How to calculate your marketing ROI as a landscaper

Three numbers are all you need to calculate your marketing ROI precisely. Not ten dashboards — three numbers.

The three numbers

CPL (cost per lead) = ad budget / number of leads. Target for landscapers: €15-50. Above €60: something isn't working in the campaign. Below €20: scale up.

CPA (cost per acquisition) = CPL / conversion rate. If CPL is €30 and 25% of leads become clients, CPA = €120. With an average project value of €9,000, that's a 75× return on ad spend.

CLV (customer lifetime value) = initial project + maintenance + repeat projects. A client worth €23,400 over two years at a CPA of €120 generates €195 for every euro spent on marketing.

When marketing doesn't return

Two failure points: CPL too high (campaign problem) or conversion rate too low (follow-up/sales problem). Many businesses stop advertising because "it doesn't work" when the real issue is slow follow-up. Treat the cause, not the symptom.