Pool repair keywords get more search volume but maintenance customers have 10-50x higher lifetime value. A $150 repair is one transaction; a $175/month maintenance client is $2,100/year. Most pool companies target repairs and neglect building recurring maintenance routes.
Pool searches spike 400%+ from winter to summer. Running flat budgets year-round means overspending in winter (few searches, high competition) and underspending in peak season when customers are actively choosing services.
Weekly maintenance, equipment repair, remodeling, and new construction are completely different buyers. Homeowners hiring weekly service want reliability; remodeling clients want design expertise. Generic 'pool company' campaigns fail to address specific needs.
Broad match keywords trigger your pool service company ads for searches like "pool service company jobs" and "pool service company salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Pool Services who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But pool service company searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different pool service company customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
DIY pool owners buying supplies.
DIY research, not hiring professionals.
Product shoppers, not service customers.
Job seekers, not customers.
Price shoppers who don't value quality service.
Two powerful tools for pool services to improve your Google Ads performance