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Pool builders · Started March 2026
Case Study
How Six Premier Pools & Spas Locations Nearly Doubled Their Organic Leads
Steve Mileski owns six Premier Pools & Spas locations across Florida, Virginia, and the Carolinas. He interviewed about 20 agencies before choosing us. Here’s what the first six months looked like, with the dashboards to prove it.
- By Abdul Wadood
- .
- Last Update [Date]
Also in this case study: Luxury Pools Guide, a content site we built for a group of Premier Pools & Spas owners
Client
Steve Mileski, owner
Business
Premier Pools & Spas, six franchise locations
Markets
Jacksonville and Fort Myers, FL · Richmond and Northern Virginia, VA · Wilmington, NC · Myrtle Beach, SC
Work
Google Business Profiles, local SEO, content, AI search visibility
Started
March 2026
701
Calls, form submits, and chats from Google Search and Maps, March to August 2026
~2x
#1
59 of 145
Each of Steve’s locations competes on its own. A homeowner in Richmond never sees the Fort Myers profile, so every market needed its own keywords, its own profile work, and its own read on the local competition.
The setup came with real limits, too. As a franchise owner, Steve doesn’t control his websites. The franchise office does, so any page change had to go through their process. That meant most of the weekly effort had to happen where he did have control: his Google Business Profiles, his reviews, and the content we could get published.
And not every location was starting from the same place. The Myrtle Beach location started with a brand-new, bare-bones Business Profile the franchise office had just set up, which we then built out. Richmond had no call tracking until mid-April, so its early numbers undercount.
Pool builders · Started March 2026
Six markets, six different fights
The goal was simple: more calls from organic search in every market, without relying on more ad spend.
What we did
1
Weekly work on every Business Profile
Each location gets two posts a week, new project photos as Steve’s teams send them, and categories and services tuned to the jobs he wants. We also make sure every review gets a reply.
2
Ranking scans across each service area
Every month, we scan each market’s core keywords from a grid of points across the service area, not just from the office address. That shows exactly where each location wins and where it needs work, and it’s how we caught that a small change in keyword phrasing could move results within the same area.
3
Local content built around real searches
4
AI search tracking
Each month, we run a set of real customer questions through ChatGPT, Gemini, Perplexity, and Google’s AI Overviews and AI Mode, and record whether Premier Pools & Spas comes up. That grew to 145 checks a month across the six markets.
5
One report, every location side by side
Want the same for your location?
From March to August 2026, Steve’s six locations brought in 701 calls and chat inquiries from people who found them in Google Search and Maps. That counts only people who called or messaged, not direction requests or website clicks. Compared to the same months last year, organic leads roughly doubled. That came from all of the work together: the rankings, the profiles, the local content, and the reviews.
The year-over-year jumps showed up market by market:
- Fort Myers: 38 Business Profile calls in August 2026, up from 20 in August 2025 (+90%)
- Jacksonville: 48 calls in April 2026, up 84.6% from April 2025
- Fort Myers, our first month: 28 calls in March 2026, up from 9 in March 2025
Calls weren’t the only leads. In July and August alone, people who clicked through from the Business Profiles filled in 47 contact forms on Steve’s websites. That number is a floor, not a total, since gaps in the franchise sites’ analytics tracking mean some form fills were never recorded.
Premier Pools & Spas Fort Myers: 38 Business Profile calls in August 2026, up from 20 in August 2025 (+90%).
Premier Pools & Spas Jacksonville: 48 Business Profile calls in April 2026, up from 26 in April 2025 (+84.6%).
More calls from local search
Steve's own numbers
In his testimonial, Steve says website clicks from his Business Profiles went up 250 to 300 percent, and his ad costs dropped 10 to 15 percent in the first six months.
250- 300%
Calls and chats from Google Business Profile performance data, March to August 2026. Form fills from Google Analytics, July and August 2026. Richmond’s call tracking started mid-April 2026.
Richmond area: #1 from all 49 points in the Google Maps scan for “pool builders midlothian.”
Market
Result
Richmond, VA
#1 for core searches across every scan point in the service area
Northern Virginia
#1 on all four tracked keywords by August
Jacksonville, FL
Moved from #2 to #1 for pool builders within five months
Fort Myers, FL
Moved from #7 to #4 for pool builders within four months
Wilmington, NC
Held #1 for “pool builders” in every scan from June to October 2026
Myrtle Beach, SC
New profile #1 for core Conway searches in its first month
Northern Virginia: the Google Maps scan for “pool builders northern virginia.” Each dot is a spot in the service area, 1.67 miles apart, and the number is the ranking from that spot.
Where each market ranks now
Rankings from Google Maps grid scans across each service area, March to August 2026
Showing up when homeowners ask AI
Every month, we ask AI tools the questions Steve’s customers ask, like “Who’s the best pool builder in Jacksonville?”, and record whether Premier Pools & Spas comes up. As we added more markets and questions, the check list grew from 76 in June to 145 in August.
The share dipped in July, the same month the list expanded. By August, the business was mentioned in more checks than ever, across a list nearly twice as long as June’s.
Month
AI checks that mentioned the business
June 2026
45 of 76
July 2026
36 of 95
August 2026
59 of 145
Each check is one customer question on one AI tool (ChatGPT, Gemini, Perplexity, Google AI Overviews, or AI Mode). From our monthly AI checks, June to August 2026.
Luxury Pools Guide: a new site, cited by AI within two months
ALSO IN THIS CASE STUDY
The site launched on July 29, 2026, with no history and no rankings. Two months later, it was already showing up in Google and in AI answers. Weekly clicks from Google grew from 12 to around 37 over those two months, and the site’s average position in search moved from 33.4 to 22.9.
33,700
228
25+
Semrush AI data for Luxury Pools Guide, October 8, 2026: 27 pages cited across ChatGPT, Google AI Overviews, AI Mode, and Gemini.
In Steve's words
"Abdul and his team are extremely knowledgeable, response time is exceptional and quality of work has been very impressive."
Steve Mileski, owner of six Premier Pools & Spas locations in the Southeast
Want this for your locations?
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