Lawnrite
Launch partnered with Lawnrite to implement full-funnel Meta and Google campaigns, creative testing, and brand content — generating consistent leads, reducing acquisition costs, and building a scalable marketing system for franchise growth.
Stats achieved for this client:
Leads in the first 2 months
Reduction in CPL
Increase in lead volume from Meta
The Challenge
Lawn Rite, a well-established franchise in the lawn care industry, faced a common issue for many service-based businesses, ads were running, but without a clear strategy. Both Google and Meta campaigns were active, yet there was no structure, targeting framework, or optimisation focused on generating high-quality leads. As a result, ad spend wasn’t delivering its full potential, and enquiry volume varied widely across regions. With a low barrier to entry in the lawn service industry, Lawn Rite was competing in a crowded market where price-based decision-making was common, making brand differentiation essential. The challenge was to create a marketing system that not only generated more leads at a lower cost but also positioned Lawn Rite as the go-to choice in their local markets. This required both strategic funnel development and a content direction that built trust, engaged audiences, and drove measurable increases in enquiry volumes.
Our Approach
Launch began by building a structured Meta Ads funnel designed to capture, nurture, and convert leads efficiently. Campaigns were segmented by city and region, allowing us to focus spend on areas where Lawn Rite’s franchisees needed more enquiries. We implemented lead generation campaigns with strong calls-to-action, ensuring every click had a clear pathway to conversion. Alongside the paid strategy, we provided strategic content direction, guiding Lawn Rite on creative that would resonate in a competitive, low-differentiation market. This included educational and value-based posts to build trust, before-and-after visuals to demonstrate service quality, and timely seasonal promotions to tap into peak demand. By combining regional targeting with optimised creative, we ensured the campaigns captured the attention of homeowners who were ready to buy. Ongoing reporting and fortnightly calls kept performance transparent and allowed for rapid optimisation based on data.
The Results
In just three months, Lawn Rite saw a dramatic improvement in lead generation performance. Over 600 high-quality leads were generated, with a 45% reduction in cost per lead compared to previous campaigns. The regional targeting approach meant that underperforming franchise areas received a steady flow of new enquiries, helping balance workload and boost revenue potential across the network. The combination of strategic Meta Ads funneling and content direction also led to stronger brand engagement, positioning Lawn Rite as a trusted, professional alternative to smaller, less-established competitors. This improved brand perception translated into higher conversion rates and a more consistent pipeline of work for franchisees. With the foundation now in place, Lawn Rite is equipped with a scalable, data-driven marketing system that continues to deliver both volume and quality in leads—ensuring growth and competitive advantage in a saturated market.
Why Partner With Launch?
No more content that looks nice but doesn’t move the needle. Partner with a team that lives and breathes creative — backed by data, strategy, and execution.
