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SSG Pools — Marketing value & return
In the directly tracked view, every $1 SSG spent on Google Ads returned $18.54 in signed business.
54 contracts phone-matched to a Google Ads–sourced call, worth $3,441,933 in real contract dollars. The most conservative, most defensible view.
Real signed-contract dollars from SSG's contract export — not modeled or estimated.
Return & efficiency
Signed contract dollars in the directly tracked view.
Every $1 in ad spend returned $18.54 in directly tracked revenue.
Account-level cost for January 2024 – August 2026. The same denominator in every view and every year.
Customer value
Revenue after estimated install and material cost, at a 28.0% margin.
Contribution margin minus ad spend, divided by ad spend.
44.1% of tracked calls come from someone who has called before — pools generate multi-year revenue beyond the first sale.
Real average new-build value ($164,073) plus the repeat rate applied to the real average remodel value.
Lifetime value divided by the blended cost to acquire a project in this view.
Funnel & tracking
Total ad spend divided by the number of closed projects in this view.
2,923 Google Ads conversions against $185,608 of ad spend.
Google Ads calls that became a signed contract: 54 of 3,310. Always uses tracked numbers, whichever view is selected.
151 matched a tracked call, 30 a form fill, 17 both.
Revenue by year
Total business contract dollars. Year-over-year return is not shown because ad spend has no yearly breakdown.
Model a scenario
The numbers above are real, from SSG's contract data. Use this to test a hypothetical — for example, a bigger average commercial job next quarter. Sliders start at SSG's actual historical averages.
Seeded from the real median commercial contract ($448,641) — the mean of $814,284 is pulled up by a handful of very large jobs.
Sliders are at SSG's actual averages, so this matches real total contract revenue of $84,812,588. Drag one to model a change.
Forward-looking only. Nothing in this panel changes the reported figures above.
Tracked path, impression to signed contract
Each stage shows how many carried through to the next. Impressions and clicks are shared, then the path branches — by phone call or by landing page form — to a signed contract we can verify record by record.
Call path
Form path
17 contracts appear in both paths — a call and a form fill from the same customer. The largest drop-off in the whole funnel is impressions to clicks; the tracked end of each path is the part we can verify record by record.
Where tracked calls came from
8,083 calls in the combined CallRail log, by resolved source. Google Ads — the paid channel being evaluated — is shown in deep teal.
Campaign performance
Click a column heading to sort. Total spend $185,608.
| Lead - Residential Pools | $147,962 | 2,504 | $59.08 | 17.8% |
| Western - Residential Pools | $18,796 | 184 | $102.15 | 12.0% |
| GEO - Rhode Island | $14,241 | 180 | $79.08 | 13.1% |
| GEO - Cape Cod | $3,076 | 33 | $93.25 | 8.9% |
| Remarketing | $1,532 | 22 | $70.60 | 1.0% |
Landing page form fills
Top pages of 995 Unbounce leads (967 residential, 28 commercial).
| Page | Leads | Share of leads |
|---|---|---|
| GEO | South Shore - Gunite | 209 | 21.0% |
| General | 208 | 20.9% |
| Concrete Pools Repair | 137 | 13.8% |
| GEO | Massachusetts | 124 | 12.5% |
| Renovation | 92 | 9.2% |
| Replastering Services | 45 | 4.5% |
| In Ground Pools | 44 | 4.4% |
| Extension | Get A Quote | 31 | 3.1% |