Quick answer: Landscaping is visual and seasonal. Use Google Search for people asking for quotes now (“landscaper near me”, “lawn mowing service”), and Facebook and Instagram to show finished projects to homeowners nearby. Push budgets in spring, and sell recurring maintenance to smooth out the year.
There are two landscaping businesses hiding inside most landscaping companies: recurring maintenance (mowing, hedging, garden care) and one-off projects (design, paving, retaining walls, turf). Maintenance needs volume at a low cost per lead. Projects need trust and great photos. Advertise them separately.
What ads cost for landscapers
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Home & Home Improvement | $8.33 | 8.05% | $90.92 |
| Facebook and Instagram lead ads: Home & Home Improvement | $2.23 | 5.22% | $41.26 |
Landscaping falls within Home & Home Improvement in WordStream’s data. LocaliQ’s 2023 home-services report recorded landscaping leads at about $64.72 on search, cheaper than most trades. Expect higher costs for design-and-construct projects than for mowing.
Which channel to start with
What to use for what:
- Google Search for quote-ready searches in your area
- Facebook and Instagram carousel and video ads of real before-and-after projects, targeted by location
- Local Services Ads where landscaping or lawn care is an eligible category
- Remarketing for project leads, which often take weeks to decide
Google Ads keywords for landscapers
Group by maintenance vs projects.
- Maintenance: “lawn mowing service”, “garden maintenance”, “hedge trimming service”, “yard cleanup”
- Projects: “landscaper near me”, “landscape design”, “retaining wall builder”, “paving contractor”, “artificial turf installation”
- Seasonal: “spring garden cleanup”, “leaf removal service”
Negative keywords to add on day one
jobs, landscaping course, apprentice, DIY, how to, ideas, pinterest, plants for sale, nursery, mower repair, free.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Gallery of your own projects, labelled by suburb
- Separate pages for maintenance plans and for design-build projects
- Simple pricing guide for maintenance (from $X per visit)
- Photo upload in the quote form for project leads
- Reviews mentioning reliability and quality
Full list: landing page checklist.
Track the right things
- Maintenance sign-ups and project quote requests as separate conversions
- Lifetime value of maintenance clients (they are worth far more than one visit)
- Project close rate by channel
Platform rules that apply to landscapers
- Standard category on Google and Meta. Use only your own project photos, or clearly licensed images.
- If you advertise “before and after” images on Meta, keep them accurate; misleading claims can be rejected.
Common mistakes
- One campaign for mowing and $40,000 projects
- Stock photos instead of real work
- Running the same budget all year
- No maintenance offer to fill winter
- Slow replies to project leads
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Home & Home Improvement average of $64.72 per lead, 20 leads a month is roughly $1,294 in ad spend before management fees.
A local maintenance-focused business can start at $800 to $1,500 a month in season. Design-build firms usually need $2,000+ because leads cost more and decisions take longer.
Frequently asked questions
Are Facebook ads good for landscapers?
Yes. Landscaping is visual and local, which suits Facebook and Instagram. Video walk-throughs of finished projects perform especially well.
When should landscapers advertise?
Ramp up in late winter and spring, when homeowners plan outdoor projects. Use autumn and winter for maintenance contracts and design bookings.
How do I stop getting low-budget leads?
Show starting prices on the landing page and add a budget question to the form. It filters out tyre-kickers before they cost you time.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- LocaliQ: Home services search advertising benchmarks (2023 data)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Google: Local Services Ads, eligible business types
Want a second opinion on your landscaping ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →