This project focused on lead generation for a Pool Renovation & Cleaning company operating in the United States. The primary objective was to generate steady, high-quality service inquiries from homeowners and commercial property managers actively searching for pool renovation, repair, and maintenance services.
With a total ad spend of $10,800, the campaign emphasized efficiency, lead quality, and predictable results rather than inflated traffic numbers.
- Google ads
Consistent B2B Lead Acquisition for a Pool Renovation & Cleaning Company in the U.S.
overview
1.7 Years
Duration
google Ads
Platform
United States
Market
The Challenge
The brand faced three core challenges:
Competing in a High-Intent, Local Service Market
Pool services are highly competitive, especially in peak seasons. Many competitors bid aggressively on the same keywords, driving up costs and reducing profitability if campaigns are not tightly controlled.
Filtering Out Low-Quality Inquiries
Not every searcher is a serious buyer. The client wanted to avoid: DIY-focused users,
Price-only shoppers, Irrelevant maintenance querie. Lead quality was more important than raw volume.
Maintaining Profitability at a Manageable CPL
The goal was to keep cost per lead under control while still generating enough volume to justify ad spend and support ongoing operations.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
High-Intent Search-Only Focus
Instead of spreading budget thin across multiple platforms, we prioritized Google Search campaigns targeting:
Pool renovation services
Pool resurfacing and repair
Professional pool cleaning services
This ensured we captured users with immediate service intent.
Geographic & Service-Based Segmentation
Campaigns were segmented by:
Specific service types (renovation vs cleaning)
Target service areas
This allowed for tighter bid control and more relevant ad messaging.
Conversion-Focused Ad Copy
Ads emphasized:
Professional expertise
Fast response times
Clear service offerings
Messaging was built to qualify users before they clicked, reducing wasted spend.
Continuous Optimization
Instead of spreading budget thin across multiple platforms, we prioritized Google Search campaigns targeting:
Search terms were reviewed daily to eliminate irrelevant queries
Budgets were shifted toward top-performing keywords
Underperforming ads were paused and replaced with stronger variations
Results
Estimated Lead Value:$194,400
Over the campaign period, the account delivered strong, scalable performance:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$10800
Total Ad Spend
$288
Total Revenue Generated
194400x
Overall ROAS
$27.22
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
Estimated Lead Value:$194,400
Local service businesses benefit most from search-first strategies
Clear service-specific targeting improves lead quality and reduces CPL
Eliminating low-intent traffic is just as important as generating leads
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