How We Generated 275 Pool Remodeling Leads in Southwest Florida at $80.27 Each

A pool remodeling company in Southwest Florida generated 275 primary leads at a blended cost of $80.27 per lead by running a dedicated Google Search campaign alongside Local Services Ads and local campaigns. Every number on this page is based on main conversion actions only, the calls and quote requests that turn into remodeling projects. This case study walks through how the account was structured and what you can apply to your own pool company.

1The Results at a Glance

Here are the blended numbers across the full program, Search and local channels combined. These totals include only main conversion actions. Secondary actions like map visits and direction clicks are tracked in the account but are not counted as leads here.

The company invested $22,115 in Google Ads to produce those results. Pool remodeling projects for this company typically run $25,000 to $75,000, so a single booked remodel can pay for the entire ad spend several times over.

2The Client: A Southwest Florida Pool Remodeling Company

The client is a pool remodeling company serving homeowners in Southwest Florida. Their customers already own a pool and want it renovated, resurfaced or redesigned. These are big decisions, and most homeowners want to talk to someone before they commit.

• Industry: Residential pool remodeling and renovation.
• Market: Southwest Florida, where there are a lot of backyard pools and a lot of pool companies competing for the same homeowners.
• Primary lead types: Inbound phone calls and quote requests, the two actions that lead to an in-person estimate.

3The Goal: Quote Requests for High-Ticket Projects

A pool remodel is not an impulse purchase. Homeowners research, compare companies and request multiple quotes. The company needed to be one of the first names they saw and one of the first companies they called.

That meant the account had to do two things at once. It needed to show up for homeowners searching for remodeling right now, and it needed local visibility across the region so the company stayed top of mind while homeowners compared options.

4Two Channels, Two Jobs

The account was split almost evenly in spend between two parts, and each one had a clear job. The dedicated Search campaign captured homeowners searching for pool remodeling by name. Local Services Ads and local campaigns delivered most of the volume at a much lower cost per lead.

Keeping the two separate gave each channel its own budget and its own conversion data. That makes it easy to see what each one produces and where the next dollar should go.

5The Dedicated Search Campaign

The Search campaign focused on high-intent remodeling keywords, the searches homeowners type when they already know they want their pool redone. Pool remodeling auctions are competitive, and clicks averaged $20.27.

The people clicking were serious. The Search campaign converted 17.59% of its clicks into primary leads, and the 6.52% click-through rate shows the ads matched what homeowners were searching for.

• 531 clicks from 8,150 impressions: A focused set of clicks from homeowners searching for remodeling services.
• 93 primary leads: Quote requests and calls from homeowners actively planning a project.
• 60 inbound phone calls: Homeowners calling straight from the Search ads.
• $10,761 in spend: About 49% of the total budget, aimed at the searches most likely to become projects.

6Local Services Ads and Local Campaigns

Local Services Ads and local campaigns did the heavy lifting on volume. These channels kept the company in front of pool owners across Southwest Florida, at the top of the results and in the map listings.

Across these channels, the company earned 182 primary leads at $62.35 each. The average click cost $1.69, compared to $20.27 on Search.

• 591,775 impressions: The company showed up again and again for pool owners across the region.
• 6,709 clicks: A steady flow of local homeowners checking out the company, calling or requesting a quote.
• 146 inbound phone calls: Most of the program's calls came through these local placements.
• $62.35 cost per lead: The lowest cost per lead in the program, on about half the budget.

7Why a $115 Search Lead Still Works

The Search campaign had the highest cost per lead in the account at $115.21. On a $40 service call, that number would be a problem. On a pool remodel, it is not.

Search reaches homeowners at the exact moment they type in what they want. Those leads tend to know the project they are planning, which makes them easier to quote and close.

• Higher intent per click: A 17.59% conversion rate means the clicks you are paying for are from people ready to reach out.
• The math still works: Even at $115 per lead, booking one $25,000 project out of every 20 Search leads costs about $2,300 in ad spend.
• Coverage on the searches that matter: Without Search, competitors would own the remodeling searches you most want to win.

8Counting Only Main Conversion Actions

One of the biggest mistakes I see in home service accounts is counting every action as a lead. Map visits, direction clicks and button taps all show up in Google Ads as conversions if you let them. None of them are a homeowner asking for a quote.

In this account, only main conversion actions were counted as leads and used to judge performance. Everything else was tracked as a secondary action for reference.

1. Phone calls as a main conversion. Inbound calls from the ads were tracked and counted, since most homeowners want to talk through a remodel before they book an estimate.
2. Quote requests as a main conversion. Completed quote forms were counted as leads for homeowners who prefer to type.
3. Map visits and directions as secondary. These stayed in the account for visibility but were left out of the lead totals and the cost per lead.
4. Bidding based on main conversions. Google's Smart Bidding optimized toward real leads, not map views or page visits.

If you include every secondary action, your cost per lead looks much lower than it really is. The $80.27 on this page is the honest number.

9The Full Channel Breakdown

Here is the complete breakdown by channel. Every lead and cost per lead figure below is based on main conversion actions only.

The two channels work very differently. Search costs about 12 times more per click but converts at about 6.5 times the rate. The local channels win on volume and cost per lead.

10What Made the Difference

Nothing in this account is complicated. It is a clear structure, honest tracking and a budget that matches the value of the projects. Here is what you can apply to your own pool company.

• Give each channel its own job: Use Search for remodeling keywords and Local Services Ads plus local campaigns for volume across your service area. Keep them separate so you can see what each one produces.
• Count only real leads: Set phone calls and quote requests as your main conversions. Leave map visits and directions as secondary so your cost per lead is accurate.
• Do not judge Search by cost per lead alone: A $115 lead is a strong number when the project is worth $25,000 or more.
• Make it easy to call: 206 of the leads in this program were phone calls. Homeowners planning a big project want to talk to someone.
• Judge it against project value: A blended $80.27 lead leaves a lot of room for profit on a high-ticket remodel.