Our final post in this 6 part marketing series focuses on social media channels. We like to say that Facebook / Instagram ads are the new direct mail, but on steroids. They are one of the best exclusive lead sources in 2024 for pool companies in most markets around the country.

Ad Creative

• When you advertise on Facebook / Instagram, you compete with many other posts for your consumers’ attention. That’s why it’s important to try out different creative to see what resonates and converts.
• According to Pool Monopoly, images and videos both work, but generally, images work best for their clients since they’re more succinct and to the point.
• According to the experts at Pool Monopoly, using an image of Skimmer’s service report email in ads is effective because it shows the homeowner that they will always be kept in the loop. This is probably the most important thing that people searching for pool service want: strong customer communication and the knowledge that the job will get done well.
• Additionally, Pool Monopoly recommends using real images that humanize you as a company— things like branded trucks, pictures of employees on the job wearing company shirts, and even pictures of you and your clients. You might even consider hiring a photographer to shadow you for a few hours to get some professional, on-thejob photos.

Ad Copy

• Copy is what a prospect looks at right after the creative catches their attention. The best thing to do here is to keep it short and extremely relevant to what your prospects’ pain points are.
• A good example of this is saying “Are you tired of getting ghosted by your pool guy?” “ or “Did your pool go green last summer?”.
• These are all things that are relatable to a homeowner who has had trouble with their last pool company and it positions you as the solution to the problem they experienced in the past.
• Once you hook them with good copy, you can explain why you’re different, what areas you service, and whether you’re offering any sort of new customer special.
• Remember to keep it to the point—this copy is meant to be a quick attention grabber that highlights your company’s best features while also explaining how you can solve their pain points.

Where to focus your copy

• Weekly service: Pool Monopoly has generally found that their clients see better results when they focus on weekly service ads on Facebook (vs. repairs) since many prospects who already have pool service will always default to their current pool company for repairs.
• Remodel and replaster: Given the higher price tag of remodel and replaster jobs, these are also great for Facebook ads. You can easily justify the cost of the ads if the job itself is going to bring in more money.
• Pool liner replacement: Again, Pool Monopoly has found that ads for pool liner replacement do exceptionally well on Facebook.

Lead volume and budget

• If done correctly, Facebook / Instagram ads can deliver some of the highest lead volume in the pool service space. Pool Monopoly recommends that your minimum monthly budget be $750.00. Anything less than that $25 per day mark likely won’t yield great results because the algorithm needs more volume to learn who to target, and it only gets there if it has enough data to go on.
• Lead volume on Facebook is very good if it’s done correctly, and it definitely scales well as you raise your budget. You always want to start low ($25- 50 per day) and only raise it a few dollars a day at a time so the algorithm doesn’t go crazy trying to spend money. The goal with Facebook is to continue to improve month after month, and after 3-4 months the leads will get cheaper and cheaper after you find out the winning creative, copy, etc.

The bottom line on mastering paid marketing

Mastering paid marketing as a pool service professional is not just about spending money on ads—it’s about strategically investing in your business’s growth. By focusing on the fundamentals covered in this series of posts, you’ve equipped yourself with the essential knowledge to establish a strong online presence and attract more customers.

Remember, successful paid marketing campaigns are not static—they require continuous monitoring, testing, and refinement. By staying informed about industry trends and adapting your strategies accordingly, you’ll be well-positioned to stay ahead of the competition and grow your pool service business.

As you get started on your marketing journey, apply the principles consistently and adapt them to suit your business’s unique needs. By doing so, you’ll be able to achieve sustainable growth and establish your reputation as a trusted pool pro in your area.