Case Study: The Mermaid Pools SEO Transformation Story
How Rank Fresh empowered Mermaid Pools, a top bespoke pool installer in Kent and East Sussex, to achieve a 300% increase in organic visibility with focused SEO techniques.
The Company
Mermaid Pools (Mermaid Leisure Ltd) is a family-run business with over 40 years of expertise in designing, building, and installing bespoke concrete swimming pools across Kent, East Sussex, and the UK.
Renowned for delivering luxury, award-winning pool solutions, they specialize in tailor-made swimming pool projects that blend innovative design with exceptional craftsmanship.
The Challenge
Mermaid Pools, a leading Kent-based swimming pool builder, was facing escalating Google Ads costs. Average CPCs were climbing, cost per lead was higher than it should be, and visibility in their target locations wasn’t delivering the returns they needed. The goal was clear: attract more high-quality enquiries at a lower cost while dominating search visibility in Kent.
The Solution
- Landing Page Revamp – Strengthened landing pages with strategically placed calls-to-action, guiding visitors seamlessly from interest to enquiry.
- Keyword Segmentation – Isolated low-intent but relevant searches (like “how much does a pool cost”) into their own campaign with reduced bids, capturing early-stage interest without burning through budget.
- Performance Max Optimization – Refined PMax campaigns with robust negative keywords, excluding low-value placements like apps, and focusing spend only on actions that drive real leads.
- Location-Based Campaigns – Split campaigns by location to serve highly targeted ads that resonated with local searchers, improving engagement and click-through rates.
- Conversion Goal Refinement – Set secondary actions (like Google Business Profile interactions) to lower priority, ensuring the algorithm optimised primarily for form fills and high-value enquiries.
- Service Separation – Built distinct campaigns for pool maintenance and pool installations, keeping budgets tightly aligned with the most profitable services.
The Results
- Reduced average CPC by 60%
- Reduced cost per lead by 20%
- Increased visibility by 300%
- Delivered a 69% uplift in conversions
- Generated a steady stream of qualified leads while maintaining strong brand visibility across Kent
