Search campaigns built around the jobs a pool route actually wants: weekly service, green-to-clean, and repairs. Managed by a former pool company owner, reported in cost per account, with missed call text back on every ad number so the calls you paid for become customers.
I hired three agencies to run Google Ads for my own pool company. Every one of them made the same four mistakes. Now I open new clients' accounts and find the same four.
Broad-match keywords let Google decide what "pool service" means. It decides it means pool supplies, pool builders, above-ground pools, and public pool hours. A third of the budget goes to searches that could never become a weekly account.
The ad says "weekly pool service." The click lands on a homepage with a hero video, a mission statement, and the phone number in the footer. Half the people who click leave before they find it. Every ad needs a page that matches it, with the number and a form above the fold.
Pool demand in Phoenix triples between February and May, then falls off a cliff in September. An agency spending the same $2,000 every month is overspending in the off-season and starving the account when the phone should be ringing.
The report says 340 clicks and a 4 percent click-through rate. It doesn't say how many calls were answered, how many became quotes, or what a weekly account cost. Those are the only three numbers that matter, and most agencies don't track any of them.
Weekly service, one-time cleanups, and repairs get their own campaigns with their own budgets. Green-to-clean gets its own ad group because the person searching it is desperate today and will pay a premium. Display, Performance Max, and video stay off unless there's a reason.
Every search term that spent money gets reviewed. Anything that isn't a homeowner in your service area who wants a pool serviced or fixed goes on the negative list. The list starts at 200 terms on day one and never stops growing.
The weekly service ad lands on a weekly service page. The repair ad lands on a repair page. Phone number, short form, three reviews, and a price anchor above the fold. This is where Brilliant Pools' conversion rate went from under 10 percent to over 24.
The budget follows the season, set at the start of the year from your market's demand curve. Bids go up in the zip codes where your route is dense and down where a new account would cost you a 40-minute drive.
Every ad number is tracked, so the report shows calls, not clicks. Missed calls get a text back in seconds through PoolCRM. That one feature is often the difference between a campaign that pays and one that doesn't.
You get one number every week: what a new account cost. Behind it, calls answered, quotes sent, quotes won. If the number goes the wrong way, you'll hear from me before you have to ask.
Brilliant Pools, pool service and repair. Google Ads and follow-up automation, no new website. Full 2025 season, January through August.
| Metric | Result |
|---|---|
| Cost per lead, first 30 days | −72% |
| Landing page conversion rate, same budget | +145% |
| Ad spend for the season, paid to Google | $33,169 |
| Conversions (calls and form fills) | 604 |
| Conversion rate | 24.17% |
| Cost per conversion | $54.92 |
| New customers added | 400 |
Full breakdown, including the 30-day numbers, on the results page.
One flat monthly fee for the campaign build, weekly optimization, landing pages, call tracking, and reporting. No percentage of spend, so there's no reason for me to want your budget bigger than it should be. Month to month.
Paid by you, directly to Google, in an account you own. Most pool routes start between $1,500 and $3,000 a month in season and pull back in the off-season. Use the budget guide to work backward from what an account is worth.
Running Google Ads is one part of pool service marketing. If your website and follow-up are already solid, ads alone might be all you need. If they aren't, ads will find the leaks fast. The teardown tells you which.
Start at $1,500 to $3,000 a month in a mid-size market during season, then size it to results. At Brilliant Pools' cost per conversion of about $55, $2,000 a month buys roughly 36 calls and form fills. Work backward from what a weekly account is worth to you, not forward from what feels comfortable.
Weekly pool service, pool cleaning service, green pool cleanup, pool repair, and pump or filter repair, all with your city attached. Skip pool supplies, pool builders, and DIY terms unless you do those jobs. Negative keywords matter as much as the ones you buy.
Both, if you can. Local Services Ads show above everything else and charge per lead, but Google only offers them for pool cleaning in some markets and disputes take time. Search ads give you control over the message and the landing page. Most routes run LSAs on top and search ads underneath.
Calls start the first week. The account gets tuned by day 30, which is when cost per lead usually drops. Brilliant Pools saw cost per lead fall 72 percent in the first 30 days. After that, the work is seasonal budget pacing and keeping the landing page honest.
No. Management is a flat monthly fee. Ad spend is paid by you, directly to Google, in your own account. If we stop working together, the account, the history, and the data stay with you.
They go to your number with call tracking on it. Missed calls get a text back in seconds through PoolCRM, and every form fill gets a follow-up sequence. Half the value of a good campaign is lost when the tech is at a pool and the phone rings out. That part is included.
Fifteen minutes with your Google Ads account open. I'll show you where the budget is leaking and what I'd change first, whether or not we work together.