Marketing for Pool Companies

Why Australian Pool Businesses Need Smarter Campaigns, Not Just More Leads — and What Actually Works in 2025

If you run a pool company — whether you build, renovate, or service them — you already know the challenges. Your business is seasonal, high-ticket, and increasingly competitive. Customers don’t buy on impulse. They research, compare, and delay decisions. And unless your marketing system reflects that, you’ll keep burning ad spend without results — or worse, relying on word-of-mouth alone.

At David Hannah Marketing, we work with pool companies across Australia and overseas to build full-funnel marketing systems that drive consistent, qualified leads — and convert them into booked work. Whether you’re targeting high-end residential builds or year-round servicing, here’s what works, what doesn’t, and how the smartest operators are scaling in 2025.

Want to learn more? Book a strategy session here 

Australia vs International: Know Your Market Before You Spend

Pool businesses operate differently depending on where you're based. In Australia, pool ownership is higher, but so is competition. Climate, council regulations, property styles, and customer expectations differ widely from international markets.

In Australia, you need to:

• Target locally — suburb-level campaigns based on install radius
• Account for seasonality — installs peak before summer, servicing stays consistent
• Deal with higher lead scrutiny — Aussies research heavily before they call
• Comply with ad standards — especially around claims, finance, and licensing

In international markets (like the US or UK), there’s often more room to scale:

• Broader geo-campaigns work well, especially state-wide
• Lead cycles can be shorter in markets with less competition
• Facebook and Google Shopping campaigns for pool supplies often convert faster
• Education is key in regions with lower pool penetration

A strategy that works in California or Auckland won’t automatically work in Brisbane or Byron. You need messaging, offers, and targeting tailored to your region’s behaviours and buying cycles.

Why Free and Pay-Per-Lead Marketing Almost Always Fails

There’s no shortage of “growth hacks” online: join a Facebook group, scrape local data, pay $25 per lead through a directory.

Here’s the truth: free or pay-per-lead systems nearly always collapse for one of three reasons:

• You’re not building your brand or funnel. You’re renting someone else’s audience.
• Leads are shared or cold. You're the fifth call they’ve received — not the first.
• No nurturing system exists. Leads don’t convert without multiple touchpoints.

And worse — these leads often don’t know who you are, what you do, or why you’re worth what you charge. You’re forced to compete on price, not trust.

The solution isn’t cheap leads. It’s better-qualified leads, warmed through a funnel, and delivered consistently into your pipeline.

What You Need Instead: Pipelines, Funnels, and Lead Magnets

Modern pool marketing isn’t about ads alone. It’s about systems.

You need a lead gen strategy that includes:

A Funnel Structure

• Top of funnel: Ads showcasing builds, before/afters, or seasonal messages
• Mid funnel: Retargeting, testimonials, and authority-building content
• Bottom of funnel: Quote request ads, call bookings, lead forms

Lead Magnets
Free guides like “10 Questions to Ask Before Installing a Pool” or “Cost Breakdown: Concrete vs Fibreglass” help you capture details from people early — before they’re ready to call. These leads can be nurtured with emails, SMS, and retargeting until they’re ready.

A Real Pipeline
You’re not just generating leads. You’re moving them through education, price discussions, timeline planning, and ultimately — a sale. That pipeline needs visibility. Every lead should be tagged, tracked, and followed up.

We help pool companies set this up using tools like Klaviyo, ActiveCampaign, or HubSpot — so no opportunity falls through the cracks.

Other Critical Marketing Considerations for Pool Companies

Marketing a pool company successfully in 2025 involves more than just ads. Here's what else you need to consider:

1. Local SEO
Google Ads are powerful, but your local map ranking matters. We optimise Google Business Profiles, reviews, and citations so you show up organically for “pool builder near me.”

2. Mobile Experience
Over 80% of clicks come from mobile. If your site is slow, unclear, or hard to use on a phone — you’re losing leads instantly. We design fast-loading, mobile-first landing pages that convert.

3. Photography & Visuals
You’re selling an outdoor lifestyle — not just a hole in the ground. High-quality project photos, drone footage, and client testimonials are essential to build trust and justify pricing.

4. Finance Options
If you offer financing, advertise it clearly. Many homeowners delay installs because they assume it’s a lump sum. Smart messaging like “From $145/week” changes the game.

5. Time-Based Messaging
Seasons drive urgency. Campaigns should reflect that:

• “Book now for summer install” (Spring)
• “Get your pool ready for Christmas” (October–November)
• “Off-season discounts” (Autumn/Winter)

6. Geographic Filtering
Don't waste money advertising in suburbs you don’t serve. We geo-segment all ads down to postcode level and apply income, homeownership, and property size filters where possible.

7. Retargeting
If someone visits your site or landing page and doesn’t convert — we follow them. These are your warmest leads, and yet most pool companies ignore them entirely. We don’t.

8. Long-Term Brand Building
Yes, you want jobs now. But we also help you build an audience — through content, video, newsletters, and social proof — so you’re the first call next summer too.

What We Offer at David Hannah Marketing

We don’t run generic ads or push pay-per-lead gimmicks. We build performance marketing systems — tailored to your region, service type, and growth goals.

Our process includes:

• Full campaign setup across Meta and Google
• Ad creative, copywriting, and testing
• Lead capture page design (fast, mobile, high-converting)
• Call tracking, form integration, and CRM support
• Weekly optimisation + monthly reporting on cost per lead, booking rate, and ROAS
• Retargeting and nurture sequences for leads that aren’t ready yet

Whether you offer high-end installs, pool servicing, or supply parts — we help you fill your calendar with quality, well-informed leads.

Let’s Build the System Your Business Deserves

You don’t need more leads. You need the right leads — delivered at the right time, with the right message, into a system that converts.

At David Hannah Marketing, we help pool businesses grow through clarity, not chaos. No more guesswork. No more spray-and-pray ads. Just smart marketing that brings in real results.

Book your strategy session today here, and let’s build a pipeline that drives sales — season after season.