Perma Pools has been serving the entire Central Indiana region for over 37 years as one of the largest providers of inground pools. They came to True Mtn as they began to take the journey into improving their digital presence in a way that enhanced their brand, generated better quality leads, and helped educate their current and potential customers in a better way.
Perma Pools needed a comprehensive digital marketing refresh and strategy to improve their website, boost their organic search rankings and drive lead generation through Google Ads and Facebook Ads. That’s where we stepped in.
Our Custom Strategy
Website Revamp
New Design & Structure
We completely overhauled their website, giving it a fresh, modern design and a better structure. The new layout was designed to provide an optimal user experience and encourage potential customers to reach out.
Improved Sales Funnel
We implemented a more effective funnel to guide visitors from initial interest to conversion, helping to generate more leads and encourage a simple, easy to understand way of getting in touch with Perma Pools on the site for each customer.
Organic Search Engine Optimization
Keyword Research & On-Page Optimization
We conducted extensive keyword research and optimized the website’s on-page elements, ensuring that Perma Pools would rank for relevant search terms. Key local search terms included:
- "Indianapolis pool builder"
- "Custom pools near me"
- "Inground pools in Indianapolis"
- "Pool installation services"
Content Booster Add-On
We implemented our Content Booster add-on, creating two educational and localized blog posts per month. This content not only provided value to potential customers but also improved search engine rankings. It also allowed Perma Pools to focus on their business, while the site continued to actively share content on a scheduled time each month. 24 well put together articles!
City Service Pages
We created dedicated city service pages to target specific towns in their service areas. These pages were designed to rank highly in local searches, driving more targeted traffic to the site, while also offering educational content to those areas when people searched for them. That is key to making sure Google crawls and promotes your content in a healthy way.
Geo Targeted Digital Ad Campaign
Google Ads and Facebook Ads Integration
We combined their ad spend on Google and Facebook for a more comprehensive strategy. Since January 22 until June 22, a total of roughly $9,100 was invested in ads, resulting in substantial lead generation.
Targeted Campaign Setup
We set up and managed highly targeted campaigns across both platforms. By continuously monitoring and optimizing ad performance, we ensured maximum ROI, while also making sure we got the ads in front of the right people in the right areas.
Let's dive into the Results
Organic Traffic Increases
from January until the end of June, we saw organic Clicks increase 125.5%, and Impressions grow 34%
| Month | Clicks | Impressions |
|---|---|---|
| January | 580 | 82,828 |
| February | 480 | 76,766 |
| March | 622 | 85,525 |
| April | 836 | 95,504 |
| May | 1,181 | 104,202 |
| June | 1,308 | 110,989 |
Digital Ad Leads
210+ Leads captured from Google and Facebook Ads
- Over 2,500 clicks to the website, driving substantial traffic.
- 19,000 impressions, significantly increasing brand visibility.
Positive Media Impact
- Cost-Effective Lead Generation: With a cost per lead of approximately $43.13, the campaign efficiently converted ad spend into tangible business opportunities. The industry average cost per lead for similar services ranges between $50 and $100, making our results notably efficient.
- High Engagement: The high number of clicks indicates strong engagement with the ads and interest in the client’s offerings.
- Broad Reach: The substantial number of impressions reflects effective targeting and a well-crafted ad strategy that reached a wide audience.
Estimated Campaign Value, based strictly on industry average numbers
- Average Cost of a Pool Sale: $50,000
- Average Closing Sales Rate on Leads: 10%
- Estimated Sales from Leads: 211 leads * 10% closing rate = 21 sales
- Estimated Campaign Value Generated: 21 sales * $50,000 = $1,050,000