As a lawn and landscape business, you know the importance of investing in digital marketing. But how do you determine if your efforts are actually paying off? Tracking your digital return on investment (ROI) is the key to understanding which platforms are generating real revenue—and which ones might be wasting your ad spend.

At Lawnline Marketing, we specialize in helping lawn and landscape businesses optimize their marketing strategies. In this guide, we’ll break down how to accurately track your digital ROI and make data-driven decisions to grow your business.

Step 1: Identify Where Your Leads Are Coming From

One of the biggest mistakes we see businesses make is relying on customer-reported lead sources. When a customer says they found you on “Google,” do they mean organic search, Google Ads, or even a local listing? Without proper tracking, there’s no way to know for sure.

That’s why we use lead tracking tools like WhatConverts to accurately track where leads originate. While no system is 100% perfect, achieving 80-90% accuracy is a realistic goal. This level of accuracy is enough to determine which platforms are delivering the best results.

Step 2: Calculate Your ROI

Once you know where your leads are coming from, the next step is figuring out your return on investment. Here’s a simple formula:

Total Revenue from a Platform ÷ Total Ad Spend on That Platform = ROI

For example, if you spent $5,000 on Facebook Ads and the leads generated $40,000 in revenue, your ROI would be 8x. This means you made $8 for every $1 spent.

Industry Benchmark:

To be profitable, most lawn and landscape businesses need an 8-10x ROI based on an industry-standard 10% profit margin. If your ROI is below this, your marketing strategy needs optimization.

Step 3: Segment for Deeper Insights

Once you’ve determined your overall ROI, it’s time to dig deeper. Not all services perform equally across every platform. Some platforms drive better results for mowing services, while others work better for high-ticket landscaping projects.

By segmenting your data, you can determine:

  • Which services generate the highest ROI on each platform.

  • Where you should increase or decrease ad spend.

  • Opportunities to improve lead quality and conversion rates.

Why You Need an Agency to Help

Understanding your digital ROI is crucial for scaling your lawn and landscape business. While lead tracking isn’t a perfect science, it provides the insights needed to make smarter marketing decisions.

Tracking and analyzing digital ROI can quickly become complex. That’s where working with a specialized digital marketing agency—like us—makes all the difference. We handle the data, make strategic adjustments, and ensure your budget is working as hard as you do. If you’re ready to maximize your ROI and stop wasting ad spend, let’s chat. Contact us at (813) 944-3400 to get started!