I had maybe 20 keywords lawn care, grass mowing, lawn care company, etc. Based on the ad tracker the vast majority of referrals were coming from "lawn care". I agree that 400 visits in a little over a month from an area with a population of less than 7000 is a lot. Enough to make me think that something was wrong with my ad, but I didnt know how to fix it or even if anything needed to be fixed.
I had the search area limited to 15 miles from my home address. The only calls that I received from web traffic were literally 15 miles aways, which is about 25 minutes drive time, and I dont want to spend that much time on the road.
Im sure that websites are a great asset to many business in many areas, but for me, here in this area I dont think it was worth the extra expense. I can give that $30 to my son and one of his friends, drop them off in a large neighborhood and hand out postcards and get better results.