Instagram Ads success story · Pool fence and net installer

How a South Florida pool fence company grew sales 50% with ads that open Instagram chats.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

RedPro USA makes and installs removable pool fences and nets that keep children and pets safe. Cold calls and direct mail had stopped working. Ads that open a conversation in Instagram Direct turned interested homeowners into booked technician visits, and visits into sales.

Business: RedPro USA
Market: Miami and West Palm Beach, Florida
Goal: More leads, booked visits and sales

Backyard swimming pool behind a glass safety fence, with a lawn and palm trees

The results.

Sales growth compares January-July 2025 with January-July 2024. In May 2025, 100 leads from ads that click to Instagram Direct produced 60 qualified leads and 35 clients.

50%year-over-year sales growth attributed to ads that click to Instagram Direct
35%conversion rate from leads acquired through those ads (May 2025)
95%of sales attributed to its marketing across Meta apps

The company’s own figures, as published by Meta: January-July 2025 for sales, May 2025 for the conversion rate. Results are self-reported by the advertiser.

The challenge.

RedPro USA manufactures and installs removable pool fences and nets for homeowners in southern Florida. It is a considered purchase: parents want to know a fence will keep a toddler away from the water, and they want to see it fit their yard before they commit.

For years the company found customers through cold calls and direct mail. Neither was delivering the results the owner wanted. The company needed a steady way to reach homeowners already thinking about pool safety, and to talk with them before a competitor did.

Meta example of an ad that opens a chat, where a customer books an appointment in three messages

What they did.

Ads that click to Instagram Direct · Automatic welcome messages and saved replies · Interest targeting

Ads that open a chat: The company ran ads that click to message on Facebook and Instagram. A tap opens a conversation with the business in Instagram Direct instead of a form or a website.
An instant greeting: An automatic welcome message greets every new conversation, and saved replies answer common questions in seconds. The company uses the same tools on WhatsApp.
A person takes over: A service representative joins each chat, answers questions and qualifies the homeowner. Technician visits, the key step before a sale, are often booked right in the conversation.
Aimed at families with pools: Ads reached adults 24 and older in Miami and West Palm Beach with interests such as home safety, family, parents with children and pets, set with Meta’s audience targeting.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

A question is easier than a form: Homeowners with a pool and a toddler have questions first: price, fit, installation. A chat lets them ask in their own words, in an app they already use.
Qualify in the conversation: By the time a visit is booked, the rep knows the yard, the pool and the need. Of 100 leads in May 2025, 60 were qualified in the chat and 35 became clients.
Speed wins the job: Instant greetings mean no lead waits for a callback, which is when most home service leads go cold.
The message fits the audience: Targeting parents and pet owners in the service area put a safety product in front of the people who need it most.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our instagram ads management.

Ads that start conversations: We build ads that open Instagram Direct, Messenger or WhatsApp, with greetings and quick replies that sound like your business.
A script that books visits: We map the questions your best salesperson asks and turn them into a chat flow that ends with a booked estimate, not a dead thread.
Track chats to closed jobs: Every conversation is tied back to the ad that started it and to the job it became, so you know what a lead is really worth.
Be there when they search: Homeowners comparing installers also search. Our Google Ads management puts you at the top when they do.