Written by: A case study showing how a tree removal campaign generated 2,271 leads using a combination of Google Ads, SEO, local SEO, targeted landing pages, suburb-focused content, conversion tracking, and ongoing optimisation. The article focuses on scaling a local service business through paid and organic search strategies.
What an incredible month it has been! I’m thrilled to share the success of a recent tree removal campaign I’ve been working on. With 2,271 leads generated through a combination of Google Ads and SEO, this campaign is a prime example of how strategic planning and precise execution can yield outstanding results.
Overcoming Initial Challenges
This campaign started challenging. The previous agency handling the account refused to hand over the client’s original domain, which meant we had to launch with a secondary domain (.net.au) before eventually securing the original one. Unfortunately, the original domain had no SEO value, so we started from scratch. Despite these hurdles, we’ve managed to turn things around significantly.
Maximizing Google Ads Performance
The first year of this campaign relied heavily on Google Ads since the SEO groundwork was still being laid. We spent $91,000 on ads, with an average cost per click of $9.71, generating 9,400 clicks and 1,600 inquiries. The key to this success was setting up a dedicated landing page for tree removal services and implementing robust conversion tracking.
The quality of leads is directly tied to the relevance of the keywords being targeted. I ensured our ads were highly specific for this campaign, targeting terms like “tree removal” rather than broader or less relevant keywords. This approach improved our click-through rates and ensured that the cost per lead remained low at $55 per web form inquiry.
The Role of Local SEO
As the SEO campaign began to take off, I noticed a significant shift. While the website is still in its infancy, with under 400 visitors a month, the local SEO efforts are starting to pay off. One critical factor in local SEO success is having a physical address on Google Business. Although it’s an investment, I highly recommend it because it dramatically improves local search visibility.
I’ve also learned the importance of focusing on high-quality, relevant content. In this case, we created 140 well-optimized pages targeting high-population suburbs with significant search volume. Doing so has increased the site’s footprint while keeping the overall sitemap lean and focused.
Scaling with Additional Websites
In addition to the main campaign, I’ve developed four other tree removal websites that have been quietly climbing the ranks. These sites are now generating their leads, which I funnel back into the main campaign. This strategy supports the primary website and helps push competitors down in the rankings. I use this tactic frequently for my clients, and it’s proven to be incredibly effective.
Continuous Optimization and Long-Term Success
One of the biggest lessons I’ve learned from running multiple campaigns is the importance of continuous optimization. For instance, I always monitor the cost per lead and adjust our bids accordingly to maintain profitability. I’ve also found that building a robust content strategy supported by quality backlinks is crucial for long-term SEO success. By consistently updating content and ensuring that it meets potential customers’ needs, I’ve reduced our dependency on paid ads over time.
As the SEO efforts for this campaign continue to grow, I’ve started dialling down the Google Ads spend. However, this approach’s flexibility allows us to ramp up spending whenever the client’s business is ready to scale further. This adaptability is key to maintaining a successful campaign over the long term.
Final Thoughts
Reflecting on this campaign, I’m reminded of how important it is to balance paid and organic digital marketing strategies. By carefully selecting keywords, creating targeted content, and continuously optimizing our approach, we’ve outperformed even some of the biggest names in the industry. And with the additional support from my network of sites, this campaign will continue to grow and generate even more leads in the coming months.
This campaign is a perfect example of what can be achieved with the right mix of strategy, execution, and continuous improvement. It’s been a rewarding journey, and I’m excited to see where it goes next.
