Background Information
Stockman Lawnscape is a family-owned and operated landscaping company that has served the Pittsburgh, Pennsylvania, area since 1995. The team specializes in residential and commercial landscaping, hardscaping, and seasonal maintenance services, including paver patios, retaining walls, outdoor living spaces, lawn installation, mulching, lawn fertilization, leaf removal, and weekly mowing.
Initial Situation
Before working with our digital marketing agency, they had been managing their own marketing in-house. While their team had built a solid local reputation over three decades by word-of-mouth and repeat customers, the website wasn’t being leveraged for lead generation, and there was no clear way to measure which marketing channels were actually producing phone calls and form submissions.
Plus, in a service area as competitive as Greater Pittsburgh, where Stockman targets not only the city itself but also the surrounding areas, getting found by the right homeowners and commercial property managers required consistent attention. Stockman hired our team in August 2024 to help tackle both of these challenges with a custom marketing plan.
What We Did to Help
Our team then crafted a custom multi-channel approach for Stockman that combined dedicated landscaper SEO services, paid campaigns on both search and social, and conversion rate optimization in combination with a lead-source tracking system to tie everything together.
Search Engine Optimization
Our team executed an SEO strategy tailored to Stockman’s service mix and the geographic area they wanted to dominate. Key initiatives included:
- Keyword research focused on Pittsburgh-area homeowners and commercial buyers searching for hardscaping, paver patios, retaining walls, outdoor living spaces, lawn installation, mulching, and seasonal maintenance services.
- City- and service-specific page optimization to help Stockman rank not just in Pittsburgh but also across the surrounding suburbs they serve.
- Local SEO improvements, including Google Business Profile optimization, citation cleanup, and review strategy.
- Ongoing content development to build topical authority around the company’s core service areas and address the questions prospective customers were asking before requesting a quote.
Pay-Per-Click Advertising
We built and managed paid search campaigns via our PPC services for landscapers, with a focus on capturing high-intent searches from homeowners ready to book hardscaping and landscape installation work. Our PPC approach included:
- Tightly themed ad groups built around Stockman’s most profitable services
- Geo-targeting the specific suburbs and townships Stockman wanted to grow in
- Negative keyword management to filter out unqualified clicks like DIY searchers, job seekers, or supply queries
- Ongoing bid, budget, and ad copy optimization based on conversion data, not just clicks
Conversion Rate Optimization
To make sure that traffic actually converted into phone calls and form submissions, we made critical CRO improvements to the website experience on both mobile and desktop. This included:
- Strengthening calls-to-action on their highest-traffic service pages
- Improving the mobile experience so visitors searching from their phones (the majority of local service traffic) could quickly find their phone number, request a quote, or browse completed projects
- Tightening page templates to reduce friction in the contact and quote-request flow
- Showcasing various trust signals (30+ years in business, 850+ yearly installations, Google rating, testimonials) for visitors who were closest to converting
Lead Source Tracking with CallRail
One of the most impactful changes we made was implementing CallRail, a call tracking platform that could answer the question of which marketing channels were actually generating leads. By assigning dynamic tracking numbers and attributing calls to each channel (organic search, Google Ads, social media, direct, etc.) Stockman could now see exactly where every phone call came from, down to the keyword and landing page in many cases.
As a CallRail partner agency, we were able to configure the platform to align with Stockman’s specific service categories and reporting needs, including call recording for quality review and integration with Google Ads and Google Analytics for closed-loop reporting.
This data has become the backbone of monthly strategy decisions. Instead of guessing which channel was driving leads, our team can confidently shift budget toward the channels producing the most qualified leads at the lowest cost.
Results of Our Work
Comparing March 2025 to September 2024, by enabling lead source tracking along with our various efforts, we have been able to demonstrate results such as:
- 5.8x return on investment from SEO and PPC combined
- 3.3x ROI attributed to SEO
- 2.8x ROI attributed to PPC
- 75% year-over-year increase in organic search traffic