The Client Brief

O’Brien’s Tree Services is a family-operated business based in Canberra, established in 2006. With over a decade of expertise in professional tree care, the company offers comprehensive services, including tree removals, pruning and trimming, hedge trimming, wood splitting, stump grinding, and site clearing. Known for their reliability and expert knowledge, O’Brien’s Tree Services caters to both residential & commercial clients, ensuring safe and efficient tree care solutions in Canberra and its surrounding areas.

Why They Selected Us?

Everyone knows that boosting sales in a competitive market requires years of expertise and targeted strategies. The client needed immediate results and sought our specialised skills to strengthen their digital presence. They partnered with us to maximise lead generation through focused SEO, PPC, Website Design, and Content Creation efforts. We aim to fine-tune each aspect of their digital marketing strategy, driving sustainable growth and measurable success.

Key Decisions

We developed a comprehensive digital marketing plan, focusing on enhancing website design, improving SEO for better organic reach, and running targeted paid ad campaigns. Additionally, we created SEO-optimised content for blogs and location pages to boost online visibility, ensuring the client reaches the right audience while maintaining a strong and consistent brand presence.

Website Design & User Experience (UX) Enhancements

To enhance user experience & drive conversions, key pages like the homepage and the “Tree Services” page were redesigned with clearer calls-to-action and improved layouts. Design elements, including icons, content, and overall structure, were regularly updated based on user feedback and performance data to ensure a smooth browsing experience across mobile and desktop devices. 
Dedicated landing pages were developed for ad campaigns, focusing on conversion optimisation and mobile responsiveness. The website’s footer was also revamped for better navigation and structural clarity. Continuous adjustments in content alignment, icon updates, and responsive design improvements helped maintain a visually appealing, fast-loading, and user-friendly interface, ensuring the site stays engaging and functional for all visitors.

Search Engine Optimisation (SEO) & Technical Audits

We conducted a comprehensive website audit, focusing on structure, code, and performance. We identified issues like broken links, slow-loading pages, and compliance errors. We also thoroughly evaluated user experience, navigation, and search engine accessibility. We recommended and implemented FAQ schema to boost visibility, ensuring rich snippets in search results. 

Addressing technical SEO errors from Google Search Console and Ahrefs, we fixed missing or duplicated H1 tags and resolved 404 errors to enhance crawlability and user experience. Meta titles, descriptions, and header tags were optimised for target keywords, while redirect errors were corrected to ensure seamless navigation and maintain SEO value. Additionally, we improved accessibility and search rankings by adding descriptive alt text to all images. These efforts strengthened the website's performance, usability, and search engine visibility.

Results

• Clicks increased to 1.7K, up by 564 from the previous period.
• Impressions rose to 219.9K, an increase of 96,046.
• The average position improved by 5.4 points to 37.2, indicating better visibility in search results.

PPC & Google Ads Campaign Management

We launched and optimised Google Ads campaigns targeting high-intent keywords to maximise reach and minimise cost per lead (CPL). Through continuous bid management, ad copy improvements, and the addition of negative keywords, we refined campaign performance and boosted ROI. To enhance user experience and improve Quality Scores, we updated landing pages to better align with search intent, ensuring seamless customer journeys. Additionally, we introduced new site links, refreshed logos, and further refined targeting by incorporating relevant negative keywords. 

On the technical side, we implemented design updates based on stakeholder feedback, ensuring visually appealing and conversion-focused ads. Our team maintained active campaign monitoring, applying real-time adjustments driven by key performance metrics. This strategic and data-driven approach helped improve ad relevance, enhance targeting accuracy, and drive sustainable campaign success. Through these efforts, we consistently optimised Google Ads campaigns for better visibility, engagement, and lead generation while ensuring long-term business growth.

Results

• The PPC campaign achieved 1.2K clicks, marking a significant increase of 1,336.6%.
• The Click-Through Rate (CTR) for the PPC campaign was 6.7%, although there was a 94.8% decrease from an initially very high CTR.
• Impressions for the PPC campaign soared to 18.2K, an increase of 259,557.1%.
• The PPC campaign resulted in 268 conversions, with a conversion rate of 22.1%.
• The average cost per conversion in the PPC campaign was $28.85.
• The total cost of the PPC campaign reached $7.73K, with an average Cost Per Click (CPC) of $6.38.

Content Creation

Regular content creation efforts included publishing new location-specific pages targeting local markets, such as Murrumbateman, enriched with relevant keywords, engaging images, and compelling calls to action. Existing pages were updated with fresh content to maintain relevance and improve user engagement. Additionally, at least one new blog post was published regularly, offering valuable, targeted information to enhance SEO visibility. Minor textual adjustments were made across the site to ensure consistency and maintain a professional tone.