Client results: what pool and home service marketing looks like in real numbers
Every number on this page comes from a live Google Ads account or a signed sale. No projections, no "up to." When a client's numbers change, this page changes.
Brilliant Pools: 400 new customers in a year on the same ad budget
Brilliant Pools is a pool service and repair company in the Phoenix area. When we started, their Google Ads were spending on broad-match keywords like "pool supplies" and sending every click to a generic homepage with no phone number above the fold. Calls that came in while techs were at pools went to voicemail and stayed there.
What we changed
- Cut the broad-match terms and rebuilt the campaigns around weekly service, green-to-clean, and repair searches
- Rebuilt the landing page around weekly service with click-to-call above the fold and reviews on the page
- Put missed call text back on the ad phone number, so a call that rang out still became a conversation
- Paused spend for the off-season instead of letting it run into December
First 30 days
| Metric | Change |
|---|---|
| Google Ads cost per lead | −72% |
| Landing page conversion rate | +145% |
Full 2025 season, January through August
| Metric | Result |
|---|---|
| Ad spend, paid to Google | $33,169 |
| Impressions | 59,592 |
| Clicks | 2,499 |
| Conversions (calls and form fills) | 604 |
| Conversion rate | 24.17% |
| Cost per conversion | $54.92 |
| New customers added | 400 |
Peak month was May at over 150 conversions. A 24 percent conversion rate is roughly three times what home service accounts usually run, and it came from the landing page and the text-back, not from more budget. The company added 400 new customers over the year, most of them recurring weekly accounts.
The pool company I ran: 650% growth, 300 accounts, 7 trucks, then sold
Before BJG Digital, I owned a pool service company in Gilbert for five years. It's the reason the systems on this site exist, and it's the only case study where I can show you every mistake as well as every win.
The growth didn't come from route software or a bigger ad budget. It came from three things I was bad at for the first two years and eventually automated: answering every lead the same day, following up every quote until it closed or died, and asking every happy customer for a review. Those three things are now PoolCRM, and every marketing client gets it included.
The sale is the part most owners find useful. The buyer didn't pay for the trucks. He paid for the customer list, and specifically for how long the accounts had been there and whether they'd stay. What a weekly account is actually worth walks through that math.
How to read these numbers
- Cost per lead and conversion rate come straight from the Google Ads account. Nothing is adjusted.
- New customers is the client's count of accounts opened, not a conversion estimate.
- First 30 days compares the month before we started to the first month after. The full-season table is the calendar year.
- One client is on this page because one client has a full season of numbers. Others get added as they earn a full season.