Case study
Baxter Landscape & Tree Services
Industry
Tree Removal
Deliverables
Google ads campaign
Timeline
2 months
The results:
10
leads generated
5
jobs closed
$5,400
Revenue generated
7.6x
Return on ad spend
Campaign results.
Background
The client
Baxter Landscape and Tree Services is a locally owned tree removal and landscaping company based in Selkirk, Manitoba. They have a full crew, a fleet of trucks, and have been operating in the area for years. They do tree removal, stump grinding, trimming, lawn mowing, snow removal, general landscaping, and more.
Going into spring 2026, the owner wanted to bring in more tree removal jobs specifically and was open to testing Google Ads as a new lead source. They had run a basic call-only ad campaign the previous season but had no dedicated landing page, no form tracking, and limited data to work with.
The Problem
Not Enough Inbound Leads
Baxter Landscape & Tree Services was already ranking well on Google Maps for Selkirk, which brought in some organic traffic. But organic search alone wasn't generating a consistent, predictable flow of tree removal inquiries, especially heading into the busy spring season.
The previous call-only ad campaign had worked to a degree, but there was no landing page, no form submissions, and no way to track what happened after someone saw the ad. It was impossible to know what was actually converting and what wasn't.
The goal was simple: build a proper system that generates leads consistently, tracks everything, and gives the business a real return on every dollar spent on advertising.
What I Built
A Full Lead Generation System From Scratch
Rather than just running ads to his existing website, I built the whole funnel properly. Everything was designed around one goal: getting qualified homeowners in the Selkirk area to submit a quote request.
A dedicated landing page built specifically for tree removal, with copy written around the real pain points homeowners in the area have. No nav menu, no distractions, only one clear call to action.
A satisfaction guarantee front and center on the page: the customer does not pay until the job is done right and the yard is cleaned up. This directly addressed the most common hesitation people have when hiring a trades company.
Full conversion tracking set up in Google Ads so every form submission was recorded as a conversion.
A Google Search campaign targeting homeowners in Selkirk and the surrounding area searching for tree removal, stump grinding, and related services. Phrase match and exact match only, with negative keywords added from day one to filter out irrelevant searches.
Ongoing search term monitoring and optimization throughout the campaign to keep spend focused on searches that actually convert.
The results
The Numbers After 2 Months
The campaign started running on March 25 and is still running at the time of writing. Here is what it produced so far after 2 months:
Total Ad Spend
$713
CAD over 2 months
Revenue Generated
$2,900
From closed jobs
Total leads
10
Form submissions
Click-Through Rate
7.86%
Well above industry average
Cost Per Lead
$71
CAD average
Total Clicks
166
From 2,112 impressions
The client closed 3 out of 8 leads, generating $2,900 in revenue against $713 in ad spend. That is a 4x return. Two additional leads were still open at the time of writing.
The 7.86% CTR suggests the ad copy and targeting were well matched to what people were actually searching for.
Proof of Work
The Landing Page.
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