A two-van plumbing company
Home services · A suburban service area · Town pages start ranking around month 2–3
How a small home-services crew could stop paying for every lead and start earning calls from the map pack instead.
Example scenario — a representative walkthrough of how we work, not a real client or real reported numbers.
The situation
Every job came from paid lead marketplaces that took a cut and sent the same job to three competitors. The company ranked nowhere for emergency searches in its own towns, and the website had one generic services page.
What we would do
- Built a separate page for each town served, with real job photos and response times.
- Optimized the Google Business Profile around emergency and repair categories.
- Set up call tracking so it was clear which searches produced booked jobs.
- Cleaned up duplicate listings that were splitting the company's review history.
- Answered the ten questions customers actually call about in short articles.
What changes
Reliance on paid leads
Reduced over time
Emergency searches
Ranking in the served towns
Calls from search
Tracked and attributable
Cost per booked job
Lower than marketplace leads
“The phone rings and it's our call, not a lead we bought against three other guys.”
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