HVAC company makes the map pack its number-one lead source
A residential HVAC business relied on paid ads and shared lead services. A local + authority program made organic its top channel.
+27%
Map-Pack Rankings
+64%
Calls from Profile
+33%
Booked Jobs
The challenge
The company appeared in the local pack only for its home city and only for generic terms — missing emergency and installation intent across the metro.
What the audit found
- Single-location GBP with wrong primary category
- No emergency / same-day service content
- 12 reviews, none answered
- No service-area pages for surrounding towns
- Backlink profile: directories only
The strategy
Correct categories and services, build emergency + installation intent pages for each town, launch a post-job review engine, and earn local authority through supplier and association links.
Geo-grid rankings — “emergency plumber”
Calls
+64%
Directions
+27%
Clicks
+38%
What we did
Local
GBP category fix, 30+ services added, weekly Google Posts, review responses.
Content
9 town pages × 3 intents (repair, install, maintenance) with local proof.
Off-Page
Manufacturer 'find a dealer' links, chamber of commerce, local news sponsorship.
On-Page
Emergency CTA pattern, click-to-call, FAQ schema on every service page.
What changed
+27%
Map-Pack Rankings
geo-grid, metro-wide
+64%
Calls from Profile
GBP call tracking
+33%
Booked Jobs (organic)
CRM attribution
12 → 180
Review Volume
12 months, 4.9 avg
+38
Referring Domains
local + industry
-35%
Paid Spend
reallocated as organic grew
How it unfolded
Month 1
GBP overhaul, review engine live
Month 2–4
Town × intent pages published
Month 5–8
Local links land, rankings expand across metro
Month 9–12
Organic becomes #1 lead source
We cut our ad budget by a third and still grew. The Google Business Profile is now our best salesperson.
Want results like these for your business?
Book a free strategy session and we'll map the technical SEO, on-page, local, authority and AI-visibility work that will move your numbers.