How Landscapers Are Using THIS Facebook Ads Formula to Add $1M+

MATTHEW THIBEAU • June 13, 2025

If you’re serious about scaling your landscaping business — like adding another million dollars in revenue or hitting that seven-figure mark for the first time — you need more than just a few good months. You need a campaign that’s engineered to get you there.

In this article, I’ll show you exactly how we structure million-dollar campaigns for landscapers using Facebook Ads (and a few other tools).

You’ll walk away knowing what it takes in real numbers to hit that next level based on the metrics and performance of previous campaigns we’ve done in the past.

Step 1: Start with the Money Math

Let’s reverse-engineer a million.

A million dollars a year breaks down to about $84,000 per month. So, if you’re selling jobs that average around $15,000 (a sweet spot for mid-sized landscape projects), you’ll need six of those jobs each month.

Now comes the 50/30 Method — something we use with our clients all the time.

• ~50% of your leads book an estimate

• ~30% of those estimates close

So, to land 6 jobs:

• You need ~20 estimates

• Which means ~40 qualified leads per month

If your cost per lead is $75 (on the higher side for Facebook, just to be safe), that’s a $3,000/month ad spend.

This is how you budget for your ad campaigns the smart way because it considers the entire sales process, and the associated conversion rates at each level in your sales process.

The 50/30 Method is surprisingly accurate, and on numerous occasions has gotten comments from our clients after the fact asking me, “It’s like you saw the future – How did you predict the ROI of the campaign so accurately?”

Obviously, we have some clients that operate above the 50/30 metrics, but it’s always better to be on the conservative side when coming up with these numbers because things don’t always go perfectly.

Step 2: Build an Offer That Commands $15,000

You can’t advertise mowing and expect to land $15k backyard overhauls.

If we want to attract bigger jobs, like in this example, you need to offer something that justifies that size of project.

In this case, we would recommend advertising:

• Front or backyard makeovers

• Hardscaping with custom design

• Outdoor living builds that include excavation, lighting, plants, and more

And you need to position your business accordingly. That means:

• Only using job photos that reflect the type of projects you want

• Ditching content that shows mowing, leaf cleanup, or anything sub-$1,000

• Structuring your offer to appeal to serious buyers

Again, this is for this example only assuming you're looking for $15k jobs, so our money math makes sense.

For those bigger jobs, a killer offer is a free design consultation. It doesn’t attract tire kickers. It attracts people who are already serious — and often need design work anyway to get started.

Plus, the perceived value of design work can easily justify the price point.

Step 3: Dial In Your Targeting Strategy

Facebook Ads work best when you hit all three stages of the buyer’s journey. That’s why we use a three-part targeting strategy:

Broad targeting: Just age and location — no interests. For example, 30–65+ within 15 miles of your service area. This casts a wide net and lets Facebook’s algorithm find who’s responding.

Interest-based targeting: We like simple interests like “home renovation” or “landscaping” — nothing fancy. This helps catch people browsing for backyard ideas or planning upgrades.

Lookalike audiences: If you’ve got a client list of past jobs (especially larger ones), upload it to Facebook and build a lookalike audience. You’ll end up showing your ads to people who behave similarly to your past high-ticket clients.

And don’t forget remarketing. If people are already visiting your website from referrals, trade shows, SEO, or past campaigns, it would be a shame to miss out on all those warm leads. For that reason, install a pixel on it and run ads specifically to those warm leads.

These usually convert at a much lower cost per lead.

Step 4: Layer on Google Local Service Ads (LSAs)

Facebook is great for generating demand and getting qualified leads coming through. But LSAs are how you capture those warmer leads who are already searching for someone to hire.

Pairing LSAs with Facebook ads creates a high/low funnel strategy:

• Facebook warms people up and creates qualified leads while building your brand

• LSAs scoop up people who are looking to hire someone right now

This combo increases lead flow and shortens the time between impression and job.

Step 5: Optimize Your Sales Funnel

It’s one thing to get leads. It’s another to close them.

If you’re aiming to add a million in revenue, you can’t afford to lose leads to disorganization or slow follow-up. You need two things:

A CRM with automations: You should be texting and emailing leads immediately after they fill out your form. Whether it’s Jobber, HighLevel, or something else, set up auto-responses that ask for more info and keep the conversation going.

A sales team (or at least a sales system): Most landscapers lose jobs because they email quotes instead of closing in-person. You don’t need a huge team, but at the very least:

o An appointment setter to book estimates

o An estimator or sales rep who can go out, meet the homeowner, and close on the spot

And if you really want to boost your close rate? Offer financing.

Financing makes a $15,000 project feel like $197/month. Suddenly, the number-one objection (“we can’t afford it right now”) disappears.

We’ve seen clients boost their close rate by 10–20% just by offering $0-down payment plans.

In summary: Your Million-Dollar Blueprint

Let’s tie it all together.

Here’s the simplified version of what you need to do:

• Figure out your money math: Start with your revenue goal, and work backward to calculate jobs, leads, and ad spend. In this case, we decided we need $15k jobs to hit our million-dollar goal.

• Position for $15k+ jobs: Use content and offers that attract the size of jobs we're going after.

• Target all stages of the funnel: Use broad, interest-based, and lookalike targeting — plus remarketing.

• Stack platforms: Run Facebook Ads and Google LSAs together to cover both warm and hot buyers.

• Close more jobs: Use CRM automation, in-person estimates, and offer financing.

This is the exact system we’ve used to help our clients add hundreds of thousands (sometimes even millions) to their business. You don’t need to reinvent the wheel. You just need to build the right machine — and then feed it with consistency.

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