Case study · Google Ads lead generation
StoneView Landscape: 532 Google Ads Leads at $3.31 Each
GreatInflux moved StoneView Landscape's Google Ads off website form-fills and onto a Google-hosted lead form with one qualifying question. Between June 1 and September 10, 2026 the account produced 532 leads from $1,762.47 in ad spend, an average of $3.31 per lead, and our team checked each batch before it was forwarded to the client.
Figures from StoneView's live Google Ads account (all campaigns), June 1 – September 10, 2026.
The project at a glance
| Client | StoneView Landscape, a family-owned, fully insured landscaping company |
|---|---|
| Location | Stoughton and Norfolk County, Massachusetts |
| Services advertised | Landscaping, hardscape and commercial snow removal (plowing, salting, de-icing) |
| Channel | Google Search: two live campaigns |
| The problem | Website conversions showed that a form was sent, not who sent it or what they wanted |
| What we changed | Account-level Google lead form, a qualifying "which service?" question, one click path, agency verification |
| Result | 532 leads at an average of $3.31 each; $1.55 per lead on home & commercial services |
The client
StoneView Landscape on desktop and mobile
A family-owned, fully insured landscaping and snow-removal company in Stoughton, Massachusetts. Its website already carried strong reviews and a quote form, so the job was to send paid search traffic somewhere easier to convert and easier to check.
stoneviewlandscape.com
The problem
Conversions StoneView could count but not trust
StoneView's Search campaigns were optimizing toward website form-fills. In Google Ads, a website conversion only records that a form was submitted. It does not tell you who submitted it, what job they need, or whether the person is real. To see a name, a phone number or a job type, someone had to leave the ad platform and dig through the website's inbox.
That made two things impossible:
- Checking a lead before it reached the client. Any spam or junk submission counted as a conversion, and nobody could tell which ones were real.
- Asking a qualifying question up front. A snow-removal contract for a retail lot and a one-off patio quote arrived looking exactly the same.
For a seasonal business, this matters. Commercial snow contracts are signed before the first storm, so a slow or mixed-up response in the fall costs a whole winter of revenue.
What we built
Four changes, one clear path to a lead
We replaced the website hand-off with a lead form hosted by Google and attached at the account level, so it serves automatically on every eligible Search campaign. A prospect fills it in without leaving the results page.
A lead form built inside Google Ads
Name, email and phone as required fields, with a submission message and a privacy-policy link set up to meet Google's lead-form policy.
One qualifying question
A custom question asks which service the prospect wants, so every lead arrives already sorted by job type.
Every competing click removed
We took call extensions and website sitelinks off both live campaigns. The ad now has one job: open the form.
A verification step before hand-off
Leads are exported to CSV from the Google Ads Leads tab and checked by our team before they go to StoneView, so nothing unverified reaches the client.
The ads, live
What a prospect sees on their phone
The headlines speak to the commercial buyer: free snow quotes for parking lots and sidewalks, 24/7 storm response, and "lock in your winter contract". The "Get a free estimate today" link opens the Google-hosted form directly, with no call button or website link competing for the tap.
The results
Results by campaign
Performance split cleanly by service line. Home & commercial services carried the volume at $1.55 a lead. Commercial snow removal is the slower, higher-value campaign: fewer people click, but each lead can be a season-long contract.
| Campaign | Impr. | Clicks | CTR | Cost | Leads | Cost / lead | Click → lead |
|---|---|---|---|---|---|---|---|
| Home & Commercial Services – Search | 4,006 | 1,005 | 25.09% | $735.23 | 473 | $1.55 | 47.1% |
| Commercial Snow Removal – Search | 22,936 | 384 | 1.67% | $1,027.24 | 59 | $17.41 | 15.4% |
| Account total | 26,942 | 1,389 | 5.16% | $1,762.47 | 532 | $3.31 | 38.3% |
What the numbers tell us
Three things worth knowing before you copy this
Most leads came after the rebuild went live
The impressions line is almost flat until late August. The rebuilt Home & Commercial Services campaign started on August 31, 2026, so most of the 532 leads arrived in the final weeks of the window, not spread across all of it.
"Call asset is missing" is on purpose
Google flags the snow-removal campaign as Eligible (Limited): call asset is missing. We removed it deliberately. A phone call can't be checked or sorted by service before the client picks up; a form submission can.
Snow removal costs more per lead, and should
$17.41 a lead looks high next to $1.55, but these are commercial buyers (parking lots, HOAs, retail sites) looking for a whole winter's service, searched for before the first storm. Judge the campaign on contracts won, not on cost per lead alone.
Easy forms need a filter
A form that fills itself from a Google account converts very well (47% of clicks on home services), and it also makes low-intent submissions easy. That is why the qualifying question and the verification step are part of the build, not extras.
Why it holds up
Built to keep working without extra setup
Because the lead form is attached at the account level, any new Search campaign StoneView launches picks it up automatically. Every lead carries a name, contact details and a stated service request before the client ever sees it. The agency checks the batch, then hands it over. Trust in the number isn't just claimed, it's checked.
How to run the same play on your account
- Audit what a "conversion" means today. If it is a website form-fill you cannot see inside Google Ads, you are bidding on a number you cannot verify.
- Create an account-level lead form asset with only the fields you need, your privacy-policy URL, and a clear submission message.
- Add one qualifying question (service type, property type or timeline) so leads arrive sorted.
- Remove competing paths (call assets, sitelinks) on the campaigns where the form is the goal.
- Download or sync leads on a schedule and check them before they reach sales. Google only keeps lead-form submissions in the account for a limited time, so connect a CRM or webhook if you can.
- Judge each service line on its own cost per lead, and on closed jobs, not on the account average.
FAQ
Questions about this case study
What is a Google Ads lead form?
A lead form is an ad asset that opens a short form hosted by Google when someone taps your ad. The person can send their name, email, phone and answers to your questions without visiting your website, and you download the submissions from the Leads tab in Google Ads or send them to a CRM.
How much does a landscaping lead cost on Google Ads?
In this account it averaged $3.31 per lead from June 1 to September 10, 2026: $1.55 for home and commercial landscaping services and $17.41 for commercial snow removal in Norfolk County, Massachusetts. Your cost depends on your market, season, competition and how tightly the form qualifies people, so treat these as one real data point, not a quote.
What is the difference between a website conversion and a lead-form conversion?
A website conversion records that a form was submitted on your site, but the details stay in your website inbox. A lead-form conversion happens inside Google, and the submission itself (name, contact details, answers) is stored in your Google Ads account, so you can check and sort it before it goes to sales.
Are lead-form leads lower quality than website leads?
They can be, because pre-filled forms make submitting very easy. We handle that with a qualifying question that sorts leads by service and a manual check of every batch before it reaches the client, so the low friction works for StoneView rather than against it.
How quickly did the new setup produce leads?
Most of the volume arrived after the rebuilt Home & Commercial Services campaign started on August 31, 2026. That campaign alone recorded 473 leads for $735.23 by September 10, 2026.
Will this work for my business?
It suits local service businesses whose customers want a quote: landscapers, snow removal, contractors, HVAC, roofing, cleaning and similar trades. It suits businesses that sell online or need a long sales conversation less well. We can review your account and tell you whether a lead form fits before you change anything.
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Prepared by the GreatInflux PPC team from StoneView Landscape's live Google Ads account. More case studies
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