Lawn Buddy
Case Study
Recently pivoted seed-stage software company rapidly increases sign ups among new target market through paid advertising, email and content marketing.
300%
MoM Increase in Sign Ups
500%
Increase in MoM Conversion Rate
12%
Increased Conversion Rate from 2% Prior
Summary
Lawn Buddy is a B2B SaaS platform designed to help lawn care and landscaping companies streamline their business management processes. Offering tools like customer management, electronic invoicing, automatic payments, marketing automation, and yard estimation, when we began working with Lawn Buddy, they had just transitioned from providing on-demand lawn services for homeowners to serve business owners directly. With a foundation of 2,000 registered users, their goal in engaging our digital marketing services was to promote their new subscription model and onboard customers in preparation for the busy lawn care season.
Solution
Lawn Buddy operated on a freemium business model. Pier Marketing implemented a comprehensive marketing strategy to identify high-converting channels that would aggressively drive sign-ups. We then nurtured and converted those sign-ups into paying customers through targeted drip email campaigns. Our approach included:
- Paid Advertising Campaigns: We built and managed paid campaigns on Facebook and Google. Our primary goals were to reach new customers and build brand awareness among lawn care companies through professional targeting using Facebook Ads and targeted search inquiries on Google Ads.
- Facebook Ads: We carefully considered what would resonate with the target audience before launching our campaigns. We developed ad creatives that had the desired look and feel and featured simple and straightforward messaging. We experimented with different messages to identify the most effective communication strategies. Once we determined what resonated, we invested in professional video production. The video creatives significantly boosted our ad performance, deeply engaging our target audience.
- Google Ads: We built Google Ads as a channel to expand reach and brand awareness and complement our Google Ads efforts. We targeted various keywords, including brand, competitor, and generic terms, to maximize reach and engagement.
- Email Marketing: After customers signed up, we implemented drip email campaigns to assist with onboarding and encourage active product use. The primary goal of these campaigns was to drive product engagement, ultimately leading to subscription sign-ups. This approach was particularly beneficial as Lawn Buddy continued to enhance their in-product onboarding process.
Location
Wichita, Kansas
Industry
B2B SaaS
Start-Up Stage
Seed
Marketing Strategy
Meta Paid Advertising
Google Paid Advertising
Email Marketing
Pericus Ventures has helped us exponentially increase signups on our website, finding the right places to reach our target market with relevant, engaging content that converted. They are great to work with and has made a huge impact on our business.
Steven Werner
Founder & CEO, Lawn Buddy
Results
Launching the new Meta Ads campaign helped Lawn Buddy sign up more customers in one month than the prior year.
In just a few months, our efforts significantly boosted Lawn Buddy’s performance:
- Sign-Ups: By quickly discovering Facebook and Google Ads as strong converting channels for our target audience, we achieved an astounding 300% month-over-month (MoM) increase in sign-ups, transforming Lawn Buddy's customer acquisition process. Despite a conversion-optimized campaign, we maintained a cost-per-click (CPC) below $1.00, ensuring cost-effective customer acquisition. We were fortunate to tap into Facebook Ads when they were more cost-effective than they are today.
- Conversion Rate: By continually testing our ad creative and focusing on what resonated with our target audience, our strategic approach led to a 500% increase in the MoM conversion rate, soaring from 2% to an impressive 12%. Investing in creating video content supported driving a much higher conversion rate. We also continually tested messaging to understand what resonated with our target audience, then used that copy on the landing page to improve the site’s conversion rate.
- Facebook Ads: The key to our success was creating great ad content. Our target audience loved the ads, generating 25,000 post engagements and 6,000 clicks.
- Google Paid Ads: Though our primary channel was Facebook Ads, Google Ads proved to be an excellent channel for expansion. We reached an audience of 15,000 per month, achieved 4,000 clicks, maintained a CPC below $1.00, and increased the conversion rate dramatically from 2% to 12%.
- Email Marketing: Our email campaigns achieved a 27% open rate and a 4% click rate, driving further engagement and conversions. As we drove strong top-of-funnel sign-ups, we were able to nurture them to use the product and get started with our email campaigns.
Overall, we saw a 300% increase in monthly sign-ups and a 500% improvement in the conversion rate, reaching an impressive 12% while keeping ad spend costs low per conversion. We worked diligently to understand Lawn Buddy's target customers deeply, creating compelling ad creatives that drove strong interest, as evidenced by over 25,000 post engagements.
Pier’s strategic and data-driven marketing efforts helped Lawn Buddy reach 20,000 sign-ups within the first year of pivoting their business model. This gave them the traction they needed to grow their business and prepare for future funding opportunities.
