Case Studies

How the work actually runs.

Client case studies are published here only with permission and real numbers. Until then, these playbooks show exactly how each service runs in the first 90 days, what gets fixed first and how results are measured, so you know what you are buying.

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90-day playbooks

Pick a service. See the plan.

Each playbook is a common starting point I see in home service businesses, and the work that follows. Filter by the service you are interested in.

Playbook · RoofingLocal SEOGrowth plan

A roofer losing storm work to out-of-town crews.

A profile with few photos and reviews, one generic services page, and storm chasers outranking them after every hail event.

See the 90-day playbook

Starting point

Wrong or missing secondary categories
One page for all services
Reviews coming in only now and then
No tracking of calls by source

First 90 days

Profile rebuilt: categories, services, areas, job photos
Separate pages for repair, replacement and storm damage
Area pages for the top five towns
Review requests after every job

What gets measured

Map rankings across the service area
Calls and forms from Google
Inspection requests by service
Review count and recency

Local SEO service →Roofing SEO →Growth plan pricing →

Playbook · ElectricalGEO & AI VisibilityGrowth plan

An electrician missing from ChatGPT and AI Overview answers.

Solid map rankings, but when homeowners ask AI tools for an electrician, competitors are named and this company never is.

See the 90-day playbook

Starting point

Bing Places and Apple Business Connect never claimed
Different hours and phone numbers across directories
Service pages that never state towns, prices or response times
Security plugin blocking AI crawlers

First 90 days

Business details made identical on every major listing
Panel upgrade, EV charger and rewiring pages rewritten to answer questions directly
LocalBusiness and service schema added
Crawler access fixed and 25 real customer questions tracked monthly

What gets measured

How often the business is named in AI answers
Accuracy of what AI tools say about it
Map rankings for core services
Calls from high-value service pages

GEO & AI Visibility service →Electrical SEO →Growth plan pricing →

Playbook · PlumbingOn-Page SEOGrowth plan

A plumber getting small calls, wanting bigger jobs.

Decent rankings for 'plumber' but almost nothing for water heaters, repipes or sewer lines, the jobs that pay best.

See the 90-day playbook

Starting point

Rankings only for broad terms
No dedicated high-value service pages
Titles and headings that never mention the towns served
Thin pages with no proof or pricing

First 90 days

Pages for water heaters, repipes, sewer and leak detection
Titles, headings and copy rewritten around real searches
Reviews, photos and price ranges added to each page
Internal links pushing to the high-value pages

What gets measured

Rankings for high-value services
Calls by service type
Average job value of leads from search
Organic traffic to service pages

On-Page SEO service →Plumbing SEO →Growth plan pricing →

Playbook · Pest ControlTechnical SEOStarter plan

A pest control site Google could barely read.

Plenty of pages for every pest, but half of them were missing from Google's index and the site took ages to load on phones.

See the 90-day playbook

Starting point

Key pest pages excluded from Google's index
Slow mobile load times from oversized images
Duplicate town pages competing with each other
No structured data

First 90 days

Indexing fixed and duplicate pages merged or redirected
Images compressed and page speed improved on mobile
Clean internal links between pest and town pages
LocalBusiness and FAQ schema added

What gets measured

Pages indexed in Search Console
Mobile speed and Core Web Vitals
Impressions and clicks for pest searches
Calls and form leads

Technical SEO service →Pest Control SEO →Starter plan pricing →

Playbook · HVACLocal SEOGrowth plan

An HVAC company invisible until summer is over.

SEO started in June, rankings arrived in September, after the rush.

See the 90-day playbook

Starting point

No seasonal plan
Thin pages for AC and heating
No maintenance plan page
Few recent reviews

First 90 days

Seasonal content calendar set before the next peak
Strong AC, heating and heat pump pages
Maintenance plan page and offer
Seasonal profile posts

What gets measured

Rankings before each season
Repair vs replacement leads
Maintenance plan sign-ups
Calls from the map pack

Local SEO service →HVAC SEO →Growth plan pricing →

Playbook · LandscapingLink BuildingPro plan

A landscaper with great work and no local authority.

Beautiful projects and good reviews, but a site with almost no links, losing competitive design-build searches to older firms.

See the 90-day playbook

Starting point

Almost no links from other local websites
Supplier and association memberships not listed anywhere
Award-winning projects never featured outside the site
Competitors with years of local mentions

First 90 days

Listings on supplier, manufacturer and association directories
Local sponsorships and community projects turned into mentions
Project stories pitched to local news and home magazines
Links pointed at the design-build pages that matter most

What gets measured

New links and mentions from local sites
Rankings for design-build searches
Mentions in AI answers
Project enquiries from search

Link Building service →Landscaping SEO →Pro plan pricing →

Playbook · SepticLocal SEOPro plan

A septic company with a 40-mile service area.

Ranking well near the yard, invisible in the towns 30 or 40 minutes away where many customers live.

See the 90-day playbook

Starting point

Service area not set properly
No county or town pages
Reviews only from nearby customers
No real estate inspection page

First 90 days

Service area and categories fixed
County and town pages with real local detail
Real estate inspection page and agent outreach
Reviews requested across the whole area

What gets measured

Rankings town by town
Calls by town and service
Inspection requests
Coverage across the area

Local SEO service →Septic SEO →Pro plan pricing →

Playbook · Water Damage RestorationSEO AuditStarter plan

A restoration company paying too much for leads.

Most jobs came from lead sellers and ads. They wanted to know why their own site and profile brought in so few emergency calls.

See the 90-day playbook

Starting point

No clear picture of what was holding rankings back
Profile hours not showing 24/7 availability
Water, fire and mold all on one page
No call tracking to compare sources

First 90 days

Full audit of profile, site, citations, reviews and competitors
Prioritized fix list, quick wins marked
Emergency hours and services corrected first
Roadmap for separate water, fire and mold pages

What gets measured

Issues found and fixed
Emergency calls from Google vs lead sites
Map rankings for water damage searches
Cost per job by source

SEO Audit service →Water Damage Restoration SEO →Starter plan pricing →

Your monthly report

See exactly where you rank, town by town.

Every month you get a plain-English report: what I changed, why, and what it did. The centerpiece is a map rank grid that shows where you appear in the map pack across your whole service area.

Green means you are in the top three, where the calls happen. As the work builds, the green spreads outward from your location into the towns you want to win.

Map rank gridIllustration

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Top 3 4 to 6 7+

How results are measured

Calls and jobs, not vanity metrics.

The same six measures in every report, so you can see progress month over month.

Map pack rankings

Checked on a grid of points across your whole service area, not just from your office.

AI mentions

A fixed set of real customer questions asked in ChatGPT, Gemini, Perplexity and AI Overviews.

Calls

Tracked by source, so you can see which calls came from Google, the map and your website.

Form leads

Every quote request and booking from your site, tied back to the page it came from.

Reviews

Count, rating and how recent they are, compared with the top three competitors.

Pages and indexing

Which pages Google has indexed, how fast they load and what they rank for.

Client case studies

Your business could be the next one here.

When a client agrees, their results are written up here: the starting point, the work, and the numbers that changed. No made-up figures and no cherry-picked screenshots.

See plans →

How case studies are published

Real numbers only. Rankings, calls and leads from your own tracking tools, not estimates.
Your permission first. Nothing is published without your written approval of every number and quote.
Your name optional. Prefer to stay anonymous? Results can be shown by trade and region instead.

Next step

Want this playbook run on your business?

Book a free strategy call. I will review your Google Business Profile, website, AI search presence and top competitors, and show you what I would fix first, whether you hire me or not.

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