You’re paying for SEO. Your agency sends you a report every month. It has graphs. Some numbers go up. And yet your phone doesn’t ring any more than it did six months ago.
Sound familiar?
Here’s the uncomfortable question most SEO agencies avoid: if your organic traffic grew by 20% last quarter, how many actual leads did that produce? Not impressions. Not “brand awareness.” Leads. Names. Phone numbers. People who want to hire you.
That’s the standard we hold ourselves to at Crazygraph. And that’s exactly what this case study is about.
The Starting Point: Almost Invisible
When Brookway Landscape & Irrigation came to us in April 2025, their online presence was borderline nonexistent.
Here’s what the numbers looked like:
- 34 total monthly clicks from organic search
- 19,400 impressions per month
- Average SERP position: 53.8 (that’s page 5 or 6 of Google)
- CTR: 0.2%
- No Google Business Profile access
- No location pages. No service pages targeting Texas cities. No backlinks. No schema markup. No content strategy.
The website existed. That’s about the best thing you could say about it.
A commercial landscaping company operating in the Houston metro, one of the largest commercial property markets in the country, and Google barely knew they were there.
What We Did (And Why It Worked)
We didn’t start by writing blog posts or “optimising meta tags.” We started with a full audit, competitor analysis, and a 100-page site structure blueprint. Then we built it out in three phases over 11 months.
Phase 1: Foundation (Months 1 to 4)
The first priority was creating pages that deserved to rank.
In months 2 and 3, we built 21 brand-new service pages covering every major Brookway service at the Texas state level. Pages like commercial weed control, flood damage restoration, parking lot sweeping, irrigation repair, landscape lighting.
These pages didn’t exist 6 weeks earlier. Within that first window, they generated 106 clicks and 57,000 impressions combined.
The flood damage restoration page alone pulled 1,710 impressions in its first reporting period. The parking lot sweeping page hit 856 impressions and landed SERP position #4 within five months. The commercial weed control page? It became a Google AI Overview winner three months later. The irrigation sprinkler repair page pulled 1,080 impressions from the jump.
Every one of these pages was built around a specific commercial search query with clear buyer intent. No fluff content. No “ultimate guides” stuffed with filler. Each page targeted one service, one geography, one type of searcher.
Month 4 was about going hyper-local. We prepared 22 Houston-area neighbourhood pages targeting specific suburbs: Katy, Spring, Sugar Land, The Woodlands, Cypress, Pearland, Clear Lake, and more.
By end of month 4: 179 total clicks. 96,100 impressions. Average position improved from 53.8 to 46.4.
Still early. But the foundation was set.
Phase 2: Visibility (Months 5 to 8)
GBP access came through in month 4. We fully audited the profile, optimised every field, and began posting 4 to 8 times per month.
This is when things started compounding.
Month 5 brought Brookway’s first Google AI Overview appearance. Google’s AI started naming Brookway as a recommended Houston provider for “professional commercial parking lot cleaning.” That same month, they appeared in the AI Overview for “commercial weed control services Houston.”
By month 6, AI Overview wins multiplied. Parking lot litter cleaning. Flower bed cleaning Texas. And the 3-month rolling click count hit 270 clicks with 130,000 impressions.
From month 6 onwards, we layered Houston-specific service pages with deeper optimisation, local schema, and conversion focus. Commercial landscaping maintenance in Houston. Commercial lawn care Houston. Sprinkler repair Houston. Storm damage restoration Houston.
Month 8 is when the real proof showed up. Two commercial leads landed directly in Brookway’s contact form, both attributing their source as Google Search:
Lead 1: Boy Scouts of America (Austin, TX). Requesting tree services and holiday decorating for 2026. Timeline: ASAP.
Lead 2: The Villas at Pointe West (Galveston, TX). An 18-building residential complex requesting full landscape design, installation, and sprinkler/irrigation services.
That second lead is the exact type of high-value commercial contract that this entire SEO strategy was built to attract. An 18-building complex doesn’t fill out a contact form because of a Facebook ad. They fill it out because they searched Google, found a company that looked credible, and made contact.
Month 8 also brought measurable GBP growth: interactions up 15.7% year-over-year. We built 20 business listings that month to strengthen local citation signals.
By month 9, things accelerated again. GBP interactions jumped 33.7% year-over-year. Brookway ranked #4 for “commercial landscaping lighting services,” sitting just below two 30-year specialist firms. For a general landscaper to crack that ranking against established specialists is unusual, and it happened because the content and site structure earned it.
Phase 3: Domination (Months 9 to 11)
By month 9, Brookway’s average SERP position had improved to 31.6 (from 53.8 at baseline).
ChatGPT started mentioning Brookway as a top Houston commercial weed control provider. Google AI Overview mentions continued stacking. We hit 9+ confirmed AI Overview and ChatGPT appearances across the campaign.
The Map Pack results from months 10 and 11 tell the clearest story:
- “Commercial landscaping near me”: average position 2.93
- “Commercial landscaping maintenance near me”: average position 2.72
- “Commercial landscape installation near me”: average position 3.26
All measured on a grid scan with 1-mile radius from the Houston business address. Green across the board.
February 2026 delivered the single strongest GBP month: 112 direction requests from Google Maps in 30 days. That’s 112 commercial prospects (property managers, HOA boards, facilities managers) actively looking up directions to Brookway’s Houston office. Zero ad spend behind it.
The Full Picture: 11 Months, By the Numbers
| Metric | April 2025 (Start) | February 2026 (Month 11) | Change |
|---|---|---|---|
| Monthly clicks | 34 | 125+ | +332% |
| Peak impressions (3-month window) | 19,400 | 130,000 | +570% |
| Average SERP position | 53.8 | 27.5 | 49% improvement |
| Google AI Overview mentions | 0 | 9+ | From invisible to featured |
| Map Pack avg. position (top keyword) | Not ranking | 2.72 | Top 3 |
| GBP direction requests (best month) | 0 | 112 | From zero to 112/month |
| Pages built and optimised | 0 | 50+ | – |
| Blog posts published | 0 | 30+ | – |
| Backlinks built | 0 | 65+ | – |
| Business listings created | 0 | 20+ | – |
Why AI Overview Wins Matter More Than You Think
Here’s something most commercial landscaping companies (and their marketing teams) haven’t caught up to yet.
Google AI Overviews now appear above traditional search results for a growing percentage of commercial queries. When someone searches “commercial weed control services Houston” and Google’s AI recommends Brookway by name, that carries a level of trust that a paid ad or even a page-one organic listing can’t match.
Being recommended by Google’s AI and mentioned by ChatGPT as a top local provider is earned visibility. You can’t buy it. You can’t shortcut it. It comes from structured content, entity signals, topical authority, and consistent optimisation over months.
Brookway has it. Most of their competitors don’t.
What This Means for Your Business
If you run a commercial landscaping company, or you manage marketing for one, and your SEO looks anything like Brookway’s did in April 2025, you already know the problem. You’re invisible to the people actively searching for what you sell. Property managers, facilities directors, and HOA boards are on Google right now, typing “commercial landscaping near me,” and finding your competitors instead.
The fix isn’t complicated. But it is methodical. A proper site structure. Service pages that target real search queries. Hyper-local content for the areas you actually serve. A Google Business Profile that gets attention every single week. Backlinks and citations that build authority month after month. And patience, because organic SEO compounds over time.
Here’s what we didn’t do: we didn’t run paid ads. We didn’t buy links from spam directories. We didn’t publish 50 AI-generated blog posts and hope something stuck. Every page was researched, structured, and built to answer a specific commercial query from a real buyer.
Brookway went from 34 clicks and page-six rankings to Map Pack domination, AI Overview wins, and real commercial leads filling their inbox. In 11 months. An 18-building residential complex in Galveston. The Boy Scouts of America. These aren’t “warm leads from a Facebook funnel.” These are high-intent buyers who found Brookway through Google Search and reached out on their own.
We did it once. The process is repeatable. The question is whether you want to keep waiting, or start building.
Ready to Talk?
If you want to see what a strategy like this would look like for your business, book a call with our team.
Case study data sourced directly from Google Search Console and Google Business Profile reports. Results are real, unedited, and client-verified.
