How we brought in 23 new clients via Meta Ads — without wasting ad budget

Meta Ads have a bad reputation with landscapers. "I tried it and only got terrible leads." That's true — if you set it up wrong. And most landscapers set it up wrong.

Here's what a well-configured campaign looks like. And why it works with the same target audience.

The audience strategy

Most landscapers target broadly: "people in my area interested in gardens." That gives an enormous audience — and lots of people who don't have a garden project.

We target on three signals simultaneously: owner-occupied home (not renting), property value above €350K (correlates with project budget), and age 35–65 (owners in the active renovation phase).

That audience is smaller. But lead quality is on average 4× higher. Lower CPL, higher project value, shorter sales cycle.

The creative approach

What works for landscapers on Meta: before/after. Not a professional photo of a show garden. A real before/after of a project you've done for a client, with the project location visible.

Why? Because the viewer thinks: "That looks like my garden." The recognition is greater than with a perfectly staged garden.

Best creative: a vertical video of 15–30 seconds. Before in the first 3 seconds. After at the end. No logo, no slogan in the first 5 seconds — people skip immediately.

The results

90-day campaign. €4,200 in ad budget. 68 leads generated. 31 conversations booked. 23 clients closed.

Average project value: €14,800. Total revenue: €340,400. ROAS: 81×.

Meta Ads work when your follow-up is properly set up. The ad brings them in. The system closes the deal.