Case Study 01
89 Clicks
To 162 In
One Quarter.
A home-repair business operating across 25+ cities in the US Midwest. Local search visibility rebuilt from a standing start, with the awkward part reported alongside the good part.
Sector
Home services, multi-city
Market
US Midwest
Window
3 months
Engagement
Local SEO
The Situation
A home-repair operator serving more than twenty-five cities, with the problem that shape of business always has: one brand, many service areas, and no obvious way to be locally relevant in all of them at once.
Organic search was producing under a hundred clicks a quarter. Not broken — just small enough that nobody could tell whether it was worth investing in.
What Moved
| Metric | Before | After | Change |
|---|---|---|---|
| Organic clicks | 89 | 162 | +82.0% |
| Impressions | 10,500 | 21,000 | +100.0% |
| Click-through rate | 0.8% | 0.8% | Stable |
| Average position | 5.7 | 9.3 | Worsened |
| Organic users (GA4) | 97 | 157 | +61.9% |
| New organic users | 93 | 155 | +66.7% |
| GBP interactions / month | ~32 | ~62 | +93% |
Windows: GSC and GA4 both compare 2 Apr – 30 Jun 2026 against 1 Jan – 31 Mar 2026. Google Business Profile interactions cover Feb–Jun 2026, a longer window, and are reported separately for that reason.
What Was Done
Service-Area Architecture
Structured the site around service and city rather than one page trying to rank everywhere. This is what drove the impression doubling — and, as noted below, also what moved average position the wrong way.
Google Business Profile Discipline
Consistent categories, services listed, and a posting cadence with a named owner rather than a policy. GBP interactions moved from roughly 32 a month to roughly 62.
Review Velocity
Reached 18 reviews at a 5.0 average. In home services the review count is frequently the entire decision — the buyer is letting a stranger into their house.
Measurement That Separates Channels
GA4 configured so organic is distinguishable from direct and from GBP. Without that split, none of the numbers above would be attributable to anything.
What This Doesn't Show
Average position went from 5.7 to 9.3 — it got worse. That is the honest reading, and it happened because the site started ranking for a much wider set of city-and-service queries, most of them entering at lower positions. Impressions doubled as a direct result.
Whether that trade is good depends entirely on what the new impressions convert at. Clicks rose 82% and CTR held flat, which suggests it was, but a single quarter is not enough to be certain and the next review should test it.
Absolute volumes here are small. 162 clicks a quarter is a starting point, not an outcome. Anyone presenting this as a transformation would be overselling it.
Want this
for your site?
A diagnostic conversation, not a pitch. If the honest answer is that you don't need me, I'll say so.
BOOK A CONVERSATION