More serious enquiries for swimming pool builders
Marketingkenners makes sure builders of in-ground pools, polyester pools and natural swimming ponds get their own enquiries from people who really want to build. Tracked all the way to the signed quote.
100+ businesses and growing
Marketingkenners helps builders of in-ground pools, polyester pools and natural swimming ponds get their own enquiries. Your website shows your own projects and explains the steps from design to handover, and the form asks about the garden, type of pool and preferred planning. Because customers take a long time to decide, we follow up enquiries for months and track all the way to the signed quote.
You don't buy a swimming pool in a week
A swimming pool or natural swimming pond is one of the biggest spends on house and garden. Customers take a long time to look around: polyester or concrete, an in-ground pool with a cover or a natural swimming pond that cleans the water naturally. They want to know how much space it takes, whether a permit is needed and what maintenance involves.
There are often months between the first search and the signature. In that time customers look at examples, visit a showroom and ask for several quotes. Many swimming pool builders have a site with mood shots, but no explanation of the steps and no way to keep hold of an interested visitor.
A good enquiry states the type of pool, the size of the garden, access for a digger and when the customer wants to swim. Then you know whether it is a first look around or someone who wants to build this spring.
This is how your customers search
These are search terms from people who want a swimming pool or natural swimming pond in their garden, with the average number of searches a month in the Netherlands.
| Search term | Searches per month | Cost per click (highest) |
|---|---|---|
| zwemvijver | 2.900 | € 1,85 |
| zwembad in tuin | 2.400 | € 1,75 |
| polyester zwembad | 720 | € 1,60 |
| zwembad aanleggen | 480 | € 3,89 |
| zwembad bouwen | 390 | € 4,13 |
| inbouwzwembad | 320 | € 2,66 |
| zwembad laten aanleggen | 210 | € 3,87 |
| zwembad kosten | 140 | € 1,53 |
Source: Google Ads Keyword Planner, the Netherlands, monthly average from October 2025 to September 2026. Retrieved on 17 October 2026.
What the Growth System does for a swimming pool builder
Six parts that suit a product with a high order value and a long decision time.
Projects you built yourself
Pages for in-ground pools, polyester pools and natural swimming ponds, with photos of your own projects and the steps from design to handover.
Ads on installation
Google Ads on terms such as “zwembad laten aanleggen” and “inbouwzwembad”. We exclude searches for above-ground pools and pool toys.
Found in your region
A strong Google Business Profile with reviews and project photos, so customers in your service area find you in Google Maps.
Spot plans and follow them up
The form asks for the type of pool, space in the garden and preferred planning. Anyone still looking around gets follow-up from us until they are ready to build.
Tracking to the quote
There are sometimes months between enquiry and signature. We link every signed quote back to the search term it started with.
One swimming pool builder per region
We work with one company per trade per region. Another pool builder in your area does not get this approach from us.
How it starts for a swimming pool builder
We prefer to start in autumn or winter, so everything is ready when search demand rises in March.
Intro call
We discuss your service area, the pools you build, your capacity per season and how enquiries come in now. You hear honestly whether the system is a fit for you.
Week 1: baseline
We track all the way to the quote, including showroom visits and phone calls. With a long decision time you otherwise can't see what works.
Month 1: the foundation
Your website gets pages per type of pool, photos of your own projects and a form that asks about the garden and planning.
Loose leads or your own enquiries
Lead platforms and separate parties
- An enquiry often goes to several pool builders at once
- You know little in advance about the garden and the planning
- Follow-up after the first contact is entirely up to you
- You can't see which enquiry became a job months later
With Marketingkenners
- Enquiries come in through your own site and profile
- Type of pool, garden and planning are in the enquiry
- Follow-up continues until the customer decides
- You see which search term brought in a signed job
More about swimming pools
Search demand for swimming pools depends heavily on the season. In June 8,100 people search for “zwembad in tuin”, in September, November and December 590, less than a tenth. “zwemvijver” goes from 1,000 in November and December to 8,100 in June and stays at 6,600 in July and August.
The terms with an actual installation behind them rise earlier. “zwembad aanleggen” rises from 210 in December to 390 in March and 720 in May, with a peak of 880 in June. “inbouwzwembad” goes from 70 in November and December to 880 in June. In September everything drops back quickly.
Someone who searches in June and wants to swim that same summer often no longer fits in your planning. That enquiry is still valuable for the next season, if you follow it up well. That is why we spend the budget in Google Ads mainly from March to August and keep the campaigns small in winter.
May to August: highest search demand, peak in June · November and December: lowest level of the year · Installation terms rise from March
Related trades and your region
Related trades
What customers say on Google.
I'm very happy with the collaboration. They're very engaged and we're seeing a nice rise in enquiries.
A lot has been achieved in online marketing in half a year. Niels is always well prepared and comes with concrete suggestions and recommendations.
Our sales have risen sharply since we started working together. Marketing is finally truly measurable. Highly recommended!
They listened carefully to our wishes, thought along actively and everything is professionally and sharply put together.
Thom and Niels know what they're doing, they get the most out of our website and know how to translate our technical knowledge into language consumers can understand.
Our photobooth sales shot up straight away and the website looks super sleek. They think along well with new ideas.
When it comes to CRO, SEO and SEA, the guys deliver visible results time after time. They work in a structured and focused way.
Thom put our website at the top of Google like a shot. He keeps all his agreements, correctly and reliably.
I had previously been let down by another agency, but Thom and Niels exceeded all expectations.
They know their stuff, are very pragmatic and proactive, and importantly: they keep their agreements. A pleasure to work with.
Thom and Niels helped me with my SEO and Google Ads, and as a result I've gained a lot of new customers!
We're very happy with how they think along and with the improvements to our sites and online visibility.
Always on hand and thinking along. Highly recommended for entrepreneurs looking for a top-sport mentality.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Yes, if you steer on installation terms. “zwembad in tuin” gets a lot of searches in June, including from people who want an above-ground pool. That is why we focus on terms such as “zwembad laten aanleggen” and “inbouwzwembad” and exclude above-ground pools.
In month 1 we lay the foundation: website, form and tracking. In months 2 and 3 the ads start. If we start in winter, everything is ready for the rise from March. We make no promises about numbers.
We don't just measure the enquiry, we follow it through to the signed quote, even if that takes months. Customers who are still looking around get follow-up until they are ready to build. So you see which search terms bring in real jobs.
No. We work with one company per trade per region. If your region is already taken by another swimming pool builder, you will hear so in the intro call.
That depends on your service area, your current site and how many projects you can handle per season. We don't name an amount on the site. In the free intro call you get a tailored proposal.
Not always. What matters is that your site shows your own projects, explains the steps and has a form that asks about the garden and the planning. In 9 out of 10 cases we improve that foundation first and only then the traffic.
Ready for more enquiries?
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