Avant Gardening & Landscaping has run Meta ads in the past but has no active campaigns at the time of kick-off. This article captures the agreed strategic direction for Meta advertising based on the kick-off meeting, including creative approach, audience targeting, and seasonal cadence.
Meta (Facebook/Instagram) is positioned as the primary channel for brand awareness, visual storytelling, and recruitment — complementing Google Ads, which will handle direct-intent search traffic.
Client: [1]
Account Manager: [2]
Tim Stenzel confirmed that Avant Gardening has run Facebook Ads previously, though the account has been dormant for several years. A Facebook Business/Ads account likely exists but will need to be located and access granted as part of the platform onboarding checklist.
Meta ads also enable placement on Instagram, which was called out explicitly as the more valuable channel for visual content in this industry.
"We use it for Instagram, and Instagram still has a bit of soul." — Chris Ostergaard, kick-off meeting
Feature individual crew members to humanize the brand and support both customer trust and recruitment goals. Tim confirmed that employee culture and work-life balance are genuine differentiators worth promoting.
High-impact visual content showing landscape transformations. Particularly effective for:
- Full landscape redesigns (tear-out and replant)
- Hardscaping installations (patios, retaining walls, walkways)
- Natural lawn care conversions
Tim is expected to supply high-quality project photos and videos as part of the ongoing content relationship.
Avant Gardening's natural lawn care approach is a niche differentiator in the Madison market. This resonates well with the target demographic and the Madison area's environmental values. Creative should highlight the contrast with chemical-based competitors.
Personalized design and high-quality craftsmanship are core USPs. Ad copy and visuals should reinforce that every project is tailored — not templated.
| Segment | Notes |
|---|---|
| Primary | Middle-to-upper income homeowners in Dane County (Madison, McFarland, Sun Prairie, surrounding suburbs) |
| Secondary | Property managers / HOAs (residential-scale commercial) |
| Recruitment | Career-seekers interested in outdoor/trades work; individuals looking for stable employment and growth |
Geographic targeting should focus on the Madison metro and eastern Dane County, reflecting Avant Gardening's base in McFarland. Broader southern Wisconsin reach is acceptable where travel time pricing remains competitive.
Meta campaigns should follow the natural rhythm of the landscaping business:
| Season | Messaging Focus |
|---|---|
| Winter (Nov–Feb) | Brand awareness, staff spotlights, company culture, recruitment; keep Avant Gardening visible during the slow period |
| Early Spring (Mar–Apr) | "Book now for spring" urgency; design consultations, backlog-building CTAs |
| Peak Season (May–Sep) | Project showcases, before/after content, maintenance service promotion |
| Fall (Oct–Nov) | Seasonal cleanup services, early planning for next year, brand reinforcement |
Snow removal is intentionally excluded from advertising — Tim noted that existing accounts are sufficient and they prefer not to publicize that service.
Staffing is identified as one of Avant Gardening's biggest ongoing challenges. A dedicated recruitment campaign on Meta is recommended, targeting:
Creative should emphasize employee culture, work-life balance, and the company's long-standing reputation in the community.
team@asymmetricpro.comSee also: [3]