showing stronger intent to contact a local tree service provider.
Campaign Structure
We structured campaigns around the services About Trees provides, keeping targeting, keywords, and messaging closely connected. This made performance easier to monitor and showed which services generated the strongest engagement and conversions
Ad Copy
We created messaging that quickly connected the customer’s search with the relevant service and About Trees. Local messaging and relevant ad elements made the ads more useful to nearby searchers.
Geotargeting
We refined location targeting to focus the budget on customers within About Trees’ actual service areas. This reduced potentially wasted clicks from people outside the locations the business could realistically serve.
Budget Allocation
We monitored spending across campaigns and keywords, shifting budget toward stronger performers while reviewing weaker opportunities. The focus was simple: allocate more of the limited budget where performance demonstrated greater value.
Conversion Tracking
We tracked actions that mattered to the business, including website form submissions and phone-call leads. This allowed us to measure campaign performance against genuine business outcomes rather than relying solely on clicks or traffic.
Search Terms & Negative Keywords
We reviewed actual search terms to identify irrelevant queries and new opportunities. Unwanted searches were excluded through negative keywords, helping protect the budget and keep clicks focused on customers seeking relevant tree services.
Landing Page Relevance
We maintained a clear connection between the customer’s search, ad, and landing page. Visitors could quickly understand the service offered and find the enquiry option without unnecessary steps after clicking the ad.
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The Takeaways
With a limited budget, our Google Ads strategy generated 70+ monthly leads at under $13 CPA for a local tree service business. The results exceeded expectations, proving that focused targeting and optimization can generate qualified leads without overspending.