Google Ads — Case Study
Swim State Pool Service
Month-to-month renewal. 13 months and counting. Phone-call leads still climbing.
A NOTE ON WHAT YOU WILL NOT FIND ON THIS PAGE
We do not publish the keywords, budgets, or bid strategies that make Imperium clients win.
If we put it on this page, every competitor in our client’s market sees it. The numbers and high-level structure on this case study are real and verified — the playbook stays in our hands and theirs.
7.59%
April Click-to-Call Conversion Rate
18
Phone-Call Leads — April 2026
+200%
Lead Growth Feb → April
13
Months on Month-to-Month
THE BACKSTORY
A pool service operator with a phone that should have been ringing more.
Swim State Pool Service had everything a residential pool service company needs to win — experienced techs, a real local presence, the kind of word-of-mouth reputation that takes years to build. What they did not have was a Google Ads account that put them in front of the homeowner who just typed “pool service near me” on their phone.
No paid search. No safety net. Just hoping the next call comes in.
Imperium launched the active campaign in April 2025 — conversion tracking, ad creative, account structure, the entire performance foundation. The contract is month-to-month. Swim State Pool has voluntarily renewed every single month for over a year. The numbers are why.
THE RESULT
13 months on month-to-month renewal. Phone-call leads tripled from February to April. Conversion rate climbed every month.
THE BUILD
What Imperium Built (without revealing the playbook).
The list below is the structural scope — what we built, not how we built it. The strategy that makes each piece work is what our clients pay for, and what we keep off the public web.
01
Account Structure From Scratch
Built the campaign and ad-group architecture purpose-fit for a residential pool service operator. Foundation that scales.
02
Conversion Tracking Foundation
Real conversion events tied to real lead actions — not vanity clicks. The account learns on signal that matters.
03
Geographic Targeting
Service area defined by where the trucks actually go — no wasted impressions outside the route.
04
Ad Creative & Messaging
Headlines and descriptions written for the homeowner who is two-thirds of the way to a phone call. Speed and trust over cleverness.
05
Negative Keyword Foundation
The single most undervalued part of running Google Ads. Built from day one to keep budget on the leads that close.
06
Ongoing Optimization
Search-term review, bid adjustments, creative testing — weekly. The account is never set-and-forget.
MONTH OVER MONTH
We do not set and forget. Each month we work to increase leads and decrease cost.
Real Swim State Pool numbers, month over month. The volume of qualified leads keeps climbing, the conversion rate keeps tightening, and the cost per lead came down 24% in the most recent month.
FEBRUARY
6.32%
Conversion Rate
Baseline
Cost per Lead
MARCH
6.57%
Conversion Rate
Stable
Cost per Lead
APRIL
7.59%
Conversion Rate
Down 24%
Cost per Lead
+200% qualified-lead growth from February to April. Conversion rate up 1.27 percentage points. Cost per lead down 24% in the most recent month.
This is the trend that compounds. Set-and-forget agencies plateau. We don’t.
THE NUMBERS WE WILL SHARE
Aggregate performance, no specifics.
All numbers below are real and verified inside the Swim State Pool Google Ads account. None of them reveal client-specific keywords, budgets, or competitive strategy.
Conversion type tracked
Phone calls from ads
April conversion rate
7.59%
Phone-call lead trend
6 → 14 → 18 (Feb → March → April)
Want a Google Ads account that produces real leads — without becoming your competitor’s playbook?
Imperium builds Google Ads accounts that win the leads competitors are paying for. We share the results. We do not share the playbook.