How Paramount Pools Improved Lead Quality with Targeted Ad Strategy

Paramount Pools’ primary objective is to generate volume of leads for their active services.

To achieve this, the initial strategy is to utilize Meta’s Lead Generation campaign which uses Broad local targeting radius, 15 miles around serviceable areas and a strong direct response offer: “Get up to $100 off your first service”. The goal was to cast a wide net and get as many leads as possible into the pipeline.

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The challenge

Most campaigns will be able to get volume of leads and may be able to achieve it with very low Cost per Lead however, most lead generation campaigns encounter the same challenge which is the Lead Quality.

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There would be multiple factors affecting the quality of the leads including the following:

• Renters vs Homeowners: Leads who didn't actually own the property and couldn't authorize pool repairs.
• Out-of-Area Inquiries: Users submitting forms who lived just outside the profitable service zones.
• Misaligned Intent: People looking for cheap inflatable pool supplies, one-time basic skims, or DIY advice rather than premium professional maintenance or high-ticket equipment replacement.
• "Ghost" Leads: Users who auto-filled their outdated Facebook contact info and never answered the phone.

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The high volume may burn out not just the budget of the campaigns but also the team that manages the lead communications.

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Our solution

To fix this, we should revise the ad strategy based on the data at hand. The goal may shift from getting volume of leads to generating the most profitable leads. We can implement the following optimization to improve the overall quality of the leads.

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Form friction

We can move away from lead form’s default auto-filled data where they only put their contact information and add more validating questions such as:

• Are you the homeowner? (Y/N)
• What is your location/Zip Code?
• What service do you need? (Weekly maintenance/Equipment repair/ Green Pool Rescue/ etc.)

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Ad Copy and Creatives

Good ad copy attracts the right buyer, but great ad copy repels the wrong one. We will be adjusting the ad messaging to clearly position Paramount Pools as a premium, licensed expert rather than a cheap, budget-friendly option.

• Old Copy: "Need a pool guy? Get $100 off!"
• Optimized Copy: "Looking for reliable, premium pool care? Our licensed and certified experts specialize in high-quality maintenance and authorized Jandy, Pentair, and Hayward repairs. Homeowners, get $100 off your first professional service."

Messaging can also be used to clarify things such as “Serviceable Area, Scope of the Services, and many more.

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Retargeting with Authority

Instead of just blasting cold traffic with the discount offer, we can reallocate 20% of the budget to a warm retargeting campaign. We can show customer testimonial graphics and highlight the "50+ Years of Combined Experience" to users who have interacted with the page. This nurtured leads so that when they finally submitted a form, they already trusted the brand.

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