Growing Your Business: The Landscaping Lead Pipeline
Every thriving landscaping business has one thing in common: a steady stream of quality leads. Landscaping lead generation isn’t just a fancy marketing term—it’s the lifeblood that transforms seasonal uncertainty into year-round growth and stability.
Simply put, landscaping lead generation is how you attract potential customers who need your services and guide them toward becoming paying clients. In today’s competitive market, where homeowners have countless options at their fingertips, relying solely on word-of-mouth is like hoping for rain during a drought—it might happen, but you can’t build a business on it.
The most successful landscapers understand this reality. They’ve created systems that consistently bring in qualified prospects who are actually ready to hire someone for their project—whether it’s weekly lawn maintenance, a complete backyard renovation, or commercial property upkeep.
“I’ve worked with landscapers for years, and the difference between those who struggle and those who thrive isn’t about who has the fanciest equipment,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “It’s about who has mastered their lead pipeline. When you have qualified leads consistently coming in, you can focus on delivering excellent service instead of constantly hunting for your next job.”
The best part? You have options. Local SEO and Google Business Profile optimization can help you appear when homeowners search for landscapers near them. Exclusive pay-per-call services deliver phone leads from homeowners ready to hire, while content marketing through blogs and videos establishes your expertise. Many successful landscapers also implement referral programs to incentivize existing customers, alongside targeted PPC campaigns in their service areas.
Industry data shows that landscaping leads typically cost between $50 and $100, varying by location and service type. But here’s the exciting part—well-managed campaigns deliver an average ROI of 8.5x. That makes lead generation one of your most valuable business investments, turning marketing dollars into significant revenue.
With a strategic approach to lead generation, you gain more than just a busy schedule. You gain choice—the ability to be selective about which projects you take on, which clients you work with, and ultimately, how you grow your business.
What You’ll Learn
If you’ve ever felt frustrated by feast-or-famine cycles in your landscaping business, you’re not alone. This guide tackles the most common challenges landscapers face when trying to generate consistent leads.
We’ll walk you through practical solutions to your biggest lead generation headaches, including:
How to calculate exactly how many leads you need to hit your specific revenue targets—no more guesswork about marketing budgets.
The free and paid strategies that deliver the highest ROI specifically for landscaping businesses—so you can stop wasting money on tactics that don’t work.
Step-by-step guidance to optimize your Google Business Profile to attract local customers right when they’re searching for your services.
A clear explanation of the difference between exclusive and shared leads (and which will give you better results for your business model).
Proven techniques to convert more leads into paying customers—because getting leads is only half the battle.
The red flags to watch for when choosing a lead generation partner—helping you avoid costly mistakes.
By the time you finish reading, you’ll have both quick wins you can implement today and a roadmap for building a sustainable lead generation system that grows with your business. No fluff, no complicated jargon—just practical strategies that actually work for landscaping companies like yours.
Landscaping Lead Generation 101: Why It Matters
In today’s competitive landscape, knowing how to attract new customers isn’t just helpful—it’s essential. The landscaping industry has grown into a $105 billion global powerhouse, with local markets becoming increasingly crowded. What truly sets successful landscaping companies apart isn’t just beautiful designs or efficient maintenance—it’s their ability to keep a steady stream of qualified leads flowing into their business.
When your calendar is consistently filled with quality projects, you can focus on what you do best: creating stunning outdoor spaces for your clients. Without reliable lead generation, even the most talented landscapers find themselves riding the feast-or-famine rollercoaster that plagues so many service businesses.
What Is Landscaping Lead Generation & Why Do You Need It?
Landscaping lead generation is simply the systematic process of attracting potential customers who need your services. These prospective clients might find you through various channels—whether they’re typing “lawn care service near me” into Google, filling out your website’s contact form after seeing your portfolio, calling the number on your truck wrap, or getting your name from their realtor after purchasing a new home.
The key difference between random inquiries and quality leads is significant. Quality leads are located in your service area, seeking services you actually provide, ready to hire within a reasonable timeframe, and have budgets that align with your pricing structure.
“Most landscaping businesses experience seasonal fluctuations in demand,” says Brian Welch, Digital Marketing Strategist at Improve & Grow. “A strategic lead generation system acts as a buffer against these ups and downs, ensuring you have enough work during slow periods and allowing you to be selective during peak seasons.”
Inbound lead generation—where customers find you rather than you chasing them—typically produces higher-quality prospects. Why? Because these individuals are already actively searching for solutions you provide, making them more likely to convert into paying customers.
Shared vs Exclusive Landscaping Lead Generation Models
When exploring landscaping lead generation services, you’ll encounter two primary approaches, each with distinct advantages and considerations:
Exclusive Leads are sent only to your business, giving you sole access to that potential customer. They typically offer higher conversion potential since you’re not competing with other bids, though they come with a higher initial cost per lead (usually $50-100). The customer experience is also better since homeowners aren’t bombarded with calls from multiple contractors.
Shared Leads are distributed to multiple contractors (typically 3-5 companies), resulting in lower conversion rates (around 25-30%). While the initial cost per lead is lower, the effective cost per customer often ends up higher due to the competitive nature of these leads. They also tend to create bidding wars that can squeeze your profit margins.
“Exclusive leads might seem more expensive upfront,” explains Scott Rehnberg, SEO & Content Specialist at Improve & Grow, “but when you factor in conversion rates, they often deliver better ROI. A $50 exclusive lead with a 60% close rate costs less per customer than a $20 shared lead with a 20% close rate.”
| Lead Type | Cost Per Lead | Conversion Rate | Cost Per Customer |
|---|---|---|---|
| Exclusive | $50 | 60% | $83 |
| Shared | $20 | 20% | $100 |
Response time becomes particularly critical with shared leads—the first company to call often wins the business. If you can’t guarantee immediate follow-up (perhaps because you’re busy on job sites), exclusive leads typically provide a better opportunity to connect with prospects on your own schedule, without the pressure of racing against competitors.
How Many Leads Do You Need to Hit Revenue Goals?
Figuring out your lead needs isn’t guesswork – it’s simple math that can transform how you plan your landscaping business growth. We hear this question all the time: “How many leads do I actually need each month?” The answer lies in working backward from your revenue goals.
Step-by-Step Lead Calculator
Let’s break down this process into something practical you can use today:
Start with your monthly revenue target – let’s say $30,000. Next, think about your average job value. For many landscapers, this might be around $1,500 per client. Dividing your target by your average job value tells you how many customers you need each month: $30,000 ÷ $1,500 = 20 customers.
But not every lead becomes a customer, right? This is where your conversion rate comes in. If you typically convert 40% of leads into paying customers, you’ll need 50 total leads to hit your target (20 customers ÷ 0.40 = 50 leads).
“What surprises many landscaping business owners is how quickly these numbers add up,” says Carl Lefever, Founder at Improve & Grow. “When they see they might need 50 or more leads per month to hit their goals, it highlights why a systematic approach to lead generation is so crucial.”
Be realistic with your conversion assumptions. If you’re just starting out, you can use these industry benchmarks as a starting point:
- About 60-70% of leads will schedule an appointment
- Roughly 50-60% of appointments turn into customers
- Overall, expect 30-40% of leads to become paying clients
Premium services or higher-priced offerings typically see lower conversion rates but higher average job values – which can actually improve your profitability despite fewer conversions.
Benchmark Costs & ROI Expectations
What should you expect to pay for quality landscaping lead generation? Industry data shows costs typically range from $50 to $100 per lead, with several factors affecting where you’ll fall in that range:
Geographic location makes a big difference – urban leads generally cost more than rural ones. The type of service matters too – a lead for a complete landscape redesign will cost more than one for regular lawn maintenance. Seasonality plays a role as well, with spring leads commanding premium prices in most regions. And as we discussed earlier, exclusive leads will cost more than shared ones.
When calculating your return on investment, think beyond the immediate job. The average revenue from a landscaping lead is approximately $5,000, but high-end landscape design projects can bring in $50,000 or more. Even better, many clients become repeat customers with recurring revenue potential.
“Smart landscaping businesses track both their cost per lead and their customer lifetime value,” explains Brian Welch, Digital Marketing Strategist at Improve & Grow. “Our most successful clients typically see an 8.5x return on their lead generation investment. That means for every $1,000 they invest in targeted lead generation, they’re generating about $8,500 in revenue.”
This impressive ROI is why successful landscapers view lead generation not as an expense but as one of their most valuable business investments – one that delivers predictable growth even during seasonal fluctuations.
Free Lead Generation Strategies That Actually Work
Not every effective landscaping lead generation strategy requires a budget. With some consistent effort and smart planning, you can build powerful lead-generating assets that continue working for you without ongoing costs. These free approaches complement paid tactics and help establish your long-term market presence.
Boost Local Visibility with Online Directories & Reviews
The explosion in “near me” searches has transformed how customers find landscapers—local searches have jumped an incredible 900% in just two years. At the center of this opportunity is your Google Business Profile, a completely free tool that delivers remarkable results.
Your Google Business Profile isn’t just another online listing—it’s prime real estate that appears prominently in local search results. The average profile generates 59 customer interactions monthly, making it one of your most valuable free marketing assets.
“Many landscapers overlook the power of their Google Business Profile,” notes Scott Rehnberg. “It’s essentially free advertising in the most valuable real estate online—the Google Map Pack that appears at the top of local search results.”
To maximize this opportunity:
- Claim and verify your profile at Google Business Profile
- Complete every section with accurate details about your services
- Choose the right primary category (Landscaper) and relevant secondary categories
- Upload high-quality before/after photos of your best work
- Actively collect customer reviews
Speaking of reviews—a fascinating Semrush study revealed that the sheer number of reviews impacts your local rankings more significantly than having a perfect 5-star rating. Consistency matters more than perfection here.
Beyond Google, establish your presence on relevant directories with consistent NAP (Name, Address, Phone) information across platforms like Yelp, Angi, HomeAdvisor, BBB, and your local chamber of commerce. Even the free listings on these sites strengthen your overall online visibility and SEO foundation.
Content & Social Media Engine
Would you believe that businesses that blog consistently receive 67% more leads monthly than those who don’t? For landscapers with visually impressive work, content marketing is particularly effective at showcasing your expertise while attracting potential clients at various stages of their decision journey.
“The key is creating content that addresses the questions your ideal customers are asking,” explains Jen Leong, Digital Marketing Strategist at Improve & Grow. “This not only helps with SEO but positions you as an expert in your field.”
Your content strategy should include seasonal lawn care tips, before/after project showcases, solutions for common yard problems, and practical how-to guides. These topics not only attract organic search traffic but give prospective clients a glimpse of your knowledge and approach.
Social media—particularly Instagram and Facebook—offers the perfect visual showcase for landscaping work. Your finished projects, work-in-progress videos, and seasonal changes create compelling content that resonates with homeowners. Short videos showing dramatic landscape changes or quick maintenance tips can generate significant engagement with minimal production effort.
While you might not see immediate lead flow from social media compared to direct advertising, these platforms build the brand awareness and credibility that support your overall lead generation system. The key is consistency—posting 2-3 times weekly with location tags and relevant hashtags keeps your business visible to your community.
For more insights on developing effective content, check out our Contractors Guide to Content Marketing.
Referral & Partnership Playbook
Despite all the digital innovations in marketing, word-of-mouth remains incredibly powerful for landscapers. A thoughtful referral program transforms your satisfied customers into an ongoing source of pre-qualified leads.
The most effective referral programs make it incredibly easy for customers to recommend you. Offer clear incentives—like $50-100 off future services for successful referrals—and provide both digital and physical referral cards. When you receive a referral, follow up within 24 hours and always send a personal thank-you to the referrer when a new customer signs on.
Beyond customer referrals, strategic partnerships with complementary businesses can become your secret weapon for lead generation. Real estate agents regularly work with new homeowners needing landscape improvements. Property management companies need reliable landscapers for multiple properties. Home builders, remodelers, garden centers, and pool installation companies all interact with clients who may need your services.
These free strategies require consistent effort rather than monetary investment. The beauty of this approach is that you’re building valuable business assets—your online presence, content library, and professional network—that continue generating leads long after you’ve put in the work. When combined with targeted paid strategies, these free methods create a comprehensive landscaping lead generation system that keeps your calendar full year-round.
Paid Lead Generation: From Google Ads to Exclusive Leads
While free strategies build long-term assets, paid lead generation delivers immediate results when you need to fill your pipeline quickly. The key is choosing the right channels and optimizing for ROI.
High-Intent Google Search & Local Service Ads
When homeowners need landscaping help, they often turn to Google first. This makes Google Ads and Local Service Ads (LSAs) particularly powerful—you’re reaching people actively searching for exactly what you offer.
“Google Search Ads work exceptionally well for landscapers because they capture demand at the exact moment someone needs your services,” explains Alex Mallin, PPC Specialist at Improve & Grow. “A well-managed campaign can deliver leads at $50-100 each, with conversion rates of 10-15% from click to lead.”
For best results with Google Search Ads, focus on specific service keywords like “lawn care service near me” or “landscaping company [your city].” Create location-specific campaigns with different budgets for different service areas. Use all available ad extensions—call buttons, location information, and site links—to make your ads more prominent and useful.
Most importantly, direct visitors to service-specific landing pages. If someone searches for lawn care, they should land on a page about lawn care, not your general homepage. Start with at least $1,500/month for meaningful results.
Local Service Ads appear at the very top of search results with the “Google Guaranteed” badge, instantly building trust. Unlike traditional ads, you only pay when someone contacts you directly through the ad. For more details, check out our Complete Guide to Local Service Ads.
Retargeting: Win the 97% Who Leave Your Site
Did you know that 97% of website visitors leave without taking action on their first visit? That’s a lot of potential customers slipping away. Retargeting ads help you reconnect with these prospects as they browse other websites, social media, or YouTube.
The classic “rule of seven” in marketing suggests that prospects need to see your message approximately seven times before they take action. Retargeting helps you achieve this naturally with people who’ve already shown interest in your services.
To get started with retargeting, install the Facebook pixel and Google tag on your website. Create different audience segments based on which pages people visited—someone who looked at your landscape design page needs different messaging than someone who checked out lawn maintenance. Develop ads that address specific concerns, perhaps showing testimonials to build trust for hesitant prospects.
“Retargeting ads typically have a lower cost-per-click than search ads,” notes Alex Mallin. “We’ve seen conversion rates improve by 70% when combining search ads with retargeting for our landscaping clients.”
Just remember to set frequency caps to avoid annoying potential customers, and consider including special offers for returning visitors to encourage them to finally take action.
Exclusive vs Shared Landscaping Lead Generation Models
Landscaping lead generation services offer another way to quickly fill your pipeline. Instead of managing ads yourself, these services handle the marketing and deliver leads directly to you, either as phone calls or form submissions.
As we discussed earlier, exclusive leads typically provide better quality and conversion rates than shared models. When you’re the only contractor receiving a particular lead, you avoid the competitive bidding wars that can drive down your prices and profit margins.
Pay-per-call lead services are particularly effective. You select target zip codes in your service area and set your desired cost per lead (higher bids generally get more leads). The service markets to homeowners in those areas, and when someone calls, it routes directly to your business. The best part? You only pay for qualified leads that meet established criteria.
“The benefit of pay-per-call lead services is that you’re speaking directly with interested prospects who are ready to discuss their project,” explains Carl Lefever. “This direct connection typically results in higher conversion rates compared to form submissions that require follow-up.”
When evaluating lead services, always ask about their dispute policy. Reputable providers won’t charge you for spam calls, wrong numbers, or leads outside your service area.
Budgeting & Expected CPL
The cost per lead (CPL) for landscaping services varies widely based on location, competition, and service type. Here’s what you can typically expect:
- Google Search Ads: $50-100 per lead
- Facebook Ads: $25-75 per lead
- Local Service Ads: $35-75 per lead
“Your budget should align with your revenue goals and customer acquisition cost targets,” advises Alex Mallin. “If your average customer is worth $2,000 in revenue, spending $50-100 to acquire that customer makes economic sense.”
For most small to mid-sized landscaping businesses, we recommend starting with a minimum monthly budget of $1,500-2,500 for Google Ads, $1,000-1,500 for Facebook Ads, and $1,000-2,000 for pay-per-call lead services.
The beauty of digital marketing is that you can track performance with precision. As you gather data, you can shift your budget toward the channels delivering the best ROI. Some landscapers find that Google Ads work best in their market, while others see better results from Facebook or pay-per-call services. The key is to test, measure, and adjust based on what’s actually working for your specific business.
Optimize & Convert: From Google Business Profile to Follow-Up
Generating leads is just the beginning of your journey—turning those prospects into paying customers requires finesse at every touchpoint. Let’s explore how to maximize your conversion opportunities from first impression to final sale.
Google Business Profile Checklist
Your Google Business Profile often serves as your digital storefront, creating that crucial first impression when homeowners search for landscaping services. While we covered some basics earlier, here’s what truly separates a high-performing profile from an average one:
“Many landscapers set up their Google Business Profile once and forget about it,” says Scott Rehnberg, SEO & Content Specialist at Improve & Grow. “Yet we’ve seen businesses increase their lead flow by 30-40% simply by fully optimizing their profile and keeping it active. It’s probably the highest-ROI activity for local businesses, and many of your competitors aren’t doing it well.”
Beyond claiming and verifying your profile at Google Business Profile, make sure you’re actively managing it by:
Posting weekly updates showcasing recent projects, seasonal specials, or helpful tips. Google rewards fresh content with better visibility.
Responding promptly to all reviews—both glowing five-stars and the occasional critical feedback. Your responses show potential customers how you handle both praise and problems.
Adding detailed service descriptions that naturally incorporate relevant keywords like “landscape design” or “lawn maintenance.”
Uploading new photos monthly that highlight your best work, your team, and your equipment. Before-and-after shots perform particularly well.
Using Google’s messaging feature to provide quick responses to inquiries, setting you apart from competitors who make customers wait.
Fine-Tuned Sales Process for Landscaping Lead Generation
Even the best landscaping lead generation strategy falls flat without a well-crafted sales process to convert those leads into customers. The difference between average and excellent conversion rates often comes down to response time and consistency.
“Speed-to-lead is the single biggest factor in conversion success,” explains Brian Welch, Digital Marketing Strategist at Improve & Grow. “Our data shows that responding within 5 minutes versus 30 minutes can double your conversion rate. Having systems in place to ensure quick response is essential, especially during your busy season.”
Transform your lead handling process with these proven approaches:
Answer calls within three rings or return voicemails within 15 minutes. In the landscaping industry, the first company to respond often wins the business.
Ask thoughtful qualifying questions to understand not just the project scope but also the customer’s timeline, budget expectations, and specific concerns. This helps you tailor your proposal to their actual needs.
Provide ballpark pricing ranges early in the conversation. This sets appropriate expectations and avoids wasting time on prospects with misaligned budgets.
Create a consistent sales script that everyone on your team follows. This ensures every lead receives the same professional experience regardless of who answers the phone.
For on-site estimates, bring a tablet loaded with photos of similar completed projects. This visual reinforcement helps homeowners envision the finished result on their property—and significantly increases close rates.
Website & Landing Page Best Practices
Your website serves as both a lead generation tool and a trust-building platform. In the landscaping industry, visual appeal matters, but conversion optimization matters more.
“Many landscaping websites act as digital brochures rather than lead generation tools,” says Ricky Angeles, Systems Manager at Improve & Grow. “Every page should have a clear call-to-action that guides visitors toward contacting you. Most visitors aren’t there to admire your web design—they want to solve a landscaping problem and need to know you’re the right company to help them.”
Your website must be mobile-friendly with fast loading speeds (under 3 seconds) since over 60% of searches now happen on mobile devices. A slow or clunky mobile experience can cost you valuable leads.
Prominent contact information should appear on every page—don’t make potential customers hunt for your phone number or form. For even better results, include trust badges showcasing your insurance, certifications, and professional associations to build immediate credibility.
Rather than generic service pages, create dedicated landing pages for specific services like lawn care, hardscaping, or irrigation. These focused pages convert better because they address specific pain points and include:
Headlines that match search intent (what the customer typed into Google)
Benefits-focused content that explains how your services solve their specific landscaping challenges
Social proof in the form of reviews or testimonials from customers with similar projects
Simple contact forms with five fields maximum—every additional field reduces conversion rates
The most effective landscaping websites include service area maps so visitors can quickly confirm you serve their location, along with video testimonials that build trust far more effectively than written reviews alone.
For more insights on creating websites that generate leads, check out our comprehensive guide on Best Lead Generation Websites for Contractors.
Your website isn’t just about looking professional—it’s about creating a frictionless path from visitor to lead to customer. Every element should be designed with conversion in mind.
Track ROI & Avoid Common Pitfalls
Success in landscaping lead generation isn’t just about generating leads—it’s about tracking what works, measuring your return, and continuously refining your approach. The landscapers who thrive are those who treat marketing as a science, not a gamble.
Measure What Matters
When it comes to lead generation, not all metrics are created equal. Focus your attention on these key performance indicators that directly impact your bottom line:
Cost Per Lead (CPL) tells you how much you’re paying to generate each potential opportunity. Calculate this by dividing your total marketing spend by the number of leads generated. This baseline metric helps you compare different marketing channels objectively.
Appointment-to-Customer Rate reveals how effectively your sales process converts interested prospects into paying clients. “This metric often exposes hidden issues in your sales approach,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “If you’re getting plenty of leads but few become customers, the problem might be your presentation, pricing strategy, or follow-up process—not your lead generation.”
Customer Acquisition Cost (CAC) provides the true cost of gaining a new customer when factoring in all marketing and sales expenses. Smart landscapers know this number must be significantly lower than their customer lifetime value to build a sustainable business.
“Too many landscapers obsess over lead volume without considering quality,” warns Brian Welch, Digital Marketing Strategist at Improve & Grow. “I’d rather have 10 highly-qualified leads with a 50% close rate than 20 lukewarm prospects converting at 15%. Not only do you make more money, but your team spends less time chasing dead-end opportunities.”
Implementing call tracking with unique phone numbers for different marketing channels is a game-changer. This technology lets you see exactly which campaigns are driving phone calls, removing the guesswork from your marketing decisions. Many CRM systems integrate seamlessly with call tracking software, giving you complete visibility from first click to final sale.
Red Flags When Choosing a Lead Gen Partner
Not all landscaping lead generation services deliver the same value. Before signing on with a marketing agency or lead provider, watch for these warning signs that might signal trouble ahead:
Unrealistic promises should immediately raise suspicion. No reputable partner can guarantee “unlimited leads” or “#1 rankings” because these outcomes depend on many factors beyond their control. Trustworthy partners set realistic expectations based on your market, competition, and budget.
Long-term contracts with hefty cancellation penalties often indicate a company that doesn’t stand behind their results. Quality partners typically offer month-to-month options because they’re confident you’ll stay based on performance, not contractual obligation.
Lack of transparency about lead sources or qualification criteria is another major red flag. You deserve to know exactly how your leads are generated and what standards are used to determine a qualified lead.
“Always ask potential partners about their lead verification process,” suggests Brian Welch. “Quality providers have clear criteria for what constitutes a valid lead and a straightforward dispute resolution process for leads that don’t meet those criteria. If they’re vague or defensive about this process, that’s a warning sign.”
Lead recycling – where the same leads are sold to multiple contractors – creates a frustrating experience for both you and potential customers. Before partnering with any lead provider, ask directly whether leads are exclusive or shared, and how they ensure lead freshness.
Continuous Improvement Loop
The landscaping companies seeing the strongest growth treat lead generation as an ongoing cycle of testing, learning, and refining – not a “set it and forget it” activity.
A/B testing different ad creatives, landing pages, and offers provides concrete data about what resonates with your ideal customers. Even small improvements in conversion rates can dramatically impact your bottom line over time.
“Digital marketing is never truly ‘finished,'” explains Jen Leong, Digital Marketing Strategist at Improve & Grow. “The most successful landscapers we work with regularly review their performance data and make incremental improvements to their strategies. This compounds over time, creating a widening advantage over competitors who remain static.”
Seasonal planning is particularly important in the landscaping industry. Adjusting your marketing budget and messaging to align with natural demand fluctuations ensures you’re not overspending during peak seasons or missing opportunities during quieter periods.
Building a review generation system creates a virtuous cycle for your marketing. Each satisfied customer who leaves a positive review improves your visibility and credibility, making future lead generation easier and less expensive. Consider implementing an automated text or email sequence that requests reviews after project completion.
Competitor analysis provides valuable insights without reinventing the wheel. Regularly examine what successful competitors are doing with their advertising, website, and social presence. The goal isn’t to copy them, but to understand effective strategies in your specific market that you might adapt and improve upon.
By creating this continuous improvement loop, you’ll not only generate more leads but progressively decrease your acquisition costs while increasing quality – the perfect formula for sustainable growth in the competitive landscaping industry.
Frequently Asked Questions about Landscaping Lead Generation
How much should I expect to pay per landscaping lead?
Finding quality leads at the right price is a balancing act for every landscaping business. Typically, you’ll see costs ranging from $20 to $80 per lead, but these numbers don’t tell the whole story.
Your location plays a significant role—landscapers in competitive urban markets like Chicago or Boston often pay more than those in smaller communities. The type of service matters too; design-build project leads generally cost more than regular lawn maintenance leads because they represent higher-value opportunities.
“What many landscaping companies miss is the difference between lead cost and customer acquisition cost,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “A $60 exclusive lead with a 50% conversion rate gives you a $120 customer acquisition cost, while a cheaper $30 shared lead converting at just 20% actually costs you $150 per customer. The ‘expensive’ lead is actually more cost-effective.”
The key is tracking not just what you pay for leads, but how well those leads convert into paying customers—that’s the metric that truly impacts your bottom line.
Which is better: exclusive or shared leads?
For established landscaping businesses, exclusive leads generally deliver better overall value despite their higher upfront cost. When you’re the only company contacting a prospect, you can focus on showcasing your quality and value rather than competing on price.
These exclusive opportunities typically cost between $40-80 per lead but convert at 2-3 times the rate of shared leads because you’re not racing against other contractors calling the same homeowner. This higher conversion rate usually justifies the premium price.
Shared leads ($15-30) can serve as a supplementary strategy when you’re:
- Just starting your business and building your customer base
- Looking to fill schedule gaps during slower periods
- Testing new service offerings in your market
“The challenge with shared leads is they create a race to the bottom,” notes Brian Welch, Digital Marketing Strategist. “When multiple contractors contact the same homeowner, price often becomes the deciding factor rather than quality or value. This can hurt your profit margins and brand positioning in the long run.”
If you do pursue shared leads, having systems for immediate response (ideally within minutes) is crucial, as the first company to make contact often wins the business.
How do I calculate the number of leads I need each month?
Understanding your specific lead requirements starts with your revenue goals and works backward. Here’s how to figure out exactly what you need:
Start with your monthly revenue target—let’s say $50,000. Then divide by your average job value ($2,000 in this example) to determine you need 25 new customers each month.
Next, factor in your lead-to-customer conversion rate. If you typically convert 40% of qualified leads into paying customers, divide your customer requirement (25) by your conversion rate (0.40) to find that you need approximately 63 leads per month to hit your revenue goal.
“Seasonality is a critical factor in landscaping lead planning,” says Jen Leong, Digital Marketing Strategist at Improve & Grow. “Most of our landscaping clients need significantly more leads during spring and fall, with fewer during winter months. We recommend building a quarterly lead plan that accounts for these natural fluctuations in demand.”
Don’t forget to revisit these calculations regularly as your business grows. As you refine your sales process and improve your service offerings, your conversion rates and average job values will likely increase, potentially reducing the number of leads you need to achieve the same revenue.
Conclusion
Landscaping lead generation isn’t just another task on your to-do list—it’s the lifeblood of your business growth. Throughout this guide, we’ve explored proven strategies that can transform your lead pipeline from unpredictable to reliable.
The most successful landscaping companies build sustainable growth systems that combine several key elements rather than relying on just one approach. Think of it as creating a diverse investment portfolio for your marketing efforts.
Start with strong owned assets like your website and Google Business Profile. These digital properties work for you 24/7, gradually building equity that pays dividends over time. When optimized correctly, they become lead-generating machines that reduce your dependency on paid channels.
Complement these owned assets with strategic paid advertising through Google Ads, Facebook Ads, and Local Service Ads. These platforms let you control your lead flow like a faucet—turning up the volume when you need more work and scaling back during your busiest periods.
Don’t underestimate the power of strategic partnerships with complementary businesses. That realtor who’s constantly working with new homeowners could become your best source of recurring maintenance clients. The local property management company might need a reliable landscaper for dozens of properties.
Finally, actively manage your reputation through reviews, testimonials, and project showcases. In a service business like landscaping, social proof often makes the difference between winning and losing a project.
“The landscaping companies that thrive long-term are those that view lead generation as a system rather than a series of disconnected tactics,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “When you build this system correctly, it creates a flywheel effect where each component reinforces the others, generating increasingly better results over time.”
This approach creates a powerful multiplier effect. Your website converts better because visitors have already seen your positive reviews. Your ads perform better because your brand has credibility. Your referral partners send you more business because you consistently deliver quality work. Everything works together to drive your growth.
At Improve & Grow, we specialize in helping landscaping businesses throughout Pennsylvania and beyond develop customized lead generation systems that deliver 10X+ ROI. Our data-driven approach combines SEO, paid advertising, and website optimization to attract high-quality leads that convert into loyal customers.
Ready to transform your landscaping lead generation? Learn more about our contractor marketing services or contact us for a free consultation to discuss your specific needs and goals.
Glossary for Landscaping lead generation: