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Artificial turf campaigns should identify the intended use: a lawn conversion, a pet area, a putting green, or a recreation space. Each can require different materials and site preparation. Clear installed-project messaging helps separate prospects seeking a contractor from shoppers who only want rolls of artificial grass.

Approximate square footage is a useful first qualification question, but measurements alone do not determine the quote. Drainage, access, demolition, grading, infill, and edge details affect cost. Ask for the location and intended use, then confirm site conditions rather than promising a universal price per square foot in the campaign.

If small projects are unprofitable for your crew, agree on a minimum project scope before launch. Evaluate average signed project size alongside lead cost and close rate. A campaign that attracts many small pet runs will perform differently from one centered on full backyard conversions, even when both generate genuine turf inquiries.

Service mix changes the economics. The campaign can cover Home putting greens, Play and recreation spaces, Existing turf replacement, but those categories should only be included if your business performs that work. Decide whether to use a blended campaign or separate service groups. Keep a record of requested service, quoted service, and the work ultimately sold so a low-value category does not quietly dominate the results.

Qualification should make the first conversation more productive. What will the turf area be used for? What is the approximate project size? Does the person own or control the property? Do they need installation, materials, or replacement? Agree which answers are required, which are informational, and which should exclude an inquiry. A form captures a customer’s stated situation; it does not replace a professional assessment, confirm every project detail, or promise that the person will purchase.

Campaign pricing is quoted for your location, project scope, and qualification requirements. The lead cost below is used only for the example calculation. For the worked example on this page, a $125 lead price and 25% close rate produce a $500 acquisition cost per signed customer. At $7,500 job value and 35% gross margin, contribution before lead costs is $2,625. Lead-acquisition break-even is 4.8% close rate. Overhead, taxes, travel, sales commissions, and financing may require a higher real-world return.

Volume should follow your response capacity. A package of 30 inquiries does not mean 30 jobs or an even number of inquiries every day. Agree on delivery expectations and the territory before launch. If your team is busy, discuss pacing early; missed calls and delayed estimates can make an otherwise relevant Artificial Turf campaign look unproductive.

Measure the entire journey: inquiry received, contact attempted, customer reached, consultation or site visit, estimate, and signed work. Record the reason for a loss instead of marking every unclosed lead as bad. For Artificial Turf, compare the specific project types above and review acquisition cost against the gross contribution of completed work. Use that evidence when adjusting scope or volume.

Review invalid inquiries using the campaign’s documented terms. Material-only orders, DIY research, and projects below an agreed size can be excluded. Drainage, access, and final measurements still need a site assessment. Keep evidence of the submitted request, contact attempts, and the reason it falls outside the agreed criteria. The lead policy and client agreement define replacement eligibility and the review period; they do not guarantee that each prospect books or buys. Before committing to a campaign, tell us your locations, the Artificial Turf services you want, typical project values, team capacity, and preferred follow-up process. We can review service-area availability and campaign fit together. Book a strategy call, send your details, or test your own economics in the calculator.