Pool Service PPC: A Google Ads Guide for Businesses

Pool service PPC is a powerful way to attract leads who are actively searching for your services. When combined with pool cleaning software, you can streamline operations while filling your pipeline with ready-to-book clients.

In this guide, you'll learn all about pool service PPC so you can start using Google Ads for:

• Real clients ready to hire (these people need pool help now)
• Quick results (no waiting months to appear on Google)
• Simple tracking (see exactly what you spend and what you get back)
• Top spots on Google (ads show up before regular results)

Take your Pool Service Business to the next level!

Download Your FREE  Templates Now!

1. Target Specific Areas

Pool service is different from brick-and-mortar businesses because you go to clients instead of them coming to you.

This means you need to pick areas to target, so you know which neighborhoods you want to win.

Areas with lots of pools will show results faster. You can use these results to see which Google Ads work best.

Google Ads now offers smart location options to help you win more jobs. You can:

• Target by zip codes or neighborhoods
• Spend more in your best areas
• Skip areas that are too far away
• See which areas bring in the most leads

Also, Google's local service ads put your pool service PPC right at the top with a "Google Guaranteed" badge. This helps win trust fast.

2. Set Your Google Ads Spend Budget

It's good to stick to a budget, but remember that Google Ads cost more than Facebook and other social media ads. You can't run Google Ads for $5 a day like Facebook, which means you’ll need to spend more to see results.

Why? Because you're reaching people who are looking for pool services right now. These leads cost more, but they're more likely to become paying clients.

For pool service PPC, expect to pay:

• Average cost per click (CPC) of around $3.60 for pool and spa services, which is on the lower end compared to other home services
• Higher costs during peak pool season
• More competition in areas with lots of pools

To make Google Ads work well for your pool business, plan to budget at least $500-750 per month during the busy season. This gives you enough to:

• Show up for enough searches to matter
• Test different ad messages
• Reach people across your service area
• Compete with other local businesses

The goal is to find the sweet spot between not spending too much and spending enough to get a good return.

Pro Tip: Start with a medium pool service PPC budget in a smaller area first. Once you see what works, you can spend more and cover more areas.

Get 90 Days of FREE Social Media 
Post Ideas!

Download Your FREE Templates!

3. Your Lead Follow-Up

So once your ads start bringing in prospects, you need a plan on how to handle them. First, decide where you'll send people who click your ads:

• Your website's homepage: This is perfectly fine if your site is solid and has a clear way for clients to contact you
• A custom landing page: This page is made just for ads and is focused on getting people to call or fill out a form
• Google's lead forms: Let people contact you right from the Google search page

Pro Tip: Whatever option you choose, make sure it is mobile-friendly! Most people will see your ad on their smartphones!

Next, set up your follow-up system:

• Have someone who can answer calls and make estimates
• Use Service Autopilot's Smart Maps for quick estimates over the phone
• Create estimate templates in Service Autopilot to send quotes in 5 minutes or less
• Set up auto texts or emails to thank people for contacting you

Make it easy for clients to take action:

• Add a clear "Call Now" button at the top of your page
• Keep your contact form short—just ask for name, address, and phone number
• Put your phone number in big, bold text
• Add a chat option if you can respond quickly

Remember: The faster you respond to new leads, the more likely they are to choose your business. Use Service Autopilot to help you stay organized and respond quickly to every new client.

Grow Your Pool Business... Faster (and with Less Stress)

Instant invoicing

Better scheduling

Manage your clients and employees all in one system

Start Software Tour

4. Know the Google Ads Basics

If you're new to Google Ads, you need to know how Google shows your ads to the right people.

Match Types

Google uses match types to determine who will see your ads. Here are the three types:

Broad Match 

Keyword example: pool service dallas

This is the most open type of ad, which means Google will show your ad for searches that it thinks mean the same thing as your keyword. For example, your ad might show up when someone searches:

• pool cleaning dallas
• dallas pool maintenance
• swimming pool service
• dallas pool companies

Broad match can help you reach more people, but it can also waste money on searches that aren't quite right for your business.

Phrase Match 

Keyword example: "pool service dallas"

Phrase match is more focused, and that means your ad will show when people search for your keyword or close matches. The words need to be in the same order, but people can add words before or after. For example:

• best pool service dallas
• pool service dallas prices
• weekly pool service dallas tx

This gives you more control while still reaching plenty of potential clients.

Exact Match 

Keyword example: “pool service dallas”

This is the most precise option, and  Google now includes searches that have the same meaning. For example:

• dallas pool service
• pool service in dallas
• service pools dallas

Pro Tip: When starting out, use a mix of phrase match and exact match keywords. This helps you reach enough people while keeping costs under control.

The Main Goal

Your main goal with Google Ads is to show up when people are looking to hire a pool service. Focus on keywords that show buying intent, like:

• pool service near me
• hire pool cleaning company
• weekly pool maintenance quote
• commercial pool service company

Remember: Google Ads has gotten smarter at understanding what people want. Their AI helps match your ads with the right searches.

5. Your Services and Keywords

Before getting too deep into Google Ads, you need to have a clear picture of what you're advertising and the words people use to find those kinds of services.

List Your Services

Start by listing out the services you offer. It probably looks something like this:

• Weekly pool cleaning
• Pool maintenance
• Green pool cleanup
• Pool opening and closing
• Chemical balancing
• Filter cleaning
• Equipment repair

Don't forget to list what you DON'T offer. This helps you avoid wasting money on the wrong searches later.

Find Your Best Keywords

Once you’re clear on your service offerings, you should focus on using the right keywords. Here are a few tools that can help.:

Use Google's Free Tools

• Google your services and see what pops up
• Check the "People also ask" section at the bottom of search results
• Use Google Keyword Planner (it's free with your Google Ads account)

Focus on Service-Based Keywords 

Look for keywords that focus on the kinds of things people would look for to find a business like yours:

• pool service company near me
• weekly pool cleaning
• emergency green pool cleanup
• pool maintenance service

Add Location Keywords 

Make sure you're combining your services with your location:

• pool service [your city]
• pool cleaning service [neighborhood name]
• commercial pool maintenance [your area]

Pro Tip: Concerned about the keyword volume in Google Keyword Planner? Don’t stress about this because what matters most is finding the right keywords for your area.

Group Your Keywords

You want to group your keywords based on services. For example:

Regular Maintenance:

• weekly pool service
• pool cleaning company
• residential pool maintenance

Special Services:

• green pool cleanup
• pool opening service
• pool closing winterizing

Commercial Services:

• commercial pool maintenance
• HOA pool service
• apartment complex pool cleaning

This can help you:

• Make targeted ads for each service
• See which services get the most traction
• Allocate your budget wisely
• Utilize a strategy based on what works

Remember: Start with your most popular services first, then expand to other keyword options once you see how everything is performing.

6. Write Ads That Convert

Want to write better Google Ads? The secret is understanding your clients and what makes the biggest difference to them.

Learn From Reviews

Be sure to check out your local reviews (especially the lower-ranking ones) to see what matters most to clients. These lower-ranking reviews give insight into the minds of your clients. Pay attention to:

• What made clients angry
• The problems they brought up
• What they wish the service had done differently

For example, if you see lots of reviews saying "they never showed up on schedule," you know leads value reliability. Use this in your ad with something like "Always On Time, Guaranteed!"

Use Words That Work

Make your ads stand out by:

• Including your service area ("Dallas Pool Service")
• Adding urgency ("Same-Day Green Pool Cleanup")
• Showing value ("Free Water Testing" or "Fixed Price Weekly Service")
• Being specific ("Residential Pool Maintenance" or "Commercial Pool Cleaning")

Pro Tip: Google rewards ads that match what people are searching for. If someone searches "weekly pool service," make sure those exact words appear in your ad.

Make Strong Offers

Tell people exactly what they can expect:

• "Clear Pricing, No Hidden Fees"
• "Free Pool Inspections"
• "Professional Pool Service in Under 24 Hours"
• "Family-Owned, Fully Insured Pool Service"

7. Use Negative Keywords

Negative keywords are a great way to ensure that your ads aren’t popping up in the wrong searches. This saves you money and gets you better leads. Here's how to use them:

Add These Common Negative Keywords

• "jobs" or "careers" (you want to focus on prospective clients, not job seekers)
• "free" (avoids people looking for free services)
• "diy" or "how to" (these are people looking for your service)
• "training" or "courses" (similar to the DIY crowd)

Pro Tip: During the busy pool season, also add words like "above ground" to your list of negative keywords if you only service in-ground pools!

Check Your Search Terms Report

Every week during pool season, look at what people searched for before clicking your ad. If you see searches you don't want, add them to your negative keywords list.

Remember: You can add negative keywords at any time. The more you add, the more money you'll save on wrong clicks.

8. Track Your Success

Here's how to measure your success with pool service PPC.

Set Up Basic Tracking

Make sure Google can track when people:

• Call your business
• Fill out your contact form
• Click your "Call Now" button
• Request an estimate

Pro Tip: Google Ads can now record phone calls (with client permission). This helps you know which ads bring in the best leads!

Watch Your Numbers

Check these things every week during pool season:

• How much you spend on new leads
• Which ads get the most calls
• What times of day people call
• Which areas bring in the most business

Know What Success Looks Like

For pool service PPC, you might:

• Start seeing results within the first few weeks
• Expect better results as Google learns what works
• Look for your cost per lead to go down over time
• Track which neighborhoods bring the most profit

Remember: The more you track pool service PPC, the better you can make your ads work for your business. Use both Google Ads data and Service Autopilot to get the full picture of how well your ads are performing.

The Pool Service PPC Solution: Win More Clients With Google Ads

Google Ads might seem hard at first, but it gets easier. After reading this guide, you now know how to use pool service PPC to:

• Target the right locations for your business
• Track and follow up with every lead
• Use keywords that bring in the right clients
• Save money with negative keywords
• Track what's working (and what's not)

You don’t have to be a marketing expert to start using pool service PPC. However, if you’re in doubt, consider hiring a freelance ads specialist or agency to help you get started with Google Ads.

Ready to dive into pool service PPC? Start with one small area, set up your tracking, and watch your business grow one Google Ad at a time.Ads for pool service businesses to quickly increase conversions and beat the competition now!

Related: 5 Pool Service Advertising Ideas to Supercharge Growth

Originally published July 19, 2022 7:00 AM. Updated on 5/16/25 at 11 AM