Luxury services like residential pool installation serve a select market of homeowners. But given the significant profits from even a single pool installation or remodel, the difference of even a few new customers can have a big impact on the bottom lines of those local pool construction companies.

The lifetime value of new pool installations can lift even higher as those pool companies become a trusted provider when repairs, renovation or other pool services are required over time. And given the limited market size for these luxury home improvements, local pool builders face intense competition to seize as much market share as possible, boosting revenues now while leaning on strong customer retention to lock in future business.

Given these unique industry challenges, one local pool company reached out to Cox Media in search of help building cost-effective ad campaigns that would strengthen its position in its local market.

The Goal

The local pool company had broad advertising goals of building brand awareness in its service area, and growing their volume of both pool construction projects and ongoing pool maintenance.

Given the specific profile of many of its customers, the pool company also wanted to target its advertising to local homeowners with a home value of at least $250,000—along with other targeting strategies that would focus its ad exposure to in-market homeowners in search of a pool builder and/or maintenance service.

The Solution

After consulting with the client to understand their goals and their target audience, Cox Media developed and implemented a multi-channel digital ad campaign that leveraged multiple channels and ad groups to generate awareness, drive phone call referrals, and increase the client’s number of pool construction projects.

At the center of this strategy were paid search campaigns that utilized comprehensive keywords targeting segmented to different audiences for both new pool constructions and existing pool maintenance. This segmentation filtered the client’s target audience even further, and allowed more specific messaging to increase cost-efficiencies and user engagement.

Meanwhile, display banner ads were deployed to build brand awareness among in-market homeowners as they searched the web researching pool construction and maintenance services.

The Results

After the initial launch of Cox Media’s campaign, the local pool company reported the following results:

  • A total of 184 inbound phone calls referred by paid search campaigns;
  • A 61/39 percentage split between pool installation and maintenance inquiries;
  • More referrals—and more referral ROI—than any other marketing or advertising campaign.

While Cox Media’s campaign became the top-ranking referral source according to Google Analytics, the higher ratio of pool installation referrals pleased the local pool company, as these construction projects offer a higher return on investment, along with opportunities for repeat business through ongoing pool maintenance.

The increased business volume generated by Cox Media has resulted in the company staying busy with pool projects throughout the calendar year, stabilizing its revenues and solidifying its presence in the local pool services market.

Ready to grow your customer base and capture market share in a competitive business landscape? Cox Media’s experts are ready to develop a custom ad campaign that tailors a digital ad strategy to your unique business goals. Contact us today to see how we can help.