Google ads Project

As “Strat X Media Marketing Agency,” we’re excited to present a case study that demonstrates our expertise in driving exceptional results for a high-ticket home services client. This case study focuses on our partnership with “AquaLux Pools,” a premier swimming pool construction company specializing in custom, high-end pool installations.

Client & Challenge

The Client: AquaLux Pools is a well-established swimming pool builder with a reputation for quality craftsmanship and luxurious designs. While they had a strong local brand, their lead generation was inconsistent and heavily reliant on referrals. They had previously attempted Google Ads but found it to be a drain on their budget with little to show for it. Their primary challenge was to generate a consistent flow of high-quality leads that would translate into signed contracts, justifying their ad spend with a significant return on investment.

The Challenge: The swimming pool industry is highly competitive, with a long and complex sales cycle. Customers typically research for months before making a decision. The challenge was to not only capture their attention but to nurture them through the entire decision-making process, ensuring that AquaLux was the top-of-mind choice when they were ready to buy. The previous ad campaigns failed to do this, leading to wasted clicks on low-intent keywords and a high cost per lead.

Our Solution: The Strat X Multi-Phase Funnel Strategy

We developed a sophisticated, multi-phase Google Ads strategy designed to address the unique challenges of the swimming pool industry. Our goal was to not just generate leads, but to deliver qualified leads that were ready to engage with the sales team.

Phase 1: High-Intent Search & Keyword Precision

• Objective: Capture immediate interest from potential customers actively searching for a pool builder.

• Strategy: We conducted deep-dive keyword research to identify high-intent, long-tail keywords. Instead of just “pool builder,” we focused on queries like “custom inground pool cost [City],” “fiberglass vs concrete pool,” and “luxury backyard pool design.”

• Ad Creative: Our ad copy was crafted to speak directly to the user’s search query. We highlighted AquaLux’s unique selling points, such as “award-winning designs,” “certified builders,” and “free on-site consultation.” We also used ad extensions like sitelinks to guide users to specific pages like their project gallery and testimonials.

Phase 2: Visual Retargeting & Brand Authority (Google Display & YouTube)

• Objective: Nurture warm leads and build trust by staying top-of-mind.

• Strategy: We created a series of retargeting campaigns to reach users who had already visited the website or engaged with our ads. We used high-quality video ads on YouTube and compelling image ads on the Google Display Network.

• Ad Creative: This creative was all about social proof and visual inspiration. We showcased video tours of completed projects, customer testimonials, and before-and-after transformations. The ad copy focused on building brand authority and reinforcing AquaLux as the top choice for their project.

Phase 3: Conversion & Lead Nurturing (Call-Only & Local Service Ads)

• Objective: Drive direct, high-value leads in the form of phone calls and inquiries.

• Strategy: For users on mobile devices with a high intent to call, we used Call-Only campaigns. We also leveraged Google Local Service Ads to appear at the very top of search results with a “Google Guaranteed” badge, which builds instant trust.

• Ad Creative: The call-only ads were simple and direct: a clear headline, a strong call-to-action like “Call for a Free Quote,” and the phone number prominently displayed. The Local Service Ads were optimized with excellent customer reviews and service area targeting.

The Results: A Remarkable 30x ROI

Within a six-month period, our strategic, multi-phase Google Ads campaign for AquaLux Pools delivered unparalleled results, far exceeding the industry benchmark for ROI.

• Return on Ad Spend (ROAS): We achieved a staggering 30x Return on Ad Spend. For every $1 invested, we generated $30 in signed contracts.

• Lead Quality: The average cost per qualified lead was reduced by 65%, with a 45% increase in the lead-to-contract conversion rate. Our campaigns were attracting homeowners with the budget and intent to build a high-end custom pool.

• Sales Uplift: The partnership led to AquaLux’s most successful quarter in company history, with a 150% increase in signed contracts directly attributable to our Google Ads campaigns.

Key Takeaways

• Quality over Quantity: A successful campaign for a high-ticket service isn’t about getting the most clicks, but about getting the right clicks from users with high purchasing intent.

  Strategic Funneling: A simple, single-objective campaign is not enough. The key to a 30x ROI was a multi-phase funnel that first captured attention, then built trust, and finally drove a high-value conversion.

• Track Everything: Our ability to track not just phone calls and form fills, but to connect those leads to signed contracts, was crucial. This allowed us to precisely calculate our ROI and make data-driven optimizations to the campaign.

• Industry Expertise: Understanding the long sales cycle of the swimming pool industry and tailoring our strategy to that behavior was the fundamental reason for our success.