Hello!

My name is Ryan, and I will be a regular contributor to The Pool Deck, sharing marketing ideas that I've had success with and learned from running my own pool service business.

I hope I can inspire you to use new tactics to promote your business, attract new customers, and build your brand!

I've been seeing shifts in the pool marketing space, and it's more important than ever to start diversifying your marketing strategy. Relying on only one marketing channel can deliver inconsistent results, especially when the pool business is so seasonal. My company, Pool Monopoly, has also seen a change in the last year or two with how much competition has entered the pool business, especially with private equity firms getting into the space. One of the most significant impacts is the cost per lead, and I think it will continue to rise. So, I am constantly finding new ways to keep lead costs low with unique strategies to acquire new customers throughout the year.

Here are some ideas to get you started:

Facebook & Instagram Ads

Meta is like the new version of direct mail but on steroids. I find this lead source is optimal from March to October during the "hot" season. 

Facebook ads quickly get results if set up correctly from the start. It's best to hit the ground running with 6-10 image/video creatives that are linked to a high-converting landing page (I'll cover how to set this up in a future post). A lead cost on Facebook ads is typically $18-44, depending on the area and season. I aim for my clients to close these leads at around 16% (based on over 60 active campaigns), bringing the customer acquisition cost to $112-275. This number is significant because, as I'm sure many of you know, the going rate for pool accounts on the open market is between 10-12x monthly revenue. This means you can acquire a new account for $112-275, instantly worth $1,500-2,000 of value for your business.

Google Search Ads

Traditionally, Google has been the best way for any local home service business to procure business at a low cost, and in 2024, it is no different. Over 60% of weekly pool service contracts start with a simple Google search. Prospective customers will search for things like "Pool Service Near Me," my job is to ensure my clients are right at the top in the sponsored position. When running Google Ads, you'll want to make sure that you have the following in place:

• High-converting landing pages
• Conversion tracking
• Keyword research
• Optimized bidding strategy
• Negative keyword list
• Automated lead follow-up system

Overall, if done correctly, Google can be an extremely efficient way to get new pool accounts on autopilot month after month. Google ads are fantastic because they are "inbound" leads, meaning that these prospects are already searching for a new pool service company that can help them maintain their pool. I target closing around 45-55% of these inbound Google leads. The lead cost on Google is higher than Facebook's, but the quality is also much higher since it's prospective customers who are actively looking for your business.