Case Study: Seymour Lawn & Garden

Turning Generic Ad Spend into Seasonal, Profit-Driven Growth

Markets

North Vancouver & West Vancouver, British Columbia, Canada.

Challenge

Seymour Lawn & Garden is a trusted, established landscaping company known for its service quality and local team. They were already investing in Google Ads—but their campaigns targeted broad, generic keywords, resulting in unpredictable lead quality and inefficient use of ad spend.

Before working with NorthStar Growth Marketing, Seymour Lawn & Garden’s ads attracted too many general inquiries (“yard work,” “landscaping services”) that didn’t align with their team’s seasonal capacity or high-value offerings.

While their ads generated traffic, most of it wasn’t converting into profitable projects. The company needed a system that would:

Keep ad spend steady while improving return on investment
Align marketing efforts with operational capacity
Prioritize high-margin seasonal services

Solution

NorthStar’s Approach

NorthStar deployed its Trust-Driven Full-Funnel Growth System — embedding with the client’s team to align ad strategy with real-world capacity, seasonality, and profitability goals.

Strategic Actions:

Restructured Google Ads campaigns around specific service lines: Cleanups, Irrigation, Softscaping, and Hardscaping.

2. Introduced seasonal targeting, rotating campaigns throughout the year to match operational flow and weather patterns:

Spring: Cleanup projects and lawn refresh packages
Late Spring / Early Summer: Irrigation system setup and optimization
Summer: Softscaping services, segmented by subcategory (planting, edging, mulch, lighting)
Fall: Cleanup and maintenance packages for pre-winter prep
Winter: Hardscaping projects, retaining walls, and design consults

Grow with integrity.

See the numbers.

Scale what works.

3. Maintained the same overall ad spend, proving that growth can come from better targeting and trust-based systems—not more budget.

4. Enhanced lead attribution tracking, distinguishing genuine project inquiries from spam or low-intent submissions.

Execution

NorthStar optimized Seymour Lawn & Garden’s campaigns through:

Service-specific ad groups with tailored keywords and seasonal ad copy
Geo-targeting for local search relevance in Greater Vancouver
Conversion-focused landing pages with transparent service breakdowns
Negative keywords to reduce wasted spend on unrelated traffic
Transparent reporting to monitor inquiries and ROI

Results

With the same monthly ad spend, Seymour Lawn & Garden achieved measurable, seasonal growth:

Instead of generic “landscaping” inquiries, they began receiving targeted, ready-to-book requests such as:

“Looking for irrigation installation this May,” or “Need fall cleanup before the rain season.”

Ethical growth.

Predictable pipeline.

Transparent results.

Client Impact

“We’ve never had our marketing align so cleanly with how our business actually operates. NorthStar helped us fill our schedule with the right jobs at the right time. We didn’t increase our ad spend—but our bookings and profitability have never been stronger.”

-Ryan Wiebe, Seymour Lawn & Garden

Why It Worked

Trust-Driven Strategy: Honest, transparent targeting built long-term credibility.
Operational Alignment: Ads matched the client’s actual seasonal capacity.
Smart Optimization: Focus on efficiency and measurable performance, not hype.

Outcome Summary

NorthStar transformed Seymour Lawn & Garden’s ad strategy from generic awareness into a systematic, capacity-based growth engine. By aligning seasonal services with transparent data, the company achieved predictable, ethical growth — without spending more.

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