Booking More Jobs For a Pool Care Company Using Google Ads

Keyword Research and Ad Targeting: Beginning with detailed keyword research to help identify high-conversion, service-specific terms like “pool cleaning Orlando,” “pool repair services,” “chemical balancing for pools,” and “pool maintenance near me”, exact match and phrase match keywords were prioritized to capture high-intent users, while broad match was avoided to reduce irrelevant clicks.

We also created a list of negative keywords like “pool supply store”, “DIY pool cleaning” and “pool service jobs” to filter out users not looking for professional services (these types of terms can waste budget if the ads are clicked on).

Ad Copy and CTA Optimization: We created compelling, action-oriented ad copy that emphasized the company’s expertise, availability, local ownership and special offers. Headlines that included “Expert Pool Cleaning in Orlando” and “Book Pool Maintenance Today” were paired with clear calls-to-action (CTAs) like “Get a Free Quote” and “Schedule Service Now”.

The Ad copy was tailored to the season when the ads were running, by using phrases like “Prepare Your Pool for Summer” and “Get Your Pool Ready for Spring”.

Landing Page Optimization: We designed and created dedicated landing pages on the website for each service, ensuring that users who clicked on an ad were directed to a page specifically related to their search query (e.g., pool cleaning or pool repairs). Each landing page included easy-to-use contact forms and easy to access click-to-call buttons, thus reducing friction in the booking process.

Testimonials and trust badges were also added to the landing pages to increase credibility and to further encourage bookings.

Location-Based Targeting: In an effort to drive budget further, we also employed geo-targeting to focus on users within a 20-mile radius of Orlando, ensuring the ads were only shown to those in the service area.

Ad scheduling was used to display ads only during the most relevant times – particularly when homeowners were more likely to be searching for pool services (our data suggested this was during mornings and weekends).

Budget Optimization and Bid Management: The agency used manual CPC bidding to maintain control over ad spend, ensuring the company wasn’t overspending on clicks that didn’t convert and that humans were actually paying attention to the campaigns. We also adjusted budget allocation dynamically based on performance, focusing more resources on the highest-converting keywords and ad groups.

Seasonal Ad Campaigns: The 10X team ran special seasonal campaigns during spring and summer, offering discounts and promotions for first-time customers, such as “10% Off Your First Pool Cleaning” or “Free Pool Inspection with Service”. Outcomes proved these promotions helped attract new clients and increased the number of booked jobs during the company’s busiest months.

Remarketing Campaigns: A remarketing strategy was implemented to target users that had previously visited the website but had not booked a service. These ads specifically featured time-sensitive offers and were shown across Google’s Display Network to remind potential customers to book their pool service.

Increase in Booked Jobs: The pool services company saw a 70% increase in booked jobs during the peak season, far surpassing the original goal of 50%. Interestingly, over 60% of these bookings were for recurring pool cleaning services, ensuring long-term customer retention.

Improved Conversion Rate: The conversion rate from Google Ads rose to 12%, a marked improvement from the company’s previous campaigns, which had conversion rates below 5%. As an added bonus, the cost per conversion dropped by 30%, making the campaign much more cost-effective over time.

Higher Click-Through Rate (CTR): The ads achieved an average CTR of 8.5%, which was well above the industry benchmark for service-based businesses. Commonly, this is in the 5 to 6% range. Seasonal promotions and well-targeted ad copy helped drive higher engagement and click-through rates.

Maximized Return on Ad Spend (ROAS): The company achieved a ROAS of 6:1, meaning that for every $1 spent on ads, they generated $6 in revenue. This strong return on investment demonstrated the effectiveness of the Google Ads strategy in generating high-value leads for the pool care company.

Enhanced Online Visibility: Our PPC team ensured the pool care company’s Google Ads consistently appeared at the top of search results for key terms like “pool cleaning Orlando” and “pool repair near me,” significantly improving their online visibility. The company reported a noticeable increase in brand recognition within the local market. When asked, new customers mentioning they found the company via Google Ads.