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Eternal Turf
Case Study
Home Services
Google Ads
Facebook Ads
SEO
16.29X
Facebook Ads Return on Ad Spend
Learn how Google Ads, Facebook Ads, and SEO helped Eternal Turf Artificial Grass stabilize lead generation across three Florida markets.
The Problem
Eternal Turf Artificial Grass was struggling to generate consistent, high-quality leads across multiple Florida markets. Paid ads were underperforming with no clear regional segmentation, resulting in wasted spend and poor targeting, while minimal organic visibility limited inbound opportunities and lead flow remained unpredictable from one service area to the next.
The business needed a strategy that would stabilize lead generation, improve efficiency, and scale across regions simultaneously.
A Deeper Dive
A closer look at the challenges
Challenge
01
Google Ads: Paid ads lacked clear regional segmentation, leading to wasted spend and poor targeting across Eternal Turf's Florida service areas.
Challenge
02
Facebook Ads: Reaching the right homeowners and niche audiences cost-efficiently across three distinct Florida regions required tighter targeting than a one-size-fits-all approach could offer.
Challenge
03
SEO: Minimal presence in organic search results was limiting inbound lead opportunities alongside the paid media effort.
The Solution
The Digital Resource team implemented a regionally segmented, multi-channel strategy combining Google Ads and Local Services Ads to capture high-intent search traffic, Facebook and Instagram Ads to reach homeowners and niche audiences cost-efficiently, and SEO optimization to boost organic visibility — stabilizing lead generation and enabling the business to scale across all three Florida markets simultaneously.
Implementation
Step 1
All Channels: Campaigns were split across Central, Southwest, and Southeast Florida to improve targeting and relevance across every channel.
Step 2
Google Ads: We focused Google Ads and Local Services Ads on high-intent search traffic to capture ready-to-buy customers.
Step3
Facebook Ads: We targeted homeowners and niche audiences — including golf enthusiasts — through Facebook and Instagram Ads for cost-efficient lead generation.
Step 4
SEO: We improved organic visibility to increase inbound lead opportunities across all markets.
Impact
16.29X
Facebook Ads Return on Ad Spend
10.6X
Google Ads Return on Ad Spend
+108%
Increase in Calls from SEO (Month-Over-Month)
