Case Study
Vertical swimming pool
How we help grow a swimming pool ecommerce with Google Ads
At Geotelecom we have been helping digital businesses to grow for more than 10 years with online advertising strategies. In this case we work with a ecommerce of the swimming pool sector, The market is large but very marked by seasonality.
This implies that demand is not constant throughout the year, and this is where a well-adapted strategy makes a difference.
A highly seasonal sector
The swimming pool sector in Spain is one of the most relevant in Europe, with more than 1.3 million pools in use.. However, beyond the size of the market, what is really important is how demand evolves.
Interest grows strongly in the months leading up to summer, while in winter the user is still present, but in a more informative phase. This is why ecommerce companies in the sector need a flexible strategy to maintain stable results.
The challenge of the project
The ecommerce objective was clear: to grow online sales steadily without losing profitability.
To achieve this, we work Google Ads as the main channel for attracting new customers, The strategy is adapted at all times to user behavior and the seasonality of the business.
Project KPIs
in Google Ads
1.000.000 €
Managed investment
9-10
Average yield (ROAS)
0,49 €
Average cost per click
28,86 €
Cost per conversion
1,24%
Conversion rate
300 €
Average ticket
Results obtained in 2025
Advertising investment
Sales
Total value generated
Reduction of cost per sale
Global invoicing
The strategy behind growth
The key point of this project was not to do “more campaigning”, but rather to adapting the strategy to each time of the year. In this type of business, it does not make sense to maintain the same advertising structure throughout the year because purchase intent is constantly changing.
Pre-season preparation (upper funnel)
In the off-peak months, the main objective is not to sell immediately, but rather to preparing the ground.
In this phase we work on generating brand visibility and user acquisition who are beginning to take an interest in the sector. It is a key moment because many customers start to get information before making a purchase decision.
Capture of purchase intent (mid funnel)
As the high season approaches, users start actively searching products related to swimming pools, accessories or air conditioning.
Here the strategy focuses on to capture that direct purchase intent, prioritizing the categories with the highest profitability potential.
Optimization in high season (mid-low funnel)
During peak demand months, the objective changes completely: the aim is to making the most of every sales opportunity.
In this phase, the work consists of optimize the visibility of the most important products, The company's investment in the market, adjust investment in real time and prioritize those categories with the best performance.
Retrieval of interested users (low funnel)
A key aspect of the project was the remarketing work. Many users do not buy on the first visit, so it is essential to re-engage them once they have shown interest.
This allows recover sales that would otherwise have been lost and improve the overall return on investment.
360º approach to growth
Google Ads has been the main axis of the strategy, but the growth of an ecommerce does not depend on a single channel. In the current context, a omnichannel vision that combines SEO, social media and loyalty strategies is key to building a solid and sustainable business over time.
In this project, the results reflect the impact of a well-executed strategyThe company has achieved +209% growth in conversion value, an ROAS between 9 and 10 and an increase of 69% in overall ecommerce turnover in just one year. All this supported by a very precise investment management and a constant adaptation to the seasonality of the sector.
In Geotelecom we help ecommerce to transform their advertising investment in real and profitable growth. In 2026, we consolidated our position as one of the world's leading SEM agencies of reference in Spain.
The combination of full funnel strategies with flexible, demand-driven budget management has made us a strategic partner for swimming pool businesses in Spain.
