- Case Study — Leprechaun Lawns & Leprechaun Lights · Calgary, AB
They Had a Website. We Built Them a Search Engine, an AI Answer Engine, and a Second Brand.
Impressions · 12 Mo.
- The Starting Point
Before the growth engine, there was a business ready to outgrow its own platform.
Their Wix site could take payments, which was never the problem. The problem was architecture. Wix is engineered for speed-to-launch, not for the layered customisation, technical optimisation, and room-to-scale that a growth-minded business eventually demands. Every new service line, every new offer, every new campaign collided with the ceiling of the platform it was running on.
The first move was structural: migrate the entire site from Wix to WordPress, rebuild ecommerce on a platform designed for that kind of flexibility, and integrate Square so payment processing had the same room to expand as everything else. Hosting, security, and the underlying plumbing came with it.
Then came the first proof-of-concept. A three-email re-engagement campaign — built to bring past customers back for next season’s service renewals — generated $85,000 in online transactions before a single ad dollar was spent.
- Signal
That result is precisely why, this spring, the relationship expanded from “build the right platform” into “run the complete growth stack.”
- April 2026 — Scope Expands
One lawn care brand. One new lighting brand. One growth stack running both.
Starting in April, the engagement widened to cover the full local visibility stack for Leprechaun Lawns and its new sister brand, Leprechaun Lights — built in parallel under one strategy, one ad account, and one content engine.
That's the architecture. What follows is what it produced — sourced directly from Google Search Console, Google Analytics, and Google Business Profile.
- Search Results · Trailing 12 Months
Google Search Console doesn't negotiate. The site is a different animal now.
18,400 → 83,600 impressions · +65,200 net
keywords ranking somewhere in Google · +78%
78 → 262 top-3 rankings
214 search terms now in the #1 position
Clicks grew a more measured 13% over the same 12 months (to 3,493). The gap between a 354% visibility surge and a 13% click increase isn’t underperformance — it’s the new geometry of search. Google’s AI Overviews resolve more queries before anyone clicks. We address that directly in Section 07.
Zoom into the window since the expanded engagement launched — April 1 through July 16 — and the pace accelerates sharply: clicks up 318% and impressions up 146% on a daily-rate basis versus the October run rate, with brand-new organic entry points now earning their own traffic: the Get Estimate page, Contact Us, and individual product pages for Moisture Max, Deep Core Aeration, and the Bronze and Silver lawn care packages.
The authority numbers underneath tell the same story: backlinks up 32,800% (to 329) and referring domains up 11,200% (to 113) over the past 12 months. The difference between a domain Google barely trusted and one it now actively cites.
- Revenue
Not vanity metrics. Tracked, dollars-in-the-bank revenue.
9,892 users · 32,140 page views
Bounce rate just 21.2%
Form submissions / add-to-carts
The most telling number in this section isn’t the revenue — it’s the channel mix behind it. Organic Social is now the #1 acquisition channel for the site, delivering 45% of all sessions (7,826) at a 1.2% bounce rate. The social investment isn’t generating impressions; it’s sending the most qualified, most engaged visitors the site receives. Organic Search runs a clear second. Together they carry more combined weight than paid and direct visits combined.
- Reputation
The reviews are strong. But the velocity is the real story.
The number that matters most here isn’t the star rating — a good business earns that regardless of who manages its marketing. It’s the velocity. In the most recent 61-day window, Leprechaun Lawns collected 35 new reviews versus 11 in the 61 days before — a 218% acceleration. Direction requests through Google Business Profile tell the same story: nearly doubled over the past 12 months (+99.7%), with total profile impressions up 47%. That’s the review capture and GBP optimisation infrastructure doing precisely what it was built to do.
97% reply rate — 159 of 164 reviews responded to. 89% of every review ever left is a full 5 stars.
- Social Performance
Facebook and Instagram didn't grow. inside 90 days.
| Views | +32,500% |
| Viewers | +82,500% |
| Link clicks to site | +62,100% |
| Content interactions | +100% |
| Profile visits | +858% |
| Followers | +100% |
| Views | +4,500% |
| Reach | +419,500% |
| Profile visits | +350% |
| Link clicks | +100% |
- AI Answer Engine Visibility
Already the #1 AI answer for core aeration. Not someday. Now.
Search itself has changed. Fewer people scan ten blue links — they ask ChatGPT, Gemini, or Perplexity and expect a direct answer. Winning that surface means being the source those systems name and trust. This is the dimension most competitors aren't even tracking yet. Here's where Leprechaun Lawns stands today:
That last badge is the one worth pausing on. This is not a theoretical bet on where search is headed — the site's own analytics are recording real human sessions referred directly from ChatGPT and Perplexity. Early, still modest in raw volume, but verifiable and growing. That is exactly what a new acquisition channel looks like in its first innings. And this explains the Section 03 gap between +354% visibility and +13% clicks — answer-engine surfaces resolve the query before any click occurs.
- Authority & Content
- Launched a brand-new YouTube channel, including YouTube Shorts, from zero
- Rebuilt the citation footprint from scratch, correcting years of inconsistent directory listings
- Grew the backlink profile 32,800% and referring domains 11,200% over 12 months through a disciplined digital press release cadence
- Added enhanced structured data to the website — building the entity relationships that help both search engines and AI models understand precisely what Leprechaun Lawns is and does, rather than inferring it
- Continuous website management and new page publishing to keep the site a living asset, not a static brochure
- Paid Media
A demand layer running quietly under everything else.
- Google Ads
7,950 impr.
- Meta Ads
153K impr.
- The Second Brand
Leprechaun Lights: zero to fully-running local business inside 90 days.
- A brand-new website, designed and built from scratch, with content written for the business it actually is — not a template with placeholder copy
- Google and Meta ad campaigns live for both Permanent and Seasonal/Holiday lighting, each with its own dedicated landing page built to convert that specific offer
- Social channels created and posting on a consistent cadence; brand-new Google Business Profile built and optimised top to bottom
Context
- Pipeline
243 won opportunities. April through July. That's the scoreboard.
Every metric on this page — the search growth, the review velocity, the social performance, the AI-answer rankings — exists to produce this one number. Visibility is never the objective. Winning the job is. By that measure, the system is converting.
Why impressions grew 27× faster than clicks — and what we're not claiming yet.
Search has structurally shifted. Google's AI Overviews and answer-first results resolve a growing share of queries before anyone reaches a website. On top of that, the keyword portfolio nearly doubled (840 → 1,494 terms), and brand-new keywords always start life ranking lower before they climb — both dynamics suppress "average click" metrics even as the high-value, high-intent terms (branded searches, "core aeration service," confirmed #1 positions) convert at 40–50% click-through rates. Visibility up 354%, clicks up a more measured 13% — that's the new arithmetic of search.
Google Ads and Meta Ads are live and generating strong reach at a low cost-per-click. However, conversion tracking on both platforms isn't yet dialled in to a standard we'd stake a ROAS figure on — so we haven't included one. When the numbers are reliable, we'll report them.
Fully built and running — but without sufficient independent tracking history to report measured results. Its section reflects delivered scope, not yet a measured outcome. That data will exist. It doesn't yet.
- DKN · Summit Protocol
"We handled it" — with every number attached.
- Leprechaun Lawns
- Leprechaun Lights
- Calgary, Alberta
- leprechaunlawns.ca
Data Sources & Methodology
Organic search, keyword, and backlink figures are from Google Search Console and Search Atlas domain reporting, comparing the trailing 12 months (Jul 16, 2025 – Jul 16, 2026) against the prior 12 months, with a supplementary window of Apr 1 – Jul 16, 2026. Revenue, session, and channel figures are from Google Analytics (GA4), same trailing 12-month window. Review figures are from the live Google Business Profile connection. AI-visibility rankings and AI-referral sessions are from Search Atlas AI Visibility tracking and GA4 traffic-source data respectively. Social growth percentages, the 243 won-opportunities figure, the $85K email campaign result, and content/authority-building figures were supplied by the agency team. Google Ads and Meta Ads figures reflect reach and cost metrics only — conversion tracking on both platforms is being refined and no cost-per-lead or ROAS figures are reported. Leprechaun Lights has no independently trackable data source connected; its section reflects delivered scope rather than measured results.