$40M pipeline.
$10M closed.
How we built a full acquisition engine for a Sydney pool builder — from zero paid marketing history to $40M in pipeline and $10M in closed revenue within the first year.
01 — The Problem
A strong business with no market presence.
When this client came to us, they had a quality product, an experienced team, and strong word-of-mouth — but no paid marketing infrastructure at all. No Google Ads history. No Meta pixel data. No CRM automation. No funnel.
The pool construction market in Sydney is highly competitive, seasonal, and driven by high-intent buyers who research extensively before committing. Without a presence in that research phase, they were invisible to exactly the customers they needed.
The brief was straightforward: build an acquisition engine from scratch and make it work fast.
02 — Our Approach
Build the foundation first. Scale second.
We launched in October 2023 with a phased build: funnel architecture first, then paid traffic, then automation and nurture.
Funnel & landing pages. We built dedicated landing pages for their core offerings — fibreglass pools, concrete pools, pool renovations — each with conversion-focused copy, social proof, and a clear call to action. No generic homepage sends.
Paid Social (Meta). We ran broad creative testing across Meta to identify what resonated with Sydney homeowners in the consideration phase. Lifestyle imagery, transformation content, and cost-transparency ads all featured early. We iterated weekly based on CPL and lead quality data fed back from the sales team.
Google Search. High-intent search terms — pool builders Sydney, fibreglass pool cost, pool installation quote — were targeted with tightly structured ad groups and matching landing pages to maximise Quality Score and keep CPCs lean.
CRM integration & lead automation. Every lead was routed directly into their CRM with automated follow-up sequences — SMS, email, and call tasks — ensuring no inquiry went cold. Response time dropped from days to minutes.
"We launched with no marketing history and within 12 months had a $40M pipeline. RH built everything from the ground up — ads, funnels, follow-up. The results speak for themselves."
03 — The Results
A $40M pipeline. $10M closed in year one.
Within 12 months of launch, the campaign had built a $40M opportunity pipeline — qualified leads at various stages of the sales process. At a 25% close rate, that translated to $10M in closed revenue directly attributable to paid acquisition.
The business went from invisible to one of the most visible pool builders in Sydney across both paid and organic channels — with a scalable system that continued to compound.