SEO Case Study: 3X Local Leads in 6 Months for a B2B Commercial HVAC Company in Phoenix
In January 2025, a B2B commercial HVAC company in Phoenix, Arizona partnered with Goforaeo because they wanted more steady inbound inquiries from facilities managers, property teams, and general contractors in their service area. They had solid technicians and strong repeat clients, but local search was not sending consistent work.
This SEO Case Study shares what we changed, why it worked, and the exact month by month progress from January 2025 through June 2025, with clear before vs after numbers.
Client snapshot
This is a commercial only HVAC business serving Phoenix and nearby areas like Tempe, Mesa, Scottsdale, and Chandler. Most jobs were rooftop units, maintenance contracts, repairs, and light commercial installs.
They were good at service delivery, but online visibility and lead flow were uneven, especially outside referrals.
Services and buyers we focused on
We focused on services that match urgent and high intent searches, not broad blog topics.
Key buyer types we targeted:
- Facilities managers
- Property management teams
- Commercial real estate maintenance coordinators
- General contractors looking for a dependable HVAC partner
Core services we prioritized:
- Commercial HVAC repair
- Rooftop unit service
- Preventive maintenance plans
- Commercial AC replacement
- Emergency service for commercial sites
The main problems in early January 2025
They had a website and a Google Business Profile, but the setup was not helping them win local searches.
What we saw right away:
- Google Business Profile was incomplete and not actively managed
- Service pages were thin and did not match how people search in Phoenix
- Many important pages had weak titles, weak internal links, and unclear calls to action
- Tracking was messy, so they could not confidently say what was working
Starting point in January 2025
We used January 1, 2025 to January 31, 2025 as the baseline window. The numbers below are for qualified local leads only, meaning real commercial inquiries in the Phoenix metro.
Here is what the pipeline looked like before the work took hold:
- Average monthly local leads: 22
- Lead mix: 13 phone calls, 9 form fills
- Organic sessions: 1,120
- Google Business Profile actions: 3,480 views, 126 website clicks, 41 calls
- Map visibility: showing in the local pack only sometimes, mostly for brand searches
What “local lead” means in this SEO Case Study
We did not count spam calls, residential requests, job seekers, or vendor sales calls. We only counted leads that could become a commercial job or a maintenance contract.
A qualified lead had at least one of these:
- A commercial address or company name
- A rooftop unit, multi tenant, warehouse, office, retail, or similar need
- A real service request, maintenance quote, or emergency repair request
Tracking setup we fixed first
Before we changed anything, we made sure every lead source could be measured.
What we put in place in January 2025:
- Call tracking numbers for website and Google Business Profile
- GA4 conversion events for form submits and key clicks
- Google Search Console monitoring for the main service pages
- A simple lead log so the team could mark quality and job type
This step matters because local SEO results can look great on paper while lead quality stays flat. We wanted both to improve.
Strategy overview
Our strategy was simple: build a strong local foundation, make the site match real search intent in Phoenix, and then add trust signals that help Google and buyers choose the company.
We did not chase vanity keywords. We focused on commercial intent and pages that convert.
Step 1: Google Business Profile cleanup and growth
Google Business Profile was a major lever here because it can drive calls fast, especially for repair searches.
What we improved:
- Correct primary and secondary categories for commercial HVAC
- Services list expanded and matched the website service pages
- Better business description written for commercial buyers
- Consistent hours, service area, and contact details
- A review plan that made it easy for happy clients to respond
Ongoing actions we did every week:
- Posted updates with real job photos and short explanations
- Added new Q and A entries based on sales calls and common questions
- Uploaded photos that showed commercial work, teams, trucks, and equipment
Step 2: Fix the website so it earns trust fast
Commercial buyers move quickly. They want proof, clarity, and an easy way to reach you.
We improved:
- Page speed basics, especially on mobile
- Clear calls to action on every service page
- Stronger page titles and headings based on how Phoenix searches
- Internal links between related services so Google understands the site better
- Trust elements like licenses, service standards, and commercial focus
Step 3: Build service pages that match real local searches
Instead of writing general HVAC content, we built pages for services people actually search for when they need a commercial HVAC company.
Examples of pages we created or rebuilt:
- Commercial HVAC repair in Phoenix
- Rooftop unit repair and maintenance
- Preventive maintenance plans for commercial properties
- Commercial AC replacement
- Emergency commercial HVAC service
Each page included:
- What the service includes and what to expect
- Common problems and signs
- Industries served and typical building types
- Service area language for Phoenix metro
- A clear next step to call or request a quote
Step 4: Local authority, citations, and real backlinks
For local SEO, consistency and trust matter. We focused on clean listings and real signals, not spam links.
We worked on:
- NAP consistency across important directories
- Cleaning duplicate listings
- Building a set of high quality local and industry citations
- Earning a small number of relevant backlinks through partnerships and local business mentions
Step 5: Improve conversions, not just rankings
Traffic is not the finish line. The website needed to turn visits into calls and quote requests.
We improved conversion rate by:
- Adding stronger contact sections above the fold
- Creating a short commercial quote form, not a long one
- Adding proof points like service response expectations and commercial experience
- Making phone numbers click to call on mobile
Tools used
We used simple, reliable tools that help measure results and speed up execution. Nothing fancy, just the right stack.
Core tools
- Google Business Profile
- Google Analytics 4
- Google Search Console
- Google Tag Manager
- Looker Studio for reporting
SEO and local tools
- Screaming Frog for technical checks
- Ahrefs and Semrush for keyword research and competitor review
- BrightLocal for citation work and local rank tracking
- Local Falcon for grid based map visibility checks
Lead tracking and proof tools
- CallRail for call tracking and recording
- A shared lead tracker to tag lead quality and job type
Month by month timeline and results
Below is the full timeline from January 2025 to June 2025. Every month includes what we did and the numbers we saw.
January 2025
January was the foundation month. We fixed tracking, cleaned the Google Business Profile, and mapped out the service pages based on commercial intent.
Work completed:
- Fixed conversion tracking and call tracking setup
- Updated Google Business Profile categories, services, and business description
- Rewrote titles and headings on key pages
- Started weekly Google Business Profile posts
- Built the first set of citations and cleaned listing inconsistencies
January results:
- Qualified local leads: 23
- Calls: 14
- Form fills: 9
- Organic sessions: 1,150
- Google Business Profile calls: 46
February 2025
February was about building strong commercial pages and improving internal site structure. We also started a consistent review push.
Work completed:
- Published 2 rebuilt commercial service pages
- Added internal links between related services
- Improved mobile page speed basics on main templates
- Launched a review request process for completed jobs
- Added 12 new citations and corrected old ones
February results:
- Qualified local leads: 31
- Calls: 19
- Form fills: 12
- Organic sessions: 1,320
- Google Business Profile calls: 58
- New reviews gained: 5
March 2025
March was when we started seeing stronger map visibility for non brand searches. We also added more proof content and improved on page clarity.
Work completed:
- Published 2 more commercial service pages
- Added a commercial focused FAQ section on key pages
- Added project style photos and short captions to support trust
- Expanded Google Business Profile Q and A based on real buyer questions
- Built 3 locally relevant backlinks through partners and supplier relationships
March results:
- Qualified local leads: 39
- Calls: 24
- Form fills: 15
- Organic sessions: 1,540
- Google Business Profile calls: 73
- Map visibility: started appearing more often for “commercial HVAC repair” style searches
April 2025
April was about tightening relevance for Phoenix and improving conversion flow. We also worked on better location language without creating spam city pages.
Work completed:
- Updated page copy to reflect Phoenix metro service area naturally
- Improved contact flow with a shorter form and clearer service prompts
- Added stronger internal links from homepage and navigation to money pages
- Posted weekly on Google Business Profile with real job updates
- Added 10 more citations and removed 2 duplicates
April results:
- Qualified local leads: 48
- Calls: 29
- Form fills: 19
- Organic sessions: 1,860
- Google Business Profile calls: 92
- New reviews gained: 4
May 2025
May focused on building authority and improving rankings for the highest value commercial keywords. We also built content that answered common commercial buyer questions.
Work completed:
- Published 2 supporting articles aimed at commercial decision makers
- Created a maintenance plan page designed to convert contract requests
- Earned 4 more backlinks from industry related and local sources
- Continued reviews and responded to every review publicly
- Added fresh photos twice per month on Google Business Profile
May results:
- Qualified local leads: 58
- Calls: 34
- Form fills: 24
- Organic sessions: 2,210
- Google Business Profile calls: 118
- Maintenance plan inquiries: 9
June 2025
June was the strongest month in the first six month run. Rankings and map visibility were more stable, and the website conversion rate improved from the changes made earlier.
Work completed:
- Refined the top 5 service pages based on Search Console query data
- Added stronger proof sections like industries served and typical response process
- Built 2 additional partner backlinks
- Continued weekly Google Business Profile posts and photo updates
- Reviewed call recordings to find and improve lead handling patterns
June results:
- Qualified local leads: 66
- Calls: 38
- Form fills: 28
- Organic sessions: 2,620
- Google Business Profile calls: 141
- Top local pack presence: much more frequent for key commercial terms
Before vs after proof
We compared January 2025 against June 2025 to show a clear shift in lead volume and visibility.
Leads before vs after
January 2025:
- Qualified local leads: 23
- Calls: 14
- Forms: 9
June 2025:
- Qualified local leads: 66
- Calls: 38
- Forms: 28
That is a real increase in commercial inquiries, not just extra traffic.
Visibility before vs after
What changed from the start to month six:
- More map visibility for non brand searches in Phoenix metro
- Higher click activity from the Google Business Profile listing
- Service pages ranking better because they matched search intent
- Better conversion rate because pages were clearer and easier to act on
Quality improvements we noticed
The team also reported that leads were more specific by June. Calls included more details like building type, unit count, and urgency.
Examples of quality signals that increased:
- More “need service this week” commercial repair requests
- More preventive maintenance quote requests
- More GC and property manager outreach instead of residential inquiries
Why this worked in plain words
Local SEO is not one magic trick. This worked because each part supported the other, and we stayed consistent for six straight months.
We focused on commercial intent, not general traffic
Commercial HVAC search terms are different from residential. We built pages and Google Business Profile content that spoke directly to commercial needs.
That made Google more confident about when to show the company, and it made buyers more confident to call.
We fixed trust signals that were holding the company back
Reviews, accurate listings, clear service pages, and real photos all made a difference. For local results, trust signals often decide who gets the call.
We measured everything and adjusted fast
Because tracking was clean, we could see which pages drove leads and which keywords brought the right people.
We used that data to improve pages instead of guessing.
Key takeaways for other B2B local service companies
If you sell services locally to businesses, the same playbook can work, even outside HVAC.
Things that usually create the biggest lift:
- Make Google Business Profile a weekly habit, not a one time setup
- Build service pages for high intent searches, not generic content
- Fix tracking early so you can prove what is working
- Improve conversion flow so traffic turns into calls
- Build local trust with reviews, clean listings, and real proof
What we planned next after June 2025
After the first six months, the focus shifted from fixing fundamentals to scaling what already worked.
Next steps we lined up:
- Add more industry specific pages, like retail HVAC service and warehouse cooling
- Expand maintenance plan landing pages for different building types
- Keep review growth steady with a simple monthly target
- Continue local authority building with a few strong partner links each quarter
Final note
From January 2025 through June 2025 in Phoenix, this commercial HVAC company saw qualified local leads grow from 23 per month to 66 per month with a clear pattern month over month. The work was not complicated, but it was consistent and focused on what buyers actually search and trust.