Pool and spa service, Nashville, TN
17 qualified leads in 6 weeks of the slow season for Ace Pool and Spa, a pool and spa service company in Nashville, TN
Ace Pool and Spa was not short on people finding them. They were losing those people during the research step. We fixed the middle of the funnel first (citations, a mobile-first website built on real crew photos, and SEO built for search and AI), then took over and rebuilt their Local Services Ads. From September 22 to November 2, 2026, the campaign produced 17 charged leads at about $34 each, in the slow end of pool season, not the summer rush.
By Tanner Herring · Published November 2, 2026
- Client
- Ace Pool and Spa
- Trade
- Pool and spa service
- Market
- Middle Tennessee: Nashville, Brentwood, Franklin, Green Hills, Mt. Juliet, Nolensville, Gallatin, Hendersonville and more
- Company size
- 4.7 Google rating across 78 reviews, 500+ projects completed, 200+ happy customers
- Services
- Citation cleanup, mobile-first website rebuild, SEO and AEO service and location pages, Local Services Ads takeover and rebuild
- Engagement
- Two months and ongoing
- Headline result
- 17 charged LSA leads in 6 weeks of the slow season, at about $34 per lead
The situation
We first talked with Alex about two years ago. It was not the right time, and we left it there. About four months ago he came back on his own and said he needed to do something about his marketing.
From there we ran three separate discovery calls. One to understand the business, one to understand the clientele, and one to pin down exactly which services he wanted to sell in which service areas. Three calls before a single deliverable, because the wrong diagnosis produces expensive, useless work.
What we found
Alex was not short on people finding him. The problem showed up when a homeowner went looking: pulling up the website, checking citation pages, poking around. The company did not look like what it actually was. That is a middle of the funnel problem, and most agencies skip past it on their way to selling more traffic.
- The website ran on generic stock photos, with no team, no crew, and no work vehicles
- The site was not built for phones, where nearly every pool service search happens
- Citation pages were neglected and inconsistent, hurting trust during research
- No individual service or location pages, so nothing could rank for specific searches
- The self-run LSA campaign worked, but photos, service areas, and budget were holding it back
What we did
Citation cleanup
Every citation page audited and brought up to a professional standard. These pages are part of the research trail, and a neglected one does active damage.
Mobile-first website rebuild with real photos
The rebuilt site is live at acepoolandspaservice.com. For a service a stranger performs in your backyard, seeing real people is not decoration. It is what closes the trust gap.
- Designed for the phone first, then desktop, because that is where pool service searches happen
- Replaced stock photos with real photos of Alex's team, crew, and work
- Built the site as a funnel, with text and call buttons visible on every screen
- A seasonal pop-up a few seconds after a visitor lands, offering the service most people need right now (pool closings this fall) with a call button right on it. It changes through the year to match what homeowners are searching for
- Individual service pages so each core search has a page that can rank for it
- Individual location pages for the Middle Tennessee service areas
- A deeper About and Contact page written so AI tools understand what Ace does and where
Local Services Ads taken over and rebuilt
- Better photos, because people decide in a second whether to tap an LSA result
- Clear service areas, matched to the Google Business Profile so the ads, profile, and website tell Google the same story
- A real process for answering every call, since Google documents responsiveness as a factor in how LSA is ranked
- An ongoing review strategy so reviews keep coming steadily instead of in bursts
- A deliberately opened-up weekly budget so the algorithm shows up consistently instead of rationing
Catching a close problem, and referring it out
The data showed good, qualified leads coming in and not closing. The team was missing calls, and could not give a caller a firm price and a firm service time on the first call. A homeowner with a green pool calls three companies and books the first one that gives a number and a day.
It got more urgent after October 1, when Google began penalizing businesses that do not answer their Local Services Ads calls. Missed calls going to voicemail stopped being only lost leads and started costing visibility too.
Most of the 13 leads Google did not charge for were missed calls, each one a possible job that never got a chance. That is the clearest proof of why the phone process needed fixing.
That is not a marketing problem, and more spend into a leaky close process just wastes money faster. So we connected Alex with one of our trusted referral partners, Built For The Trades, who works with owners on operational systems and business coaching. We are good at generating demand and building trust. When a business needs more than that, we say so. Sometimes marketing is not the problem, and an agency that cannot tell you that is not worth hiring.
The rebuilt Ace Pool and Spa website.
Results
| Metric | Before | After | Source |
|---|---|---|---|
| Charged leads (14 phone, 3 message) | To be added | 17, all qualified | Google LSA dashboard, Sep 11 to Nov 2, 2026 |
| Non-charged leadsWorth flagging | To be added | 13: a handful of sales calls from other companies, a handful outside the service area, and most were missed calls | Google LSA dashboard, Sep 11 to Nov 2, 2026 |
| Total lead spend | To be added | $580.82 ($515.95 phone, $64.87 message) | Google LSA dashboard, Sep 11 to Nov 2, 2026 |
| Cost per lead | To be added | About $34.17 ($580.82 / 17) | Calculated from Google LSA dashboard |
| Ad impressions | To be added | 1,114 | Google LSA dashboard, Sep 11 to Nov 2, 2026 |
| Shown above the free results | To be added | 93.38% of impressions | Google LSA dashboard, top impression rate |
| Shown as the very first adWorth flagging | To be added | 22.42% of impressions | Google LSA dashboard, absolute top impression rate |
| Google reviews | To be added | 4.7 rating across 78 reviews | Google Business Profile |
Window is September 11 to November 2, 2026 in the Google LSA dashboard, with the first charged lead on September 22. 30 total leads came in: 17 charged and qualified, and 13 not charged. Most of the 13 were missed calls that could have become charged, qualified leads if someone had answered. These leads came in during the slow end of pool season, not peak summer heat. Ace pauses LSA at the end of November and expects to restart in March. Before values will be added with dates.
What we would do differently
We did push for a professional photo and video shoot from the start, since the photo drives so much of the tap on an LSA result. It was not in the budget at the time, so we set realistic expectations for what the campaign could do without it, and Alex was OK with that. The shoot is now planned for spring 2027, before the campaign launches again, so the restart has the photos it needs. We would also have checked the first-call quoting process during discovery instead of finding it in the lead data a few weeks in.
What's next
Ace pauses LSA at the end of November and restarts in March. Before the restart: a professional photo and video shoot this spring for better campaign photos, continued work on call answer rate, steady review generation, and SEO compounding as the service and location pages mature. Tightening the phone process, keeping reviews consistent, and adding real photography is what takes this campaign to the top of its market.
Bottom line
- Ace Pool and Spa of Nashville, Tennessee was being found, but was losing homeowners during the research step.
- Hard Labor Marketing fixed the middle of the funnel for Ace Pool and Spa first: citation cleanup, a mobile-first website built on real crew photos, and service and location pages built for search and AI.
- Rebuilding the Ace Pool and Spa Local Services Ads campaign produced 17 charged leads in 6 weeks of the slow season, at about $34 per lead, shown above the free results 93.38% of the time.
- Cost per lead rose about $6 to $12 on purpose, in exchange for more leads and steady daily volume instead of bursts.
- When good leads were not closing, Hard Labor Marketing referred Ace Pool and Spa to Built For The Trades instead of selling more traffic.
- Most of the 13 non-charged Ace Pool and Spa leads were missed calls, so answering more of them is the fastest way to grow past 17 qualified leads.
Being found but not getting booked?
Book a 30-minute discovery call and we will show you exactly what we did for Ace Pool and Spa and where your funnel is leaking.
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