How to create Facebook Ads for Pool Contractors to increase clientele up to 60%
Hugo Cruz - Facebook Marketer, Video Producer, Ghostwriter
2/25/20257 min read
Hey There!
Facebook Ads can be a game-changer for businesses—if done right. But running ads without a proper strategy? That’s like throwing money into a black hole. So, if you’re a pool contractor, here’s your step-by-step guide to running high-converting Facebook Ads without burning your budget.
1. Define EXACTLY Who You Want to Talk To
Before even thinking about launching an ad, you must know who you’re talking to. Casting a wide net doesn’t work—you need precision. Here’s how:
✅ Write out your ideal client. Is it a homeowner looking for a luxury pool? A family wanting a backyard paradise? A property investor needing quick installations?
✅ What are they afraid of? Delays, hidden fees, poor-quality work, disappearing contractors—you need to address these fears head-on in your ad copy.
✅ What do they aspire to? A pool isn’t just a pool—it’s a status symbol, a place to create memories, or a way to increase property value.
✅ How can YOU serve them? Are you the fastest? Do you offer financing? Do you use next-gen materials? Make your value crystal clear.
2. Decide What Your Branding and Motto Is
Your branding tells your client who you are before they even read your ad. That means colors, fonts, and messaging matter. An important rule here is DON'T GO OVERBOARD, no "we are the best of the world of all time". Just be honest, concise, strive to tell clients exactly what you are up to and you should be fine:
🎨 Choosing colors:
Most used for pools: Shades of blue, yellow, green, white (fresh, clean, inviting).
Used but less: Black, brown, red (unless you’re selling speed, luxury, or high-end exclusivity).
However, even as much as marketers want to, there's really no written rules on what colors you can use. As long as you don't use overly saturated colors, you'll be fine.
📢 Your motto:
Should communicate your core value in seconds (e.g., “Luxury Pools, No Compromise”, “Fastest Pools in Florida” or "Great prices without compromising quality).
Again, no "the best technology in the world with AI creation pools!". You'll come off as dishonest, immature and non professional. It's better to "be direct and honest on what you are really offering the clients that other competitors struggle with.
3. Craft a Compelling Poster and a Converting Copy
Your ad must grab attention and drive action. Here’s the winning formula:
✅ Use your chosen colors and branding—consistency builds trust, and it immediately reminds your clients who is posting the ad. This build constant traffic and tells Facebook your Ads are the real deal! Even if your clients are not buying!
✅ Talk directly to your ideal client—address their frustrations AND aspirations, you want to make them feel the pain of the frustrations, and most importantly, the relief of your solution: "I"m sorry sir, the tile is going to take another 3 weeks to arrive" sound familiar? The experts of Pool Contractors of Florida make sure to have your materials before you can even think of the project". Caveat: You don't want to sound too salesmany. Comes off as a classic infomercial and you don't want to amke your clients think you are that type of contractor.
✅ DON’T rely on AI to write it all—AI helps, but people can smell a lazy, robotic ad from a mile away. I recommend making a skeleton for the ad and telling AI to give you 10 different ads with that "skeleton". You choose the best one, polish it a little bit and you are set!
✅ Use tools like Canva (quick & easy) or Photoshop (for polished, professional results).
4. Create an Account on Facebook Business
To run ads, you need a Facebook Business account. Here’s how:
1️⃣ Go tobusiness.facebook.com
2️⃣ Click ‘Create Account’
3️⃣ Follow the prompts to set up your business details
4️⃣ Link your Facebook Page (If you don’t have one, create one first).
5. Insert the Facebook Ad and the Copy for the Facebook Ad
Once your account is set up, it’s time to create the ad. Here’s how:
1️⃣ Go to Facebook Ads Manager
2️⃣ Click ‘Create’ and select your campaign objective (Lead Generation works well for pool contractors)
3️⃣ Set up your Ad Set (this is where you choose targeting, budget, etc.)
4️⃣ Upload your poster/visual
5️⃣ Write your ad copy (using the strategies above)
6️⃣ Set your Call to Action (e.g., “Get a Free Estimate” or “Book a Consultation”). You want this call to action to give you a phone number, an email and a project description. DON'T ADD 30 SPACES TO WRITE. The more work you give your client the less interested he'll be. A phone number, email and small description of work is going to be more than enough. Using tools like Jotform can definitely help on gathering data.
6. Define a Budget
💰 How much should you spend? It depends on your goal:
$50/day: Good for testing & small businesses. Don't feel bad about investing little when starting out, sometimes a well crafted ad with 10$ a day can bring 1 - 2 quality leads a week. Once you get more clients, you'll be able to invest more in advertising.
$100/day: Recommended for pool contractors to generate solid leads, if you are unsure on how much you should invest, make it 100$. You really cannot go wrong with this budget.
$300–$1000/day: For businesses that want to DOMINATE their market. If you just started out and have enough money for marketing, definitely go for more money. This allows to shift marketshare from competitors to you really quickly.
Start small, optimize, and scale up based on performance. Remember, DON'T FEEL SCARED TO REPEAT ADS THAT ALREADY WORKED. Who cares if you do the same ads 1000 times if they work? If it's not broken, DON'T FIX IT.
7. Define the Target Area
This step can make or break your campaign. If you don’t define the right area, Facebook will waste your budget showing ads to people who don’t even live near you.
🔹 How to set location targeting:
1️⃣ In Ads Manager, go to ‘Audience’
2️⃣ Select ‘People living in this location’
3️⃣ Type in your city/town + set a radius (e.g., 20 miles around your service area, DON'T SET MORE, since you are not going to be able to service them anyway and you'll waste money).
4️⃣ Leave age, gender, and other factors on ‘Auto’, Facebook should know what to do with this, however, if you are on a REALLY TIGHT BUDGET, setup sex for male, age gap 45+. This should give you access to the clients that are most likely to buy: older gentleman.
8. Check the Performance of the Ad with Facebook’s Built-in Tracking Metrics
Once the ad is running, don’t just set it and forget it. You need to analyze and tweak based on performance.
📊 Key Metrics to Track:
Impressions: How many people saw your ad. This one varies depending on budget, but if you have one ad showing WAY LESS impressions than others, change it.
Click-Through Rate (CTR): % of people who clicked. This is the golden data: the higher this is, the MORE ATTRACTIVE YOUR AD IS.
Conversion Rate: % of people who took action (filled a form, booked a call, etc.). This can be super high or low depending on the ammount of times showed and clicked.
Return on Investment (ROI): How much money you're making vs. spending.
📌 Pro Tip: Facebook gives you data—use it! Test different headlines, images, and ad copy to see what works best. I can stress enough, DO WHAT WORKED FOR YOU ALREADY. NO NEED TO BE CREATIVE, YOU JUST NEED TO MAKE MONEY
8. Check the Performance of the Ad with Facebook’s Built-in Tracking Metrics
Creating high-performing Facebook Ads isn’t rocket science, but it DOES take strategy, patience, and testing. The Facebook algorithm learns over time, so don’t expect instant results. The best approach? Run your campaigns for at least 3 months to let the system optimize for the best audience.
Remember, once you figure out what type of ads and copys work best for you, just stick to that. You don't need to become the next Coca-Cola with your ads. Just do what works, and whenever you become the biggest pool contractor on the US, then you can get creative.
🔥 Follow these steps, and you’ll be ahead of 90% of businesses out there. Now, get out there and start running ads that actually get you REAL leads!