How To Guide: Facebook Advertising For Lawn Care/Landscaping (2023)

Learn the proper way to execute Facebook and Instagram ads for your lawn care, landscaping, tree service, irrigation or snow removal company

By Matt Wacek
Originally Posted: August 10, 2019
Last Updated: September 21, 2021

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The Most In-Depth Guide To Social Media Advertising For Green Industry Companies

Most businesses try Facebook Ads and fail to execute a strategy and then blame the platform.

They fail to learn what their target audience wants, the behavior of the traffic on Facebook, and don’t have the patience to see the results.

Logically, this doesn’t make sense. There are thousands of documented cases of local businesses succeeding with Facebook Ads, even in thegreen industry.

As a green industry business owner, you have to remember that people are not going to invest in your services from just anyone on the internet. Facebook provides the perfect opportunity to create a value-first marketing campaign that can deliver remarkable results.

This article will provide a step-by-step guide for getting started on your first social media marketing campaign.

Why Facebook/Social Media Marketing?

First off, Facebook and Instagram are MASSIVE. They have tremendous potential for all green industry businesses. Advertising on social media has grown tremendously the last few years and a lot of businesses are straight up killing it.

Whether you’re a landscape construction contractor, lawn/snow service provider, tree removal company, or any variation of a business that operates within the horticultural industry, you would be doing your business a disservice if you ignore social media advertising.

Here are some mind blowing stats that will show you the size and scope of Facebook:

  • Worldwide, there are over 2.01 billion monthly active Facebook users as of June 2017 which is a 17 percent increase year over year
  • There are 1.74 billion mobile active users for December 2016 which is an increase of 21% year-over-year
  • One in five page views in the United States occurs on Facebook. How this helps you: This is a huge market on the web; if you use social media marketing efforts on Facebook well, you could have huge returns to show for it
  • 42% of marketers report that Facebook is critical or important to their business. (Source: State of Inbound Marketing 2012) Big Takeaway: This can be a crowded marketplace, but you can’t afford to sit it out, because odds are fairly high that your competition is there. The key is to use Facebook marketing correctly and make sure that your efforts stand out from the crowd
  • 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Source: Facebook). Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode

Value and Education Based Marketing

Social media marketing is different than other online platforms. Facebook and Instagram want to protect their user’s experience no matter what so they tailor it as a place to hang out.

As an advertiser, you have to adjust your approach and lead with an educational marketing strategy.

Facebook & Instagram are similar to a party.

It’s a social gathering with your friends and family.

At a party do you think people are looking to buy things?

Not necessarily, they are looking to hang out, entertain themselves, and learn new information. But when presented the right offer, many make the jump to initiate a purchase (this occurs often in the e-commerce space) or join an email newsletter list when an ideal piece of content is offered.

Most services sold by green industry companies are not something most people would buy directly off social media. It takes a relationship based approach to identify, qualify and then finally make a sale.

A new landscape, large scale tree removal, long term lawn care services, etc. are a high-ticket purchase. In marketing, as a rule of thumb the higher price the product/service the more education is needed to make the sale.

Social Media Advertising vs. Google Adwords

There are several advantages that Social Media has over Google AdWords (Quick disclaimer: social media & Google Adwords are amazing platforms that should certainly both be utilized for a successful digital marketing campaign).

(Video) 3 Ways to Use FACEBOOK ADS! Lawn Care Marketing Made Easy

Comparatively speaking, the traffic (visitors clicking on your ads to visit your website) on Facebook and Instagram is cheaper than Google AdWords in many instances.

You have more control on who you can target. Facebook’s insanely detailed targeting options allow you to target almost anyone in the world.

You can target by demographics, net worth, zip code, home value, etc…

Creating a winning social media marketing campaignis a bit more complicated than an AdWords campaign.

Unlike Google AdWords, the behavior of the traffic you will get is different.

If your company primarily focuses on servicing commercial clientele, Facebook is a great supplemental strategy. One of the best kept and most powerful secret techniques used by marketers is using your database of customer email addresses by uploading that database to Facebook and creating a custom audience campaign.

The "Value First" Approach

As you can now see, social media marketing is different than most advertising channels (such as print ads), you MUST lead with a value-first approach.

What is a value-first approach?

It’s simply about educating your prospects first by offering a piece of valuable content that can help them in deciding which contractor to choose for their product.

Social media marketing is interruption based marketing. This means you are interrupting users’ Newsfeeds with an ad.

The best strategy for this is to create a piece of content that you use to “ethically collect” a prospect’s contact information. In the online marketing world, this is known as a “lead magnet.”

Chances are that you’re visiting our website thanks to an ad you saw on social media offering a lead magnet (piece of educational content) in exchange for joining our email newsletter list.

Creating an effective lead magnet is about being very specific. Digital marketer lays it out pretty clear:

You simply need to solve a specific problem with a specific solution for a specific segment of your market.

Here’s the key…

Your Lead Magnet must be consumed by the prospect for it to have an impact.

There are many different types of “lead magnets” you can create. Here are some examples of lead magnets you can use.


Infographics can provide great informative content in a visually appealing format. The best infographics understand the context of what the prospect is shopping for.

Infographics can be expensive to create. You can hire someone on Fiver or Upwork to create an excellent graphic.

Like all other forms of marketing, Infographics should be seen as an investment, not an expense.

Even if the results from a social media marketing campaign aren’t stellar in the short term, a high quality infographic can provide valuable information to your prospects for years to come and you’ll be the first company in their mind when it comes time to make a purchase.

E-Books and Downloadable Guides

An E-book, a report, or PDF guides have been used for years as a lead magnet for millions of different types businesses for a reason. They can provide valuable information and incite curiosity.

The whole goal a downloadable guide is to create curiosity in your product/service. The fact is most downloadable guides will likely not even be read by your prospects.

The attention span of people online is unfortunately so short that often times, they will even forget they downloaded the guide. Fear not though! By employing an email marketing campaign that automatically follows up with your prospect sending them value & education about your services, this will keep your company in front of them and in their mind as they move closer and closer towards reaching out to you and your sales process starts!

Checklists and Cheat Sheets

A checklist/checklist works very well. They provide the opportunity to give valuable specific information in a concise manner. They are also more likely to be read as they are generally shorter in length than an ebook.

As a green industry business owner, you have to think what piece of information can you provide that will make you seem like an authority?

Some lead magnet ideas:

  • The 10 Best Questions To Ask Every Lawn/Landscape/Snow/Tree Service Before Hiring
  • How To NOT Get Ripped Off By A Lawn/Landscape Company - (negative headlines are always a hit - look at the news and how it influences people's minds with negativity)
  • Top 15 Best Tree/Shrub Choices (This list will of course vary depending on your locale)

The list of possibilities are truly endless, but the ideal way to see what performs best is to test different checklists/sheets (or ebooks/downloadable guides) and see which become most popular and your new audience engages with the most.

Social Media Marketing Funnel Example

How To Guide: Facebook Advertising For Lawn Care/Landscaping (1)

(Video) Facebook Ads for Landscapers🌳: What ads YOU need to run to get more leads!

Here’s an example of a powerful social media marketing campaign with a short email follow up sequence. This works great for residential lawn care, landscape, tree, irrigation, and snow service providers.

  1. Create a social media advertising campaign (Facebook and Instagram) designed to create curiosity with a lead magnet
  2. On the thank you page, you’ll want to have a greeting video introducing yourself (president, owner, marketing manager, etc.) and let them know their lead magnet is available down below on this page. Then include testimonials, imagery from previous projects, etc. between the video and the link to download the lead magnet. Also, a voucher (discounted service offer) can be placed on this page to entice a buyer to immediately sign up for a low-ticket service or get a quote on their project. This is done to liquidate the traffic cost (ad spend) by instantly generating revenue
  3. Employ retargeting ads to ensure anyone who visits the landing page is further enticed to return and opt in to claim their lead magnet and join your email list
  4. A 4 or 5-part email sequence providing educational content (with a “light” call to action at the end of each email) pertaining to your company’s services to the prospect
  5. For the leads that opt in for the voucher discount, you and/or your sales stuff must follow up as soon as possible – this increases the chances of closing the sale
  6. After a successful follow up process, you now have a new client! The fulfillment of the service is placed on your schedule and the up-sell process begins (ex. a new landscape construction client being up-sold a weekly maintenance program after project completion)
  7. As the email sequences are automatically sent out, prospects receive value/education about your services, then after the automatic sequence is complete, individual broadcast emails are dispatched 2-4x per month with education about your services and calls to action/special offers – encouraging them to do business with your company and increasing the Lifetime Value of every lead/client in your business

Creating Your Social Media Ads

Now that you have an idea of a proper value-based sales funnel, it’s turn on your social mediaads. Here are step by step instructions on creating a Facebook campaign.

First, create a campaign and select “conversions” as your objective:

How To Guide: Facebook Advertising For Lawn Care/Landscaping (2)

Audience Targeting

The key component to having a successful advertising campaign will be the targeting. You have to get this part right or else your campaign will fail. You have to target people that are in the market for your services.

There are several ways you can do this.

You can target all the homeowners in your city with Facebook targeting. You can even target by the home’s value. You can also target by demographics, interests (such as lawn, landscaping, patios, etc.), net worth, the list goes on and on.

Audience Targeting

For locally based campaigns, it’s always best to call out the residents in your ads.

Ad Breakdown


Attention Twin Cities Homeowners!

Feeling overwhelmed with your landscape project? In this free checklist find out what questions you need to ask your landscape contractor. Arm yourself with the inside knowledge and. . .

Protect one of the largest investments you’ll purchase for the exterior of your home.

Free Checklist download here>>> [insert link to your landing page]

Headline:[Free Checklist] The 10 Best Questions To Ask Before You Hire For A Landscape Project

Here are is an ad example that you can model:

How To Guide: Facebook Advertising For Lawn Care/Landscaping (5)


How To Guide: Facebook Advertising For Lawn Care/Landscaping (6)

One thing to note is that when people search on Google they are looking for information. On social media, people are scrolling through their news feeds and are not necessarily looking for a contractor to install their patio or clean up the lawn.

They want to check out what their friends and family members are talking about. At that point in time, most don’t have any interest in their lawn, landscape, sprinkler systems, or tree branches that need trimming.

This is why it’s better to lead with a curiosity and value-first approach. A value-first approach will create desire.


Our brain processes images much faster than text which makes the image the most important part of your ad. The image is the first thing people see when they are scrolling through their newsfeed.

As a good rule of thumb, your image has to be relevant to the rest of your ad. If your ad is not performing then the image is ideally the first thing you should change.

Follow Up

Anybody that fills out the voucher discount/offer, it’s best to follow-up immediately with a phone call. According toForbes, 71% of web leads are wasted because the follow-up is not done immediately.

Email Marketing

If your leads did not fill out the voucher discount form, it’s still great practice to follow-up with the leads that only downloaded the lead magnet with an automated email sequence sales funnel. The emails would be consist of educational content that provides value to the prospective client.


When it comes to retargeting/remarketing (a.k.a. one of the most powerful ways to reduce your advertising costs and recover potential leads that may not otherwise have opted-in), you’ll need a few different audiences & ads for those audiences to dispatch your ads to:

  • All visitors to your website within the past: 7 days, 14 days, 30 days, and up to 180 days.
  • Landing page visitors that did not convert
  • Thank you page visitors with branding style ads to build awareness for a new blog post or recently completed project


Social media marketing is an incredibly powerful tool to promote your green industry business. There are several advantages that social media has over other platforms.

You can target your ideal customer, build your authority, and generate leads for your business. Unlike a lead broker, a Facebook/Instagram ad campaign will serve to promote your business locally and puts you in control what you want to offer.

Hear From Our Clients...

Best Outdoor Services has increased yearly sales by over $1.2MM between 2019 through 2021!

Proscapes & Tree went from $300k in 2020 before starting with us in Jan. 2021, as a result they scaled to $1MM in 2021!

Lush Landscape & Irrigation started with us in July 2019 & grew from $300k in 2019 to $547k in 2020, and then $990k in 2021!

Black Rock Landscaping started with us in 2019 when they were at $200k, as a result of our system they were able to reach $750k in 2021!

(Video) Basic Facebook Ads for Lawn Care | Electric Lawn Service


Do Facebook ads work for lawn care? ›

This is a common question among lawn care owners, and there's a simple answer to it: Facebook advertising is one of the best marketing strategies for lawn care and landscaping businesses right now.

Where can I advertise my gardening business? ›

advertise in your local newspaper, local print directories and in online directories like launch your own website, listing the services you offer. Ask satisfied customers if you can use a photo of their gardens and if they would provide a testimonial. You could even include some gardening tips.

How do I get more lawn care customers fast? ›

How to get lawn care customers fast
  1. Use your existing network.
  2. Offer discounts and referrals.
  3. Claim your Yelp Business Page.
  4. Use your social media channels.
  5. Create print marketing materials.
  6. Create a website.

How do I advertise my lawn care services? ›

8 Effective Ways to Advertise Your Lawn Care or Landscaping...
  1. Social networking. This kind of free advertising can have powerful outcomes. ...
  2. Yellow Pages ads. Looking for a maintenance-free advertising vehicle that never closes? ...
  3. Business cards. ...
  4. Fliers. ...
  5. Door hangers. ...
  6. Brochures. ...
  7. Direct mail. ...
  8. Word-of-Mouth.
10 Aug 2016

How do I get 100 lawn care customers? ›

How to get lawn care customers
  1. Start with family and friends.
  2. Use online classifieds.
  3. Go door-to-door.
  4. Use direct mail.
  5. Join Facebook groups.
  6. Set up Google Local Services Ads.
  7. Turn your customers into ambassadors.

What are some ways landscapers can promote their business to attract customers? ›

Here are six strategies you can use to generate new customers for your landscaping business.
  • Provide free, educational content to your audience. ...
  • Create a word-of-mouth referral program. ...
  • Make connections with home builders and realtors in your area. ...
  • Advertise on Facebook and target specific neighborhoods.

How do I advertise my gardening business on Facebook? ›

  1. Ask questions to try and engage visitors to comment and feel part of your page.
  2. Post before and after shots of your gardening work, new tools, or past work images with introductions.
  3. Post any reviews or testimonials that you receive; this enforces the quality of your craft.
9 Mar 2021

How do I get more landscaping customers? ›

8 Ideas on How to Get Landscaping Customers
  1. Build a landscaping referral program. ...
  2. Invest in time-saving, damage-reducing equipment. ...
  3. Leverage Facebook and Instagram advertising. ...
  4. Brand your stuff. ...
  5. Don't be afraid to go old-school. ...
  6. Get involved in your community. ...
  7. Use your landscaping website for lead generation.

How do I make my lawn care business successful? ›

Keys to a Successful Lawn Mowing Business: 10 Tips
  1. Know Your Costs. ...
  2. Improve Your Bidding Process. ...
  3. Schedule Jobs Strategically. ...
  4. Monitor Your Crews. ...
  5. Don't Hold More Inventory (or Equipment) Than You Need. ...
  6. Manage Scope Creep More Effectively. ...
  7. Focus on Repeat Business. ...
  8. Fix the Way You Handle Leads.

How do you get leads for landscaping? ›

  1. Use your website to get more landscaping and lawn care leads. ...
  2. Start advertising for the upcoming season's services. ...
  3. Join local landscaper groups and trade associations. ...
  4. Reach out to local businesses. ...
  5. Try using door hangers to market your landscaping services. ...
  6. Take out ads in the local newspaper.
20 Jul 2021

How can I advertise my lawn care business online? ›

  1. Claim your Google Business profile. ...
  2. Invest in digital ads. ...
  3. Manage your online reviews. ...
  4. Build a lawn care website. ...
  5. Set up a Facebook Business page. ...
  6. Send out email marketing. ...
  7. Distribute a lawn care flyer. ...
  8. Start a customer referral program.
22 Apr 2022

When should you start landscaping advertising? ›

Reach Out To Local Businesses

Late fall and early winter is prime time for reaching out to local businesses.

What do most lawn care companies charge? ›

How Much to Charge for Lawn Care Services. On average, professionals charge between $50 and $250 for lawn mowing. When it comes to landscape maintenance costs, like weed control, trimming, aeration, fertilization, and pesticide treatment, most pros charge between $125 and $430.

How do I collect money from lawn care customers? ›

How to Collect Payment for Lawn Care - Three Ways
  1. Invoice Your Customer After Every Job. ...
  2. Invoicing a Flat Rate Once a Month. ...
  3. Invoicing Once a Month for Multiple Visits.

What is the profit margin for lawn care? ›

Successful lawn care and landscaping can have operating profit margins between 15% to 45%. Your operating profit margin tells you how much money you take home after deducting your operating costs—labor, material, equipment, and overhead costs.

What are 4 ways to attract customers? ›

Every small business owner wants to attract new customers. Here are 10 time-tested ways to help you bring in “new blood.”
  • Ask for referrals. ...
  • Network. ...
  • Offer discounts and incentives for new customers only. ...
  • Re-contact old customers. ...
  • Improve your website. ...
  • Partner with complementary businesses. ...
  • Promote your expertise.
6 Apr 2017

What are the five strategies that can attract a customers? ›

5 Tips for Attracting New Customers
  • Identify Your Ideal New Customers. ...
  • Use Direct Response Marketing to Attract Customers. ...
  • Give Something Away to Entice New Customers. ...
  • Give Your Business a Face Lift to Increase Sales. ...
  • Get The (Right) Word Out.

What is a good mission statement for a landscaping business? ›

Here's an example of a mission statement for a mid-sized diversified landscape company: We are a service-oriented landscape installation, maintenance, lawn care and irrigation services business providing absolute satisfaction to our clients.

How do I get clients for my gardening business? ›

One good way of attracting new clients could be to offer a well-priced tidy-up service for gardens that need some attention after winter. Your spring package could include basics like mowing, trimming and weeding, getting gardens neat and prepped for planting.

Where can I post my landscaping business? ›

Homeowners often go to sites like Google, Yelp, Houzz, Angie's List, and HomeAdvisor to find business names and reviews, and being listed can be the best way to advertise a landscaping business.

How do I sell a service on Facebook? ›

To post your service, go to Marketplace on the main menu (on the left side of the screen), when using the Facebook website. On the Facebook app, the marketplace option is available under the main menu. Now, tap or click on “+ Create a new listing”. Here you can select which type of listing you want to create.

Is the lawn care business oversaturated? ›

Oversaturated industry – There are likely more than 90,000 landscaping service companies in the U.S. Only 25% or so have more than four employees. Labor pool – Because of the incredible pressure on pricing, it's difficult for the average contractor to pay enough of a wage to attract job applicants.

What is a good profit margin for a lawn care business? ›

A Landcare or lawn care business needs to have a gross margin of about 50-55 %. In retail, gross margin is an easily calculated number. It's the difference between how much you purchase a product for and how much you sell the product as stated as a percentage.

How can I improve my landscaping business? ›

Tips for Growing a Landscaping Business
  1. Increase your online presence. ...
  2. Automate Your Operations. ...
  3. Become the local expert in your field. ...
  4. Diversify your client base. ...
  5. Cultivate referrals. ...
  6. Expand your service area. ...
  7. Develop off-season service. ...
  8. Partner with other lawn mowing companies.
27 Jul 2021

How profitable is a lawn care business? ›

On average, you can gross about $80,000 a year in revenue by running a successful lawn care business. But spending your summer weekends trimming grass is one thing—turning it into a profitable business is another thing altogether. Unlike other small businesses, lawn care is a seasonal affair.

How do I advertise my lawn care online? ›

  1. Claim your Google Business profile. ...
  2. Invest in digital ads. ...
  3. Manage your online reviews. ...
  4. Build a lawn care website. ...
  5. Set up a Facebook Business page. ...
  6. Send out email marketing. ...
  7. Distribute a lawn care flyer. ...
  8. Start a customer referral program.
22 Apr 2022

How would you describe a lawn care business? ›

A lawn care business offers the services of cutting grass lawns, trimming around the edges, removal of debris, and maintenance of turf, which includes fertilization, weed control, and pest control.

How do I write a business plan for a lawn service? ›

How To Create A Lawn Care Business Plan
  1. Understand What A Business Plan Is. A business plan is a roadmap for your business. ...
  2. Estimate Your Startup Costs. ...
  3. Establish Your Initial Service Offerings. ...
  4. Run a Market Analysis. ...
  5. Determine Your Pricing Strategy. ...
  6. Implement Effective Marketing Strategies. ...
  7. Create a Financial Plan.

Who is the biggest lawn care company? ›


What company is the best for lawn care? ›

  • The 11 Best Lawn Care Service Companies of 2022.
  • Weed Man.
  • NaturaLawn of America.
  • Lawn Doctor.
  • Ryan Lawn & Tree.
  • Spring-Green.
  • Green Lawn Fertilizing.
  • TruGreen.
13 Sept 2022


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