An HVAC and plumbing company turned local service searches into booked calls across heating, cooling, and plumbing.
Organic Traffic
+228%
+228%
Booked service calls
-41%
Cost per lead
+164%
Organic service-page traffic
Campaign Status
Active · Exceeding targets
-41%
Cost per lead
Maple Comfort
+228%
Booked service calls
-41%
Cost per lead
+164%
Organic service-page traffic
4.6x
Google Ads ROAS
38
New reviews in 90 days
60 days
To initial results
Diagnostic Snapshot
Before Outlier
Monthly Service Calls
~18
GBP Review Velocity
Inconsistent
Tracked Lead Sources
None
Service Area Pages
4
After Outlier
Booked service calls
+228%
Cost per lead
-41%
Organic service-page traffic
+164%
Google Ads ROAS
4.6x
Project Details
Services
Local SEO · Google Ads · GBP Management · Landing Pages
Industry
HVAC & Plumbing / Home Services
Location
GTA, Ontario
Duration
Initial results in 60 days
Top Result
+228%
Booked service calls
About the Client
Maple Comfort is an HVAC and plumbing company serving homeowners with heating, cooling, plumbing, and emergency service. The team had strong service quality offline, but needed a more reliable digital system that could turn seasonal and emergency searches into booked calls.
Competitive emergency-service searches
HVAC and plumbing searches are crowded with directories, franchise brands, and paid ads. M…
Generic service pages
The existing page structure did not separate furnace repair, AC service, plumbing, water h…
No clear lead attribution
Calls, forms, GBP actions, and paid-search enquiries were not tracked in one clean system,…
HVAC & Plumbing · GTA, ON
The Situation
Before engaging Outlier, Maple Comfort faced a combination of challenges that were actively suppressing their growth. Here's what we found.
HVAC and plumbing searches are crowded with directories, franchise brands, and paid ads. Maple Comfort needed a local plan that could win urgent searches without wasting spend on low-intent traffic.
The existing page structure did not separate furnace repair, AC service, plumbing, water heaters, emergency calls, and service areas clearly enough for search engines or homeowners comparing providers.
Calls, forms, GBP actions, and paid-search enquiries were not tracked in one clean system, making it hard to know which services and locations were producing profitable booked jobs.
Our Approach
Every engagement is custom-built for the client's specific situation. No templates, no recycled playbooks. Here's exactly what we did for Maple Comfort.
We mapped heating, cooling, plumbing, and emergency-service pages to the highest-intent local searches, then rebuilt page copy, internal links, metadata, and conversion sections around booked-call intent.
We tightened categories, service listings, photos, posts, and review prompts so the profile better matched HVAC and plumbing search behaviour across priority service areas.
We rebuilt Google Ads around urgent repair, replacement, and maintenance keywords, then added tighter location controls, negative keywords, call tracking, and service-specific landing page routing.
We adjusted budgets and messaging around heating, cooling, plumbing, and emergency demand windows so Maple Comfort could capture peak-season opportunities without overspending during weaker periods.
Search Position Data
Tracked via Google Search Console and Semrush across the full campaign duration. Every position is verified and attributed.
Source: Google Search Console · Semrush
Positions reflect end-of-campaign data
Keyword
Before
After
Δ
furnace repair toronto
air conditioner repair markham
plumber near me
emergency plumbing scarborough
hvac company vaughan
water heater repair richmond hill
+29 positions
Avg. rank improvement
6/6
Keywords on page 1
2 keywords
Top 3 rankings
Final Outcomes
+228%
Booked service calls
-41%
Cost per lead
+164%
Organic service-page traffic
4.6x
Google Ads ROAS
38
New reviews in 90 days
60 days
To initial results
Performance Overview
Full Campaign DurationBooked service calls
+228%
Cost per lead
-41%
Organic service-page traffic
+164%
Google Ads ROAS
4.6x
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