Baum Tree Care
An ongoing web marketing partnership helping Baum Professional Tree Care improve online visibility, generate qualified leads, and save time through expert digital support.
50%
Increase in organic conversions
30.5%
Decrease in cost per acquisition
70.4%
Increase in organic website traffic
The client
Baum Professional Tree Care provides expert tree care services for residential, commercial, and municipal clients in Ontario. Their team supports customers with professional arborist services, tree removal, tree pruning, storm damage response, stump grinding, cabling and bracing, tree health consulting, and other specialized tree care solutions.
With certified arborists and a strong reputation for professional service, Baum Tree Care helps property owners manage tree safety, tree health, and long-term landscape care with confidence.
The brief
Baum Professional Tree Care partnered with Foundery for ongoing ads management to help generate qualified leads and support the company’s digital marketing needs. As a service business largely impacted by the weather and seasons, Baum needed a strategy that could respond to changing customer demand throughout the year, especially during high-interest periods for tree care, storm damage, pruning, stump grinding, and arborist services.
In addition to ongoing Google Ads management, Foundery completed a one-time SEO project designed to expand and optimize the Baum Tree Care website. This SEO engagement focused on improving existing content, identifying new content opportunities, and building a stronger foundation for organic search visibility. The plan is to continue this type of SEO engagement annually to keep the website fresh, competitive, and aligned with customer search behaviour.
To support Baum Tree Care’s growth, we focused on:
- Increasing qualified leads through Google Ads
- Improving campaign efficiency and cost per acquisition
- Optimizing existing website content
- Identifying new service, blog, FAQ, and resource content opportunities
- Supporting seasonal demand for tree care services
- Giving the Baum team more time back by managing their web marketing needs
The approach
To support Baum Professional Tree Care, we developed a strategy focused on ongoing paid search optimization, annual SEO improvements, content planning, and clear performance reporting.
1. Ongoing Google Ads Management
Google Ads plays an important role in helping Baum Tree Care reach customers actively searching for tree care services. Our team regularly reviews campaign performance, search terms, keywords, ad copy, landing pages, and conversion data to identify opportunities for improvement.
This included refining keyword match types, adding negative keywords, testing new ad headlines, improving location targeting, adding sitelinks, and adjusting underperforming ad groups based on campaign data. These ongoing optimizations helped improve lead generation performance and reduce wasted spend.
2. Annual SEO & Content Optimization
Foundery completed a one-time SEO project for Baum Tree Care, with plans to repeat this engagement annually. The purpose of the SEO project was to expand and optimize the website to increase customer traffic and conversions.
The strategy included optimizing existing webpages, restructuring and expanding content where needed, and identifying new opportunities for service pages, blog posts, case studies, FAQ content, and resource-driven pages. Recommended topics included tree safety, storm damage, tree permits, tree pests, tree disease, stump grinding, tree inspections, and seasonal tree care.
3. Content Strategy for Long-Term Visibility
To support long-term organic growth, we created a content strategy designed to answer common customer questions and strengthen Baum Tree Care’s authority online. This included recommendations for a dedicated Case Studies page to showcase real-world project experience and an FAQ & Resources page to answer high-value customer questions.
These content recommendations were designed to improve SEO performance, support visibility in traditional search results, and help prepare the website for AI-driven search experiences by providing clear, helpful, and well-structured information.
The work
Paid Media Management
Our paid media work focused on helping Baum Professional Tree Care generate more qualified leads while improving campaign efficiency. Because tree care demand can shift seasonally, we continuously monitored performance across key service areas including arborist services, tree care, storm damage, tree cutting, consulting, and stump grinding.
Through ongoing Google Ads management, we refined keyword targeting, reviewed search terms, updated negative keyword lists, tested new ad copy, adjusted location targeting, and improved account assets such as sitelinks and headlines. These optimizations helped reduce wasted spend, strengthen campaign relevance, and support more efficient lead generation during high-demand periods.
Search Optimization
Search optimization helped strengthen the Baum Tree Care website as a long-term marketing asset. Our SEO work focused on improving existing pages, identifying content gaps, and recommending new service, blog, FAQ, and resource content based on customer questions and search behaviour.
The strategy included topics related to tree safety, storm damage, permits, tree roots, emerald ash borer, stump removal, tree bracing, seasonal tree care, and choosing the right tree care company. We also recommended adding case studies and a dedicated FAQ & Resources page to showcase Baum’s expertise, build trust with potential customers, and improve visibility in both traditional and AI-powered search results.
Consulting & Strategy
Foundery supported Baum Professional Tree Care with strategic consulting and strategy guidance to help prioritize digital marketing opportunities and make ongoing improvements to their web presence. This included reviewing seasonal demand, identifying underperforming campaign areas, recommending website content updates, and helping the Baum team understand where their marketing efforts could have the strongest impact.
This approach gave Baum Tree Care a clear plan for both short-term lead generation and long-term visibility, while allowing their team to focus more time on serving customers and managing day-to-day operations.
Measurement & Integration
Tracking and reporting played an important role in guiding ongoing decisions. By reviewing conversions, cost per acquisition, keyword performance, search terms, seasonal trends, and campaign changes, we helped Baum Tree Care make more informed web marketing decisions.
This also gave the Baum team confidence that their digital marketing was being actively managed by specialists, allowing them to focus more time on their own work and customers.
Paid Media Management
Maximize reach, leads and revenue with proven paid media strategies.
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Search Optimization
Reach prospects across traditional search engines, AI-driven discovery platforms, and social search environments.
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Consulting & Strategy
Gain access to a team of digital marketing experts to implement a growth strategy customized to your needs.
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Measurement & Integration
Enhanced measurement & integration solutions that fuel better marketing decisions.
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The results
- 50% increase in conversions ↑
- 30.5% decrease in cost per acquisition ↓
- Nearly 100% conversion increase over a 30-day year-over-year period while maintaining costs ↑
- 88% increase in conversions during a 14-day year-over-year period with even cost ↑
Additional performance highlights included:
- Ongoing Google Ads optimization for seasonal tree care demand
- Improved campaign structure, keywords, negatives, ad copy, and location targeting
- Annual SEO engagement planned to keep website content fresh and competitive
- Content strategy created for blogs, case studies, FAQ content, and customer resources
- Stronger support for Baum Tree Care’s long-term web marketing needs
It has been great working with this team of professionals. Knowing I can rely on them to manage our company’s web marketing needs gives me peace of mind. Working with Foundery has given me countless hours back to focus on what I am good at instead of trying to understand the ever changing world of SEO and web marketing.
– Baum Professional Tree Care
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