adventureTURF case study feature image

adventureTURF Sees 35x Increase in Organic Traffic

Company OverviewScreenshot of AdventureTURF Playground Surface Installers Homepage

adventureTURF LLC, a playground surface installation company, started with roots in the landscaping industry. It began as a division of MJD’s Property Solutions, which was founded by Mike Dallmann in 2005. MJD’s Property Solutions served both the landscaping and playground surfacing industries.

As demand for their rubber surfacing division began to increase, the company decided to establish and brand the playground surfacing division as adventureTURF, LLC. They offer site preparation, debris removal, retaining wall and drainage solutions, landscaping experience and many playground equipment & safety surface options. They are now one of the largest nationwide installers of poured-in-place rubber and rubber tiles.


Increase in year on year increase in organic traffic
1 → 30
Increase in average leads per month



When MJD’s Property Solutions decided to establish AdventureTURF as a separate division, Mike Dallmann found himself in a predicament: adventureTURF’s website was not generating enough traffic.

Dallmann felt confident in his product and service and knew that in such a niche market there was certainly a high demand but with little traffic, he was not producing the leads, contracts, and work that he needed.

adventureTURF came to Improve & Grow with a simple goal in mind: increase exposure so potential customers would become more aware of the company.


To help adventureTURF accomplish their goal, we conducted an initial online marketing assessment to determine the baseline numbers and data. Our research allowed us to learn more about the industry and inform the client of the likely outcomes before our campaigns even began.

The assessment helped us to outline the following online marketing campaign objectives:

  • Increase website visibility to generate qualified traffic from users interested in a playground surfacing solutions through a combination of organic search engine optimization and pay-per-click marketing
  • Generate qualified online leads with a profitable return on marketing spend

Prior to working with us, adventureTURF had no experience with search engine optimization (SEO) or pay-per-click marketing, so we started from the ground up.

We began by conducting a complete online inventory, as well as keyword research, and set them up with a Google Analytics account. This allowed us to create effective campaigns, analyze monthly performance reports, and identify actions based on trends.

For SEO purposes, we monitored target keyword ranks and configured SEO campaigns, as well as optimized website landing pages to target keywords.

Our paid ad efforts included setting up a Google AdWords account, and configuring budgets, bid strategies, and search ad campaigns, all in line with strategy and budget. We developed the ad copy based on client selling points and target customer pain points.

Display re-marketing ad campaigns were also used to re-engage qualified website visitors. All the campaigns were monitored and regularly maintained to optimize key performance metrics.

Key deliverables

  • Search Engine Optimization
  • Paid Ad Campaign Management


adventureTURF knew they were seeing results when they were no longer able to keep up with the number of work requests they were receiving.

In just two months, adventureTURF went from having 34 monthly visitors to 536. After 7 months, they had over 1,300 monthly visitors and their organic search went from to 16 sessions to 701. After a year, they reached 1,085 monthly organic sessions.

adventureTURF organic traffic increase graph

Before efforts began, the website conversion rate was less than 0.5% and they were receiving no online submissions. At the 7 month mark, they were receiving 56 monthly website conversions and their conversion rate was 4.22%.

After working together for a number of months, adventureTURF had certainly accomplished their goal of increasing exposure and raising company awareness. The company went from having a need for an increased workload and looking for new jobs, to juggling the number of jobs and new projects they had at any given time.

Here is what Dallmann had to say about the success of the campaign:

“The marketing campaign has FAR EXCEEDED my expectation. Not only are my current staff and I completely booked with new projects, we are looking to add new staff to accommodate our influx of business. This happened in a short 6 months. I could not be more impressed with the results of this campaign!”


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