How consolidating seven scattered campaigns into one focused, service-matched search campaign delivered 18 qualified leads at an $87 average cost per lead.
Industry:
Pool Construction
Services Provided:
Google Ads Management
Local Lead Generation
Timeline:
3 months
Location:
USA
The Situation
Northern Colorado Pools’ Google Ads account had sprawled well beyond its actual business. Active history included campaigns for basketball courts and pickleball courts alongside pool installation, most of them removed or paused with no clear strategy behind what was left running.
We consolidated the account into a single, structured search campaign matched to the services the business actually sells, generating 18 qualified leads at $87 average cost per lead in its first tracked 30-day window.
The Problem
An account that had lost its focus.
Of seven campaigns in the account’s history, only one was still active. The rest (basketball court installs, pickleball courts) had no connection to the pool business and had been left to rot rather than removed with intent.
Several ad groups were sending clicks to irrelevant pages, an outdoor fireplace page, for instance, that generated zero conversions. Every dollar spent on those clicks was a dollar wasted before the click even landed.
What we did
Collapsed the sprawl
Wound down the unrelated legacy campaigns and rebuilt around one structured search campaign, broken into five service-specific ad groups: Swimming Pool Installation, Fiberglass, Concrete, Luxury, and a broad catch-all.
Matched ad groups to dedicated pages
Swimming Pool Installation and Fiberglass traffic now lands on their own service pages instead of a generic or mismatched one, the single biggest driver of the results below.
Smart bidding from day one
Ran Maximize Conversions bidding from launch, letting Google optimize toward actual leads rather than clicks or impressions.
The Results
| Metric | Before | After | Change |
| Cost Per Lead | $180 | $81 | -74% |
| Monthly Ad Spend | $2,000 | $1,570 avg | -33% |
| Lead Quality | Mostly unqualified | 66% qualified | 4-6x improvement |
| Conversion Rate | 3% | 10% avg | +80-100% |
Lead Quality Transformation
Results shown are specific to this client’s campaigns and market. Performance varies by location, budget, and business circumstances.
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Clients We Worked With
Here’s What Happens Next:
We talk about your business and where leads are falling short
You get a clear picture of what’s possible and what it costs
If it’s a fit — we get started within a week