Case Study 02
1,140 To
44,300
Impressions.
An HVAC and duct-cleaning company serving eight counties. Effectively invisible in local search at the start — nine clicks in three months — and the fastest visibility build in this set.
Sector
HVAC & duct cleaning
Market
US Midwest, 8 counties
Window
3 months
Engagement
Local SEO + GBP
The Situation
An HVAC and duct-cleaning company covering eight counties, starting from nine organic clicks in three months. Not a decline — a business that had essentially never appeared in search.
That starting point is why the percentages here look extreme. Going from 9 to 81 is +800%, and it is also 81 clicks. Both facts matter and the second one is usually the one left out.
What Moved
| Metric | Before | After | Change |
|---|---|---|---|
| Organic clicks | 9 | 81 | +800% |
| Impressions | 1,140 | 44,300 | +3,786% |
| Click-through rate | 0.8% | 0.2% | Declined |
| Average position | 5.1 | 4.2 | +0.9 |
| GBP interactions | — | 223 | +75% |
| Website clicks from GBP | — | 63 | +143% |
| Direction requests | — | 154 | — |
| Reviews | — | 27 at 5.0★ | — |
GSC compares the last 3 months against the previous 3. GBP percentage changes are reported against the prior period; the source audit did not record the absolute baselines for those three rows, so they are shown as change-only rather than reconstructed.
What Was Done
Google Business Profile Rebuild
Categories, services, hours, photos and booking path corrected. For a business where the buyer needs someone at their house this week, the profile is the storefront — the website is secondary.
County-Level Service Pages
One page per service per county, with content that differed beyond the place name. This is what produced the impression growth.
Review Generation
27 reviews at a 5.0 average from a standing start. In emergency-adjacent trades this is the single strongest conversion lever available.
Local Schema And Map Embed
LocalBusiness schema and a GBP map embed on the contact page — small technical items that make the entity legible to both Google and AI assistants.
What This Doesn't Show
Click-through rate fell from 0.8% to 0.2%. That is arithmetic, not failure: impressions grew 39× while clicks grew 9×, so the ratio had to fall. The site is now appearing for a much broader set of queries, many of them only loosely relevant.
It does, however, mean the next quarter's work is different from this one's. The job now is relevance and snippet quality on the queries that matter, not more impressions.
Client identity is withheld at the client's request. The source documentation for this engagement carried inconsistent business naming, which was corrected before publication.
A claim in the original write-up that this position placed the business in the national top five for its category has been removed — there was no source for it.
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