Paid Media Strategy Boosts Growth 12% YoY

An innovative approach boosted leads by 103%, exceeding aggressive goals.
[ Overview ]

Aggressive goals call for innovative strategies. For Latham Pool, an innovative Paid Search/Social strategy surpassed expectations, leading to a 103% YoY increase in leads and 12% YoY growth and a 709% return on ad spend (ROAS). Through targeted paid media campaigns, machine learning optimizations, and localized SEO pool guides, we significantly boosted our client’s regional performance and overall efficiency.

Qualified Leads, Exceeding Goal by 103%
Improvement YoY Despite Flat Investment

The Challenge

Latham Pool, a leader in the residential pool space, came to us with aggressive goals. They wanted to make a bigger splash in regions that were a high priority to their dealers – on top of improving overall performance, year over year.

The Strategy

To help our client hit their aggressive goals, we devised a multi-disciplined approach, and carved out a plan to restructure paid media campaigns into high priority and broader national campaigns. By isolating regions based on varying ranges, planned goals and associated revenue, we were able to improve campaign efficiencies with the help of machine learning and algorithms. 

To complement this strategy, our SEO team set about the tall task of creating regional pool guides, packed with localized information and striking visuals of real pools our client had built in a given geographic area.

The Results

This multi-pronged regional strategy paid off. We were able to double the amount of qualified leads, exceeding them by 103% – a 12% YoY improvement. These results peaked during our client’s most active season, helping them build qualified lead volume while improving CPL efficiencies.

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