Case Study – Swimming Pool Re-Surfacing Company

May 5, 2011

Case Study

Client: Regional Commercial Swimming Pool Re-Surfacing Company

Start Date: March 25, 2011

Client Concerns:

The client provides swimming pool re-resurfacing services for large commercial and institutional swimming pools in the eastern half of the United States.  The company had used direct mail at a cost in excess of $30,000 per year which over time had generated less than 10 leads.  The company decided to implement a Google Pay-Per-Click campaign for lead generation in an effort to improve lead flow.

Research: Our research indicated most the efficient means to  generate qualified leads quickly was to develop and implement a Google Pay-Per-Click advertising campaign.  This methodology would alow the company to touch potential clients at a time when they were researching sources for the project or seeking bidders.  It would also allow the company to efficiently cover their entire target market at an affordable cost.  It appeared that the extraordinary niche nature of the product made it well suited to a PPC campaign.

Recommended Strategy:

  1. Development of a strategic keyword list focused on “Commercial Swimming Pool Construction” and intended to screen out residential swimming pool work.
  2. Created a landing page specifically for this campaign to further qualify the sales leads that would be generated.  The content and theme of the landing page was very specific to commercial pool re-surfacing and the execptional quality and service offered by the company.
  3. Visitors to the page were asked to fill out a form to receive a Whitepaper on pool re-surfacing and the benefits of the clients product.
  4. A telephone number that could be tracked was placed on the landing page so responses could be documented and tracked in the sales cycle.
  5. Regular progress reporting was done to assess the effectiveness of the campaign.
  6. Recommended a budget that was consistent with piror year spending.

Results: (First 5 Weeks)

  1. The google ad was displayed 86,000 times giving the client broad exposure building brand awareness
  2. 304 searchers clicked the ad and visited the landing page
  3. 16 prospects called the company looking for more information
  4. 4 prospects filled out the form seeking more information.
  5. Lead generation from this campaign has exceeded expectations.