Case Study: Increased Leads from 30 to 95 Monthly in 6 Months in Phoenix
In 2025, a clinic in Phoenix partnered with Goforaeo to increase qualified leads from organic search and Google Maps. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, call tracking, and CRM lead logs for the dates listed.
Snapshot of Results
Timeframe: March 18, 2025 to September 18, 2025
Location: Phoenix, Arizona
Before vs after results:
- Monthly leads (calls + forms + appointment clicks): 30 to 95
- Calls from organic + Maps: 18 to 58 per month
- Form submissions: 9 to 29 per month
- Appointment link clicks: 3 to 8 per month
- Organic users: 620 to 1,820 per month
- Service page clicks (GSC): 140 to 520 per month
- GBP actions: 210 to 760 per month
- Top 3 map pack placements: 2 to 10 tracked service keywords
Context and Starting Point
The clinic had steady branded demand, but non branded lead flow was inconsistent. Search Console showed impressions for multiple services, yet the website was not capturing those searches well. The booking path was also not clear on mobile, so even when users arrived, many left without contacting the clinic.
Phoenix is competitive and proximity matters, so we treated local SEO and conversion flow as one system. The goal was to increase lead volume while keeping lead quality stable.
Lead Tracking and Measurement Setup
Before changes, we cleaned tracking so calls and forms weren’t double counted. We also defined what counted as a lead and aligned reporting with how the clinic’s front desk logged inquiries.
What we counted as a lead
- Call tracking calls from organic and from GBP
- Appointment request form submissions
- Online appointment or booking link clicks
- Direction requests paired with visit and call lift patterns
What we set up
- GA4 events for call clicks, form submissions, appointment clicks
- Call tracking source attribution and recorded call review
- Search Console segmentation for priority services and landing pages
- GBP insights reporting for discovery searches and actions
- Looker Studio dashboard with weekly annotations
- CRM or spreadsheet lead log checks to validate lead quality
Diagnosis: Why Leads Were Stuck at 30 Per Month
The clinic didn’t have a demand problem. It had a structure and conversion problem. Google didn’t have enough clear landing pages for specific services, and users didn’t have a simple next step once they landed.
Key issues found
- One broad service page tried to rank for multiple intents
- Missing pages for high intent services and symptom variations
- Titles and meta descriptions were generic, reducing CTR
- Internal linking didn’t push authority into the pages that convert
- GBP services were incomplete and lacked descriptions
- Citations had minor inconsistencies and duplicates
- Mobile UX had friction: CTAs below the fold and slow templates
- Forms were longer than needed and didn’t set expectations
Strategy Overview
We built a six month plan that increased leads through three levers: more entry points for high intent searches, stronger local trust signals, and fewer steps to convert.
Workstreams
- Service page rebuild and expansion based on real query demand
- Supporting content clusters that route visitors into service pages
- Internal linking system to distribute authority into money pages
- GBP rebuild for broader discovery coverage
- Citation cleanup for consistency and trust
- CRO improvements for calls, forms, and booking actions
- Ongoing optimization using query movement and lead quality feedback
Website Work That Drove Lead Growth
We rebuilt top landing pages into decision pages with clear booking paths. We avoided “generic blog SEO” and focused on pages that directly support conversion intent.
What we changed on service pages
- Clear above the fold service confirmation with Phoenix context
- “Who it’s for” and “when to book” sections to match intent
- What to expect sections to reduce hesitation
- FAQs built from Search Console queries to capture long tail traffic
- CTAs placed above fold and after key sections
- Trust cues near CTAs: reviews, credentials, insurance notes
Supporting content we added
- Symptom and question pages that targeted early stage intent
- Pages that answered “is this urgent” and “when to see a doctor” style queries
- Internal links from every supporting page to the relevant service page
- Topic clusters to build authority and reduce cannibalization
Local SEO and Google Business Profile Improvements
Leads increased faster once GBP and citations were aligned. We treated GBP as a conversion channel, not just a listing.
GBP changes
- Updated categories based on actual service demand
- Expanded services with short descriptions in natural search language
- Added appointment links with UTM tracking
- Weekly posts focusing on availability, services, and seasonal care
- Photo plan: exterior, interior, staff, and service context images
- Q&A improvements to answer common booking questions
Citation cleanup
- Standardized NAP formatting and hours
- Removed duplicate listings
- Updated healthcare directories relevant to Phoenix
- Ensured consistent website URL and appointment links
Conversion Improvements That Turned Traffic Into Leads
We improved conversion flow because higher rankings only matter if users take action. Most leads were coming from mobile, so mobile UX was a priority.
CRO updates
- Sticky click to call button on mobile
- Shortened forms and reduced unnecessary fields
- Clear confirmation messaging and expected response time
- Contact blocks with hours, location, and directions
- Faster templates through image compression and script cleanup
- CTA wording tailored to page intent (call now vs request appointment)
Technical SEO and Visibility Support
We fixed technical issues that slowed indexing and created weak crawl paths. This helped new pages rank faster and reduced volatility.
Technical actions completed
- Fixed duplicates, canonicals, and thin index bloat
- Improved internal linking and crawl depth to priority pages
- Cleaned redirect chains and broken links
- Added schema where eligible: LocalBusiness, FAQ, MedicalOrganization
- Improved page speed and Core Web Vitals on key templates
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking (CallRail or similar), Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights and Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager, CRM lead logs.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 18 to March 31, 2025
We audited lead sources, fixed tracking so calls and forms were measured correctly, and identified the highest intent services to prioritize first. Quick wins included better CTA placement on the top landing pages and initial GBP service cleanup.
Month end metrics:
- Leads: ~30
- Calls: ~18
- Forms: ~9
- GBP actions: ~210
- Service page clicks: ~140
April 2025
We rebuilt the first wave of service pages, improved titles and meta descriptions for CTR, and started internal linking from existing content into booking pages. Citation cleanup began on high authority platforms to strengthen local trust.
Month end metrics:
- Leads: ~41
- Calls: ~24
- Forms: ~12
- GBP actions: ~320
- Service page clicks: ~220
May 2025
We launched supporting content clusters, added FAQs based on real Search Console queries, and expanded GBP services with descriptions to improve discovery coverage. Mobile conversion flow was tightened with a sticky call button and clearer booking steps.
Month end metrics:
- Leads: ~56
- Calls: ~33
- Forms: ~17
- GBP actions: ~460
- Service page clicks: ~310
June 2025
We strengthened internal linking and refined service pages based on query movement, focusing on pages sitting between positions 6 to 15. Citation cleanup continued and duplicate listings were removed to reduce trust friction.
Month end metrics:
- Leads: ~70
- Calls: ~42
- Forms: ~21
- GBP actions: ~590
- Service page clicks: ~390
July 2025
We scaled the winning pages, improved trust cues near CTAs, and used session recordings to remove remaining friction that caused drop offs. Snippets were improved to attract better fit clicks and reduce low intent bounces.
Month end metrics:
- Leads: ~83
- Calls: ~50
- Forms: ~25
- GBP actions: ~680
- Service page clicks: ~460
August 18 to September 18, 2025
We focused on stability, refreshed underperformers, strengthened internal links into top converters, and maintained steady GBP engagement to protect gains. Lead volume reached a new baseline while quality remained consistent in the clinic’s intake logs.
Month end metrics:
- Leads: ~95
- Calls: ~58
- Forms: ~29
- GBP actions: ~760
- Service page clicks: ~520
Before and After Proof Summary
Leads increased because the clinic gained more ranking entry points through stronger service pages and supporting content, while local alignment improved discovery visibility. Conversion improvements reduced friction, especially on mobile, so more visitors became calls and appointments.
- Leads: 30 to 95 per month
- Calls: 18 to 58 per month
- Forms: 9 to 29 per month
- Service page clicks: 140 to 520 per month
- GBP actions: 210 to 760 per month
What Made It Work
The biggest driver was aligning intent to action. Once pages matched what people searched and the next step was obvious, leads grew steadily. Local consistency across GBP and citations stabilized rankings, and ongoing refinement kept growth compounding.