SEO Audits, Google & Facebook Pitches, & Fractional CMOs

Have you been approached by Google or Facebook reps, or received an SEO audit from an outside company?

You’re not alone—many businesses get these types of pitches, often framed as urgent marketing opportunities. But how do they actually stack up against your marketing strategy with HALSTEAD?

While these reports might surface areas for potential improvement, they often lack context—focusing on surface-level metrics like site speed or keyword rankings without considering your industry, your audience, or what drives real leads for your business.

The Pagespeed Misconception

Some tools designed to test website performance are best suited for sites built entirely from the ground up with custom code. However, your site is built on a CMS (Content Management System) like Squarespace—a platform that makes ongoing updates and performance optimization easier.

Because CMS platforms include additional platform-wide code, these tools may flag warnings that don’t actually impact your website’s real-world performance. Many marketing agencies use these skewed rankings as a way to start a conversation, but they often don’t tell the full story.

Google Ads “Experts” — What Works and What Doesn’t

Google Ads reps or outside consultants may suggest changes like switching keyword match types to phrase or broad match, thinking it will increase reach. But in the landscape industry, that often leads to wasted budget—bringing in searches like “the insurance landscape” instead of the right leads for design and build services.

We’ve tested recommendations from so-called Google Ads “experts” multiple times, and more often than not, their advice lacked relevance or didn’t align with what actually drives results. That’s why we evaluate every suggestion critically, ensuring any adjustments improve performance—not just increase ad spend.

On the other hand, your project manager, in partnership with our paid media team, may suggest insights tailored specifically to your account. Their focus is on strategies that bring in the right leads, not just increasing ad spend.

Transparency is key, and your marketing dashboard keeps you informed on how your campaigns are performing. If you ever have questions, your project manager is here to help.

How We Approach It Differently

At HALSTEAD, we don’t just monitor your numbers—we analyze your entire marketing system to make strategic decisions that align with your business goals and deliver real ROI. We stay on top of opportunities, but we prioritize what actually moves the needle for your business.

If you receive reports or recommendations that raise concerns, reach out to your project manager. We won’t just say, “That’s wrong.” If it is, we’ll explain why and provide detailed insights to help you understand how these suggestions would (or wouldn’t) impact your business.

What About Fractional CMOs?

There’s been a lot of talk lately about fractional CMOs—outsourced marketing executives who provide strategic guidance without the full-time cost. While this model can work in some industries, it’s rarely the best fit for landscape companies.

Fractional CMOs often focus on high-level strategy but lack industry-specific expertise, execution resources, and the deep understanding of your business that an integrated marketing team provides. At HALSTEAD, we don’t just offer strategy, we bring it to life with a team that handles SEO, Google Ads, Meta Ads, content, social media, email, and beyond, all aligned to your goals.

If you’re considering outside marketing leadership, we break down the real pros and cons for landscape companies in our latest blog: Are Fractional CMOs Worth It?

Have a Report or a Question? Let’s Talk.

If you’ve received an audit, a Google Ads suggestion, or anything else you’re curious about—reach out to your project manager. We’re always open to discussions and won’t just dismiss an idea outright. If a recommendation isn’t the right fit, we’ll walk you through why and provide data-backed insights so you can make informed decisions.

Have questions? We’re here to help. Reach out to your project manager anytime.
 

Until Next Friday,
The HALSTEAD Team