Project Details
The Result at a Glance
Before
- 70+
Conversions The rebuilt account generated more than 70 conversions, compared with only seven from the previous campaign. - $48.20
Cost Per Lead CPA dropped from roughly $195 to approximately $48.20 per lead.
After
- 10X
Conversion Growth The new campaign structure delivered roughly ten times the previous conversion volume. - 7 → 70+
Lead Generation A major increase in leads followed the restructuring, tighter targeting, stronger ads, and bidding improvements.
About the Client
Blue Ocean Pool Services is a U.S.-based pool service company offering pool replastering, maintenance, repairs, tile cleaning, coping, and other pool-related services. The business serves customers who are already looking for help with their pools, so being visible at the right point in the search journey is important. The client's previous experience with Google Ads had not met expectations, and communication and reporting from the former advertiser had also become a concern. Positive reviews and client feedback they had seen on Clutch helped give them confidence in starting a conversation with us.
The Challenge
The audit showed that the account had several issues working against it. The problem was not simply a lack of traffic; too much of the budget was being exposed to searches that were not closely aligned with the services the client wanted to sell.
- Negative Keywords Were Missing: There was no effective negative keyword layer to filter out searches that were irrelevant or unlikely to turn into a customer.
- Broad Match Was Bringing in Irrelevant Traffic: Broad-match targeting was allowing the campaigns to reach a wider range of searches than the business needed, creating unnecessary spend.
- Ad Groups Were Not Tightly Organized: The account did not have a clean service-to-keyword structure, which made it harder to keep ads closely matched to what people were searching for.
- Ad Copy Needed Work: The existing messaging was not strong enough to clearly communicate the service or give prospects a compelling reason to choose Blue Ocean Pool Services.
- Bids Were Not Being Properly Optimized: The bidding setup was not being refined around actual conversion performance, limiting how efficiently the budget could be used.
Goal & Objectives
The goal was to turn Google Ads into a reliable source of qualified pool-service enquiries by fixing the account fundamentals first, then improving targeting, ad relevance, and budget efficiency.
- Increase qualified lead volume while bringing the cost per acquisition down from the previous level.
- Improve bidding and budget allocation based on actual conversion performance.
- Strengthen keyword targeting through relevant match types and an ongoing negative keyword strategy.
- Improve ad copy to make the services clearer and more compelling to potential customers.
- Create tightly themed ad groups so keywords and ads were closely aligned with search intent.
- Bring the campaign structure in line with the client's individual pool services.
- Reduce wasted ad spend by filtering out irrelevant and low-intent searches.
Our Strategy
Once the audit was complete, we decided against making a few isolated changes and instead rebuilt the important parts of the account. The goal was simple: make the campaigns easier to control, make the ads more relevant to the searches behind them, and spend less money on traffic that was unlikely to become a lead.
Restructured the Campaigns
Objective: Create a cleaner account that reflected the different services Blue Ocean Pool Services wanted to promote.
Approach: We separated the services into more focused campaigns and rebuilt the account around clear service themes. This gave each area its own targeting, budget, and performance data.
Outcome: The new structure made the account easier to manage and gave us much better visibility into which services were producing results.
Created Tightly Themed Ad Groups
Objective: Bring keywords and ad messaging closer together so the ads better matched the user's search.
Approach: We created tightly themed ad groups with roughly 5–10 closely related keywords in each group. Instead of mixing unrelated services together, each group had a clear search intent behind it.
Outcome: The tighter organization gave us a stronger foundation for relevant ads and more controlled optimization.
Added Relevant Ad Extensions
Objective: Give prospects more useful information and additional ways to interact with the business from the search result.
Approach: We added relevant ad assets and extensions according to the needs of each campaign, rather than treating every service the same.
Outcome: The ads became more informative and gave potential customers more useful information before they even reached the website.
Built a Negative Keyword Strategy
Objective: Cut down wasted spend by preventing ads from appearing for searches that were not a good fit.
Approach: We reviewed search intent and identified terms that could attract unrelated or low-value traffic. These terms were added to the negative keyword strategy and refined as the campaigns generated more data.
Outcome: The campaigns became more selective about the traffic they paid for, helping improve efficiency and lead quality.
Reworked the Ad Copy
Objective: Make the message clearer and more closely aligned with the service being searched for.
Approach: We rewrote the ad messaging around individual services and the problems customers were trying to solve. The copy was designed to be direct, useful, and more persuasive without relying on generic pool-service language.
Outcome: More relevant ads created a better connection between the search, the message, and the service offered by the client.
Optimized Bids and Budget Allocation
Objective: Get more value from the available budget by putting greater emphasis on conversion performance.
Approach: We refined bidding decisions using the account's conversion data and shifted attention toward areas showing stronger potential. Bids and budget allocation were reviewed as the campaigns accumulated new performance data.
Outcome: The account became substantially more efficient, contributing to the sharp fall in acquisition cost.
The Takeaways
Blue Ocean Pool Services did not need a larger budget to get more out of Google Ads. The first priority was fixing the account itself. Once the campaigns were organized around individual services, keywords were grouped more tightly, irrelevant searches were filtered out, the ads were rewritten, and bidding was managed with conversion performance in mind, the account started working much harder for the same advertising investment. If you want results like this, get in touch with our team or explore our other PPC services .