If you’re wondering which is better for pool builders, Facebook ads or Google ads, the answer is simple: Facebook ads deliver dramatically better returns when done right. With strong creative and the right strategy, Facebook ads can generate leads at a fraction of the cost compared to Google PPC. But most pool builders never see these results because they treat Facebook like Google. That’s a mistake.
Facebook ads have far more upside if you know how to use them, but only if your creative is strong and strategic.
Most pool builders default to Google ads because it’s straightforward. You bid on keywords, show up when someone searches “custom pool builder near me,” and collect leads. But while Google is predictable, it has a hard ceiling. Your cost per click (CPC) and cost per lead (CPL) remain fairly static no matter how good your ad is.
Facebook works differently. A strong ad can actually drive your costs down. If your creative hits the mark, Facebook rewards you with:
– Lower CPMs (cost per thousand impressions)
– Lower CPLs (cost per lead)
– Higher conversions
In other words, Facebook can scale, if you put in the upfront work.
Why do so many pool companies struggle with Facebook ads?
Most Facebook ads fail because the creative is boring and there’s no clear strategy behind it.
If your ad lacks personality, urgency, or value, you lose. Pool builders who say, “Facebook didn’t work for me,” usually had:
– Forgettable copy
– Generic offers
– No compelling visual
Facebook is not plug-and-play. You need bold messaging, a reason for someone to stop scrolling, and ideally, a lead magnet that actually matters to your ideal buyer.
When you lead with something valuable, like a 3D design, a seasonal promotion, or a video walkthrough, you can capture attention and drive high-intent leads.
👉 Facebook rewards creativity and strategy. Google rewards persistence.
What kind of cost per lead can pool builders expect on each platform?
Google PPC offers stable but high CPL; Facebook can go much lower, but only with great ad content.
One Aqua Leads client had been paying $980 per lead on Facebook before we took over. Why? Their creative was awful, no hook, no story, just a static image with “Call us now.”
We rebuilt the strategy, shot compelling video content, and launched with a real offer. Their CPL dropped to $10–$15 almost overnight.
Meanwhile, the same client’s Google leads still hover around $60 each. Predictable, but expensive.
**If you’re running great Facebook ads, you can get high-quality leads at a fraction of what you’d pay on Google.**
**If your ads are weak, Facebook will punish you.** That’s the tradeoff.
When should pool builders stick with Google ads?
If you’re short on time, budget, or marketing know-how, Google offers a safer short-term path.
Google is a great fallback if you’re just starting out or if you can’t dedicate time to content. You don’t need video, design, or a strong brand voice to run PPC. Just:
– Target the right keywords
– Set a budget
– Watch the leads come in
But remember:
– You’re paying top dollar to compete in a crowded space
– Every click costs
– Every lead eats into your margin
You’ll get results, but they won’t scale well without massive ad spend.
How can Facebook ads outperform Google for pool builders?
With strategic lead magnets, compelling content, and testing, Facebook ads can scale fast and convert better.
If you’re willing to invest in strategy and creativity, Facebook becomes your best friend. The ad that performs well today can become your evergreen engine tomorrow.
At Aqua Leads, we help pool builders create ad systems that pull in pre-sold leads ready to book design consults. We use:
– Expert-led videos
– 3D project visuals
– Sharp positioning
This separates you from the pack. The result? Leads under $20 from homeowners who actually trust you before the sales call.
Let’s Build Your Custom Lead System
Call us at (480) 660-8078 to get started.
We don’t just run ads. We craft campaigns that actually convert, and we do it exclusively for pool and pond builders across the U.S., especially in sunbelt states like AZ, TX, and FL.
