How switching agencies more than tripled a tree service company's monthly leads
A look at what changed when an established Delaware tree service company moved from a previous marketing agency to Lanthia Media.
3.2x
more monthly leads after switching
-71%
lower cost per lead after switching
The Challenge
Tree service is a hyperlocal, highly competitive category — homeowners searching for removal, trimming, or storm cleanup usually call whoever shows up first, and multiple companies are bidding on the same core terms in the same county. Our client's search campaigns were being managed by another marketing agency. Spend was consistent month to month, but results weren't — lead volume moved up and down without a clear strategy tying targeting to the market's realities.
The Turning Point
The client switched agencies. Same business, same market, essentially the same monthly ad budget. What changed was the strategy — deeper research into local competitors, sharper targeting that separated urgent, readyto-book searches from routine trimming and land-clearing inquiries, and a consistent optimization cadence instead of a campaign left to run on its own. The results shifted fast.
The Results
We rebuilt the campaign strategy from the ground up — deeper competitive analysis to understand exactly who else was winning that market and why, sharper audience targeting, and an ongoing testing and optimization cadence instead of a set-and-forget approach. Same business, same market, same ad spend. The difference was the strategy behind it.
WITH THE PREVIOUS AGENCY:
3.13%
average conversion rate
$230.75
average cost per conversion
~12.5
average monthly conversions
WITH LANTHIA MEDIA:
5.94%
average conversion rate
$67.04
average cost per conversion
~40.4
average monthly conversions
The Impact Since Switching
237
leads generated since taking over the account
$17,380
total ad spend over that period
$73.34
blended average cost per conversion since the switch
A Closer Look
Click-through rate actually declined after the switch — from about 5.4% to roughly 3.3%. Out of context that might look concerning, but average monthly reach nearly tripled over the same period, from about 7,300 impressions a month to over 20,000. A campaign that scales up will naturally see CTR ease as it reaches a wider audience. The real signal is that conversion rate nearly doubled anyway, and monthly lead volume more than tripled — meaning the added reach brought in more of the right traffic, not just more traffic
Now Testing New Ground
With search performing strongly, we recently launched a video/YouTube pilot to see how far that momentum can extend into a new channel. It's early — the campaign has been live under a month — but initial reach has been strong, and the first conversion is already in. We'll keep building on it as the data comes in.
See What a Focused SEM Strategy Could Do for Your Business
If your current agency's results feel inconsistent, there's a real opportunity in a tighter, more focused approach.
Or reach out: (908) 403-0727 | CLanthier@LanthiaMedia.com