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Hey there!

 

Wanting to run Google Ads to get more pool accounts this summer? Here’s a quick overview of what you can expect and how we see them perform for our clients!

 

Google AdWords search campaigns are the top way to get in front of potential clients that are in need of weekly pool service. You can skip the years of SEO and essentially buy your way to the top of Google at a good price. (If It’s Done Correctly)

 

There are many different types of Google campaigns but the most popular are “Search” campaigns and “Smart” campaigns. 

 

  • Custom Search Campaigns

This type of campaign is usually the most effective campaign if you know what you’re doing. This Is the type of campaign that we run for our clients. It makes sense when you know what you’re doing as google doesn’t give you any training wheels and you’re 100% in full control of your strategy.

 

  • Smart Campaigns

These campaigns are usually what Google pushes when you first start your new google ad account. They are very easy to setup as google does a lot of it for you. We personally don’t recommend them that much because we’ve seen a lot of our clients have these and they’ve been burned a bit on them as google can be sort of predatory if you don’t know exactly how to work within their platform and have full control over it.

 

Landing Pages vs Websites

 

The biggest problem we see with clients that have ran Google search campaigns themselves, is that they used their main website rather than building out custom landing pages.

 

  • Conversion Rate Optimization (CRO)

When running google ads, the conversion rate is extremely important. This is the number of people that visit your landing page and out those how many convert into a lead wether that’s from a form opt in or a phone call. We’ve tested many variations of landing pages to be able to optimize this number to as high as possible and that results in a lower cost per lead for our clients.

 

  • Split Testing (A/B)

When starting out on google ads from scratch its important to split test different landing pages with different messaging, images, structure all that stuff to see which one performs better with your audience. We’ve done this many many times to get our landing pages where they are now for our clients and we still do it currently to always be improving.

 

  • Structure (Landers vs Websites)

Landing pages are condensed versions of a website. They are usually one page with a lot less content while being more focused on selling rather than informing. They are also highly targeted towards the keyword that the prospect typed in to google making it very relevant to when they click the landing page they get served with exactly what they were originally looking for if that makes sense.

 

  • Copywriting

So this is obviously quite important and we’ve touched on this a bit already with Facebook and its all pretty similar. You always want to speak to the typical pain points that prospects have when hiring other bad pool service companies.

 

Here’s a case study of a client who joined us last year in November of 2023. They have been with us for around 6 months now and have been amazing to work with thus far.

  • Closing Rate (Lead To New Client) = 49.17% (A+)
  • 50% Off First Month - Special Offered
  • Customer Was On The “Higher Side” For Weekly Service Prices
  • B+ Salesperson
  • Utilizing Our “Automated Lead Nurturing” System

Time Frame: Nov 8th - April 30th

New Weekly Service Accounts: 89

Marketing CAC (Customer Acquisition Cost): $159.55


Comment below any questions you guys have relating to Google Ads and I will help in any way I can :)

What are the differences between Google's Ads, Local Services, and Guaranteed programs? Is one more advantageous than another?

@GreySharkPools Hey there!

Google Ads (Search) is what we specialize in. This is a pay per click program with Google. When you see the “Sponsored” ads section at the top of Google, that’s what that is! It runs on a keyword search term model, where we build out 50-100+ keywords that when people type into Google (In your geographical area) you will then show up at the top for that. It’s essentially like buying your way to the top of Google and skipping the line vs something like SEO which can take years. The goal with Google Ads is to have a cheap cost per click and a high conversion rate (the number of people that clicked, divided by the number of people that called you or filled out your form). We’ve split tested dozens of landing pages that are built to convert 20%+ which results in a cheaper CPL (Cost per lead) for our clients (And ourselves back when we had our own pool company).

Google LSA (Also called “Guaranteed”) Is quite a different model. When you launch these, they are controlled mostly by Googles algorithm. When you type in “pool service near me” or a term like that, you will see the boxes at the top of the search engine with all the stars and reviews, those are pool companies paying for LSA. With this program, Google charges you on a “Pay Per Lead” basis which can be anywhere from $40 up to $100+ depending on your market and competition. They do have some more requirements with this as Google wants to vet these companies very hard as they are selling them as “Google Guaranteed Providers”. Some states will require a contractors license just to put up pool service LSA ads, but some are OK with just a CPO Certification. Both options are great and we run both at the same time for a lot of clients!

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