Digital Marketing for Landscape Supplies

Industry background for digital marketing for landscape supplies

We love running digital marketing for landscape supplies companies — it just works. There is a stack of traffic out there, competition levels are not too high, people tend to shop locally and the cost to run effective marketing in this vertical is very low.

Digital marketing for landscape supplies has one unique factor that shapes every strategy: the business will either be selling business to business (for example supplying gardeners, landscapers and builders) or direct to the consumer (homeowners buying a bag of soil for a weekend project). Picking up a new gardener as a repeat trade customer produces a much higher long-term value than a one-off homeowner, yet the volume of homeowner demand is understandably much larger. A good marketing strategy needs to respect both sides of that equation.

Best digital marketing channels for landscape supplies

In our experience, the best digital marketing channel for landscape supplies companies is Google Ads. The main reason is that the cost per click for landscape supplies traffic is a lot lower than for other industries. Compare this to finance or insurance where there is a very high cost per lead because so many competitors are fighting over a small pool of clicks. Landscape supplies is the opposite — there is a huge amount of traffic for these keywords and only a limited number of local companies relevant to any given searcher, which keeps competition and cost down.

Most landscape supply companies will have a variety of products like sand, soil, turf, pebbles, mulch and aggregates. A good way to run an efficient Google Ads campaign for landscape supplies is to have separate ad groups for each product type so that the keyword, ad copy and landing page all line up with what the user actually searched for. If the business sells these products online, Performance Max can work really well as it can utilise Google Shopping to showcase pricing and product imagery directly in the results.

Search engine optimisation is another effective way to generate leads for a landscape supplies business. Of the eight pillars of SEO, the pillar which can have an outsized impact for this industry is the Google Maps listing. The reason is that Google Maps pulls in reviews, and people tend to shop locally for landscape supplies — they often want to physically inspect the goods before purchasing to make sure the colour, grade or blend suits their garden. A strong Maps presence with plenty of genuine reviews directly addresses that buying behaviour.

Data from Search Engine Rankings showing SEO data related to this keyword and vertical

Facebook and Instagram ads for a landscape supplies company can also work, particularly for seasonal promotions and remarketing. However, our experience is that Google Ads and SEO consistently outperform social for this vertical because buyers usually start with a direct search when they know what they need.

The future of digital marketing for landscape supplies

As with every industry right now, the future of digital marketing for landscape supplies will be heavily influenced by the advent of AI. The biggest part of optimising for AI is content. Expanded, detailed content on landscape supply products and how the business fulfils them — delivery radius, minimum quantities, bulk pricing, product specifications — will be key to being surfaced by large language models like ChatGPT, Gemini and Claude. As always, a strong bank of frequently asked questions and clear answers about the business will also be beneficial, both for AI visibility and for converting the human on the other end of the search.