People For Pools
185 Qualified
Leads
How a Niche-Targeted Meta Ads Campaign Generated 185 Qualified Leads at $26.23 Each — with a 340% Above-Average Email Conversion Rate
New Leads
Total Cost Per Lead
Email Open Rate
Above Avg Conversion
“Merged Media has been an absolute game-changer for our marketing! Dave does an incredible job overseeing the big-picture strategy, ensuring our marketing aligns with our business goals, while Sonya, our amazing account manager, ensures all our day-to-day marketing needs are met seamlessly. The team is professional, creative, and always a pleasure to work with. If you’re looking for a marketing team that delivers results and truly cares about your success, I highly recommend Merged Media!”
- Jakub, Owner of People For Pools
Client Background & Challenge
People For Pools is a local pool installation company based in the Greater Toronto Area, specializing in fiberglass pools. Jakub, the business owner, came to Merged Media to generate awareness and — most importantly — qualified leads for their fiberglass pool installation service within a specific geographic service area.
The core challenge: reach homeowners who were genuinely interested in pool installation, in a defined service area, and convert them into real leads — not just impressions or clicks.
Strategy & Execution
Step 1: Authentic Content Creation
Merged Media’s in-house photography and videography team shot a real pool installation on location, capturing the full process from start to finish. This authentic content — combined with additional creative developed by our content team — was transformed into dozens of unique advertisements.
The volume wasn’t accidental. By launching with high creative variety, we gave Meta’s algorithm the room to identify which combinations of visuals, copy, and format resonated most with the target audience.
Step 2: Niche Audience Targeting
Organic posts don’t cut it. To guarantee reach to the right people, we used Meta Ads Manager to serve content exclusively to:
- Homeowners in People For Pools’ specific geographic service area
- The right demographic profile — not teenagers, but actual decision-makers
- Warm retargeting audiences built from users who engaged with initial announcement ads
Announcement-style ads introducing People For Pools’ fiberglass pool installation service led the funnel, using clear, direct messaging before retargeting warm audiences with lead magnet offers.
Step 3: Lead Magnet & Value-First CTA
If you beg people to call you, no one will. You need to offer something genuinely valuable before anyone will part with their contact information.
We developed skimmable, educational guides about pool ownership and offered them as free downloads in exchange for email addresses and phone numbers. Every user who clicked was given a clear, compelling reason to opt in.
185 real people — in People For Pools’ ideal demographic, in their exact service area — opted in. With ongoing split-testing and audience optimization, the total cost per lead landed at just $26.23.
Step 4: Automated Email Follow-Up
The moment a lead submitted their contact info, an automated email sequence fired — instantly delivering the guide they requested. From there, the sequence continued to:
- Send regular, value-packed newsletters with pool ownership education
- Offer opportunities to book a consultation directly with People For Pools
- Include clear calls-to-action for pool installation services at every touchpoint
This is where the campaign generated real, tangible ROI.
Ongoing Performance Optimization
- Tracked which ads generated the most leads at the lowest cost
- Deactivated underperforming creatives to maximize budget efficiency
- Maintained consistent content delivery to keep the audience engaged throughout the season
Results & Impact
The campaign delivered measurable results at every stage of the funnel:
| Metric | Result |
|---|---|
| Total Leads Generated | 185 |
| Cost Per Lead | $26.23 |
| Email Open Rate | 62.1% (industry avg: ~25%) |
| Email Conversion Rate | 13.7% (industry avg: 2.27%) |
| Click-Through Conversion Rate | 10.2% (340% above industry avg) |
| Total Email Subscribers | 1,100+ targeted prospects |
| Qualified Prospects Per Newsletter | ~110 per send |
Each newsletter sent to the approximately 1,100 subscribers converted around 110 qualified prospects, creating a repeatable lead flow that could be deployed seasonally. The campaign built a sustainable lead generation funnel — turning social media users into email subscribers and ultimately into paying customers.
The strategy proved so effective that it became a scalable, seasonal playbook for consistently acquiring new customers year over year.
Working with Merged Media
Contact Merged Media today to start your journey toward business growth and success:
Website: merged.ca
Phone: +1 647-696-8329
Email: info@merged.ca
