Client Case Study
Ashmore Pools
Industry: Pool Supplies & Maintenance
Project Duration: December 2024 - ongoing
Ashmore Pools approached us looking for a full brand refresh and a strategic digital marketing overhaul
Their goals were to:
Modernise their brand identity to attract high-value clientele
Improve local search visibility and increase inbound leads
Enhance credibility with professional branding elements
Increase website traffic and conversion rates
Establish a long-term digital marketing strategy, including content and social media.
Previous website
Challenges
The previous website was outdated, difficult to navigate, and not optimised for conversions
The business had minimal online presence, with limited local SEO optimisation
Lack of consistent branding across uniforms, signage, and digital platforms
Google My Business profile was incomplete and underutilised
No structured approach to Google Ads or content marketing.
Services Provided:
Brand Strategy & Logo Design
Brand Photoshoot
Website Design & Development
Google My Business Profile Optimisation
Google Review Strategy
Google Ads Management
Local SEO Strategy
Uniform Design
Business Cards
Shop Signage
Vehicle Signage
Blog Strategy (Upcoming)
Social Media Strategy & Management (Upcoming).
Strategy & Execution
Month One:
Build Your Foundation
Brand strategy & logo design
We developed a refreshed logo and visual identity, ensuring consistency across all customer touch points; including business cards, uniforms, and shop/vehicle signage.
Brand Photography
We engaged a local Gold Coast photographer to shoot high-quality brand imagery, ensuring a cohesive and professional look across all marketing collateral. The shot list was carefully curated to capture the essence of Ashmore Pools' services and brand personality.
B-roll videography
B-roll video footage was also captured for use in social media and Google Ad campaigns. This original footage will build brand awareness and trust, while enhancing storytelling & customer engagement.
Website Design & SEO optimisation
We designed and developed a user-friendly, SEO-optimised website to form the base for a local SEO strategy. This was built to target high-intent searches, leading them to clear call-to-actions - improving lead generation.
Month Two:
Dominate Google
local seo strategy
We implemented a local Search Engine Optimisation (SEO) strategy to target & attract high-intent searches and increase visibility in Google, eg “pool store near me”.
We conducted extensive keyword research for relevant industry search terms, and refined on-page elements such as metadata, headings, and internal linking to improve search engine rankings. By enhancing structured data and improving website crawlability, we positioned Ashmore Pools for long-term local search success.
Google My Business Profile + Google Reviews
Ashmore Pools’ Google My Business profile had the basics covered, but some key details were incorrect, affecting their online presence. We stepped in to clean up and fully optimise their profile, ensuring accurate business information and better visibility in local search results.
To strengthen their credibility, we implemented a review generation strategy, making it easier for happy customers to leave positive feedback. These reviews now feed directly into the website, adding valuable social proof and reinforcing trust with potential customers.
Google ad campaigns & reporting
To track performance and maximise ROI, we implemented conversion tracking on the website, providing clear insights into lead generation and customer interactions. A custom reporting dashboard was built, giving the client a real-time snapshot of both website and campaign performance.
We launched strategic Google & Local Ad campaigns designed to capture high-intent traffic and drive measurable results. By targeting high-converting keywords, we ensured Ashmore Pools appeared in front of customers actively searching for their services.
Moving forward, we will refine the strategy by optimising existing campaigns, introducing additional ad variations, and continuously reviewing performance to improve conversions.
Month Three:
Social Momentum
Content Calendar on Autopilot
No more scrambling for content ideas or struggling with consistency - Ashmore Pools now runs a well-structured content calendar designed to attract, engage, and convert.
We take a data-driven approach to content by writing blog posts based on common search terms and keyword research. These blogs not only boost SEO but also serve as pillar content that can be repurposed for social media.
We create a strategic mix of content, including service highlights, before-and-after transformations, customer testimonials, behind-the-scenes team action, and educational posts to build authority in the pool cleaning space.
Social media
Basically, we're all about making Ashmore Pools the go-to pool pros online, and we do that by creating awesome content that people actually wanna see.
Kylie's the mastermind behind the killer social posts, whipping up stuff that hits the spot for their audience. It's not just about showing off; it's about building real connections and turning those likes into loyal customers. And hey, the numbers don't lie – check out the crazy results below!
We keep things super organised, planning content ahead of time, but we're also ready to jump on anything big that happens, like that wild Cyclone Alfred situation. Now Ashmore Pools have their content running on auto.
Campaigns That Turn Followers Into Fans
We're not just aiming for likes, we're talking about creating a community of loyal Ashmore Pools advocates who trust the brand and shout about it to their mates.
Fan-Building Campaigns: We're running campaigns that don't just get followers, they get raving fans. Think of it as turning casual onlookers into the Ashmore Pools cheer squad.
Community Buzz: We're pushing those Google reviews to boost Ashmore Pools' online cred, and jumping on local stuff like the Cyclone Alfred cleanup, showing they're the real deal when it matters.
Keep it Fun & Real: We're throwing in some interactive stuff, like those "Swipe to Clean the Pool" posts, to get everyone involved. Plus, we're giving everyone a sneak peek behind the scenes, showing off the awesome Ashmore Pools team. It's all about building that trust and making them feel like part of the family.
Retargeting Reminder: And just to keep Ashmore Pools top of mind, we're doing those friendly retargeting nudges, reminding people who've already shown interest that they should totally become an Ashmore Pools customer. Basically, we’re keeping the conversation going!
Results (1 Month After Launch)
Website Traffic
Sessions increased by 55% compared to the previous period and 70% year-on-year.
Google My Business Engagement
Clicks to the website increased by 25%, and calls from GMB grew by 10%.
Lead Generation
Usually, we’d showcase website conversion growth here – but like many websites, it wasn’t tracking them. Thanks to 3x3, now it does!
Local SEO
Ashmore Pools moved from 22nd to 3rd position for key search terms. e.g. “pool shop gold coast”
Brand Awareness
Increased brand visibility through updated logo, uniforms, website and marketing material.
Results Q1
Content
📈 Organic social engagement increased by 2,133%
📊 Total impressions reached 9,007, up by a massive 64,235%
🚀 A simple 3-second video of salt being delivered after Cyclone Alfred performed 3x better than all other content
By preparing content in advance (unless a major event like a cyclone requires an update), Ashmore Pools now have a marketing engine that runs on autopilot while consistently delivering value.
ads
✔️ 14,500 impressions
✔️ 560 clicks
✔️ 3.84% Click-Through Rate (CTR)
✔️ 324 conversions
✔️ Total ad spend: $736
With these strong foundations in place, we plan to refine the retargeting strategy further by testing video ads, adding dynamic creatives, and optimising based on conversion data.
Google My Business Engagement
Map Impressions 1260 views, up 85%
Search Impressions 1900, up 52%
Website clicks 217, up 12%
Phone calls 313, up 17%
Driving directions 231, up 19%
website traffic year on year
Website users increased 76%
Sessions increased by 136%
People were staying on the website 257% longer
Page views increased 162%
3 core pillars.
3 focused months.
Are you ready for real results that compound over time?
Book your free 15 minute chat with Dan