How We Generated 48 Pool Service Leads During the "Slow Season"

The Setup: Is Winter Dead for Pool Service?

If you own a pool business in Florida, you know the drill. November through February is supposed to be the "slow season." The water is cold, people aren't swimming, and marketing usually goes quiet.

But we just ran a test that proves the opposite.

In this case study, I’m breaking down a campaign we ran for a client in Port St. Lucie, Florida, over the last 30 days (Dec–Jan). The goal? prove that you can build route density even when the weather isn't cooperating.

The Numbers (At a Glance)

We ran a dedicated Facebook Ads campaign targeting homeowners. Here is exactly what happened in the last 30 days:

• Total Ad Spend: ~$1,000
• Total Leads Generated: 48
• Cost Per Lead (CPL): $21.00
• Estimated New Pools Added: ~10–15

Facebook vs. Google: The Cost Difference

Why did we choose Facebook for this? It comes down to cost. On Google Ads, keywords like "pool cleaning near me" are incredibly competitive. I typically see a Cost Per Lead (CPL) of $100+ on Google for similar campaigns.

On Facebook, we achieved a $21 CPL. That is roughly 1/5th the cost.

Now, I want to be transparent about lead quality. Google leads are "bottom of funnel"—they are searching for you, so they are ready to buy. Facebook leads are "interruption marketing." Roughly one-third of the leads we generated didn't actually have a pool or weren't qualified.

But let's look at the math: Even if we throw out 33% of the leads as "bad," we are left with roughly 35 qualified homeowners for $1,000. That is a "Qualified CPL" of roughly $60.

In the pool industry, a customer isn't a one-time transaction. They pay you monthly for years. Paying $60 (or even $150 to close the deal) to acquire a customer who pays you thousands over their lifetime is a no-brainer.

The Strategy: Image vs. Video

We didn't just throw money at the wall. We tested 30 to 40 different creatives to find the winner. Interestingly, in this specific campaign, Static Images outperformed Video.

• The Video Ad: Performed well, but slightly higher costs.
• The Image Ad: Outpaced the video by about 10% in terms of cost efficiency.

Marketing Tip: You don't always need high-production video. Sometimes a clear, high-quality image of a clean pool with a strong offer is all you need to stop the scroll.

The Result: Route Density

This client didn't just get leads; they got route density. In a month where most pool companies are just trying to maintain, this client added roughly 10 to 15 new pools to their route.

We are currently doubling the ad spend for January, and looking to double again in Spring to hit a $3,000/month budget. The goal is simple: reliable leads coming in every single day.