Despite prior investments in Google and Facebook ads, the lead flow was inconsistent. “We had two Google Ads accounts and neither were really performing,” said owner Chris Baker. “Facebook helped a little, but it never lived up to the claims.”
They knew SEO was important and had even tried outsourcing content, but the results never matched the effort they invested. They were getting 50 to 70 leads a month, mostly from organic search, but suspected they were leaving opportunities on the table.
That’s when they partnered with Improve & Grow.
The Challenge
Affordable Pools wasn’t starting from scratch, but their digital marketing efforts lacked cohesion, transparency, and direction. The existing website was generating some leads, but performance tracking was broken, and vital analytics were missing.
Blog content had been lost in a prior website migration, and their brand message wasn’t clearly represented online. Two underperforming Google Ads accounts were burning through budget without producing reliable results, and content efforts outsourced to freelancers were hit-or-miss. Despite having a strong reputation and broad service area, Affordable Pools found themselves stuck—getting by but not growing.
What they needed was a unified approach—and someone who would own the results.
The Solution
Jason came to Improve & Grow with one clear request: help generate 15 qualified leads in 90 days. No complex strategy. No When Improve & Grow stepped in, they didn’t just flip a few switches. They rolled up their sleeves and began stitching together a comprehensive contractor marketing plan to repair what was broken and fill in the gaps.
It started with paid (PPC) search campaigns. The Improve & Grow team restructured Affordable Pools’ Google Ads from the ground up, tightening targeting, refining copy, and launching new retargeting and YouTube campaigns to capture attention and re-engage past visitors. Within weeks, Chris noticed the difference. “I don’t know what you guys are doing, but it feels like I’m getting a lot more phone calls and quote requests. Keep it up!”
Next, they tackled SEO optimization. Months of lost visibility were reversed by recovering and republishing valuable blog content, resolving technical issues, and optimizing on-page elements, such as metadata and headings. New service pages were created to expand keyword coverage, and a stronger internal linking structure helped guide both users and search engines more effectively.
Meanwhile, behind the scenes, the website itself was undergoing a transformation. The hosting was migrated to a faster and more secure platform. As part of enhanced web support services, analytics and call tracking were restored and configured to provide clear insights into performance. A new online quote form made it easier for homeowners to reach out—and easier for Affordable Pools to track and qualify those leads.
To ensure everything worked toward a shared objective, Improve & Grow developed a universal brand messaging guide and KPI dashboard. Both enabled everyone to remain on course and ensured whatever was marketed worked toward the ultimate objective: sustainable lead growth.
The Results
In just under seven months:
- 2,871 website visits led to 247 conversions (8.6% conversion rate)
- PPC delivered 98 leads at a 10% conversion rate and $117 CPL
- SEO generated 559 visits and 40 conversions (7% CVR)
- At least 56% of all leads were directly attributable to Improve & Grow’s efforts
By December, they had closed a major commercial deal at a retreat center and were booking projects in Cape Cod. By February, lead volume and job bookings were ramping up steadily.
What Changed
Affordable Pools didn’t just see better numbers. They gained a marketing partner who took ownership of performance, reestablished confidence in their digital presence, and gave them tools to grow predictably.
“Calls have picked up, and they are getting busier,” Chris shared in early 2025. With a clearer message, improved online visibility, and streamlined lead tracking, they were no longer guessing at what was working.
They finally had the control—and the results—they had been looking for.
Want predictable, high-converting leads like Affordable Pools? Contact Improve & Grow today to get started.
