How Village Green Achieved Full Household Coverage with CTV

Village Green Lawn and Pest, a North Texas lawn care provider with over 45 years in business, faced mounting challenges in expanding brand awareness. Traditional print advertising had lost its effectiveness, and digital channels like pay-per-click campaigns yielded limited results.

GOALS

Operating in the highly competitive North Dallas area, Village Green needed to increase brand recognition while remaining cost-efficient. The goal was not immediate conversions but long-term awareness: to build familiarity so that potential customers would recognize their trucks, signs, and name when considering lawn care services.

Compounding this challenge was the seasonal nature of lawn care services. Village Green needed a strategy that would build awareness before peak seasons to ensure they were top-of-mind when homeowners required their services. Additionally, as a small business with a limited budget, Village Green required a platform that could deliver measurable results without exhausting resources.

SOLUTIONS

Village Green turned to Vibe.co to break through the clutter. The company repurposed its existing library of "quick tip" videos—informative content previously sent to customers via email—and adapted it for CTV ads. These videos, which provided actionable lawn care advice, positioned Village Green as a trusted local authority while engaging viewers with relevant content. This allowed Village Green to maintain its authentic tone and educational approach while expanding reach.

Targeting was crucial. Village Green focused exclusively on a 15-mile radius around its headquarters, honing in on key zip codes with the highest concentration of potential customers. Their hyper-targeted approach ensured ads reached the right households without wasted spend. 

"We're very focused on a small number of zip codes - our 15 mile radius, I don't know if it's even a quarter of the north dallas area - and we only need to reach those folks so, it's very, very targeted."

With guidance from Vibe.co's customer support team, Village Green actively optimized their campaign in real-time. Initial CPM rates of $21 steadily decreased to $18 as minor adjustments improved efficiencies. Adjustments included refining zip code targeting to focus more heavily on high-value neighborhoods and optimizing ad frequency to ensure consistent exposure without over-saturation.

"The support that you guys give has been second to none. You guys have really allowed a company that doesn't have a lot of experience in this area to be successful. "

Vibe.co's intuitive dashboard allowed Village Green's owner, Ken Hyatt, to track campaign performance despite limited digital advertising experience. The platform's transparency provided clear insights, with Hyatt easily monitoring the campaign's reach—averaging 2,000 households per day. This visibility allowed Village Green to stay agile, adjusting creative and targeting as needed.

Results

Village Green achieved a significant reduction in their CPM from $21 to $18, stretching their budget further while maintaining precise targeting. The campaign successfully saturated their core market, driving awareness that translated into improved local recognition. Customers reported recognizing Village Green's trucks and signs, reinforcing the brand's presence in the area. By appearing repeatedly in front of their target audience, Village Green built a level of trust and familiarity that directly influenced customer inquiries.

Meanwhile, Village Green saw an increase in referrals as their improved visibility heightened word-of-mouth recommendations. This was particularly valuable in North Dallas' competitive lawn care industry, where trusted referrals are often the deciding factor in choosing a service provider.

Vibe.co's accessible platform and hands-on support played a vital role in ensuring Village Green's success. Despite their small size, Village Green felt prioritized throughout the campaign, benefiting from the kind of strategic guidance typically reserved for larger advertisers. Encouraged by their success, Village Green now plans to experiment with Vibe Studio, Vibe.co's AI-powered creative tool, to further enhance their campaign with fresh content designed in minutes.

By leveraging Vibe.co's platform and expertise, Village Green achieved cost-effective, impactful growth in a competitive market—proving that strategic targeting and smart content adaptation can deliver big results without big budgets.