Pool Builders: Should You Use Meta Ads or Google Ads?
September 3, 2025

Key Insights:

  • Google Ads capture high-intent homeowners—people actively searching for pool contractors—making them the best starting point for most builders.


  • Meta Ads (Facebook & Instagram) excel at brand awareness and storytelling, helping you showcase your pools visually and nurture long-term buyers.


  • Google leads cost more per inquiry ($150–$400) but are higher quality, while Meta leads are cheaper ($20–$80) yet require more follow-up and filtering.


  • The one-two punch strategy works best: use Google Ads for immediate conversions and Meta Ads to stay top-of-mind during the long research process.


  • Ads alone aren’t enough - pool builders also need strong websites, fast lead follow-up, and a solid sales system to turn ad clicks into contracts.

In a digital-first world, homeowners looking for a swimming pool builder aren't reaching for the Yellow Pages anymore. They're reaching for their phones, typing queries into Google and scrolling social media feeds. If you're a pool builder looking for leads, you'll hear a lot about Google Ads and Meta Ads (Facebook and Instagram combined).


But here is the trick: Many pool companies spend thousands of dollars testing one platform and then switching to another without knowing which one delivers results. Some builders swear by Google Ads and others say they've had great success with Meta Ads. The fact is that both platforms work - however they work very differently.


So, should you spend your ad budget on Google or Meta? Or is the right move one of both? Let's break it down - from a pool builder perspective.

Table of Contents

Why Do So Many Pool Companies Struggle With Facebook Ads?

What Kind of Cost Per Lead Can Pool Builders Expect on Each Platform?

When Should Pool Builders Stick With Google Ads?

Should Pool Builders Use Google Ads or Meta Ads?

Why Start With Google Ads

How Meta Ads Fit In

Google Ads: Best for High-Intent Leads & Immediate Conversions

Meta Ads: Best for Brand Awareness, Visual Storytelling & Engagement

Which is Better for Builders: Google Ads or Meta Ads?

The Smartest Approach: Develop Your One-Two Punch

Marketing is More Than Just Ads

Final Thoughts

Why Do So Many Pool Companies Struggle With Facebook Ads?

No one knows: It's a secret: Many pool contractors are frustrated by running ads on Facebook. They boost a post, run a few image ads and after spending hundreds - or even thousands - they have little left to show for it. Why does this occur?


The answer is intent and targeting.


People don't open Facebook or Instagram because they want to hire a pool builder. They're there to catch up with friends, watch videos or scroll through lifestyle content. Even though Meta provides super-granular targeting, your ad interrupts their experience. And unlike Google Ads, where someone types "pool builder near me" and is all but ready to call a contractor, Facebook needs more nurturing.


That's why so many pool builders think Facebook Ads "don't work." In fact, the problem isn't the platform, but the approach. Pool construction is a big-ticket, big-consideration purchase. You aren't selling a USD 50 gadget that someone can buy on impulse after seeing one ad. A pool is a financial investment generally worth USD 50,000 to USD 100,000 or even more. That means:


  • Your ads need to establish trust and highlight your work.
  • The buying journey is months - not days.
  • Leads from Meta Ads tend to be higher up the funnel (they may be dreaming, not signed).


If you want immediate, bottom-of-the-funnel conversions from Facebook, you are disappointed. But if you use Meta Ads to create awareness, build a pipeline and stay in front of prospects, it becomes a powerful tool.

What Kind of Cost Per Lead Can Pool Builders Expect on Each Platform?

Numbers are what every pool builder wants to know: "How much can it cost me to obtain a lead?"

On Google Ads, lead prices for pool companies range from $150 to $400 per lead, depending on your location, competition and campaign structure. That sounds expensive compared to cheaper industries, but keep in mind: An individual signed contract might be worth $50,000-$100,000. And if you land one pool project out of every 20-30 leads, the math works out just fine.


On Meta Ads, the numbers look different. You might get "leads" for $20 to $80 per lead - or less. At first glance, that seems amazing compared to Google. But wait: There is a catch: Lead quality is often lower. Many of these are people clicking out of curiosity or homeowners dreaming of a pool without the money to move forward. That doesn't mean Meta leads aren't valuable - they just tend to need more nurturing before they become sales - ready.


Think about it in this way :


  • Google Ads = fewer leads, higher cost per lead, but higher buying intent.
  • Meta Ads = more leads, lower cost per lead, weaker buying intent.


Neither is better outright - it depends on your goals and your budget.

When Should Pool Builders Stick With Google Ads?

In case you are a newcomer to paid Ads or you have a modest budget, Google ads is almost always the much better place to start. Why? Because Google search intent-based. And anyone who types in custom pool builder in Dallas is in-market. You don't have to sell them a pool - they're shopping already.


Pool builders should use Google Ads when:


  • You need immediate leads for sales calls.
  • You have a limited budget and also you would like the very best chance of ROI.
  • You want qualified prospects who are looking.
  • You're in a highly competitive space and organic SEO won't get you noticed.


You want Google Ads as your "ready-to-buy" channel. It connects you with individuals that are searching for you already.

Should Pool Builders Use Google Ads or Meta Ads?

This is the million dollar question. If you had to choose just one, most pool builders would do better with Google Ads. That is because ROI is easier to monitor and you are getting buyers at the bottom part of the funnel.


But here is the thing: Meta Ads also play an important role. They aren't necessarily your lead-closer - but they warm your audience, build trust and keep your brand in the front-of-mind during the long research phase.


The real answer is that both platforms complement each other. The one drives demand capture (Google) and the other drives demand generation (Meta).

Why Start With Google Ads

For most pool builders, a steady stream of high-intent leads is a top priority. That's what Google Ads does. Someone searching for "luxury pool contractor near me" is much more likely to book a consultation than someone simply scrolling through Facebook ad.


Start with Google Ads:


  • Build a pipeline of in-market prospects.
  • Get measurable ROI faster.
  • Collect data on your most profitable keywords and locations.


Once you have that baseline, you can add Meta Ads to increase reach.

How Meta Ads Fit In

Where Google fails: With Meta Ads you can see where Google fails: visual storytelling and emotional engagement. A pool is more than a hole in the ground full of water: it is a lifestyle upgrade. It's about backyard parties, family memories and luxuries. That's where Facebook and Instagram shine.


Pool builders can use Meta Ads to:


  • Showcase before-and-after transformations.
  • Show videos of projects being built.
  • Highlight customer testimonials in story format.
  • Run retargeting campaigns to stay in front of people who visited your website.


Instead of relying on Google to pull in those already searching, Meta Ads plants the seed earlier - so when that homeowner is finally ready - your company is the first they think of.

Google Ads: Best for High-Intent Leads & Immediate Conversions

If you had to define Google Ads in one word for pool builders, it would be: "Catch the buyer at the moment of decision."

Google Ads is the digital equivalent of someone putting their hands up and saying "I would like a pool." And who can build it for me? " Your job is simply to ensure your ad shows up when they ask.


The advantages:


  • High intent: These leads are already searching.
  • Predictability: Once dialed in, campaigns can deliver steady leads month after month.
  • Scalability: You can raise your budget and you'll get a bunch of inquiries in a split second.


Downside? Costs per lead are high and clicks can be pricey in competitive metro areas. Still, for lead quality, it's tough to beat.

Meta Ads: Best for Brand Awareness, Visual Storytelling & Engagement

Meta Ads don't produce instant conversions like Google, but they do offer something just as valuable: attention and awareness.

Think about it - most homeowners do not awaken one day and say, "I'm buying a pool this afternoon." It is a dream they have had for a long time. Meta Ads lets you be a part of that dream-building process.


This is where you:


  • Show drone shots of finished pools.
  • Tell stories of families enjoying their backyard oasis.
  • Educate prospects on timelines, budgets and design options.
  • Retarget website visitors until they're ready to act.


Although lead quality is lower at first, Meta Ads stuffs the top of your funnel with homeowners who will eventually become buyers.

Which is Better for Builders: Google Ads or Meta Ads?

It will be tempting to need a black-and-white answer here. But the truth is the fact that better depends upon where your business is right now.


  • If you need sales appointments quickly, Google Ads is better.
  • If you want to build your brand and control mindshare, you should use Meta Ads.
  • For maximum long-term growth you need both.


And Google Ads brings in ready-to-hire homeowners. Meta Ads makes sure when people are thinking about a pool six months from now, your brand is the one they already trust.

The Smartest Approach: Develop Your One-Two Punch

The smartest pool builders build on more than one platform - they build a one-two punch marketing system. It really works this way:


  • Run Google Ads to capture in-market demand and bring high-intent leads into your sales pipeline.
  • Use Meta Ads to follow up, retarget and stay visible to those who aren't ready.
  • Both sets of leads should be nurtured with email and text follow-up and consistent communication until they're ready to buy.


The results multiply when these two channels work together. You get the immediate payoff from Google and the long-term brand growth of Meta.

Marketing is More Than Just Ads

Remember, too: No amount of ads can fix a broken sales process. Pool builders often think ads will solve their growth woes. The fact is the fact that ads are only part of the story.


To maximize ROI, you also need:


  • A fast, conversion-friendly website.
  • Reliable follow-up (speed-to-lead) is essential.
  • Strong sales processes that turn inquiries into contracts.
  • Reviews & social proof to build trust.


Ads drive traffic. Your business systems close the deals. When both are in sync, growth accelerates.

Final Thoughts

So, should pool builders use Meta Ads or Google Ads? The answer isn't either/or - it's both, with the right strategy.



At the end of the day, the most successful pool builders don't chase the cheapest leads - they invest in the right marketing mix that generates contracts and revenue.

When done right, digital ads get you leads - they position your company as the pool builder of choice in your market.