How to advertise swimming pool building services

Launch of Google Ads in search and media advertising on YouTube and GDN

Our task was to set up search advertising in Google and Yandex. Show ads only for relevant queries related specifically to the construction of swimming pools.

In order to cut off as much as possible common requests related to inflatable pools, frame pools and public swimming pools. For two days, we manually worked through the entire list of keywords for the types of pools that the client builds.

Common phrases such as pool astana were left in the account, but they were tagged with a common tag so that later they could be quickly turned off.

While looking through the queries in the search, suggestions from the search and the Google Keyword Planner compiled a list of negative keywords for future campaigns in broad agreement with the modifier. Minus words turned out to be 168 keywords.



We managed to collect 419 relevant keywords, relatively few, but we were confident in their effectiveness even before the launch. They were divided into 17 groups of words according to the types of pools and services provided.



Then there was the task of launching advertising in certain regions of Kazakhstan, and monitoring the costs and cost of leads by regions. We selected the necessary regions in the Google Ads interface, and those that were too small and were not on the list were manually selected on the map with a radius of 10-20 km.



Since different regions process different branches of the company, the client also asked the campaigns themselves to be divided into Nur-Sultan, the rest of Kazakhstan and Kyrgyzstan separately in order to quickly control the budget and the number of leads.



Next, as we usually do, we loaded the words divided into groups. Each group wrote 3 unique ads.



Launched campaigns with exact words. Launched campaigns in broad compliance with the modifier. We made a cross-backing track of the word between campaigns.

We also launched four types of banner campaigns: for visitors to competitor sites, for those who, according to Google, are interested in pool construction, for those who are looking for information on pool construction in the search, and remarketing for those who were on the site but did not convert into lead.



Regarding banner campaigns, we had doubts, because if we worked out the keywords, then display targeting relies heavily on automation from Google. In this niche, Google often confuses the interest of buying an inflatable or frame pool with the interest of building a pool. Therefore, after a couple of weeks of banner campaigns, we left only remarketing.

We apply our blacklist of entertainment sites and children’s Youtube channels to all banner campaigns, as they distort CTR and CR statistics and rarely generate high-quality leads. Also, for the same reasons, we always disable ads in mobile applications, where often people click on ads by accident, because they can’t just close the annoying banner.

Call tracking setup

Before the launch, we integrated Ringostat call tracking, which we love very much. We expected that potential customers would be more of a classic character, and secondly, the service is very technologically complex, and without talking on the phone and clarifying the details it is difficult to make a miscalculation and give recommendations when choosing.

We have set up two types of goals on the site:

1. Online lead
2. Call using Ringostat call tracking

As we expected 50% more calls than requests, it means that we set up call tracking for a reason, otherwise we would have lost data on most conversions and would have drawn the wrong conclusions when optimizing campaigns.



After the campaign structure is created, ads are written, ad extensions are all added, tracking is ready, and we are ready to launch ads.

Choosing a bid strategy

At the start, we used Manual CPC as our bidding strategy. Then, after the first conversions, we turned on the Cost Per Conversion Optimizer. At the same time, we analyzed search queries for which ads were shown, and added new negative keywords. We also analyzed the % conversion for included words, and if you spent more than $10-15 per word without conversions, then we analyzed the type of request, then aggregated data on costs / conversions for a set of words of this type and made a decision to pause or not.

As a result, I had to pause half the words. Despite the fact that they were not spammy, queries like [pool], although they gave a lot of traffic, were too ambiguous in terms of human needs. As a result, after 4-6 weeks of work, we left only the words for which there were conversions included. We have not lost in the number of requests and just do not go beyond the budget.



Results: The best month so far this year has been July, when we received 76 leads under $10.

Yandex Direct Launch

We also imported campaigns to Yandex Direct. We launched advertising on search and YAN there. The results have been mixed.

In the search, there is very little traffic from Yandex in Kazakhstan/Kyrgyzstan. We know that this traffic is usually more targeted, but in the niche of pool construction, where there is little traffic on Google, then in Yandex we had an expense of about several hundred rubles, we ran ads for a week, received one request from the search, and so far stopped the advertising campaign.



We got good results in remarketing in YAN, after all, the Yandex advertising network is very large and, as a rule, there are good sites, but after analyzing the appeal itself, the client gave feedback that they were not of very high quality.

As a result, Yandex has been stopped for the time being, we will probably resume it when we need to increase the budget.

And in Google Ads, after several months of work, we only included words that give a conversion and worked out a list of negative words 10 times. Therefore, we switched to a strategy of 90% ad impressions at the top position in the search and thus receive almost all targeted traffic from Google search + with a target cost per conversion, remarketing works in GDN.

Key points: With this note, we wanted to tell you that even in a narrow niche that is more focused on B2B, you can set up precisely any service type search advertising that will bring target customers, and then you need a good sales department that works according to the developed scripts and will be able to close a deal for a million, for the adoption of which may take 2-3 months. However, the margin of the transaction in absolute terms is cosmic compared to the cost of a $10 lead.