Lake Country Pools partnered with M&R Marketing to stand out in Georgia’s highly competitive pool construction market. We delivered a complete digital marketing strategy, including a custom-designed, SEO-optimized website, targeted Google Ads, and social media campaigns across Facebook, Instagram, and Pinterest, resulting in impressive growth in impressions, clicks, and conversions across all platforms. We also delivered services like logo refinement, geofencing, direct mail, and professional photography that have further elevated the brand’s visibility and appeal.
When you search for a pool contractor on the Better Business Bureau’s listing site, you’ll see nearly 850 contractors in and around Atlanta, GA, alone. BBB produces about 160 results for pool contractors near Milledgeville and the same number of results for contractors near Macon.
That’s a ton of competition for Lake Country Pools, a fairly new pool company established in 2021. Lake Country Pools needed to stand out from the crowd and gain audience attention in each of its service locations, including:
- Lake Oconee
- Lake Sinclair
- Macon
- Warner Robins
- Athens
- Madison
- Atlanta
- McDonough
- Milledgeville
- Peachtree City
With more than a thousand competing pool construction companies throughout Middle, East, and North Central Georgia, Lake Country Pools needed some marketing muscle to grow the brand and increase its customer base. So, it turned to M&R Marketing.
About Lake Country Pools
In 2021, when Alex Pawson was a student at Georgia College and State University in Milledgeville, he started Lake Country Pools to help generate some income while in school. Alex already had a wealth of knowledge about and plenty of experience in the pool construction industry since his father, grandfather, great-grandfather, and great-great-grandfather were all pool contractors themselves. Founding a pool company just made sense for Alex.
Since the beginning, Lake Country Pools has installed high-quality luxury pools for homeowners and property owners. It also provides renovation, maintenance, and repair services, as well as outdoor living solutions. While the company started off serving clients in and around Lake Oconee and Lake Sinclair, it has now expanded its reach to ten service areas around Central Georgia, Central East Georgia, and Central North Georgia.
A New Website for a Fairly New Company
Lake Country Pools had only been in business for about two years before it approached M&R for expert marketing solutions. While we proposed a marketing plan full of strategies and tactics, the first and most crucial thing the company wanted was an attractive SEO-optimized website. Lake Country Pools didn’t have any substantial web presence, and it wanted to start off strong with a site that would showcase the work it has done so far, as well as the work it is able to do. It also wanted the site to speak to its various audiences around Georgia—those who live in Milledgeville, Eatonton, Athens, Atlanta, Macon, and all the other communities it serves.
The website’s design was critical. To be fair, the design of any website is critical, but this one was especially important as it needed to effectively showcase the high-quality photography and videography of their work. The photos and other visuals needed a layout that perfectly captured the elegance and luxury of each project.
As far as content, the site needed SEO-optimized content to gain traction with the algorithms and reach the right audiences on each search engine.
With all of this in mind, M&R’s website team got to work on forming a site map, writing content, and designing the layout. We realized how important it was to include individual location pages to boost local SEO efforts in each of the targeted locations. We also fleshed out the service pages and other pages with keyword-rich content to optimize the site’s performance in relevant searches.
The website launched in the summer of 2024, just in time for pool season! Since launch, the site has seen*:
- 13,319 total views
- 5,795 total sessions
- 286 conversions
*This data is evaluating the site’s performance between July 1, 2024 and April 30, 2025.
Turning Heads With Search Engine Marketing (SEM) and Social Media Marketing (SMM)
Beyond having a website to impress, Lake Country Pools needed digital marketing solutions that would meet its audience where they were at—on search engines and social media.
SEM
We set up Google Ads, complete with a detailed Google Ads strategy and optimized landing page, to get Lake Country Pools’ ads in front of targeted users and those conducting relevant searches.
Our digital strategist dove deep to determine the right keywords to bid on and to assemble an effective ads strategy. Our copywriter used the strategy to write the landing page, optimizing it with keyword-rich content so it would show up in front of the right users. Our designer created a compelling landing page design to keep users on the page after they clicked the ad. Our web developer carried the ball to the end zone, developing the page to go live and start serving Lake Country Pools’ Google Ads campaign.
And the campaign is flourishing. In Q1 of 2025, the Google Ads campaign saw:
- 17,306 impressions, up 96% from the 8,830 impressions garnered in Q4 of 2024.
- 893 clicks, up 87% from the 477 clicks garnered in Q4.
- 132 conversions, up 76% from the 75 conversions garnered in Q4.
SMM
Lake Country Pools opted for a social media strategy that included Facebook and Instagram ads, as well as Pinterest ads.
Just about everyone is on Facebook, making it a wise platform to run ads on, especially ads for new pool builds. Plus, Meta allows Facebook ads to connect to Instagram for an even broader reach. And since Pinterest is the place to encounter and save inspirational visuals for your dream life, it only made sense for Lake Country Pools to execute a Pinterest ad campaign, too.
The following is data from Q1 of 2025:
Facebook/Instagram Ads
- 33 million impressions
- 12,524 clicks
- $0.52 cost-per-click
Pinterest Ads
- 108K impressions
- 618 pin clicks
- 628 outbound clicks
Both our search engine marketing efforts and social media marketing efforts have worked to boost Lake Country Pools’ brand among its audience, getting its name in front of the right users, increasing brand recognition, and fostering valuable conversions.
Additional Digital Services
- Facebook page management
- Pinterest page management
- Geofencing
- Business listings
Capturing the Company Correctly With Branding Solutions
Lake Country Pools came to us with a logo already designed.
However, they had ideas about how it could be better. The logo they brought to us had a nice icon and attractive colors, but some elements were missing. The company wanted it to show that it can do more than pools; it can provide outdoor living solutions, too. There were also usage limitations due to how the logo icon and the company name lined up.
Our designers listened carefully to the changes Lake Country Pools wanted to see and created a revised logo that better matched its vision.
Using the same colors, we altered the logo icon a bit and resized the name and icon to better match sizing best practices. We also added to the name to mention their outdoor living capabilities. Now, Lake Country Pools has a logo that better reflects who they are and what they can do for the clients they serve.
We were sure to incorporate this logo into everything, from the website to social media ads and posts, direct mail pieces, and more.
Showcasing the Company With Custom Photography and Videography
In order for potential clients to understand just how beautiful and luxurious their pool installations are, Lake Country Pools needed high-quality images and videos that captured the elegance of the pools, decks, and outdoor spaces it builds.
The company provided a list of clients willing to open their pools up for a photo and video shoot, and we, in turn, captured stunning images and videos of each pool and outdoor space. The content we gathered can be seen across the company’s website, print pieces, social media pages, and any other marketing channel it uses.
All Services Provided for Lake Country Pools
- Website Creation
- Logo Revision
- Search Engine Marketing
- Social Media Ads
- Social Media Management
- Geofencing
- Business Listings
- Direct Mail Campaigns
- Photography and Videography
Ready to Take the Plunge and Benefit From Exceptional Marketing for Your Company? Talk to M&R Marketing Today: 478-621-4491
Marketing is not a one-size-fits-all solution. It takes a deep understanding of a brand and a detailed conversation about company goals to know what you need in your marketing plan. We were able to provide Lake Country Pools with the marketing services that would push their business forward, increase their customer base, and enhance their bottom line. Let us do the same for you. Our in-house team of marketers, all with more than 200 years of collective marketing experience, are ready to discover the solutions you need to achieve your business’s goals.
Call 478-621-4491 to speak with one of our business development managers today!
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