As an evolving brand in 2019, Echoing Green needed to establish a stronger brand presence in a local but growing market.
Echoing Green came to Xi Digital in 2019 looking to grow their brand reputation and increase lead generation for their growing artificial grass company. Echoing Green has a distinct identity in the Canadian turf market with European-engineered artificial grass that performed and felt like natural grass without the challenges of a natural lawn while offering sustainability, versatility, and durability to homeowners, business owners, building designers, landscapers and other property professionals.
Artificial grass was becoming more familiar to homeowners and property professionals. However, the market still required education around product quality, installation, long-term value, and the different ways synthetic turf could be used.
Ahead of the pandemic, this became even more important as more homeowners shifted their focus toward improving their own properties instead of spending time in public spaces or travelling; outdoor living spaces became a larger priority. Backyards, pet areas, balconies, playgrounds, rooftops, putting greens, and commercial landscapes all became stronger opportunities for artificial grass solutions.
Echoing Green needed to get in front of these customers early and position itself as the brand they recognized, trusted, and chose.
Ultimately, working with Xi Digital, Echoing Green’s goals were to:
Xi Digital developed a strategy based on experience with successful digital
marketing campaigns in the landscaping, home services, and artificial grass
industries. The goal was to create a data-driven, multi-platform digital marketing
approach that would help Echoing Green become more visible at every stage of the
customer journey.
Rather than relying on just one channel for growth, Xi Digital curated a diverse
strategy designed to make the marketing work together across multiple
touchpoints, including organic search, paid advertising, website improvements,
social media, visual branding, local search, content, and conversion-focused updates.
One of the foundational elements in this strategy was to define Echoing Green’s offering and brand awareness in comparison to the strongest and fastest-growing competitors in the industry.
Echoing Green did not just offer or sell artificial grass. They were offering exclusive, high-quality, high-performance European-engineered turf that could support a wide range of uses, from residential lawns and pet areas to commercial landscaping, design projects, and professional installations.
Outlining these elements and building them into marketing collateral created a brand voice which allowed Xi Digital to market a distinct identity and communicate Echoing Green’s value to relevant audiences.
Any strong online brand needs a modern, functional website to serve as the foundation for its digital presence. Before investing in digital marketing Echoing Green needed a website that could reach users, educate them, and convert interest into action.
Xi Digital designed a custom website that separated Echoing Green from competitors in the artificial grass market. Instead of relying on a templated look and feel, the website reflected Echoing Green’s distinct brand identity while clearly highlighting its products, services, and installation expertise.
The website was built to support:
Using Juicebox, Echoing Green had a scalable website they owned and could continue building on as their business expanded. This custom website became the foundation for Echoing Green’s broader digital strategy, supporting online visibility, organic rankings, paid campaigns, e-commerce sales, and long-term lead generation.
Every website launched with Xi Digital is engineered with SEO fundamentals at its core. To support the strong marketing tool, the Xi Digital SEO team developed a strategy focused on high-intent searches in residential neighbourhoods around Southern Ontario.
The strategy included optimized service pages, ongoing blog content, FAQs, and location pages designed to help Echoing Green appear in front of users actively researching artificial grass installation, pet turf, backyard turf, and synthetic grass products.
To support goals of lead generation and brand awareness, Xi Digital opted to create paid ad campaigns that leveraged both Meta (Facebook and Instagram), Google Ads and LinkedIn to capture intent-based search leads while also maintaining visibility and creating interest on social media with Meta ads. This combined approach allowed for a consistent stream of leads from both platforms. Paid campaigns helped support immediate visibility, drive qualified traffic to the website, and generate quote requests. At the same time, the long-term SEO strategy continued to grow. While LinkedIn was used to directly reach B2B audiences and capture the attention and interest of landscapers, builders, designers and architects.
The artificial grass market evolved significantly from the COVID-19 pandemic onward. What was once a smaller niche product and industry became a more competitive and more familiar solution for homeowners and businesses, including sports facilities, daycares, schools, malls, public buildings, and more.
As the market changed, Echoing Green needed a digital marketing strategy that could stay agile and responsive. In response, Xi Digital’s strategy evolved to help Echoing Green stand out through stronger education, clearer product differentiation, better user experience, and more conversion-focused digital tools.
In 2026, Xi Digital redesigned the Echoing Green website with cutting-edge technology that allowed for faster load speeds, more intuitive features, and smarter configurations that aligned with modern search behaviour while supporting customers throughout the buyer’s journey.
This became especially important as Echoing Green’s service offerings continued to evolve. This included:
Since partnering with Xi Digital on their digital marketing strategy, Echoing Green has seen significant online growth through website improvements, search engine optimization, content development, paid advertising, social media, brand positioning, and ongoing campaign adjustments.
Organically, Xi Digital has generated first-page positions for Echoing Green’s high-intent and high-volume searches related to artificial grass, synthetic turf, pet turf, backyard turf, and installation services. With AEO and GEO practices in place to support visibility in AI-driven search experiences, Echoing Green has also seen increased brand visibility on platforms like ChatGPT, Gemini, and Perplexity. This has helped the company maintain a stronger digital presence across key regions with relevant audiences and high growth potential.
In all of 2025, Echoing Green’s partnership with Xi Digital brought tremendous organic growth, including:
Paid advertising has also supported continued growth through strategic management of Google Ads and Meta Ads season after season. Through ongoing opt imization, Xi Digital has helped Echoing Green increase lead generation, improve budget efficiency, and make smarter decisions around bidding, targeting, and campaign spend.
Despite increased competition, we successfully reduced costs-per-click significantly and as a result we delivered many high-quality leads at a 31% lower cost-per-acquisition.
By using a data-focused approach, Xi Digital is able to analyze paid and organic performance together and adjust the strategy so each channel supports the other. For Echoing Green, this means using SEO to strengthen visibility in areas where ad budgets may be less concentrated, while using paid advertising to drive more immediate traffic and leads in priority markets.
This balanced strategy has allowed Echoing Green to build visibility across target regions based on priority, profitability, and demand without placing unnecessary strain on marketing budgets.
Xi Digital is continuing to support Echoing Green’s growth on AI platforms to adapt to changes in online search behaviour. Today, Echoing Green already enjoys visibility in Google’s AI overview, while Xi Digital continues to work to strengthen authority and dominance using evolving AEO strategy.
As Echoing Green expands its service offering as the artificial grass leaders in Southern Ontario to include artificial grass cleaning, Xi Digital has already secured Echoing Green's first-spot positions for “turf cleaning,” resulting in Echoing Green being a leader both online and offline.
By continuing to invest in SEO, local content, brand visibility, and multi-touchpoint marketing, Echoing Green can continue building authority in the artificial grass market and reach more homeowners, business owners, designers, landscapers, and property professionals across Southern Ontario while seeing continuous growth.
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