Client

Cooper Pools is a family owned residential and commercial pool business located in East Pasco County, Florida. The company emphasizes remodeling and resurfacing for residential and commercial pools.  They also offer cleaning and maintenance services for commercial businesses namely hotels, hospital water parks, amusement parks, swim centers, resorts, and community pools.  They started their business in 2009 primarily in the residential cleaning business then responded to requests from existing clients to offer remodeling, resurfacing, and repair services.  The business expanded into the commercial area where larger and business pools became the primary practice. 

Problem

As a local business owner, Cooper Pools expanded their geographical reach to other towns requiring more equipment, trucks, and personnel to service the increased expansion of client locations.  More staff and personnel was also required and consequently a need for more regular clients.  Discussions took place in how to strategically expand the client base effectively and economically in a relatively short period of time.  With the increase in clients, staff, and overhead, the company was faced with gaining an incremental sales revenue stream that would capitalize on a positive ROAS (return on ad spend).  Scalability became a core element whereby gaining a larger and more profitable customer base along with building out the internal operations to service this larger clientele was always a moving target.

Solution

Need SEO recommended a PPC (pay per click) Google Ads campaign in order to compete effectively in their targeted geographic region while taking on their competition with branded campaigns.

The business was split into residential, commercial, and branded campaigns with a dedicated landing page that made the conversions for prospects efficient and convenient.  The increase in client prospects enabled the scalability of the business as a reliable source of increased sales revenue from the PPC campaigns that provided additional cash sources to pay for the expansions. 

Results

Within a week, Need SEO was able to gather 5-8 sales prospect conversions for contracts and permanent customer acquisitions. The PPC program allowed for a geographical footprint that includes 5-6 additional town locations. Other competitors in the business needed scalability methods as well and instead of building out their operations, these competitors have become a source of affiliate/ joint venture relationships where the work can get referred to our Client while they can still benefit from referral fees and keep the relationships.