Sythentic Turf &
Hardsape Contractor
NexGen stepped in as a full fractional marketing team for a local artificial turf and outdoor lifestyle company— running media, creative, SEO, paid search, social, call tracking, and local citations across Phoenix and Prescott markets. The result: their best January and February on record, driven by 1,857 tracked calls, 534 paid ad conversions, and a cost-per-lead as low as $4.21 on Google Maps.
Great product.
Not enough leads.
Lead Volume Was Too Low
the company was not generating enough inbound leads to support their sales team and growth ambitions. The pipeline was inconsistent, particularly during the critical winter high-season when Arizona homeowners make landscaping decisions.
Poor Lead Quality
The leads that were coming in were poorly qualified — mismatched intent, wrong geographic areas, or contacts unlikely to convert into the high-ticket outdoor living projects this company specializes in.
Inflated Reporting from Previous Agency
GA4 had been misconfigured to double-count conversion events — creating a false picture of performance that made it impossible to make real optimization decisions. Budget was being allocated based on bad data.
No Attribution Across Channels
With no proper call tracking, the team had no visibility into what was actually driving calls — whether it was Google Ads, the GMB listings, organic search, print, or social. Every channel was flying blind.
"Not enough leads — and the ones coming in weren't the right fit. We needed volume and quality, both at once."The brief — Day 1 of NexGen engagement
The company is an outdoor lifestyle company — not just a turf installer. Their full offering includes artificial grass, putting greens, pavers, pergolas, outdoor kitchens, fire pits, fireplaces, and landscaping design. That product depth demanded a multi-service, multi-campaign digital strategy to properly represent the brand.
NexGen came in as a complete fractional marketing team — taking over every marketing function simultaneously and building the foundation from scratch in the first two weeks.
Every
marketing
function
NexGen didn't manage one channel — we managed all of them. Strategy, creative, media, SEO, social, reporting, and local listings, acting as the companies in-house marketing department for 3.5 months. The engagement closed with two full knowledge-transfer training sessions with their incoming internal team.
Analytics Audit & Rebuild
Eliminated double-counted GA4 conversions inherited from the previous agency. Rebuilt tracking from the ground up — true 1:1 conversion events, call source attribution, and first-time vs. repeat caller segmentation.
CallRail Deployment
Unique tracking numbers per channel — website, GMB (Phoenix + Prescott), Google Ads extensions, print, and social. Every inbound call is now attributable to an exact marketing touchpoint.
Google Ads & PMax Campaigns
Managed the PMax "Top Locations" campaign + dedicated search campaigns across artificial turf, putting greens, pergolas, outdoor kitchens, and more. $20,352 in total spend generating 534 conversions at a $38.11 blended CPL.
Google Business Profile
Optimized and managed dedicated GMB profiles for both Phoenix and Prescott markets, driving 567 combined tracked calls from map pack placements alone.
SEO & Content
Location pages across 15+ Phoenix metro cities and Prescott, service-specific landing pages for each offering, and informational blog content that earns search visibility at scale — 409,691 total impressions in under 3 months.
Creative, Social & Media
End-to-end creative execution across paid and organic social, video ad production and deployment on YouTube (4.1M+ impressions), and strategic media planning across print, digital, and broadcast channels.
Local Citation Building
75-citation BrightLocal campaign with duplicate removal — 75 listings live, 27 replaced or corrected. NAP consistency restored across all directories to strengthen local SEO authority.
Reporting & Strategy
Monthly performance reporting combining CallRail, GA4, GSC, and Google Ads into unified dashboards. Every decision tied to real data — not inflated vanity metrics.
Team Training & Handoff
Closed the engagement with two structured training sessions for the companies incoming internal marketing team — ensuring full continuity of every system, platform, and strategy NexGen built.
Numbers that
actually mean
something
Every metric below is a clean, verified figure — rebuilt after auditing and correcting years of double-counted reporting. These are real leads, real calls, real conversions. And January and February were the best months in Tthe companies history.
$20,352 in spend.
534 conversions.
Campaign totals
Note: YouTube CPL is higher due to its role as a brand awareness and retargeting channel — driving 4.1M impressions and warming prospects who later convert through search and maps. The 109 conversions attributed to YouTube include engagement actions like contact clicks and direction requests.
Brand awareness
at scale
PMax brand awareness campaign
Engaged viewers of the companies content
917 clicks · $4,994 spend
Google Search Console · Dec–Feb
High-intent in-market signals
Google Ads platform attribution
Every call
accounted for
Month over month
momentum
January was
record-breaking
January 2026 was the companies' best month ever — 658 inbound calls, 911 organic search clicks, and their highest-ever lead volume. February continued the trend, with 556 calls through the 26th and no sign of regression.
This wasn't a spike. The sustained performance across both months confirms NexGen built a repeatable lead generation system — not a short-term campaign bump. The average daily call volume grew from roughly 14 calls/day in November to 21/day in January, a 50%+ improvement in baseline throughput.
February's pace, annualized, would represent more than 7,500 tracked inbound calls per year — from a business that was struggling to fill its pipeline just months earlier.
Real numbers,
real decisions
One of NexGen's first actions was auditing GA4 inherited from the previous agency. What we found was systemic double-counting — and fixing it was the foundation for every optimization that followed.
GA4 fired conversion events multiple times per session — a single lead could register as 3–5 "conversions," inflating reported performance by hundreds of percent.
No channel attribution for calls — impossible to distinguish whether leads came from Google Ads, GMB, organic, or print.
First-time and repeat callers lumped together — no visibility into true new lead acquisition rate.
Budget decisions made on inflated data — channels were being over- or under-funded without any accurate performance baseline.
GA4 rebuilt with true 1:1 conversion tracking — one event fires once per action. 687 clean, verified conversion events documented across calls and forms.
CallRail deployed with unique numbers per channel — every inbound call attributed to its exact source, down to the specific ad campaign or print placement.
First-time vs. repeat caller segmentation live — 1,323 first-time callers tracked, revealing a 71% new lead rate across all channels.
Unified reporting dashboard built — GA4, CallRail, GSC, and Google Ads data in one view for real optimization decisions and transparent client reporting.
Owning the
search results
Dominant brand positions across both markets, with non-branded local service keywords climbing steadily as the location page and content strategy matures.
| Keyword | Clicks | Impressions | CTR | Avg Position |
|---|---|---|---|---|
| "company brand name" | 505 | 9,679 | 1 | |
| Best artificial turf near me | 15 | 45 | 1 | |
| company brand name az | 73 | 284 | 1 | |
| company brand name prescott valley | 3 | 144 | 1 | |
| artificial turf installation peoria az | 6 | 444 | 3 | |
| artificial turf near peoria az | 8 | 367 | 5 | |
| how long does fake grass last | 4 | 98 | 2 | |
| turf installers near me | 10 | 528 | 15 |
409K impressions.
Untapped clicks.
The GSC data reveals significant unlock potential that NexGen identified and flagged for the incoming internal team. The site is appearing for high-volume competitive keywords — but click-through rates are near zero due to SERP feature competition, title tag inefficiencies, and featured snippet displacement.
Most notably: "astro turf" is appearing at position 1.14 with 2,534 impressions and a 0.0% CTR — almost certainly captured by a featured snippet or image carousel. "Artificial turf" at 0.0% CTR with 1,947 impressions and position 2.2 is the same story. These aren't ranking problems — they're SERP conversion problems, and they're solvable.
Title tag optimization on these seven keywords alone could unlock hundreds of additional monthly organic visitors with no new content investment. This is the #1 priority handed off to the internal team.
75 citations.
NAP cleaned up.
Inconsistent business listings were diluting local SEO authority across both markets. NexGen ran a full BrightLocal citation campaign to restore consistency and strengthen the local search signal for Phoenix and Prescott.
Duplicate removal was included in the campaign. The correction of 17 incorrect or duplicate listings eliminated conflicting NAP signals that had been suppressing local pack rankings for both the Phoenix and Prescott GBP listings.
Built to run
without us
The company made the decision to bring their marketing in-house — a natural next step for a growing company that now had the systems, strategy, and data infrastructure to support an internal team. NexGen supported this transition fully.
In the final week of the engagement, NexGen conducted two structured knowledge-transfer training sessions with The companies' incoming marketing team — covering platform access, campaign structure, reporting cadence, SEO priorities, CallRail management, and the forward-looking roadmap.
The systems NexGen built — the tracking infrastructure, the campaign architecture, the local SEO foundation, the content and location page framework — were all designed to be owned, operated, and scaled internally. That was the goal from day one.
Foundation (Weeks 1–2)
Analytics audit, CallRail deployment, GA4 rebuild, GMB optimization, campaign structure setup across all channels.
Execution (Weeks 3–14)
Full campaign management across paid search, YouTube, display, social, SEO, content, citations, and reporting. Optimizing to drive best-ever Jan and Feb performance.
Handoff (Final Week)
Two structured training sessions with incoming internal team. Full platform access transfer, documented processes, and prioritized forward roadmap delivered.