Paid ads
Ads that reach the handful of homeowners who can actually build a pool.
Meta and Google campaigns aimed at the postcodes, property types and household profiles where an in-ground pool is a realistic project — not a daydream.
Most pool ads fail for the same reason: they're pointed at everyone. You end up paying for clicks from people in a first-floor flat and quoting someone who thought a pool was fifteen grand. We build the targeting around the things that actually predict a build — detached properties with garden space, the counties you're willing to travel to, and audiences that behave like people planning a significant home project rather than browsing.
The wording does half the qualifying before anyone clicks. We say the project type, the sort of investment involved and the areas you cover in the ad itself, so spa, above-ground and "just curious" enquiries screen themselves out. It costs a few more pence per click and saves you hours a week on the phone.
Timing matters more in this trade than almost any other. Homeowners start thinking about summer in January and February, and the installers who are visible then are the ones with a full diary by April. We ramp budget ahead of the season, hold it steady through it, and shift to renovation and off-season work when new builds slow down.
What's included
- Meta and Google campaign build, from account structure to conversion tracking
- Geographic and property-led targeting around the areas you'll drive to
- Ad copy and creative written to screen out spa and above-ground enquiries
- Seasonal budget planning — ramp before spring, adjust through the season
- Ongoing testing of audiences, creative and offers
- Plain monthly reporting on cost per enquiry and cost per booked job
Want to know what a qualified pool enquiry should cost you?
Tell us where your enquiries come from now and we'll tell you what we'd change. No pitch deck, no pressure.