Running and growing a successful pool service business takes more than traditional marketing. While those methods worked years (and decades) ago, younger homeowners increasingly rely on digital marketing to make decisions when hiring home services businesses.

That’s where Facebook and Google ads come in. They are powerful tools that can help you reach a larger audience, generate leads, and convert those leads into long-term customers. By pairing these strategies with your existing marketing efforts, you’ll set your pool service business up for consistent, predictable growth.’

However, knowing where to start can seem overwhelming. In this post, you’ll discover a simple process for creating conversion-focused ads on Facebook and Google, from concept to execution, ensuring you make the most out of your advertising budget.

Let’s get started.

The Key Difference Between Facebook & Google Ads

If you’re new to paid advertising, it’s important to recognize the difference between these platforms to maximize your success. Each of them target different audiences at different stages of the buying journey and with varying intent.

Facebook Ads. These ads appear in users’ news feeds, stories, or in the right-hand column on desktops. If you add Instagran, they’ll appear in the same places. They are customizable, allowing you to target specific demographics based on location, age, interests, and behavior.

Google Ads. These ads appear on Google’s search results pages, YouTube, and other partner sites. They are primarily driven by keywords, meaning you target users who are actively searching for services you offer.

Step 1: Clarify Outcomes

The first step in any successful ad campaign is to define clear, measurable goals. To predictably grow your pool service business, these may include:

• Increasing brand awareness in your local area

• Targeting new homeowners with an irresistible offer

• Generating leads for new pool installation and maintenance packages

• Promoting seasonal services, such as opening and closing pools for the season

• Adding upsells and speciality packages, such as hot tub or cold plunge services

• Staying top of mind to prospects who’ve reached out but haven’t become customers

Step 2: Identify Your Dream Customers

Once you’re clear on outcomes, it’s time to identify your dream customers. Notice we said “dream” customers because these are the customers who are a perfect fit for your services and tend to stay with you once they’ve signed up.

Depending on your niche, these might include:

• Homeowners with pools

• Landlords with multiple properties

• Airbnb or rental property managers

• Real estate agents

• Commercial property owners

Step 3: Develop High-Value Lead Magnets

Not every prospect is ready to sign up today. Instead of going directly for the sale, create a high-value lead magnet. A lead magnet is something valuable that you offer to potential customers in exchange for their contact information, including name, email, phone number, etc.

So, what are some examples of lead magnets?

Free Guides

Offer a guide on pool maintenance tips or the benefits of professional pool services.

Do’s & Dont’s

Create a checklist that helps prospects make a sound decision when hiring pool services.

Special Offers

Provide a discount on their first service or a seasonal promotion.

Free Estimates

Offer a free, no-obligation quote for pool maintenance or installation.

Step 4: Build Compelling Ads

Now it’s time to get your ads built and out into the world. We’ll break these down into their respective platforms so you can optimize your ad spend.

Facebook Ads For Pool Service Businesses

1. Define Your Objective. For lead generation, choose objectives like “Lead Generation” or “Conversions.”

2. Target Your Audience. Use Facebook’s targeting options to narrow down your audience based on location, age, interests, and behaviors.

3. Design Your Ad. Use high-quality images or videos that showcase your services. Include a compelling headline and a clear call-to-action (CTA), such as “Get a Free Quote Today.”

4. Set Your Budget and Schedule. Decide on your daily or lifetime budget and schedule your ad to run at optimal times.

Google Ads For Pool Service Businesses

1. Choose Your Campaign Type. For lead generation, a “Search Campaign” is often the most effective.

2. Select Keywords. Use Google’s Keyword Planner to find relevant keywords. Focus on phrases like “pool service near me,” “pool maintenance,” or “pool installation.”

3. Create Your Ad Copy. Write clear and concise ad copy that highlights your services and includes a strong CTA, like “Call Now for a Free Quote.”

4. Set Your Budget and Bidding Strategy. Decide your daily budget and choose a bidding strategy that aligns with your goals.

Step 5: Implement Conversion Tracking

Once your ads are running, you’ve only begun the process. Unfortunately, too many home service business owners call it a day once their ads are up and forget to leverage data. To measure the effectiveness of your ads, implement conversion tracking on your website.

This will allow you to see which ads are driving leads and sales. Both Facebook and Google provide tools to set up conversion tracking easily. In doing so, you can find winners to add budget to while eliminating ads that aren’t making any headway.

Step 6: Optimize Your Landing Pages

Landing pages are typically single-page websites where potential customers land after clicking your ad. Make sure your pages are optimized by following these steps. As you gather date, make tweaks and edits to optimize conversions.

Relevant Offer

Make sure your offer matches exactly what you promised in the ad copy.

User-Friendly

Create a simple, yet effective design that is easy to navigate and mobile-friendly.

Clear CTA

Display your call-to-action, which is the next step you want the prospect to take across the landing page.

Step 6: Nurture Your Leads

You’ve got leads, now what? Again, this is where most pool service business owners stop. Instead, consider this the beginning of a long-term relationship where you will nurture them.

Nurturing strategies include follow-up emails, SMS marketing and phone calls. The goal is not always to sell, but rather, provide value, answer questions and build trust that facilitates the next step.

Step 7: Seasonal Promotions and Retention Strategies

To keep both prospects and customers engaged, run seasonal promotions and implement retention strategies that keep your pool service business top of mind.

Seasonal Promotions & Flash-Sales

Offer discounts, flash-sales special packages for pool opening and closing services.

Upsell Offers

With more homeowners buying luxury items such as hot tubs and cold plunges, offer additional services to increase package price.

Retention Strategies

Implement a loyalty program, send regular maintenance reminders, and provide excellent customer service.

The Future Of Home Service Business Marketing Is Digital

Pool service businesses can be an incredible source of ongoing revenue and solid profit margins. However, relying on what worked a few years ago in marketing isn’t a strategy for success in today’s digital age.

Instead, mastering Facebook and Google Ads can significantly boost your reach, leads, and conversions. By following the steps outlined in this guide, you can create effective, conversion-focused ads that drive results for years (and decades) to come.

At Slamdot, we get that you’re busy running your business and day-to-day operations. That’s why we handle all of your campaign management with a team of performance-based marketers with one goal: making you more money.

If you’re interested in learning more, grab a fast quote today and our team will discuss your goals and see how we can help your pool service business stand out!

See More Helpful Tips