Tampa Agency Skyrockets Lead to MQL Rate by 92% In <5min

Case Study

• Agency: Lawnline Marketing
• Client: Lawncare Specialist
• Software: WhatConverts

“We use it literally every single day to manage tens of thousands, if not hundreds of thousands of leads. WhatConverts is a core part of our business and we plan on continuing to use it as we grow and grow and grow.”

The Challenge:

Tampa marketing agency Lawnline Marketing has seen incredible growth over the last 8 years. Through a mix of best-in-class marketing services and extensive experience with the green industry (lawncare, tree services, landscaping, etc.), they grew their client list from 10 businesses to 75+ companies.

However, scaling so successfully can bring with it unique problems. For instance, one client—a large lawn care company—was spending $150K+ on generating leads through various marketing channels (Google Ads, local service ads or LSAs, etc.) using Lawnline Marketing. This resulted in thousands upon thousands of leads over the course of a few months.

Without the right platform, Lawnline Marketing would need to spend an immense amount of time organizing data and cross-referencing tools in order to understand:

• Which channels were producing high-quality leads
• What was driving spam leads to contact clients
• Where to allocate budget to optimize ad spend

Lawnline Marketing needed a tool that let them 1) discover such insights efficiently and 2) customize their data organization to cater to their niche industry.

The Approach:

“I can see through WhatConverts that too many of these leads are not quotable and understand why that is using custom fields and the Lead Manager.”

WhatConverts turned out to be the solution that checked all the boxes.

With it, Lawnline could filter through the massive collection of lead data and extract valuable insights in just minutes. Plus, they could create custom fields to enrich that lead data with additional information unique to their industry. Finally, call transcriptions and recordings made it easy to assess lead quality right from the platform.

For example, in one optimization session, Lawnline could filter the 6,000+ total leads down into leads that were not qualified (1092). Then, using a custom field they created, they could filter those leads by the reason they were not considered qualified leads. One such reason—interest in an non-offered service (mowing)—accounted for 226 leads, 92 of which were coming from local service ads (41% of all leads generated from LSAs).

Then they could diagnose why LSAs were generating such a high rate of non-qualified leads and fix the problem.

The Result:

“Using the data in WhatConverts, we could clearly see there is an issue here [leads looking for a non-offered service] and fix that problem.”

With the lead organization system and ease of use of WhatConverts, Lawnline Marketing went through this entire optimization process in less than 5 minutes.

As a result, they discovered that local service ads were generating a disproportionate amount of non-qualified leads, resulting in wasted budget. Lawnline then analyzed their LSAs, identified the problem (improper service categorization), and altered their listings accordingly.

Because of this quick optimization, their client’s LSAs almost immediately generated 92% fewer non-offered service leads—a huge win for lead-to-MQL rates and for their agency’s ROI.

Results Highlights

• Diagnosed complex performance problems in <5 minutes
• Used custom fields to identify optimization opportunities across thousands of leads
• Reduced unrelated service leads by 92%

Want to get marketing insights faster so you can grow your agency ROI? Start your free 14-day trial of WhatConverts today!