When you’re running a landscaping business, every dollar count, especially in your marketing budget. But have you ever stopped to ask: What exactly am I paying for when I run an ad?
Is it for clicks? Views? Leads?
That’s where advertising pricing models come in. Understanding them helps you spend smarter, track performance better, and get results that actually matter.
Let’s break down the five major advertising pricing models you’ll run into. No jargon, just straight talk.
CPM – Paying for Exposure
Cost per Mille (CPM) means you’re paying for every 1,000 times your ad is shown. No clicks required. No actions needed. You’re simply buying visibility.
This one’s all about brand awareness. If you want people in your service area to see your name, logo, or offer, CPM gets it out there.
Say you’re launching a new lawn care service this spring and just want homeowners to recognize your business, CPM can help with that.
But keep in mind:
- You’re not guaranteed any clicks or leads.
- It’s hard to measure return unless you’re also tracking other results.
So if your main goal is getting noticed, this is a solid place to start.
CPC – Paying for Clicks
Cost per Click (CPC) is exactly what it sounds like: you only pay when someone actually clicks your ad. This model makes sense if you want people to visit your site, check out your services, or maybe fill out a contact form.
Let’s say you’re promoting “10% Off Weekly Mowing Services.” With CPC, you’re only paying when someone is interested enough to learn more.
But here’s the catch:
- Clicks don’t always mean customers.
- Depending on your location, local competition can drive up the cost per click.
Still, it’s a reliable model if you want traffic, and you’ve got a website that can turn those clicks into leads.
CPA – Paying for Results
Cost per Acquisition (CPA) means you’re only charged when someone takes a specific action. That action could be scheduling a consultation, submitting a request for quote, making a purchase, or whatever you define as a “conversion.”
This model is perfect if you care less about clicks and more about outcomes. Picture this: You’re offering free landscape design consultations. CPA lets you pay only when someone actually signs up for one. That’s a pretty efficient way to spend.
Just know:
- CPA usually costs more per conversion because it delivers more value.
- It also requires a clean, trackable sales funnel to work properly.
If you’re confident your site converts well and you know your customer journey, CPA can be a great fit.
CPL – Paying for Leads
Cost per Lead (CPL) is a close cousin to CPA, but here, you’re only focused on gathering contact info. This might mean someone submits their name, email, and phone number in exchange for a free quote or guide.
If you’re building your email list or filling your CRM with potential customers to follow up with later, CPL is a great model to test.
You might run an ad for a downloadable “Lawn Care Pricing Guide.”
When someone fills out your form, that’s a lead—and you only pay for leads.
A few things to watch:
- Not all leads are ready to buy.
- You’ll need a strong follow-up process to turn interest into bookings.
But if you want a steady stream of warm prospects, CPL is worth exploring.
CPV – Paying for Views
Cost per View (CPV) is mostly used for video ads, especially on platforms like YouTube.
You’re paying when someone watches your video, typically for a few seconds or more, depending on the platform’s rules.
If you’ve got strong before-and-after project footage or client testimonials, CPV helps you get eyeballs on your work.
Maybe you film a quick reel of a backyard transformation with drone shots and upbeat music. Run it as a video ad and pay-per-view. Simple.
Just don’t forget:
- Views don’t always lead to action.
- Your video needs to be short, clear, and well-produced to hold attention.
When done right, CPV can boost brand recognition and set you apart visually from competitors.
Which One Should You Use?
Here’s the honest answer: it depends on what you’re trying to achieve.
- Want to get your name out there? Go with CPM or CPV.
- Looking to drive site traffic? Test CPC.
- Need leads or appointments? Try CPL or CPA.
Still not sure? Start with CPC or CPL. They’re beginner-friendly and give you solid data to build from.
Just don’t pick a model because someone told you it “always works.” Focus on your goals, your budget, and what success actually looks like for your business.
If you’re unsure where to start, check out our blog on 10 Signs It’s Time for Your Small Business to Hire a Paid Advertising Agency to know if it’s time to tap the experts.
Quick Tips to Make Your Ads Count
- Be clear about your goal. Don’t run ads “just to try it out.” Know what you want.
- Start small. Test different models with small budgets.
- Track everything. Use tools like Google Analytics or Meta Pixel to measure what works.
- Tweak and adjust. The first campaign probably won’t be perfect—and that’s okay.
- Follow up. Leads don’t close themselves. Use email, phone, or text to stay in touch.
Need Help in Getting Started?
Advertising doesn’t need to feel like a gamble. When you understand what you’re paying for and why, you take control of your marketing budget.
So whether you’re trying to build your brand or fill up next week’s job schedule, choose a pricing model that fits your business, not someone else’s.
Need help making it all work? All Scapes Marketing specializes in digital ads for landscaping pros. If you’re ready to stop guessing and start growing, let’s talk.
