Coastline HVAC
Out of the directories and into the map pack
A six-van HVAC business was buying leads shared with three competitors. We built owned demand and stopped missed calls turning into lost jobs.
- Inbound calls
+0%
Inbound calls
- Cost per lead
−0%
Cost per lead
- Map pack terms in top 3
0
Map pack terms in top 3
Illustrative sample — client, figures and quote are not real. Replace before launch.
The challenge
Where things stood
Nearly all lead flow came from paid directories, at a rising cost per lead and with every lead sent simultaneously to competitors. The business ranked outside the top ten for its core service terms. Technicians were on site all day, so roughly a third of inbound calls went unanswered — and an unanswered call in this trade is almost always a job lost.
The strategy
What we decided to do
Build map pack visibility across the full service area
Replace shared directory leads with owned paid search
Make sure no enquiry goes unacknowledged, ever
Generate reviews systematically rather than occasionally
Execution
How it was built
Local search foundation
Google Business Profile rebuilt with services, service areas and weekly posts. Genuinely distinct location pages were created for each town rather than one page duplicated fifteen times.
Geo-fenced paid search
Tightly targeted campaigns with call tracking and ad scheduling weighted to when enquiries actually came in — which turned out to be early mornings and Sunday evenings.
Missed-call recovery
An automated text-back fires within seconds of any missed call, offering a booking link. Web chat and form submissions get the same instant acknowledgement.
Review generation
Review requests trigger automatically on job completion in the field app, with responses handled on the business's behalf.
Results
What it produced
Inbound calls nearly doubled within six months while cost per lead fell 48% against the directory baseline. Thirty-one service and location term combinations reached the top three map results. Missed-call text-back recovered an average of 23 jobs per month that would previously have gone to whoever answered first.
- Inbound calls
+0%
Inbound calls
- Cost per lead
−0%
Cost per lead
- Map pack terms in top 3
0
Map pack terms in top 3
The text-back alone paid for the whole thing. We were losing jobs every single day just by being up a ladder when the phone rang.
Services used
What this engagement covered
More work
Other engagements
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