In viable leads of customers looking for pool construction services.
Business owners are experts in their fields, yet the intricacies of digital marketing can often feel like uncharted waters.
This was the case for Dylan, the owner of Aquatic Treasures. An expert pool constructor, Dylan knew how to create aquatic masterpieces but was unsure about how to navigate the digital realm to grow his business further.
Before working with our team, Dylan felt uncertain about his digital needs and the best approach to fulfill them. He was aware of the potential of online advertising but wasn’t sure how to harness it effectively to generate the leads his business needed.
Aquatic Treasures already had a website, but was having challenges driving quality traffic.
Similarly, Dylan and his team at Aquatic Treasures found themselves at a loss when it came to defining their digital objectives and creating a roadmap to achieve them. The murky waters of digital strategy made it difficult to identify the right online tools and resources that could truly drive their business growth.
Specifically, their initial goal was to generate 15 viable leads per month, with a budget that allowed for up to $250 per lead. However, without a clear understanding of how to optimize their digital ad spend or how to target their ideal customers online, reaching this goal remained elusive.
Aquatic Treasures is based out of sun-soaked St. Petersburg, Florida.
Naturally, there were plenty of pool-related keyword opportunities.
After conducting research, we could also determine whether there was sufficient search volume to meet his goals.
However, not every pool-related search was a good fit, and competition was high. If the targeting was treated loosely, chances are his advertising dollars would be consumed in fruitless searches.
There’s website traffic, and then there’s high-intent website traffic. The difference between the two can be substantial, especially in terms of user behavior and conversion rates.
To attract the right audience, we focused on dominating local search results for high-intent queries like “best pool builders in St. Petersburg” and “pool construction services in St. Petersburg”.
Users searching with these specific terms represented a much higher quality click than a generic search for “pool company”, indicating a more immediate intent to purchase, and therefore, a higher likelihood of conversion. Our goal was to ensure that Aquatic Treasures was the first name they saw when they made these searches.
After all, a “pool company” search does not imply the user is searching for construction services. The user may be searching for maintenance, cleaning, or even supplies.
By implementing a strategically managed Google Ads campaign, we were able to significantly boost Aquatic Treasures’ lead generation. Previously, they were only attracting about 4 to 5 leads per month. Our targeted approach increased this to an impressive 24 leads per month on average over the first 90 days, or a total of 72 leads, representing an overall increase of 500%.
