LazyLawn Case Study


increase in

organic traffic


reduction in

monthy ad spend



in CPC

The Evergreen (UK) Ltd sell artificial grass direct to consumers and the trade through 5 different websites and their sales team. They also have a network of 25 licensed installers that install their products to consumers in specific postcodes around the UK.


At the start of the 2016 Evergreen contracted Anicca to manage their PPC and SEO and to provide general consultancy services.  This case study focuses on the project to promote the consumer brand LazyLawn both at a national and local level

PPC Issues

  • There was no co-ordinated approach resulting in wasted budget and management time
  • Some of their installers were managing their own AdWords and competing with central site and/or each other
  • Campaigns were not geo-located to the post-code level, resulting in poor CTR, impression shares and conversion rates
  • Improved Shopping ads were required as these were dominating the PPC results
  • We pitched to the Installers to allow us to manage all their AdWords accounts centrally with landing pages on the main site – however this meant that we have no sight of what was being spent or achieved on these accounts before the handover

Website and SEO Issues

  • The Evergreen Group has multiple sites, some with similar content and targeting similar phrases
  • They have a UK network of installers, some had their own micro-sites and other had pages on the main site
  • This resulted in problems with duplicate content and cannibalisation of content – so for a single keyphrase the landing page that Google ranked was jumping between competing pages
  • There was a large number of searches for one hero phrase – “artificial grass” – but this is considered by Google as a local phrase – so how does main site do as compared to micro-sites or local pages?

Tracking Issues

  • Visitors can either purchasing the product online (without installation) or request a quote for installation and supply (lead)
  • Analytics ecommerce tracking was not setup correctly, so most sales were wrongly attributed to referral (payment gateway).
  • Once ecommerce tracking was setup, it was apparent that the conversion rate was very low (<0.2%) as most people wanted a quote for an installer to supply and fit the product
  • AdWords tracking was not set up correctly and in the last few months new tracking was implemented as additional thank you pages were added for all the new installer specific forms, these are still being setup in Analytics as new Goals

Lead handling issues

  • Manual processing of central leads – so they were re-emailed to installer
  • Issue with having too many poor quality leads  – so mid-project a calculator was added to filter out enquiries with insufficient budget
  • Installers territory is based on postcodes, so the nearest installer to a customer may not be the correct installer
  • Later in the project local installer specific forms were created which feed into the SharpSpring Marketing Automation system that we set up for lead handling – so leads are emailed directly to installer and to the company



  • Consolidate all the Adwords accounts into one account so the individual installers paid the ad spend for their own leads and a share of the management cost
  • Reduce the budget for PPC by matching it with the capacity of the installers to deal with the leads


  • Consolidate and optimise all the main pages and local pages on the LazyLawn and other sites
  • Increase organic traffic across all the group sites and specifically Lazylawn

Leads and tracking

  • Automate the delivery of the leads using a postcode search and marketing automation software, so the postcode of the lead determines:
    • The landing page after they searched with Installer specific forms
    • Where the lead is automatically sent (the email address of the installer for that postcode)
  • Fix the ecommerce tracking and goals so that the performance can be tracked going forward

Targets and budgets

  • Reduce total PPC budget by at least 10% and acquire the same number of leads (but more qualified)
  • Increase organic traffic by >10%
  • Reduce cost per sample request to <£100
  • Reduce cost per lead to <£30


  • After initial setup ongoing management was 2.25 days for SEO and the same for the central PPC account
  • The installers also pay £100 per month for their shared PPC management time  (x 16 installers) – equivalent to 2-3 days management time per month

Our Solution


  • Present business case to installers at annual sales meeting to justify case for a consolidated approach
  • Create one account for both national and local campaigns
  • Fix all the tracking issues both in Adwords and Analytics
  • Create 19 installer specific geo-targeted campaigns based on specific postcodes and localised phrases
  • Create local ads and ad extensions to encourage higher CTR to local landing pages
  • Set budget for each installer/campaign based on how much they could afford
  • Set national campaign text and shopping campaigns
  • National campaigns designed to pick up local phrases when the local budgets were exhausted  (by bid sculpting)
  • Create reporting systems to report back on traffic, costs and lead generation to each installers
  • Test Reviews.co.uk remarketing campaign


  • Devise a redirect and technical SEO strategy to consolidate the separate installers micro-sites within the main site
  • Optimise for different keyphrases across the group websites in order to target different target audiences
  • Stop keyphrase hopping between landing pages by de-optimising non-target pages
  • Understand the effect of localisation on the ranking positions of the hero phrase “artificial grass” and develop a strategy to develop local optimised pages
  • Developing local SEO citations using BrightLocal
  • Create ongoing content for blog and new location pages


  • CTR increased from 1.72% August 2015 to 3.32% August 2016
  • Sample Request Conversions went from 0.66% to 1.01%
  • Cost per sample reduced from £110.91 to £88.96
  • Our organic target of 10% increase was exceeded. We achieved a 13% increase.
  • Our target to reduce PPC costs by 10% was considerably beaten, with a 42% reduction
  • Our target to reduce the PPC cost per lead cost to under £30 was beaten, we achieved a cost per lead of £23.18.

Get in touch.
Let’s talk.

    * Mandatory