Driving $500K In Sales Through A Localized Paid Media Strategy
- Urbanna Landscaping set out to increase sales, reach more Santa Fe homeowners and boost return on ad spend with a more focused digital strategy.
- We launched geo-targeted Google & Meta Ads that highlighted high-value services like landscape design and xeriscaping while cutting waste from low-performing audiences.
- In just a few months, Urbanna generated 300+ qualified leads, doubled average customer value and grew total sales by 66%, all while maintaining efficient ad spend.
The Challenge
Before partnering with Digital Silk, Urbanna faced several
marketing hurdles that limited lead quality, local reach and campaign efficiency.
Low Lead Volume From Existing Channels
Urbanna’s prior marketing efforts failed to deliver enough qualified leads, making it difficult to maintain revenue growth or fill their seasonal pipeline.
Inefficient Ad Spend
Ad budgets weren’t optimized for high-return areas or services, which led to waste and low Return on Investment (ROI).
Limited Local Visibility
Without precise geo-targeting, Urbanna struggled to stand out in a highly localized, competitive market like Santa Fe.
Underpromotion Of High-Value Services
Urbanna’s most profitable offerings — like full landscape transformations and custom installations — weren’t prioritized in their ad messaging.
Lack Of Audience Segmentation
Without segmented messaging or audiences, the same ads were served to all users regardless of their interest, location or project size, missing the mark for users with distinct needs and budgets.
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Local Keyword & Intent Strategy
We crafted a targeted keyword plan focused on high-intent landscaping terms, prioritizing design, installation and Santa Fe-specific services.
→ Result: More qualified traffic and consistent lead flow without increasing spend. -
Geo-Specific Campaigns Across Platforms
We launched segmented campaigns tailored to key Santa Fe neighborhoods, aligning visuals and copy with local landscaping styles and homeowner priorities.
→ Result: Increased CTR and appointment bookings from nearby, high-conversion zip codes. -
Service-Based Messaging & Visuals
Creative assets were developed to spotlight Urbanna’s premium services, such as xeriscaping, outdoor living spaces and custom hardscaping.
→ Result:| 2x increase in average client value from paid ad leads. -
Budget Optimization & Platform Alignment
We reallocated spend across Google and Meta based on seasonal trends and real-time campaign performance, maximizing cost-efficiency.
→ Result: Lower CPLs and higher return on investment across all active markets. -
Conversion Tracking & Lead Routing
A simplified tracking system captured form submissions and routed qualified leads directly to the sales team for faster follow-up and conversion. → Result: Improved reporting, smoother sales handoff and higher lead-to-close rates.
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