Case Study · Google Ads
How Big Blu Pool Care Doubled Leads While Cutting Cost in Half
Big Blu Pool Care & Design was running a single Google Ads campaign mixing pool service clients with renovation and construction prospects. We separated them into focused campaigns — and in the first 3 weeks, the new renovation campaign delivered 8 leads at $69 CPA while the account hit +140% lead growth in its final two weeks.
The Challenge
One Campaign Serving Two Very Different Buyers
Big Blu Pool Care & Design serves two distinct markets: routine pool maintenance and high-ticket renovation and construction projects. Each requires a different message, targets a different buyer, and carries a very different value to the business.
Running both audiences through a single campaign was preventing Google from optimizing effectively for either segment. The algorithm couldn't distinguish between a $200 service call and a $10,000 renovation project — so it treated them the same.
The objective was to separate and structure the account so each audience received the right message, the right budget, and gave Google the right signals to optimize toward the leads that actually move the business forward.
Our Approach
A Structured Google Ads Strategy Built Around Real Intent
We restructured the account around the two fundamentally different buyers Big Blu serves — assigning each audience its own campaign, its own message, and its own optimization signal.
Campaign Audit & Diagnosis
We identified that the main "Sniper Approach" campaign was mixing two very different audiences — pool service clients and renovation/construction clients — preventing Google from optimizing effectively for either.
Campaign Segmentation
We built a dedicated "Pool Renovation & Construction" campaign with its own ads, keywords, and budget — isolating high-ticket renovation leads from routine service leads.
Keyword Strategy & Waste Elimination
Identified $310/month in competitor-brand searches that would never convert to client leads. Redirected that budget to high-intent searches that drive real results.
Budget Optimization
The renovation campaign was limited by budget, missing 46% of impression opportunities. We recommended increasing daily budget from $47 to $70–80/day to capture existing demand.
Cannibalization Mapping
Mapped all searches where both campaigns were competing against each other, increasing costs. Assigned each keyword to the correct campaign to eliminate internal bidding conflict.
The Results
Measurable Growth in Leads and
Cost Efficiency Within Weeks
Once the renovation campaign gained traction, lead volume surged. The account generated 12 leads in the final two weeks of May versus just 5 in the first two weeks.
Tighter audience segmentation, better ad-to-audience match, and cleaner keyword targeting drove cost per lead from $168 down to $93 as the campaigns matured.
The dedicated renovation campaign delivered 8 high-ticket leads at $69 CPA in its first 3 weeks — compared to $163 CPA in the general campaign targeting both audiences.
More relevant ads, better audience targeting, and a higher CTR (2.87% → 3.69%) drove a 51% increase in qualified traffic to the Big Blu website in a single month.
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Big Blu Pool Care
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