Get Your Pool Company Seen with Google

When you’re designing a marketing plan for your pool company, a primary goal will be to get your company at the top of search results for terms like “pool builder near me” and “best pool contractor in [location].” However, ranking high in organic Google search results isn’t something you can achieve overnight. That’s where Google Ads come in handy. Pay-per-click (PPC) ads take up the most valuable real estate on any search engine results page (SERP). They’re prominently positioned at the top of the page, so they are the first thing that searchers see when they get results for their queries. 

In the competitive industry of pool building, it’s important to be seen as an authority in the field and be one of the first names that comes to mind for customers in your area. Using PPC ads, you can get your brand recognized and see more visitors on your website, which will help you become a local leader in the pool construction business. 

How to Succeed with Google Ads

Google Ads can help with both brand recognition and lead conversion. With either goal, there are a few steps to follow to ensure success with your PPC ad campaign. Working with an experienced digital marketing agency will give you an edge with your paid search ads, so you can be sure that your ads are seen by the right audience at the right time. You’ll also have insight to help build click-worthy ads that get results. Here’s how it works: 

  • Start with Keyword Research to Target the Right Searches – Just like with organic search marketing, paid search marketing involves keyword research to discover which terms potential clients are searching for to guide them to your business. Keyword research also helps determine which keywords are worth your bids—some keywords that may seem like an obvious match for your business may come with lots of competition or include audiences that aren’t likely to use your business. For example, if you focus primarily on commercial pool construction, you may not want all the traffic from residential clients that comes with the keyword “pool builder.” 
  • Create Compelling Ad Copy that Delivers What Customers Are Looking For – Once you have the right keywords to target your ideal audience and ensure a strong ROI for your campaign, it’s time to create your ads. PPC ads don’t leave a lot of room for lengthy copy or multiple images, so you’ll need to have a singular message and a catchy headline to get customers’ attention. Special offers like free estimates can help generate clicks from potential customers who are ready to get bids on their pool construction projects. 
  • Pair Ads with Strong Landing Pages that Convert Leads – What happens once someone clicks on your ad? If they’re led to a landing page that contains lots of text, few images, and no clear call to action (CTA), chances are they’ll click away and land on your competitors’ sites. With well-designed landing pages, however, customers will be compelled to take action—that action may be signing up for a newsletter, clicking a button to call your business, or filling out a form to schedule an estimate. The right CTA for your landing page will depend on your specific advertising goals. 
  • Monitor Ad Performance and Adjust as Needed – While your digital marketing agency will do their research before running any ads, PPC ads require monitoring and adjustments to optimize their performance. Simple changes like revising an ad headline or adding a new image can make all the difference for your ROI. 

Why Use Google Ads in Your Pool Builder Marketing Plan 

Google Ads allow you to get the word out about your business and stay in customers’ minds. Along with ads displayed in search engines, you can run ads in the Google Display Network, which will have your name popping up all over the place for users who have already visited your site. In addition, Google Ads offer a great return on investment for pool builders—the average ROI for ad spend on Google is about 200%. In other words, you can get back about $2 for every dollar you spend on your ad creation and bids. 

Get your pool company seen with Google Ads and other digital marketing services from the experts at Anchor Wave. We understand how to target the right audience for your business and get them to book your services. Fill out our contact form or give us a call at (866) 961-2086 to get started. 

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