Case file 02 · Lawn care and turf treatment · Mountain West
Zero leads for four months. Now half the business.
Their Google profile produced nothing for four months straight. It now brings in more leads than every other source put together, worth an estimated $186,000 a year.
0 → 396
Leads from the Google profile
Per quarter
0% → 51%
Share of all leads
The profile is now the biggest source
72 → 525
Phone calls a quarter
Up 629%
2,530
Leads in twelve months
1,060 of them from the profile
What that extra demand is worth
$186,000 extra a year
From the Google profile alone before counting the 626 extra organic leads a quarter.
888 new profile enquiries a year x 35% close rate x $600 program
Estimated, not invoiced. The leads are measured, the close rate and the job value are assumptions we hold under the industry benchmark. See the whole calculation
First full quarter tracked against the latest quarter
Google Business Profile
0 → 396
Organic search
90 → 626
Phone calls
72 → 525
Web form enquiries
120 → 198
Total leads
192 → 784
The first column is October to December 2025, the first full quarter after tracking went live. The second is July to September 2026. Lawn care is seasonal, so the top row is the one to read: a profile does not sit at zero for four months because of the weather.
The situation
What the baseline actually showed.
The number that started this engagement was a zero, and it stayed a zero for four months. October, November, December, January. Not a low number. None.
That is not a seasonal dip, because the business was busy. October alone brought in 126 leads from other sources while the profile brought in nothing. A profile producing zero in a month when the phone is ringing is not losing the competition, it is not in it.
That narrows the cause fast. Google was not offering this business as an answer at all, and category, services and service area are what decide that. None of them fix themselves.
Goals and measurement window
What we set out to move.
One outcome was scoped at the start: make the profile produce. Everything else followed from that.
- Get the profile on the board at all, which means any leads above zero
- Grow organic search alongside it, so the site and the profile pull in the same direction
- Attribute every lead to a source, so the result is checkable rather than asserted
Measurement window: October 2025 to September 2026
What we implemented
The work, in the order it ran.
-
Grid scan and baseline
Late September 2025
Call tracking and form tracking wired up before anything else, so every lead from that day forward carries the source that produced it. The first full quarter of that data is the baseline this page compares against.
-
Competitor teardown
Same week
The businesses holding the pack on the core treatment and lawn terms were benchmarked for primary category, service depth and review rate. A profile stuck at zero usually differs from them on category before it differs on anything else.
-
Profile rebuild
Months one to three
Categories reset against the benchmark. Every treatment and program listed and described in the language homeowners search, rather than the trade shorthand. Service area drawn to the suburbs the crews actually cover. Name, address and phone made consistent across citations.
-
Review system
Built in, then ongoing
Review requests attached to job close-out so the rate keeps running on its own, with prompts that encourage naming the treatment and the suburb.
-
Content and proximity
Months two to six
Service and area content aligned to the terms the profile needed to be eligible for, so the site and the profile describe one business to Google instead of two.
-
Re-scan, report, adjust
Monthly
Lead volume reviewed by source every month. The profile went from zero to 49 leads in February, then held between 148 and 168 a month from March onward.
This is the same sequence every account runs. See the full process
Before and after
Every keyword we tracked, including the ones that barely moved.
Top-three coverage is the share of grid points where the profile held position one, two or three. Same grid, same points, both dates.
| Keyword | Before | After | Scan dates | Days |
|---|
What the coverage produced
Rankings are the input. This is the output.
Read from the client's own Google Business Profile performance panel. Each row compares a period against the period immediately before it, or against the same period a year earlier where the row says so.
| Metric | Before | After | Change | Window |
|---|---|---|---|---|
| Google Business Profile leads | 0 | 396 | From zero | Oct to Dec 2025 against Jul to Sep 2026 |
| Profile share of all leads | 0% | 51% | From zero | Oct to Dec 2025 against Jul to Sep 2026 |
| Phone calls | 72 | 525 | +629% | Oct to Dec 2025 against Jul to Sep 2026 |
| Organic search leads | 90 | 626 | +596% | Oct to Dec 2025 against Jul to Sep 2026 |
| First-time enquirers | 142 | 478 | +237% | Oct to Dec 2025 against Jul to Sep 2026 |
Source: Call and form tracking, source-attributed per lead · Call and form tracking · Call tracking, every call recorded and sourced · Call tracking, repeat callers excluded
What that demand is worth
The calculation, with every assumption showing.
One number here is measured and two are assumptions. They are laid out separately so you can throw ours away and put your own close rate and your own average job in their place. Your numbers are the only ones that matter.
- 888 new profile enquiries a year Measured
- Measured, and counted the hard way. In the latest quarter 212 of the profile leads were first-time enquirers rather than repeat callers, which is about 74 a month, or 888 across a year. Repeat callers are excluded entirely, and the 626 organic leads are not counted here at all.
- 35% close rate Assumption
- Assumption, held under the benchmark. Invoca puts phone lead conversion at 46% across home services and the industry booking rate average is 42%. Two thirds of this client’s leads are phone calls.
- $600 average job Assumption
- Assumption, held at the bottom of the published range. A full-service annual program covering fertilization, weed control and prevention runs $600 to $1,200 a year in 2026, and a fertilization and weed control program alone runs $400 to $900.
888 new profile enquiries a year x 35% close rate x $600 program
$186,000 extra a year
From the Google profile alone before counting the 626 extra organic leads a quarter.
Read this before you quote the number
This is a model, not an invoice. The lead figure is measured off the client’s own Google Business Profile. The close rate and the job value are assumptions, both held at or below the published benchmark, and both printed above so you can replace them with your own. We did not follow these leads to signed jobs or paid invoices, so this is what the extra demand is worth at those assumptions, not revenue we have verified.
Benchmarks used: Invoca home services lead conversion benchmarks 2026, phone leads convert at 46% · LawnStarter, lawn care price guide 2026
How this was measured
So you can check it rather than trust it.
Every lead on this page is an individual tracked record, not a platform estimate. Calls and web form submissions are captured and tagged with the source that produced them, so a lead from the Google Business Profile is counted separately from every other channel.
The counts were pulled directly from that tracking platform for the exact date ranges printed here.
The starting point is a real zero, not a rounding. Across October, November, December 2025 and January 2026 the profile produced no tracked leads at all.
What these numbers do not say
- These results were selected. They are not typical of every engagement and they are not a forecast of yours.
- Lawn care is strongly seasonal and the two quarters compared here are not the same season, so the total lead figure is flattered by that. The figure that weather cannot explain is the one to read: the profile going from zero to 51 percent of every lead the business receives.
- Twelve months of tracking is not yet a full year against a full year. The same quarter against the same quarter a year later will be the stronger comparison, and it is not available until this engagement has run longer.
- Nobody can guarantee a Google ranking. Positions move with competitors, categories, proximity and Google’s own updates.
- This client has no invoicing system we read from, so the value figure on this page is modeled from measured leads rather than taken from invoices. The HVAC case file is the one with invoice-verified revenue.
Client name, city and profile ID are withheld on every case study we publish. Contractors get called by vendors the moment they show up in a results page, so we do not put them there.