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?

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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.

pool service near me

AI answer

The ads

The map ◀ earned

The results ◀ earned

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

01 Google has no single winner. It picks a different top three for every part of town.
02 You only search from your desk. From there you look fine. Four miles away you might not show up at all.
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

Service area 0 towns

What they do 0 services

Monthly cleaning
Equipment repairs
Acid washing
Salt systems
Filter service
Green pool recovery
Tile and waterline

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

primary pool services his own name primary pools his own name again

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

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.

01 A new website. Professional, fast, built to be found on a phone, with the video woven into it.
02 Content built to be found, then consumed. Marketing gets eyeballs on the site. After that you have to hold them.
03 Into every city, one at a time. You build into every one and show what makes his service different.
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 YouTube channel, showing seasonal videos featuring Turtle Tim

The Primary Pools Instagram grid, mixing Turtle Tim artwork with photos of the crew at work

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.

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?

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.

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.

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?

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