Garden Maintenance & Landscaping × Google Ads
Eden’s Edge is a UK-based garden maintenance and landscaping business serving domestic customers across its target service areas.
When they came to Digitaloop, the objective was straightforward:
Generate a consistent flow of enquiries through Google Search and build a reliable acquisition channel for the business.
But there was a problem.
Their previous Google Ads campaigns weren’t generating the results they needed.
The Challenge
Eden’s Edge was a growing business looking to establish a stronger customer base through digital advertising.
They had previously worked with another agency to manage Google Ads, but the campaigns weren’t generating sufficient enquiries.
When Digitaloop took over the account, we identified several fundamental issues:
- Poor campaign structure
- Low click-through rate
- Weak search-ad setup
- Inadequate conversion tracking
- Limited visibility into which actions were generating enquiries
- No reliable optimisation feedback loop
The problem wasn’t simply “the ads aren’t working.”
The bigger problem was that the account wasn’t structured properly to measure, learn and improve.
The Strategy
Instead of immediately increasing the advertising budget, we rebuilt the campaign around one objective:
Turn high-intent Google searches into qualified enquiries.
Our strategy focused on four areas.
01- Rebuilding the Search Campaign
We restructured the advertising around relevant search intent for services such as:
- Garden maintenance
- Garden landscaping
- Garden services
- Local gardening requirements
- Related domestic garden services
The objective was to reach people who were already looking for a solution rather than simply showing advertisements to a broad audience.
02- Writing Ads Around Search Intent
We developed new search ads using a combination of search-driven and emotional messaging.
Instead of relying on generic service descriptions, the ads were designed to answer the questions running through a potential customer’s mind:
What service do I need?
Can this business solve my problem?
Why should I contact them?
What will I get if I enquire?
We tested multiple headline and description combinations to identify the messaging that generated the strongest response.
03- Fixing Conversion Tracking
A campaign cannot be properly optimised if you don’t know what counts as a conversion.
We improved the tracking setup around meaningful customer actions, including:
Phone Calls
Website Enquiries
Form Submissions
This created a much clearer feedback loop between advertising spend and actual customer intent.
04- Connecting Search to Conversion
The customer journey was kept simple:
Google Search
↓
Relevant Search Advertisement
↓
Landing Page
↓
Call / Enquiry Form
↓
Eden’s Edge
The goal was to remove unnecessary friction and make it easy for a high-intent searcher to contact the business.
The Creative Approach
Google Search may be text-based, but the creative strategy still matters.
We focused on messaging that combined:
Search Intent
Using language closely connected to what potential customers were actively searching for.
Emotional Motivation
Garden services aren’t only about maintenance.
Customers want an outdoor space that looks better, feels better and requires less effort to maintain.
Clear Service Communication
The advertisements needed to quickly communicate what Eden’s Edge actually offered.
Continuous Testing
Rather than assuming one message would work forever, we tested different headlines and descriptions and used campaign data to guide optimisation.
The Results
The transformation was significant.
15%+ CTR
The restructured search campaigns achieved a 15%+ click-through rate, demonstrating strong engagement with the search advertisements.
100+ Enquiries
The campaign generated 100+ customer enquiries through calls and website form submissions.
£2,000+ Ad Spend
The relationship started with an initial advertising budget of approximately £300 and has since grown to £2,000+ in cumulative advertising spend.
4+ Months
The campaign has continued running for more than four months.
From Testing to Continued Investment
One of the strongest indicators of campaign performance wasn’t a dashboard metric.
It was the client’s behaviour.
Eden’s Edge initially started with a relatively small advertising budget.
As the campaign developed and Google Ads began generating meaningful enquiries, their confidence in the channel increased.
The initial £300 budget grew into £2,000+ in cumulative advertising spend, and the campaign continues to run.
For us, that’s an important signal.
When a client chooses to increase their investment, it means the channel is demonstrating enough value to justify scaling.
What Made the Difference?
The biggest change wasn’t simply writing better advertisements.
It was fixing the entire acquisition system.
Before Digitaloop:
Poor Structure → Weak Ads → Low Engagement → Limited Tracking → Difficult to Optimise
After restructuring:
Search Intent → Better Ads → 15%+ CTR → Tracked Enquiries → Optimisation → Continued Investment
The campaign became a system that could be measured and improved rather than simply a collection of advertisements.
The Takeaway
A business doesn’t necessarily need a bigger advertising budget to improve its Google Ads performance.
Sometimes, it needs a better system.
Eden’s Edge already had a service people needed. The challenge was connecting that service with people actively searching for it—and then measuring what happened after the click.
By rebuilding the campaign structure, improving search messaging and fixing conversion tracking, Digitaloop helped turn Google Search into a meaningful lead-generation channel.
100+ enquiries. 15%+ CTR. 4+ months of continuous campaigns. And a client that increased its advertising investment.
That’s the difference between running Google Ads and building an acquisition system.
Want to turn your advertising into a measurable acquisition channel?
Digitaloop – Performance Marketing & Creative Agency