58% more booked calls in five months
A Memphis HVAC company invisible outside a few zip codes went from page three to the Map Pack across the metro.
The situation
Bluff City ran three trucks on word of mouth for a decade, then two consolidators moved into Memphis and outspent everyone on search.
The phone rang less in shoulder season and the jobs were smaller.
The problem
A discoverability problem with a radius. They ranked in the Map Pack within three miles of the shop and nowhere else.
One service category on the profile, a single thin services page, and no city pages for the suburbs their trucks already served.
The work
The results
Measured in Google Business Profile Insights, Search Console, and dispatch software.
Booked calls rose 58%. Map Pack impressions nearly tripled across the metro. Cost per booked call settled at $44.
The biggest single jump came from answering the phone, not from ranking; the missed-call fix captured what ranking created.
We thought we needed more ads. We needed Google to know we actually drive to Germantown every day.
If you serve seven suburbs and have one services page, Google has no reason to show you in six of them.
Check two things before spending on ads: unanswered calls during peak hours, and how many categories your profile lists.
