ORLANDO
SOD INSTALL
Orlando SOD Install is a turf and landscaping installation company serving Orlando, FL, and surrounding cities. Vital Utility engaged to drive high‑intent leads via Google Search and a focused high‑intent offer landing page, with call tracking integrated via CRM.
APPROACH
High‑intent search strategy:
- Exact/Phrase match around “sod installation,” “sod install near me,” and location‑qualified terms.
- Early negative keyword pruning to remove DIY, job seekers, wholesale, and unrelated turf queries.
Conversion-focused landing page:
- Clear service promise, location targeting for Orlando and the surrounding cities.
- Prominent click‑to‑call and short quote form.
- Trust elements: services overview, service area callouts, and social proof placeholders.
Measurement and QA:
- Call tracking via CRM and form tracking to unify reporting.
- Prominent click‑to‑call and short quote form.
- Daily search term review and bid adjustments on high‑intent queries.
CHALLENGE
The client was receiving low‑quality leads from prior Google Ads activity. The goal was to filter out research traffic and price shoppers, prioritize service‑ready keywords, and route calls/forms cleanly into CRM for easy tracking.
Results (First Month)
Right from the first month, the campaign not only generated consistent traffic and early conversions but also laid the groundwork for long-term growth through strategic keyword refinements.
- Ad Spend: $310
- Clicks: 75
- Average CPC: $4.13
- Click‑Through Rate (CTR): 4.9%
- Conversions (Leads): 4
- Conversion Rate From Landing Page (CVR): 5.3%
- Cost per Lead (CPA): $77.50
Benchmark context
For local home services in competitive metros, first-month CPAs of $80–$150 are typical, while negatives and ad copy/LP tests ramp up. This campaign entered the range quickly at $77.50 CPA, with clear room to optimize further through ongoing search term tuning and landing page testing.
Why It Worked?
- An intent-first keyword strategy reduced noise and focused the budget on purchase‑ready searches.
- A high‑intent offer page aligned with the keywords and lowered friction to call or request a quote.
- Call tracking in CRM ensured leads were captured and actionable, enabling faster follow‑ups and better data for optimization.
Next Steps We Recommended
- 2–4 weeks of continued negative keyword expansion to further improve lead quality.
- Iterative landing page testing (headline variations, social proof, city modules, financing/offer blocks).
- Bid and ad copy testing on top converting search terms to push CVR up and CPA down.