Bing and Microsoft network campaigns with lower CPCs than Google Search. Built specifically for pool builders closing $50,000 - $250,000+ projects.
Long consideration cycle — homeowners research for 30-90 days before pulling the trigger
High price point means every lead that goes cold is tens of thousands in lost revenue
Commodity competition from low-end builders racing to the bottom on price
Seasonal demand spikes that require consistent pipeline, not feast-or-famine ad spend
LSAs don't work for this niche — buyer journey is too long and intent signals are too weak
Pool Builders close $50,000 - $250,000+ projects with a 30-90 day buyer journey. That means microsoft ads has to be built around a longer consideration cycle, higher trust requirements, and homeowners who are comparing multiple contractors before making a decision.
Design gallery lead magnet — homeowners download a style guide in exchange for contact info
Financing-first messaging — lead with monthly payment rather than total project price
Process transparency — show the 12-16 week build timeline on video
Warranty and company longevity messaging to differentiate from low-end competitors
Facebook and Instagram ad campaigns with native Instant Forms and AI follow-up.
Capture high-intent search traffic with dedicated landing pages and conversion tracking.
Video ad campaigns that build trust across the long outdoor living buyer journey.
Banner campaigns that keep you visible to homeowners researching outdoor projects.