Client Case Study
Blue Tree: $172 in Marketing Per Job Won.
Jerome Besnard explains why Blue Tree brought ROI.LIVE into the business and what changed next.
981signed jobs
45.5×efficiency
67.9%source tracked
Client Case Study
Jerome Besnard explains why Blue Tree brought ROI.LIVE into the business and what changed next.
Blue Tree Outdoor Living has built pools, patios, landscapes, and outdoor living spaces across Southeastern Pennsylvania since 1983. That reputation keeps referrals coming. Referral timing still belongs to the market, which makes hiring, crew planning, and next-quarter revenue harder to predict.
Marketing activity existed across the business, but Blue Tree lacked a usable revenue trail and one accountable owner who could connect strategy to execution. When a month softened, the usual reports could not show which spend brought in a serious pool buyer, which channel fed landscape work, or what would refill the estimate calendar.
Four decades of pools, patios, and landscapes across five counties created the trust. Blue Tree needed a marketing system that could create demand on purpose and prove what happened after the phone rang.
In April 2025, Blue Tree handed marketing accountability to ROI.LIVE. Tracking went in first so every source could be followed through the sales process before the budget grew.
Jason Spencer holds the fractional CMO seat and owns the ROI.LIVE team executing the plan. Blue Tree gets one senior decision-maker across paid media, search, the website, tracking, and the monthly revenue review. The plan stays connected to the work because the same owner is accountable for both.
Every call and every form now ties back to the ad or search that caused it. You cannot fix what you cannot measure. This came before a single dollar of extra ad spend.
Google and Facebook ads shifted toward pool, patio, landscape, and turf buyers who were ready to request an estimate.
The tracking, the calls, and the CRM pulled into one place, checked deal by deal, so every won job points back to what brought it in.
One monthly sit-down with Blue Tree's owners, in plain terms. Leads, estimates, jobs won, and what each channel cost.
A 21-page rebuild made to turn visitors into estimate requests, live in June 2026. A bigger 80-page version is in the works.
The site is set up so Google and the AI tools people now ask, like ChatGPT, trust it and recommend Blue Tree by name.
One monthly view of source → qualified lead → estimate → signed job → won work, followed by a named decision about what changes next and who owns it.
Every image comes from Blue Tree's operation in Southeastern PA: crews at work, finished projects, trucks in the field, and community events. Each campaign points buyers toward work Blue Tree has completed.
Every lead is tied to a person and a source, then followed through the estimate and signed-job stages. Ad spend comes from Google and Meta. The customer record comes from Blue Tree's sales system. Published benchmarks appear when a source survived review, and the page labels home-services proxies when no pool-builder benchmark exists.
This is the chain behind the case study. Blue Tree can inspect the record behind a result instead of accepting a channel report at face value.
| What it measures | Blue Tree | Typical |
|---|---|---|
| Marketing cost per signed job | $172.27 | $400 to $2,400 |
| Work won per $1 of ad money | $19.60 | $5 to $7.80 |
| · Google Ads | $21.40 | $3.30 to $4.40 |
| · Facebook / Instagram Ads | $17.40 | $2.20 to $4.00 |
| Cost per qualified lead | $77.19 | $60 to $95 |
| Estimates that close | 49.8% | 50% to 70% |
| Landscape close rate | 63.3% | 54.7% average |
Typical ranges checked against real published sources before going on this page: WebFX and Landingi/Varos home-services and Home & Garden data; BlueGrid Media contractor data; Triple Whale across ~35,000 brands; the National Association of Landscape Professionals 169-company study. Nobody publishes a solid pool-builder-only number for ad returns, so home-services and Home & Garden are the closest honest stand-ins, and they are labeled that way.
About half the estimates Blue Tree writes turn into signed jobs. The published range is 50 to 70 percent, so Blue Tree sits under it at 49.8 percent. ROI.LIVE reports the miss beside the wins because this is where more revenue can come from without buying another lead. Financing options, estimate follow-up, and sales-objection content are the active fixes.
"These are awesome. We're already showing up as ChatGPT's number 5 pick for landscaping in Southeastern PA."
AI search sits inside the same revenue trail as Google, Meta, email, and referrals. Six qualified leads in this window named ChatGPT as their source. That is an early signal, so ROI.LIVE tracks it like any other channel before making a larger claim. Blue Tree can see the source, watch what happens next, and decide whether it deserves more attention.
The new bluetreelandscaping.com went live in June 2026 with 21 pages built to turn a visitor into an estimate request. Real project photos, financing options with named lenders, the people behind the 43-year company, and service pages for what Blue Tree sells now share one clear path to a quote.
The old site presented the company. The rebuild gives pool, landscape, hardscape, turf, and maintenance buyers a direct route to the right service and estimate form. It also carries the entity and schema work that helps search systems understand Blue Tree by service and location.
The launch happened near the end of the 15-month case-study window, so the headline results reflect the full marketing operation. June 2026 produced 202 qualified leads, up 27 percent from June 2025, while April 2026 remains the record month at 211.
"Awesome work on the new website. Thank you all!"
The engagement continues with an 80-page site build covering every service and county, a fiberglass pool line through Blue Tree's manufacturer partnership, and the monthly owner review. Next April will be measured against the current record. Every new channel has to connect to the same revenue trail before it earns more budget.
"We're very excited."
Blue Tree measured first, in April 2025. That is why every number since means something. If you cannot see what a job costs you, you are guessing.
Jason Spencer owns the plan and the ROI.LIVE team executing it. Blue Tree manages one senior relationship across strategy and delivery.
The report should follow qualified leads through estimates, signed jobs, and won work. That is the chain an owner can use to make a budget decision.
Six qualified leads named ChatGPT in this window. Blue Tree can follow those leads through the same sales stages as Google, Meta, and referrals.
The rebuild gives each service and county a path to an estimate request, with tracking attached from the first click.
Most marketing companies show a pool builder a report full of clicks and impressions. You cannot build a pool with an impression. I count marketing the way the owner counts the business: qualified leads, estimates, signed jobs, and won work.
Blue Tree invested $172 in marketing for each job won across the first half of 2026, with my fee in the math. The path behind that ratio matters more: Blue Tree can trace 67.9 percent of won work to a marketing source and see where the next dollar should go. If your marketing company will not show you that path, ask them why.
Every call and every form goes through tracking that ties the lead to a real person and a real source. ROI.LIVE then matches those leads to Blue Tree's signed jobs, one at a time. The 846 leads on this page are qualified calls and forms worth quoting; raw clicks are excluded. You see which ad, call, or search brought which job.
From January through June 2026, Blue Tree's total marketing investment, including the ROI.LIVE fee, divided by 460 signed jobs came to $172.27 per job won. Across the full 15-month window, total company won work divided by total marketing investment was 45.5×. Paid ads use a separate traceable return of 19.6×. The two ratios measure different things and are labeled on the page.
Tracking and paid ads went live for Blue Tree in April 2025, and leads started that first summer. The system improved month by month, and April 2026 became the best lead month on record.
Blue Tree's 49.8 percent quote-to-job rate came in under the published 50 to 70 percent range. ROI.LIVE reports that miss beside the wins and is working on financing, estimate follow-up, and sales-objection content.
Blue Tree runs five divisions across five counties: pools, hardscapes, landscapes, turf, and maintenance. ROI.LIVE manages the full marketing system and reports in the terms that matter to a contractor: qualified leads, estimates, signed jobs, and won work. The revenue trail can be fitted to a smaller operation without copying Blue Tree's budget or channel mix.
ROI.LIVE starts with your tracking and sales process, so the numbers show whether more spend makes sense. The 30-minute marketing teardown ends with a written growth plan. If there is a fit, ROI.LIVE scopes the work. If the fit is weak, you keep the plan.
Blue Tree runs five divisions across five counties. The same decision standard works at a smaller scale: enough sold work to measure, a real growth goal, and the willingness to connect marketing to the sales process.
Blue Tree proves the outdoor-living fit. These cases show the same revenue-truth and accountable-owner model across home services and product companies.
Book 30 minutes with Jason Spencer, Founder of ROI.LIVE. You leave with a written plan for your service mix, sales process, and market. If the fit is there, ROI.LIVE will scope the work. The plan is yours either way.