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/ Digital marketing case study

From buried online to booked out

We built David’s Tree Lopping a high-converting digital presence – and turned $180 leads into $45 leads with better UX, better targeting and a CRM on autopilot.
1
75% drop in cost per lead
Google Ads CPL dropped from $180 to just $45
2
275% conversion rate increase
Site conversion rate jumped from 8% to 30%
3
900% more leads per week
Weekly leads went from 2 to 20+
Logo of David's Tree Lopping Services featuring three stylized trees, showcasing tree care and maintenance services.

David's Tree Lopping

David’s Tree Lopping is a full-service landscaping and tree removal business with decades of experience and a serious team behind it. From stump grinding to site clearing, they’re known for fast turnarounds and clean results.
But for all that real-world reputation, their digital footprint was almost non-existent. No website. No CRM. No ads. No follow-up. They had the crew to scale – but none of the infrastructure. With plenty of competition and no way to stand out online, David came to us ready to change that.

The challenge

David had the operations to handle big jobs, but nothing online to show for it. No site. No ad account. No system for managing new leads or staying in touch.

He was surrounded by bigger, more established competitors already spending on search.

The challenge? Build a performance-focused site, drive targeted traffic, and set up the tools to actually manage and close the new business coming in.
1
No website or digital presence
2
High CPL from early paid ad attempts
3
No CRM or automation to manage volume
4
Crowded market with aggressive competitors

Website + lead generation + CRM automation

Tree removal service in Illawarra and Sydney, showcasing professionals safely pruning and removing trees.
Man removing a large rock from a yard, showcasing landscaping services for home restoration and garden maintenance.
Tree cutter in safety gear using a chainsaw on a tall tree, promoting professional tree removal services. Free quotes availab
A person using a chainsaw on a log, promoting tree lopping services with a strong message to avoid DIY cutting.
Comparison photo showing a palm tree before and after professional tree lopping, enhancing the home's landscape.
Man in plaid shirt using a shovel to emphasize the importance of professional tree cutting services. Call for free quotes.

/ Strategy 1

Targeted site strategy using Storybrand principles

We analysed the local competition and top-ranking sites to reverse-engineer what worked. From there, we built a custom WordPress site using Storybrand framework – clear structure, guided experience and every section built to guide users toward taking action.

/ Strategy 2

Service-specific Google Ads with ongoing optimisation

We launched segmented Google Search campaigns for each service – tree removal, pruning, landscaping, etc. – to increase relevance and lower cost. Weekly optimisations and Microsoft Clarity insights helped improve ad performance and site UX in tandem.
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/ Strategy 3

CRM automation via GoHighLevel

We set up GoHighLevel as the backend engine for sales. Lead forms fed directly into a structured pipeline. Custom triggers sent auto-confirmation emails, appointment reminders, and review requests – making David’s follow-up feel fast and professional without lifting a finger.
Silver laurel leaf design, symbolizing achievement and victory, elegantly curving against a transparent background.
Logo of David's Tree Lopping Services featuring three stylized trees, showcasing tree care and maintenance services.
Silver laurel wreath with elegant leaves, symbolizing victory and achievement.

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Our services

Website Design & Development
Conversion Rate Optimisation
Paid Advertising (Google & Meta)
Lead Generation Funnels
Email Marketing & Automation
SEO & Content Strategy
Landing Pages & Sales Pages
Marketing Strategy & Consulting
AI Integrations & Automation
Creative & Graphic Design

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Behind the scenes

Take a peak behind Aesthetic as a digital marketing agency in Wollongong.

Behind the scenes

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