Cost per lead down 61%. Leads up nearly 5×.
Creative Grass, an artificial turf installer in Southern Ontario, grew from a single Google Search campaign into a Google Ads, Meta Ads and email system that filled its spring calendar before the snow melted.
A seasonal business with a short window to win.
Creative Grass supplies and installs artificial turf for backyards, pet areas, putting greens, pool surrounds and play spaces across Southern Ontario.
Installs happen between March and October, so every lead that arrives in winter is a job that would otherwise go to a competitor in spring. The goal was simple: more booked site visits, at a lower cost each, and a fuller calendar earlier in the year.
Over four seasons we built that system one layer at a time. Google Search first, then Performance Max, then an email programme that sells the off-season, and in 2026 Facebook and Instagram on top, without taking a single lead away from Google.
Four seasons of compounding gains.
Each year added one thing and kept what already worked. Leads grew far faster than budget: by 2026, budget was 1.8× the 2023 level and leads were 4.8×.
2023 · Building the foundation
We launched structured Google Search campaigns around high-intent turf terms, a brand campaign, and an off-season campaign to keep demand alive through winter. Lead form and call tracking went in from day one, so only real enquiries counted, never page views or map clicks. This year is the baseline for everything that follows.
Leads grew far faster than budget.
Based on Google Ads and Meta Ads reporting, 2023 to November 2026. 2026 figures are year to date. Leads are form submissions and calls reported by each platform.
Turning last year's leads into this year's calendar.
Every enquiry that did not book became part of a nurture list. Emails were written in the project manager's voice and sent from his inbox, so they read like a personal note rather than a newsletter. When the ads ramped up in March, the calendar was already filling from two directions at once.
01
End of Summer Turf Sale · Aug to Oct 2025
A sale sequence that ran through the end of the season, extended in September and closed with a final-call reminder.
02
Pre-book for spring · Oct 2025
The centrepiece: commit with a deposit by October 31, keep 2025 pricing plus the fall discount, and install in April 2026 with first pick of dates. Homeowners who weren't ready for a fall install had a reason to commit early.
03
Top of mind through winter · Dec 2025 to Jan 2026
A holiday greeting, then a timely note on what heavy snow was really doing to their yard, keeping the brand in the inbox during the quietest months.
04
Maintenance and win-back · Mar to Jul 2026
Turf maintenance packages for past customers in spring, and a win-back offer in July to enquiries still thinking about a new lawn.
Five rules that compounded.
Count only real leads. Forms and calls drove bidding and reporting, never page views or map clicks.
Spend with the season. Budgets rise in March and taper in November, matching when homeowners actually buy.
Add channels, don't swap them. Meta was layered on top of a proven Google account, so total leads grew instead of shifting.
Kill losers fast. Meta tests that missed were paused within weeks, and the budget moved to the winner.
Sell the off-season. Email turned fall and winter, the quiet months, into booked spring work.
Fill your calendar before the season starts.
Landscaping, turf, pools, decks, roofing: if your business lives and dies by a short season, the work starts months before it. Google Ads, Meta Ads and email built to work together, measured on real leads, with budget that follows the season. That's what we built for Creative Grass. We can build it for you.