THE CLIENT
GM Tree Services is a professional tree cutting and garden services company operating across five counties in the South East of Ireland — Carlow, Kilkenny, Wexford, Waterford, and Tipperary. They offer tree cutting and removal, tree pruning and crown reduction, hedge cutting and trimming, garden clearance, and general garden maintenance — serving both homeowners and commercial clients across a wide geographic area.
5-star rated with over 100 Google reviews. A solid business with a strong reputation. What they needed was a consistent pipeline of new leads across their full service area.
THE CHALLENGE
Covering five counties is both an opportunity and a challenge when it comes to Google Ads. A wider service area means more potential customers — but it also means more competition, a larger geographic spread to manage, and a bigger risk of budget being wasted on the wrong searches in the wrong locations.
The goal was straightforward — generate real enquiries for tree cutting, hedge trimming, and garden services across the South East, at a cost per lead that made commercial sense. Not clicks, not impressions, not traffic. Actual calls and quote requests from people who needed the work done.
THE SOLUTION
A focused Search campaign built around high-intent local keywords
We built the campaign from scratch using a Search campaign structure targeting the services GM Tree Services actually wanted to win — tree cutting, tree removal, hedge cutting, and garden clearance — across each of the five counties in their service area.
Tightly themed ad groups ensured that every search triggered a relevant, specific ad rather than a generic catch-all. Ad copy was written to speak directly to someone with a tree or garden problem right now — leading with availability, local presence, free quotes, and the 5-star reputation that GM Tree Services had already built.
Conversion tracking from day one
Every lead was tracked — calls, form submissions, and quote requests — so from the moment the campaign went live we had full visibility on exactly what was working and where budget was being spent most effectively.
Negative keyword filtering
We cut out the searches that would never convert — DIY queries, competitor names, job searches, and irrelevant terms — ensuring every click came from someone genuinely looking to hire a tree or garden services company in the South East.
THE RESULTS
The numbers from the first 30 days speak for themselves.
A 21.51% conversion rate is exceptional for a Google Ads campaign in any industry. For context, the average conversion rate across trades and home services campaigns typically sits between 5 and 10 percent. GM Tree Services were converting at more than double that — a direct result of matching the right keywords to the right ads to a landing page built specifically to convert.
At €17.17 per lead, the campaign is generating enquiries at a cost that makes every job booked from Google Ads extremely profitable. For a business covering five counties with consistent demand for tree and garden services, that's a pipeline that pays for itself many times over.