Case study · Trades & construction
Endless Pools and Spas is a Melbourne pool and spa specialist, supplying and installing pools, spas, swim spas and ice baths. They came to us for SEO, Google Ads and Meta advertising to grow enquiries and make every dollar count through the off season.
The challenge
Pools and spas are a considered purchase, and search demand drops from April and stays low through July.
The advertising accounts were spread across many product lines with uneven results, Meta campaigns had been learning from inflated lead data after a tracking fault, and key product pages sat off the first page of Google for valuable commercial searches.
Approach
We ran SEO, Google Ads and Meta advertising as one programme, built around a single question: which products and which suburbs actually turn into enquiries.
Tracking came first. We fixed the Meta tracking fault, connected the client’s customer records to Meta, and changed Google Ads to count only phone calls and quote requests.
With clean data in place, we moved budget toward what was converting while holding overall spend steady, and paused product lines that were not earning their keep. On the website, we mapped keywords to priority pages, rebuilt the pool landing pages and strengthened internal linking, so the pages with the most commercial value carried the most weight.
In practice that meant moving budget into Pools Search Generic under a target cost per acquisition bid strategy, excluding low quality Performance Max placements such as weather, quiz and gaming websites, and launching new fibreglass pools landing pages alongside an optimised custom concrete pools page. We built internal links between the homepage, service pages and blog content, connected Zoho customer records to Meta Events Manager so lead data flows both ways, and launched suburb targeted Meta campaigns with retargeting for people who had already engaged.
The shift
The work
Across the four quietest months of the year for pools and spas, Endless grew website conversions by 43%, from 181 to 258, and its conversion rate rose from 1.13% to 1.66%.
Increase in website conversions over the four quietest months.
Increase in organic search sessions over the same four months.
Search did much of the lifting. Organic sessions grew 40%, from 2,646 to 3,704, and Google Search clicks rose 29% as click through rate improved from 0.83% to 1.10%. Endless now ranks first on Google for inground pool and inground spa, and fibreglass pool climbed 25 places in a single month after the new landing pages went live. Google Business Profile impressions grew 158%, from 1,610 to 4,147, and website clicks from the profile rose 54%.
Google ranking for inground pool and inground spa.
Increase in Google Business Profile impressions over four months.
On Google Ads, Pools Brand Search was the most efficient campaign, at around A$17 per conversion through the two quietest months. Pools Search Generic grew every month, and by the fourth month a single Performance Max asset group for inground swim spas was delivering more than half of that campaign’s conversions at A$6.87 each, on 11% of its spend. Across the account, that month produced 92 verified enquiries: 44 phone calls and 48 quote and contact form submissions.
Meta advertising now runs on accurate data, with customer records connected and retargeting live, giving Endless a clean base to scale into the spring and summer peak.
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