Case Study
J&G Lawn & Garden. Three years. +509% growth.
The full marketing program for a landscape design-build firm: brand strategy, Meta ads, content production, and every TV commercial, all from one studio. Here's the playbook and the numbers.
The Brief
The best builder in the county. Not the best known.
J&G Lawn & Garden is Humboldt County's largest landscape design-build company. Thirty-plus employees and the firm homeowners and commercial clients call when the project actually has to be done right. The craft was never the problem.
The problem was familiarity. A $30,000 landscape build isn't an impulse purchase; a homeowner sits on that decision for months, sometimes years. When the moment finally comes, they don't compare bids from strangers. They call the name they already trust. J&G needed to be that name, county-wide, before the buying moment ever arrived.
The Strategy
Show, don't tell. For three straight years.
Most home-services advertisers run lead-form ads chasing short-term cost-per-lead. The J&G program ran neither. The strategy was to put a magnifying glass on the company J&G already was, the crews, the craft, the finished projects, and run it in front of the local market week after week. On the Meta side that meant a pure engagement objective. No link-click optimization, no lead-form chase, just relentless visibility on the work itself.
That takes discipline, because for months the dashboard doesn't look like anything a lead-gen agency would brag about. Then it compounds. The crews start hearing "I see you guys everywhere." The bids get easier. And every other marketing channel the business runs starts working better, because the person on the other end already knows the name.
The Numbers
What three years of brand-building actually produced.
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+509%
Year-over-year website traffic growth
Site live November 2023; growth measured against the prior year
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583K
Unique people reached on Meta
Many times the size of the client's entire home market
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1.56M
Page engagements
Across 116 campaigns over three years
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80%
Below-industry cost-per-click
Meta CPC vs. home-services benchmarks; CPM 45 to 60% below industry
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−27.5%
Lower Google Ads cost-per-conversion
Lifetime $15.84 CPA down to $11.48 during the brand-building window
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92%
Of all-time Google Ads conversions during tenure
The documented downstream effect of brand familiarity on paid search
One number worth underlining: none of this was optimized for clicks, and Meta still drove more traffic to the J&G website than Google's organic search did, 3,542 visits from Facebook and Instagram against 2,744 organic. The in-app browsers ranked as the 2nd and 4th most-used browsers on the site, roughly 36% of all sessions. Those clicks were a byproduct of attention, not the goal.
The Creative Engine
Every ad, every film, every TV spot. In-house.
A brand program is only as good as the creative feeding it. Every J&G TV commercial that has run on county broadcast was shot, edited, and delivered by the studio, concept, multi-camera capture, drone aerial, color, and sound, the same library that powered the Meta campaigns and the YouTube films. One pipeline, one standard, no hand-offs.
Work with Tex
Your business could be the next case study.
The same program, brand strategy, creative production, paid media, and the software behind it, is what Tex builds for businesses across Northern Arizona and California. The first call is free.