Ongoing | 2024 - Present
Performance & Growth
Strategic Advisory
Google & Meta Ads Management
Lead Generation
From a Locally Known Pool Company to a High-Performance Lead Generation System in France
NEA Piscine is a pool construction and maintenance company operating in France. When they came to Makina, they had local visibility and a strong reputation but lacked a structured system to generate consistent, qualified leads. Their business relied heavily on referrals and seasonal demand spikes, with no predictable way to fill the pipeline or control growth.
NEA Piscine knew they needed digital performance campaigns, but the complexity of the pool industry made it difficult to structure effectively.
The core challenges were:
- No structured lead generation system: Growth was dependent on referrals and offline channels
- High-value, long-cycle purchases: Pool construction requires serious consideration and trust
- Seasonal demand fluctuations: Activity concentrated in specific months, making budgeting difficult
- Geographic constraints: Service areas limited to specific regions in France
- Multiple service lines: Construction, maintenance, renovation, accessories—each requiring different messaging
- No tracking infrastructure: Unable to measure which campaigns drove real inquiries
- Complex decision-making journey: From initial interest to signed contract takes months
This wasn't an impulse purchase. Every lead mattered, and the quality of those leads determined the business's profitability and future pipeline.
Complete Lead Generation System Build
We designed a multi-channel lead generation system from zero:
- Google Ads strategy: Targeting high-intent search terms like "construction piscine," "devis piscine," "piscine enterrée"
- Meta Ads strategy: Building awareness and capturing interest during planning phases
- Geographic targeting: Precise focus on serviceable areas to avoid wasted spend
- Service-specific campaigns: Separate campaigns for construction vs. maintenance vs. renovation
- Seasonal optimization: Budget pacing aligned with demand cycles and construction timelines
Tracking & Conversion Infrastructure
We implemented proper tracking to measure what actually drives business:
- Google & Meta Pixel setup: Tracking form submissions, quote requests, and phone calls
- Conversion tracking: Measuring which campaigns generate real leads vs. curiosity clicks
- Lead quality analysis: Understanding which sources produce customers that convert to signed contracts
Campaign Architecture
We built separate campaign structures for each stage of the customer journey:
- High-intent Search campaigns: Capturing people actively searching for pool services right now
- Consideration campaigns: Reaching homeowners in the planning phase
- Remarketing: Re-engaging visitors who didn't request a quote on first visit
- Seasonal push campaigns: Maximizing reach during peak construction season
Each campaign type had its own budget, bidding strategy, and creative angles.
Creative & Messaging
We developed messaging tailored to how French homeowners think about pool construction:
- Trust-building: Highlighting experience, certifications, and local presence
- Visual storytelling: Before-and-after transformations, finished projects, happy clients
- Practical focus: Emphasizing timelines, guarantees, and transparent pricing
- Localized messaging: Speaking to specific regions and understanding local preferences
Continuous Optimization & Advisory
We act as NEA Piscine's ongoing performance partner:
- Monthly performance reviews and budget adjustments
- Seasonal strategy planning
- Campaign refinement based on lead quality feedback
- Scaling strategies as the business grows
Qualified leads every month, year-round
Pipeline growth independent of referrals
Performance system ready to expand to new regions
The impact is clear and measurable:
- Consistent qualified leads: NEA Piscine now receives high-quality quote requests every month, regardless of season
- Predictable pipeline: The business no longer relies solely on referrals—digital channels now drive steady growth
- Geographic control: Campaigns only target serviceable areas, ensuring no wasted spend
- Lead quality visibility: Proper tracking shows which campaigns generate customers that convert to signed contracts
- Seasonal optimization: Budget allocation aligned with construction timelines and demand cycles
- Scalable system: A proven playbook ready to expand into new French regions
A Performance Engine for Growth
NEA Piscine now operates with a structured, data-driven lead generation system that delivers qualified inquiries month after month. The business has visibility into its pipeline, control over its growth trajectory, and a scalable framework to expand geographically when ready.
This is the foundation of a modern pool construction company—one that doesn't wait for the phone to ring, but actively drives demand through strategic, measurable campaigns.
