| Metric | Before | After | Change |
|---|---|---|---|
| Organic traffic | [INSERT: baseline] | +80% | Year 1 |
| Primary source of new leads | Paid / referral | Organic search | Became #1 channel |
| Page 1 Grand Rapids rankings | 0 | [INSERT: #] | Key landscaping terms |
| PPC cost per conversion (30 days) | — | $101.44 | ↓28% vs prior period |
| PPC impressions (30 days) | — | 11,181 | +71% vs prior period |
| PPC conversions (30 days) | — | 16 | +23% vs prior period |
| Year 2 renewal | No | Yes | Client-initiated |
| $18K job via ChatGPT discovery | — | Confirmed | Customer-reported |
RRR Lawn & Landscape came to Wise Bear with understandable scepticism. Previous agencies had taken their money and disappeared after the contract was signed. The expectation was clear before any work began: results needed to be measurable, and performance needed to be tied to real business outcomes — not dashboard activity.
The digital situation reflected what happens when marketing is inconsistent over time. The business had two disconnected websites, weak organic visibility, and no reliable tracking system to connect marketing spend to actual leads. Traditional channels — billboards, mailers — were still running but not producing dependable returns, and there was no way to know which channels were worth keeping.
For a business targeting high-end landscaping customers in the Grand Rapids market, the gap between the quality of the work and the quality of the online presence was significant. The brand messaging was not connecting with the right audience, and the search presence was not competitive for the terms that mattered.
The work started with brand messaging and website consolidation — because without those, SEO and paid advertising have no strong foundation to build on. Once the digital presence was unified and the messaging was working, we built the organic and paid systems that would drive consistent, trackable growth.
We consolidated two disconnected websites into a single, unified presence and rebuilt the brand messaging around RRR’s actual positioning in the Grand Rapids market: a landscaping company for customers who want quality and are willing to pay for it. The previous messaging was too broad and too generic to attract or filter the right clients. The revised messaging set a clearer tone for everything built after it.
We built keyword-targeted service pages around the Grand Rapids landscaping searches that lead to high-value work — terms including [INSERT: e.g. “landscaping Grand Rapids,” “lawn care Grand Rapids MI,” “landscape design Grand Rapids”]. Each page was structured around real search intent, not just keyword insertion. Title tags, page structure, internal linking, and technical performance were all addressed to give the new pages a strong foundation from day one.
We built a content strategy aligned to the seasonal search patterns of landscaping customers in West Michigan — topics that attract high-intent visitors at the right point in their decision process. This content expanded the organic search footprint over time and contributed to organic search becoming the number one source of new leads by the end of year one.
We launched paid search campaigns with clear conversion tracking from the start — something the previous marketing had never had. Campaigns targeted Grand Rapids and the surrounding communities where RRR operates: Wyoming, Ada, Kentwood, Caledonia, East Grand Rapids, Forest Hills, and the broader West Michigan service area. Within 30 days of launch, the campaigns were generating 16 conversions at $101.44 per conversion, with cost per click at $4.17 and all key metrics trending in the right direction compared to the prior period.
These figures reflect the first 30 days of the paid search campaign and compare against the prior period. All key metrics are trending positively. Cost per conversion is decreasing, conversion volume is growing, and click volume is increasing — the pattern that indicates a campaign gaining efficiency as it learns.
Top cities by click volume: Wyoming, Grand Rapids, Ada, Kentwood, Caledonia, East Grand Rapids, Forest Hills, Lowell, Gaines Township, Alto. Geographic distribution aligns closely with RRR’s target service area.
Organic traffic grew 80% over the course of year one — from [INSERT: baseline monthly visitors] to [INSERT: monthly visitors after]. More meaningfully, organic search moved from a secondary channel to the number one source of new leads for the business. That shift reflects not just more traffic, but better-targeted traffic arriving with clearer intent.
Page 1 rankings were secured for “landscaping Grand Rapids,” “lawn maintenance Grand Rapids MI”]. These are not broad, low-intent terms — they are the searches that bring in customers who are already comparing service providers and ready to request a quote.
At the end of year one, RRR renewed the engagement for a second year — without being asked. For a client who had signed the original contract with the explicit condition that results be measurable, that renewal is the result. The work produced what it was supposed to produce, and the client chose to keep building.
+23% vs prior period
↓38% vs prior period
+71% vs prior period
↓53% vs prior period
