A local pool company's Google Ads, rebuilt: click-through rate doubled and cost per click down a third.

Paying For Clicks, Measuring Nothing

All About Pools & Spas was running Google Ads without solid conversion tracking, meaningful negative keywords, or tight local targeting. A large share of the budget went to searches the company could not serve, like people shopping to buy or install a pool. In one month alone, 42.4% of the spend had gone to clearly irrelevant clicks, and there was no way to see which of the rest turned into calls. The business was paying for traffic and flying blind, the worst position a small ad budget can be in: spending steadily, learning nothing.

A Leaner, Local Account

A local pool and spa company does not need national reach. It needs the right people in a few nearby towns, so we fixed relevance and measurement before anything else.

• Audited the account end to end, 18 sections, and implemented the fixes: negative keywords to stop the irrelevant clicks, a switch to manual bidding, and geographic and scheduling adjustments.
• Rebuilt the targeting around the local service area instead of broad, out-of-market searches, which pushed the account's Google Ads optimization score from 56.1% to 69.5%.
• Built and launched four city-specific SEO landing pages, for Springfield, Branson West, Kimberling City, and Nixa, to capture local search.
• Diagnosed the real measurement problem: the account had no conversion actions configured at all, so nothing was being tracked, and specified the fix.
• Ran a small B2B outreach push to hotels, resorts, and vacation-rental operators.

More Clicks, Less Waste

The rebuild made the account far more efficient. Click-through rate more than doubled, from 2.47% to 5.21%, cost per click dropped 32%, from $13.55 to $9.22, and every $100 of spend bought 47% more qualified clicks. For a business that had been guessing, the same budget suddenly worked much harder. The wasted spend on irrelevant searches was cut, and the four city pages gave the business a local foothold in search it did not have before. The account was left leaner, more relevant, and with a clear path to finally measure real leads, once the conversion tracking we specified is switched on.