Artificial grass leads, and the three objections that decide them.
Artificial grass sells on a photograph and stalls on three doubts: that it will look fake, that it will be unpleasant in hot weather, and whether it works with dogs. Every enquiry has at least one of them, and most advertising in this trade ignores all three.
The Irish weather also does a great deal of selling on your behalf. A lawn that is a mud bath from November to March is the strongest argument this product has, and it is far more persuasive than anything about maintenance.
Everything, from the ad to the booked call.
Objection-led campaigns
Built around realism, pet suitability and drainage rather than around the product in general.
Winter mud campaigns
Advertising the problem while people are living with it, rather than in June when the grass looks fine.
Close-up creative
Photographs and video close enough that people can judge the look for themselves. Distance shots read as evasive.
Estate-level targeting
One installed garden sells the next few on the same road, particularly in newer developments with small, poorly drained lawns.
The weekly report
Enquiries, site visits booked and cost per visit.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For artificial grass, that means:
- 01Roughly what area needs covering?
- 02Do you have pets?
- 03What is the current surface?
- 04When would you like it installed?
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
cost per lead on a live trades campaign
leads in the first month of a live trades campaign
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
Advertise in the mud, not the sunshine
The instinct is to advertise in summer when gardens look good. But the moment somebody genuinely wants artificial grass is February, standing at a back door looking at a churned-up lawn and a dog covered in muck.
Campaigns weighted to late winter and early spring reach people at the point of maximum frustration, and the enquiries convert noticeably better than summer ones.
Answer the pet question before it is asked
A significant share of this market is dog owners, and they all want to know the same things: drainage, smell, and whether it survives digging.
Answering plainly, with a product recommendation for pets specifically, converts a group that is otherwise very hesitant — and they are the customers least likely to haggle, because the alternative is mud through the house every day.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for artificial grass:
Straight answers.
When is the best time to advertise?
Late winter and early spring, while people are looking at a muddy lawn. Summer enquiries are more casual and convert less well.
Should we publish a price per square metre?
Yes, as a from-price. The range is wide and vague pricing produces enquiries from people expecting a fraction of the real cost.
How do we handle the looks-fake objection?
Close-up photography and video of your own installations. Distance shots make people suspicious and they are right to be.
Is social better than search?
Usually, because it is visual and people often do not know they want it until they see a neighbour's. Search still catches the ones already pricing it.
What does it cost?
€1,500 a month with everything included, or €2,000 with Google Ads managed on top.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.