How to Get More Leads & Sales with SEO &Google Ads

If you want more leads, more sales, and more visibility for your business, you need to be where your customers are—on Google. 

Whether you run a landscaping company, a home improvement business, or any other service, two things will help you stand out:

• SEO (getting your website to rank high in search results)

• Google Ads (appearing at the top of search results instantly)

SEO helps you attract steady, long-term traffic, while Google Ads gives you immediate visibility when potential customers are actively searching for your services.

In this guide, we’ll walk you through the best strategies for both—helping you generate more sales, attract high-quality leads, and grow your brand.

SEO: How to Rank Higher and Get More Leads

SEO (Search Engine Optimisation) is all about making your website easy to find on Google. The higher you rank, the more customers you’ll attract.

Here’s how to improve your SEO and get noticed.

1. Make Sure Your Business Shows Up Locally

If someone searches for “[your service] near me,” you want your business to be the first thing they see. Local SEO helps make that happen.

• Claim your Google Business Profile and keep your details up to date.

• Get customer reviews—the more positive reviews, the more Google trusts your business.

• Use local keywords like “landscaper in Surrey” to target customers in your area.

2. Find the Right Keywords

What do your potential customers type into Google when looking for your services? Those are the keywords you need on your website.

• Use tools like Google Keyword Planner to find high-intent search terms—phrases people use when they’re ready to book.

• Focus on keywords that attract customers who are looking for services, rather than just general information.

3. Create Content That Answers Your Customers’ Questions

Google loves useful, well-written content. The more helpful your website is, the higher you’ll rank.

• Write blog posts that answer common questions (e.g., “How much does landscaping cost?”).

• Create service pages explaining exactly what you do.

• Break down costs so customers understand pricing before they enquire.

4. Add a Cost Calculator to Your Website

People love instant answers. A simple cost calculator helps them estimate pricing and keeps them engaged on your website longer, which also helps SEO.

• Keep it simple and mobile-friendly.

• Add common pricing factors like labour and materials.

• Include a call-to-action like “Get a Free Quote” to encourage enquiries.

5. Get Other Websites to Link to Yours

Backlinks (when other websites link to yours) boost your credibility in Google’s eyes. The more high-quality links you have, the better your rankings.

• List your business on local directories (Yell, Checkatrade, etc.).

• Write guest posts for industry blogs.

• Partner with local businesses and ask them to link to your site.

6. Make Sure Your Website is SEO-Friendly

Even the best content won’t rank if your website isn’t set up properly.

• Write clear, engaging page titles (e.g., “Professional Garden Design in Surrey | Free Quotes”).

• Use header tags (H1, H2, H3) to structure your content.

• Optimise your images so your site loads quickly.

SEO takes time, but once it kicks in, it delivers free, high-quality traffic to your website month after month.

Google Ads: How to Get Leads Instantly

While SEO is a long-term strategy, Google Ads gives you instant visibility. If you want leads this week, not next year, Google Ads is your best option.

Why Google Ads Works So Well

• Your business appears at the top of Google—immediately.

• You only pay when someone clicks on your ad.

• You can target the exact customers you want (by location, age, interests, etc.).

• It’s fully trackable, so you know exactly where your money is going.

How to Run a High-Performing Google Ads Campaign

1. Target the Right Audience

Google Ads lets you choose exactly who sees your ads, so you’re not wasting money on the wrong people.

• Target by location (only show ads to people in your service area).

• Target by demographics (age, interests, homeownership status, etc.).

• Target by time of day (run ads when customers are most active).

2. Use High-Intent Keywords

Focus on keywords that attract customers ready to buy.

• “Landscaper near me” is better than “gardening tips” because it attracts people looking for services, not just information.

• Use negative keywords to filter out irrelevant searches. For example, if you don’t do commercial landscaping, add “commercial” as a negative keyword to stop wasting money on clicks that won’t convert.

3. Write Ads That Get Clicks

Your ad needs to stand out and convince people to click.

• Highlight what makes you unique (“10+ Years Experience” or “Free Quotes”).

• Use a strong call-to-action (“Call Now for a Free Consultation”).

• Include site links to key pages like services, testimonials, and contact forms.

4. Optimise Your Landing Page

Your ad can get clicks, but if your landing page isn’t convincing, those clicks won’t turn into customers.

• Keep it fast and mobile-friendly.

• Match your headline to your ad so people know they’re in the right place.

• Use trust signals like reviews, guarantees, and case studies.

5. Track and Adjust for Better Results

Google Ads isn’t a “set it and forget it” strategy. The best campaigns are monitored and tweaked regularly.

• Track click-through rates (CTR), conversion rates, and cost per lead.

• Test different ad variations to see what works best.

• Adjust your budget based on seasonal trends and performance data.