San Diego Pool Tile Cleaning Study

San Diego Pool Tile Cleaning is a licensed, family-owned company based in Oceanside, California that has focused exclusively on one thing since 2012: removing calcium buildup from pool tile. They clean glass tile, porcelain, mosaic, natural stone, flagstone, and stacked stone using low-pressure media blasting. No pool maintenance. No chemical treatments. Just tile restoration.

The challenge was that most San Diego homeowners do not know pool tile cleaning is a standalone service. They either try DIY methods that scratch their tile, call a general pool company that does not specialize in calcium removal, or assume the only fix is retiling entirely. San Diego Pool Tile Cleaning needed a way to reach homeowners at the exact moment they realize their waterline looks terrible and start looking for help.

Murray Marketing built a dual-channel paid ads strategy across Google and Meta to capture both active searchers and passive homeowners who would recognize their own pool the moment they saw a before-and-after photo.

Campaign Results: 689 Local Leads in 8 Months

Leads included phone calls, online estimate requests, and form submissions from homeowners across San Diego County looking for professional pool tile cleaning.

san diego pool tile cleaning campaign results showing 689 leads, and $13.74 cost per lead

689

Leads Generated

80+

Leads Per Month

$13.74

Cost Per Lead

Capturing Homeowners Who Already Know They Have a Problem: On Google, we targeted search terms that homeowners actually type when they look down at their pool and see that white crusty line: "pool tile cleaning San Diego," "calcium removal pool tile," "pool tile looks white," and similar. These are people who are past the awareness stage. They want someone to fix it. We made sure San Diego Pool Tile Cleaning showed up first.
Reaching Homeowners Who Don't Know the Service Exists: On Facebook and Instagram, we ran before-and-after photo ads. This is where the visual nature of pool tile cleaning becomes an advantage. A homeowner scrolling their feed sees a photo of a stained, calcium-covered waterline next to a restored one, and instantly thinks of their own backyard. They did not search for anything. They just recognized their problem. These ads drove a significant portion of the estimate requests.
Positioning a Specialist Against Generalists: Most competitors in the San Diego pool market are full-service pool companies. They clean filters, balance chemicals, and repair equipment. Pool tile cleaning is a side task for them. For San Diego Pool Tile Cleaning, it is the entire business. The ad copy leaned into that: "We don't clean pools. We clean tile. It's all we've done since 2012." That kind of specificity builds trust and separates them from every other pool ad on the page.
Online Estimate Funnel: The campaign pushed homeowners toward a simple next step: upload a few photos of your tile and get a quote. No in-home visit required. No scheduling hassle. This low-friction estimate process helped convert ad clicks into real conversations faster than a traditional "call for a quote" setup.

Most pool tile cleaning companies compete against general pool service companies with bigger budgets and broader reach. San Diego Pool Tile Cleaning succeeded by doing the opposite: narrowing the message, targeting the exact problem, and letting the before-and-after results do the selling.

The combination of Google Ads for active searchers and Meta Ads for passive homeowners created a pipeline that produced over 80 estimate requests per month across San Diego County. For any service business that offers a specialized, visual service, this campaign is a clear example of how paid ads can work when the strategy is built around the niche instead of competing with generalists.

San Diego Pool Tile Cleaning Client Testimonial

"As a business owner I would highly recommend! After struggling with advertising and data, I finally threw in the towel and hired Murray Marketing! I no longer stress about data, ads, campaigns, landing pages, etc. They do it all, now my advertising actually makes me money, rather than cost me money."

Ted Griffin, Owner, San Diego Pool Tile Cleaning