How Caffrey Tree went from zero digital presence to 200+ leads in 60 days

Google Ads · LSAs · Meta Ads

200+ Leads

85 leads in 45 day period

Busiest Year

The Challenge

Smitty's Landscaping & Irrigation is a full-service landscaping and hardscaping company serving residential clients across Essex County, New Jersey. The previous agency's reporting was heavy on impressions and clicks, the kind of numbers that look busy but don't fill a schedule. In Q1 2025, that entire effort produced just 37 leads. There was no visibility into lead quality, no transparency into what the budget was actually producing, and no strategy built around the specific towns and job types the business actually wanted. The pipeline was thin, the data was hollow, and there was no clear answer for how to fix it.

Before BidWaves

No digital presence
No predictable pipeline
Traditional ads only
Unclear ROI

In-Person Monthly Meetings

Direct Feedback. Smarter strategy. Better Results

The Approach

BidWaves designed the strategy around one priority: earn trust through results before asking for a bigger commitment. The campaign launched with a conservative budget focused exclusively on paid search, extensive keyword research paired with tight, town-level geographic targeting to reach homeowners in the exact service areas that mattered most.

‍

The first 60 days told the story. Lead volume came in fast, and the quality was there, the right job types, in the right locations. That performance built the confidence to increase spend in month three and expand into Local Service Ads and Meta Ads.

‍

From there, optimization continues month over month every decision anchored to actual lead quality, not vanity metrics like impressions and clicks. In-person monthly meetings kept feedback direct and strategy sharp.

The Approach

200+ qualified leads

generated since launch, with momentum accelerating quarter over quarter

85 leads

in a single 45-day window with volume continuing to climb month over month

Reached the right job types

in the right service areas — not just volume, but fit

The client reported one of the best years

in the company's history, with the following quarter already outpacing expectations

"BidWaves delivers real meat and potato type leads.
There is a lot of substance to them."

— Caffrey Tree & Landscape

Why it Worked

Tree and landscaping services live and die by local reputation and seasonal timing. Breaking through in a market where word of mouth has always dominated requires precision, reaching the right homeowner, in the right town, at exactly the right moment in the season. By starting lean and proving the model before scaling, BidWaves built a campaign that compounded in performance month over month. The results didn't just fill the pipeline, they changed what the slow season looked like.

CASE STUDIES