While GoGreen did have a PPC campaign in place, they were having limited success with it. The user experience on their website was rather poor. Myriad issues plagued their site, hampering navigation and limiting functionality. These problems hampered a rather clear-cut goal: they wanted to grow their customer base while promoting their climate-friendly way of doing business.
In particular, they wanted to target residential customers looking to beautify their lawns, especially those who were also conscious of the environment. Primarily, they were looking for families with high incomes, preferably households with kids and pets.