TheFinalCode.com · Pool Service Case Study

Pool service grew 400% in 15 months.
Here is how.

In 2024, Dillon Brooks was servicing around 40 pools across his route, earning a meager five figures.Fifteen months later200+ pools, a fleet of vans, and a seven-figure company.

He had the business expertise. We built the marketing plan. Put the two together, and this is what happens.We turn your vision into digital reality.

Own a pool company and want to grow like this?

We will show you where you turn up, where you do not, and what it takes to fix it.

Free, and we read it ourselves. No pitch, no obligation.

What clients say about working with us.

Word for word. Read them all on Google

  • We are very pleased with the website that the team at the Final Code created for us and with the training they provided on how to control our site. Our customers are also impressed with our site and comment on how good it looks.
    Kaylor Painting Google review, Jul 9, 2016
  • I started my business about 6 months ago and couldn't get my key words anywhere in search engines after burning through a few hundred dollars trying google adwords with no results I went to the Final Code. Now I am on page one or two of every category I am attempting and moving up all of they time. Larry and his crew teach you what you need to maintain a competitive web site that brings results. They are fun to work with. You could spend thousands on an outside company to optimize your website of a fraction of that with Final Code and learn how to do it yourself. Highly recommend them
    Nancy Barna Google review
  • This company saved my sanity! I was looking for a company that allowed me to have the freedom to do what I needed/wanted to do with my website and also offer excellent customer service. I struck gold! The Final Code team is super supportive. They never leave me hanging if I have questions or need assistance. Their software allows me complete control of our site. It has made having a website fun again! I would highly recommend them!
    Channel Islands Sportfishing Google review
  • Several web companies have created and hosted my website over the last 20 years. Never before have I received the service, support, and training that The Final Code provides. They respond immediately to my needs and sincerely want me to succeed. The Final Code has designed my site so that I have access to all my pages. I am able to make immediate changes to the text and images, whenever I desire. I love playing with my beautiful website and I love the Final Code for making it possible!!! PS I am grateful for the great response to my site from new clients. People are finally finding me because of The Final Code's SEO.
    Nomi Wagner Google review, Jun 29, 2016
  • Everyone at The Final Code has been so helpful .. Larry is always just a phone call away. Not being very computer savvy I am always relieved that Larry is willing and able to make the changes and additions to my website keeping all of my Surfcat Cafe & Adoptions followers up to date. As a nonprofit we were very grateful that they were understanding about our financial situation and were very reasonably priced. Thanks Final Code!! Leslie Weiss Surfcat Cafe & Adoptions
    Leslie Weiss Google review, Jun 17, 2016
  • In our line of work we get SEO/Web Marketing calls all day and to say the least my least favorite of calls. However We have been working with the Final Code for Almost 2 years now and they are top notch in customer service and know exactly what they are doing. My SEO Stats prior to the final code i thought was impressive for a small company of our nature, however after the final code.. WOW. My numbers have almost tripled this year alone and the business reflects those numbers. The team at the final code is top notch and extremely friendly. With their web code program i can go in and create, edit and screw up any page of my website in a flash (not recommended!) and the best part is these guys are always right on the button to fix my mistakes same day. We have had a great working relationship and if you truly want Free Google Placing, SEO tracking and of course local 805 business they are the guys to contact. We highly recommend them!
    Channel Islands Helicopters Google review
  • Working with Larry and the rest of The Final Code team has been fantastic! We originally had our website built by an independent web developer and it was a nightmare dragging on for months. It got to the point where we fired the guy and started looking for a professional web development company to finish the project. We found The Final Code and from the very beginning the process went so smoothly and the website was up and running in just weeks! I’ve worked for and with other web development agencies before and by far The Final Code has exceeded all my expectations – very professional, quick turnaround times, and Larry was beyond knowledgeable on building the best website to attract the most traffic. The best part was how the website was built so I can maintain it myself and Larry is there to teach me all that I need to know. I highly recommend The Final Code for all your website needs!
    Macy Homes Google review, Jul 2, 2016
  • These guys are great! I have 5 million questions and they are quick to help. Check them out!
    Molly Carroll Google review, Feb 19, 2016
  • I was referred to The Final Code by a support person at Xero Accounting, an online accounting app I use and support for clients. I had a website up and running for over 2 years, and knew that little or no search traffic was driven to the site, datapro.la. I spoke first to Larry Murphy, and then with Carlo Godoy and James Nisky. They spent a good deal of time with me, going over what they offer, and after takig a look at my existing site, made some recommendations. I am quite computer-literate, but website-dumb. They were patient with me, explaining until I had a good preliminary understanding. Feeling that I was in good hands, I decided to move forward with them redoing, and educating me on how to redo what I could to the website. A great decision on my part, as this group has come through for me in a spectacular fashion. Although not complete, as ongoing tweaking by me, with their assistance, to optimize content, add blog material, etc., datapro.la has a much more professional look and feel, and more importantly, has added what it takes to drive traffic to the website. I cannot fully describe how very happy, and confident, I am dealing with this group. I know they have my back, and are very responsive to questions and requests. Stupid cliche, buy you are in good hands with The Final Code. It is a great feeling to know this is true.
    David Goldstein Google review
  • Everyone at The Final Code has been fantastic. I own a small beekeeping company. Almost all of my business comes from people google searching beekeepers, due to the nature of the trade. Initially I hired a company for $1200 who promised they could get me to the top of google. It was one guy working out of a library. He claimed it would be easy. I needed the work done in six months. He informed me that his method was a secret, and that he used hidden back links to boost my website. Eight months and $1200 later I was congratulated on reaching the fifth page on google, and the first page on bing. Not only was I out the $1200, but I also lost a year of revenue. I started taking work from my biggest competitors to get by since my phone was not ringing. They were getting all of the business in the area since my SEO guy failed. They were receiving twenty to fifty calls per day. I was lucky to even get one. In a final desperate move I asked The Final Code for help. The Final Code was very different than the previous company. I walked into their office. They offered no secret back links, no empty promises. They laid out everything they were going to do, and everything I had to do to improve my results. Within two months I had several key words on not only the front page of google, but a few of them were the top search result, and they had reports which allowed me to see all the key words I need to improve upon to continue growing. The difference in my business has been incredible. I went from nearly going bankrupt in December to hiring my first employee in June, and I am completely overwhelmed with business. The Final Code saved my business. I really can't thank them enough. To top it all off Larry and Amber have been a genuine pleasure to work with. I can't recommend them enough.
    Bryan Castro Google review, Jun 30, 2016
  • The Final Code was very patient in trying to fulfill all my requests. Carlo worked with me to set up my website for my tax preparation business and he also provided a good training session to manage my website. I feel confident in using my website and I know I can come to ask Carlo if I have any questions.
    Luis Huapaya Google review
  • My wife and I operate a company in Ventura County which provides assorted janitorial and commercial cleaning services. We contacted The Final Code because we had several existing websites and various online listings ran by several different people. Our online presence was a mess and were paying a web company for services we couldn't necessarily verify, we couldn't manage our own website if we wanted, we weren't sure if people were visiting our site and it wasn't a great feeling. We met with The Final Code to help us tie up all of those loose ends, built a new website for our company to attract more users to help generate more business. Thankfully, The Final Code was understanding and was able to work within our budget. We now have these issues resolved and the new site is climbing the Google rankings weekly and is now a page one on several main search terms. We received a lot of of valuable advice on SEO, search engine optimization, and they continue to work with us to progress upward in our online presence. I appreciate that The Final Code staff has been so patient and they are always available whenever we have questions or concerns. They have also trained us on how to update and edit our site so that we are free to make changes when necessary. One of the best parts of working with them is that I'm able to walk into their office and know I will be taken care of. This year The Final Code is building several new websites for separate organizations of ours and we're excited to continue collaborating with The Final Code! Thanks everybody for making our company online presence successful and helping to increase business
    Ken Duff Google review
  • Through my experience, web marketing companies are like used car salesmen... Thousands to choose from, difficult to trust, and are filled with empty promises. The Final Code is exactly the OPPOSITE! Larry, James, and Carlo are always fantastic to work with and know their business inside and out. From SEO to web marketing tactics, I trust them completely with the online presence of my company. They take their time to personally make sure that I am happy with their service and provide REAL statistics (not just Google analytics) behind any changes made to our site They provide valuable insight and ideas on how to grow your online presence and then can execute those ideas immediately (or train you on how to make changes yourself)!. The interface that accompanies their service is easy to use and gives you access to change / update anything that you would ever want to. I highly recommend The Final Code for any of your SEO / Web Marketing needs.
    Justin Engelbach Google review
  • Larry and the team at The Final Code in Ventura literally breathed life back into my business. At the time I hired The Final Code, I had invested thousands of dollars in ongoing website “optimization” with another company. Despite that effort, my law office website was nowhere to be found when it came to the core of my practice – potential clients searching for either criminal defense attorneys or DUI attorneys in my local area. As soon as The Final Code took over care of my website applying their innovative approach, I experienced a dramatic increase in the number of calls I received for DUI and all other criminal cases. I not only skyrocketed to the very top of DUI searches, I have maintained a consistent, top-ranked placement over the last six months. The Final Code team has a passion for helping clients that is evident in all they do. Larry, Carlo, James and team were always at the top of their game and, I felt, sincerely committed to helping me achieve real results. They went out of their way at all points to help me through the process, to aggressively make results-oriented changes, and to communicate with me in a way that made me feel valued as a client. Most importantly to me as a client, everyone at The Final Code conveyed to me that they truly cared about the welfare of my business and did so in an ongoing way. Recognizing the ever changing nature of internet marketing, the team at The Final Code has gone out of their way to keep my website fresh and at the top through expert monitoring and continual innovation. In the website business, the professionals at The Final Code are people of honor and that’s saying a lot. I whole-heartedly recommend The Final Code. You can trust the team to get you the results you want and to do so with dedication and integrity.
    Jennifer Zide Google review
The Short Version

In May 2024, Dillon Brooks of PrimaryPoolServices.com had about 40 pools on his service route, and customers who loved him. As of August 2026, he has over 200.

  • Online, he only existed for his own name. Not the hundreds of terms people type every day looking for exactly what he does.
  • Year one, 2024. We laid the foundation. His revenue grew more than 25%. Not just clicks, but revenue. He knew he was on the right path.
  • Year two, he leaned in. More content, more video, and a turtle named Tim as a spokesman.

Quickly, forty pools became 200+ and growing every day. And a five-figure operation quickly became a seven-figure company.

The whole story, the way it happened.

The film we made with Dillon, start to finish. He says it in his own words up top; this is the rest of it.

Playing · the full film
What "being found" actually means

There is only one Google. One page, four different fights.

People talk about Google ads, and Google maps, and Google rankings, as though they were three different companies you could buy from separately. They are not. There is one search box, and what comes back is one page with four things stacked down it.

Four layers, one page.

A buyer who wants a pool service at their house this week scrolls past the first two. What is left is the map and everything under it, the reviews and the directions in one, and the pages that answer the search in the other. Those are the two you earn instead of rent.

This case study is about the bottom two, the map, and the results underneath it. Here is what his look like.

The proof

Every turtle is a spot in town where he comes up first.

We stood in 25 spots around Thousand Oaks. From each one we searched “pool service near me”, the way a homeowner would. Then we wrote down who Google showed first. PrimaryPoolServices.com was first in 24 of them.

A map of Thousand Oaks with Dillon's mascot standing at twenty-four separate points across the city, one for every spot where his company comes up first for the search pool service near me
24/25

spots checked
he is first

Why that is a big deal

  1. 01 Google has no single winner. It picks a different top three for every part of town.
  2. 02 You only search from your desk. From there you look fine. Four miles away you might not show up at all.
  3. 03 He shows up almost everywhere. Not just near his shop. In 24 of the 25 places we looked.

Now picture that for you. The first name your customer sees from every corner of your town, not just your own street.

The Results · 15 Months

Time flies when you’re having fun. And when you’re drowning in your business.

This is a good example of how taking that time, and doing something positive with it, can turn everything around.

In less than 24 short months, Dillon went from being a single guy doing 40 pools a month, to a full crew, a fleet of vehicles, and over 200 pools to clean and maintain every month. And it was a game changer.

He went from an old website to a new website. From an old truck to a fleet. From five figures to seven figures.

You could be doing a lot better too, if you reach out and make a phone call. Or you can sit and let time tick by, with no change.

Search figures from Google Search Console, last 3 months versus the same period last year. Pool, fleet and revenue figures reported by the client; dashboards stay private.

An old truck, before we started. This now.
The Business

The customers adore Dillon and his crew

PrimaryPoolServices.com takes care of pools across Ventura County and the west end of LA County.

Dillon Brooks and the Primary Pool Services crew
If you run a pool company, watch this. Not growing the way you should be? Three minutes on how a route of 40 pools became 200+, and what it took. The answer is in the video. Watch the video 2:57
2024 · Where He Started

He was not being found for anything. He was practically invisible.

Dillon had a template website, a route of about forty pools, and customers who loved him. What he did not have was any way for a new one to find him.

Everybody searches. The whole trick is knowing which of the things people type in your service area are the ones that buy, and in May 2024 he was turning up for two of them.

Both of them were his own name.

The ledger · May 2024
2terms he turned up for 12visits a month from Google
What people were typing Searches for a pool company across his service area

Two lit. Everything else is a search he was nowhere on, and every one of them was somebody in his own service area, about to spend money.

The Difference Maker

Dillon Brooks. One call to TheFinalCode.com, and he leaned in.

Dillon Brooks and the Primary Pool Services team
The crew Dillon and the PrimaryPoolServices.com team

Dillon gets up every day trying to figure out how he can be the number one pool guy in his service area, bar none. He never planned to stay small.

Here is the honest version: he already had the business expertise. He knew the work, he knew the customers, and he ran a tight operation. What he was missing was a marketing plan and a company to build it with. One call to us and he saw the gap for the first time: he was showing up for his own name and nothing else.

The difference maker was not that he decided to invest. It was who he invested with.

His drive and our plan, pulling the same direction. That is really the whole story.
It’s not a bill. It’s an investment.

When you are marketing yourself and your company, it is not a bill. It is an investment, and you should be the best investment available, because it is you and you control it.

The Problem

Every search is its own list. He was on almost none of them.

People do not all type the same thing into Google. When somebody uses a search engine, or ChatGPT, they use a variety of different terms. Some include a city, some do not.

When somebody in his service area searched, Dillon did not pull up. Somebody else did.

It is a huge number of searches, and you need to be there for all of them. Location, location, location.

What he does Monthly cleaning, equipment repairs, acid washing, salt systems, filter service
Where he does it Agoura, Camarillo, Malibu, Moorpark, Newbury Park, Oxnard, Simi Valley, Thousand Oaks, Ventura, Westlake
Monthly cleaning Equipment repairs Acid washing Salt systems Filter service Agoura Camarillo Malibu Moorpark Newbury Park Oxnard Simi Valley Thousand Oaks Ventura Westlake
5 services 10 towns 12 ways to type each Somebody types monthly cleaning thousand oaksacid washing camarillofilter service simi valley
Hundreds of separate searches
2 He turned up for two of them. Both were his own name.
City by city · every one its own list
Year One · 2024 · The Foundation

So we leaned in together

He came to us in 2024 and we said: let’s get you on every one of those searches. We laid the foundation to make him relevant for literally hundreds of search terms across every service, in every city.

  1. 01 A new website. Professional, fast, built to be found on a phone, with the video woven into it.
  2. 02 Content built to be found, then consumed. Marketing gets eyeballs on the site. After that you have to hold them.
  3. 03 Into every city, one at a time. You build into every one and show what makes his service different.
  4. 04 100% relevant, every time. Whatever somebody searched, the page they land on matches it exactly, never mixed and never diluted.
How We Work

One place is not a plan. You have to be everywhere they are.

Dedicated pages

Every service, in every city, gets its own page, a dedicated spot built for each search, not one page trying to do everything.

Google Business Profile

The map pack is where local customers actually find a pool guy. Every video and every update goes there too.

YouTube and social

Every video lives on YouTube and gets cut for Facebook and Instagram, right where people scroll all day.

Mailers and email

Print drops pointing back to the page, and email keeping him in front of past and current customers.

Google Business Profile
The Primary Pool Services Google Business Profile, rated five out of five from eighty-three reviews
youtube.com/@PrimaryPoolServices
The Primary Pool Services YouTube channel, showing seasonal videos featuring Turtle Tim
instagram.com/primarypools
The Primary Pools Instagram grid, mixing Turtle Tim artwork with photos of the crew at work
facebook.com/PrimaryPools
The Primary Pools Facebook page showing a Turtle Tim holiday video post

Every channel pulls at once, so no single dead end can hide him.

Want to show up everywhere your customers look? We will run you a free market assessment. Get my free report ›

We show you where you rank right now on the terms that matter, and exactly what it takes to move up organically, so you stay there for years and collect free leads.

25%+Revenue growth in 2024, year one
Revenue. Not clicks. Not traffic.
And then Dillon leaned in harder

The first year he just wanted to get in there, and his first twelve months with us paid off.

That gave him the confidence that he was doing the right thing, and the appetite to build more. So he came back and asked: what do we do now?

“Those guys at TheFinalCode.com are rockin’. Our business has never been so strong.”
Five-star Google review from Primary Pools

And in writing, on Google

Year Two · 2025 · The Multiplier

Turtle Tim goes to work

People do not read anymore. They watch. Pool cleaning is not exciting to read about, so we brought Turtle Tim to life to carry the message. Tim is a cartoon turtle in a Primary Pools cap and a tool belt, and he now fronts every video, every seasonal post, and the side of every van. Dillon and the crew do the work; Tim does the talking.

▲ 162.5%Phone calls from Google Ads, the one month the Turtle Tim campaign and PMax ran, versus the month before.
Cut to a thirdCost per call that same month, on comparable spend.
If you run a pool company, watch this. Not growing the way you should be? Three minutes on how a route of 40 pools became 200+, and what it took. The answer is in the video. Watch the video 2:57
Hundreds of visits a month
In his own words
45 seconds · Unscripted

One truck became a fleet. Hear it from him.

The owner of Primary Pool Services, in his own words. We did not tell him a word of it.

The Takeaway

Is your website, and your marketing, and your online presence, a good reflection of you and your business?

01

Your website is a retail location. Location, location, location is still the whole game. So is perception, perception, perception. Online, your location is the search somebody just typed, and either you are standing there or your competitor is.

02

You show up. You do good work. Your customers trust you. But none of that is what a customer sees first. Your competitors just show up in more places. Online, that is the same as being better.

03

Getting to the top of a competitive market takes nerve. You fight past the noise, climb into the top three where buyers look first, and stay vigilant month after month. Placement gets you found. Engagement keeps you there.

If your service is better than your visibility, we can fix that.
Ready When You Are

Are you going to be a pool guy, or the pool company in your area?

★★★★★Five-star rated by the pool owners we work with

Dillon had the expertise. We built the plan. All it took on his end was the desire to lean in.

This is not for the timid or the faint-hearted. A seven-figure pool company never is. But he did it.

Dillon sat down with TheFinalCode.com and explained what he did. Within a couple of Zoom meetings we found what to say and where to place him. We drew up the plan and did all the work, and he grew 400%. You can do the same. Are you ready to lean in?

Get your free market assessment › Talk to a marketing specialist ›
or call or text us 805.243.8321
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