Let's TalkLet's TalkAn account where a six-figure build and a weekly cleaning quote compete for one budget, and the search that converts fastest is rarely the one worth most.
Give us read access to the account. We come back with how your spend splits between builds, renovations, repairs and service, when your build campaigns actually run against when families plan, what DIY and product searches cost you, and the three changes worth making first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
A search for a new pool builder and a search for weekly pool cleaning are worth completely different amounts and convert on completely different timelines. In one campaign at one target, the algorithm buys the cheap, fast service quotes and starves the build searches where most of the revenue sits.
Families research pools long before summer, but many builders only raise spend when the weather turns. By then the buyers they reach are too late for this season, and the cheaper winter weeks - when families are comparing builders and arranging finance - have been missed.
Pool keywords attract people buying chemicals, parts and above-ground pools, people looking for how to fix a pump or clear green water, and people looking for pool jobs. None will book a builder or a technician, all of them click, and broad match finds them easily.
A pool build is signed weeks or months after the first click, often after a showroom visit and a finance approval. Accounts that only count form fills optimise toward the easiest enquiries, not toward the searches that eventually produce signed builds.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Build searches convert slowly and are worth many times a service contract. An account run to cost per lead will always move money away from them. We give builds their own budget, portfolio landing pages and targets based on signed value - the only way an account grows the build side of the business.
Families plan pools months ahead. We run build campaigns while they are planning, when clicks are cheaper and competitors are quiet, so construction slots fill with committed buyers rather than late enquiries you cannot schedule until next year.
Pool keywords attract a great deal of chemical, parts and how-to traffic. We build your negative list from what your account actually attracts, weekly at first, because generic lists miss most of it - and in peak season the waste adds up fast.
A season of searches grouped into builds, renovations, repairs, service, DIY and product traffic.
Separate campaigns and targets for each part of the business.
Build campaigns from autumn, service and openings ahead of the season.
Service targeting redrawn around the neighbourhoods you already serve.
Signed builds and service contracts imported, with windows set to your decision times.
Signed build value and recurring service revenue by campaign, monthly.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Families research pool shapes, materials, costs and builders months before they want to swim. Campaigns running in autumn and winter reach them while they choose, at lower cost than the spring rush, and fill construction schedules with planned work.
Someone clicking an ad for a new pool wants to see finished pools like the one they imagine. Landing pages built from your own portfolio, with features and budget ranges, convert far better than a generic services page.
Resurfacing, retiling, new pumps and heaters, and automation are searched by existing pool owners year-round. They are valuable, faster to decide than builds and less seasonal - a campaign worth keeping funded between build seasons.
Hotels, apartment complexes and associations searching for pool service or renovation want reliability, compliance and contract terms. Their accounts are worth far more than a single residential pool, so they need separate copy, pages and conversion values.
The closest paid-media engagement we can point at is a home goods brand rather than a pool company, and we will not present it as a trade case study. It is relevant because it was a seasonal business whose offer was rebuilt to smooth the dips, with bundle offers lifting average order value 34% - $2.3M in revenue at 5.1x ROAS. Seasonal pool builds and equipment packages behave similarly; the pool specifics here come from how pool accounts work.
Read the full case studyStart build campaigns in autumn and winter, when families plan and arrange finance, and keep them running through spring. Waiting for warm weather means reaching buyers who are already too late for this season and paying the highest prices for their attention.
Yes. Builds are worth far more and take far longer to decide. Separate campaigns let you fund builds on their value and target service around your routes, instead of letting cheaper service quotes take the budget.
Build a negative keyword list from your own search terms - chemicals, parts, above-ground pools, how-to repairs, jobs - and review it weekly at first. Pool keywords attract a lot of do-it-yourself and shopping traffic, especially in summer.
A signed build with its value, imported from your sales system, with a measurement window long enough to capture how long your buyers take. Form fills and showroom visits are useful signals but poor targets on their own.
It depends on your build values, construction capacity and service goals, not on a fixed figure. A smaller budget works best concentrated on one line of business, planned across the year, and judged on signed builds and recurring revenue rather than cost per click.
If you offer it, yes - most families finance a pool. Keep the ad simple and accurate, follow the platform's rules for financial claims, and put the full terms and a clear explanation on the landing page.
Where they are available for pool services in your area, they can be worth testing for service and repairs. You pay per lead but have less control over job types. Measure them separately from search, and dispute leads that were not genuine.
Yes. Renovation searches come from existing owners who already understand what a pool costs and involves - they want resurfacing, retiling, new equipment or a modern redesign. They decide faster than new-build buyers, search year-round rather than only before summer, and respond to different messaging. A separate campaign, with its own landing page and before-and-after examples, keeps them from being lost inside build or service campaigns.
Further than your service ads, but deliberately. A new pool is valuable enough to justify a longer drive for the crew, so build campaigns can reach wider than weekly service, which should stay close to existing routes. Set the build radius around where you can realistically manage construction, inspections and follow-up visits, not simply as far as the budget will stretch.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.