SEO Case Study: How a Home Services Business Grew Organic Leads by 220%
On February 3, 2025, a Dallas based home services business partnered with Goforaeo because their phones were too quiet on weekdays and too unpredictable on weekends. They were doing good work, but local competitors showed up more often on Google Maps and in regular search results. The team wanted more steady booked jobs from people actively searching in Dallas.
This case study covers the local SEO work completed from February 3, 2025 to October 20, 2025 in Dallas, Texas. It includes monthly actions, monthly numbers, and clear before vs after proof. Everything is written in simple words and tied to trackable leads, not vanity traffic.
Campaign snapshot: dates, location, and what changed
This was a local SEO campaign built for a service business that depends on calls and form requests. We focused on Google Business Profile growth, service page improvements, local trust signals, and fixing the website path so more visitors actually became leads. Results became stronger each month because the work was consistent and layered.
Key results by October 2025:
- Organic leads: 50 per month to 160 per month, an increase of 220%
- Google Business Profile calls: 38 per month to 125 per month
- Organic sessions: 3,900 per month to 10,200 per month
- Lead to booked job rate: improved from 28% to 36% based on intake notes
Starting point: what was happening in February 2025
The business had a working website and a Google Business Profile, but both were underused. The profile had basic info, yet it was not active and did not show strong trust signals. The website had service pages, but they were thin and not clearly written for Dallas searches.
They were also not tracking leads cleanly. Some calls were missing from reports, and some spam calls were being counted as real leads. Before we pushed hard on rankings, we fixed tracking so every improvement could be proven.
What counted as an organic lead in this case study
We used a strict definition so numbers stayed honest. An organic lead meant a real request that came from organic search or Google Business Profile, and it had enough intent to become a job. We filtered spam and wrong numbers so the growth reflected real demand.
Organic lead rules we used:
- Calls from organic or Google Business Profile that lasted 60 seconds or longer
- Contact form submissions with name, phone, and service request details
- Online booking requests that came from organic traffic sources
Baseline numbers: February 2025
In February 2025, the business averaged 50 organic leads for the month. Organic sessions were 3,900, and Google Business Profile calls were 38. They were showing up for a few terms, but visibility was not stable across Dallas areas.
Baseline pain points we found:
- Weak Google Business Profile activity and weak review flow
- Service pages that did not match what people search, like “emergency” and “same day”
- Location relevance was missing for Dallas neighborhoods and service areas
- Slow mobile pages and unclear calls to action on key pages
Strategy overview: the local SEO system we built for Dallas
We did not rely on one tactic. Local SEO works when your profile, website, and trust signals all support each other. So we built a system that improved visibility and also improved conversions once people clicked.
The plan was simple: improve Google Maps performance, strengthen service pages, expand Dallas relevance, and make it easier for people to call or book. We also made sure each month had clear deliverables, so progress did not stall.
Tracking and reporting that the team could trust
We set up clean tracking so the business could see where leads came from and which services were driving booked jobs. This made decisions easier, like which pages to expand and which ads to reduce. It also helped separate good calls from spam.
What we implemented:
- GA4 events for calls, forms, and booking clicks
- Google Search Console monitoring for Dallas queries and landing pages
- Call tracking for organic and Google Business Profile sources
- A monthly lead quality review based on intake notes
Google Business Profile improvements that drove more calls
For home services, Google Business Profile can become the main lead source. Many customers call without visiting the website, especially for urgent jobs. We treated the profile like a weekly marketing channel, not a one time setup.
Key profile actions:
- Updated primary and secondary categories to match core services
- Rewrote services and description using natural Dallas intent wording
- Added new photos monthly: team, trucks, before and after work, job sites
- Posted weekly updates: availability, service tips, seasonal reminders
- Built a simple process to respond to every review quickly
Service pages rebuilt to match real search intent
We rebuilt core service pages so they were clear, local, and easy to scan on mobile. We also made sure every page answered the questions people ask right before they call. This helped rankings and helped conversions at the same time.
Updates we applied on key pages:
- Clear headings that matched search phrases used in Dallas
- Short sections for pricing factors, service steps, and what happens next
- FAQ blocks based on Search Console queries and call logs
- Strong internal linking between related services and contact pages
- Local schema and consistent NAP placement across the site
Local area coverage without thin content
Instead of creating dozens of weak pages, we built a small set of strong area pages. Each page had real details, common problems, and service notes that fit that area. This helped the business appear more often across Dallas neighborhood searches.
Dallas area coverage we built and improved:
- North Dallas
- Lake Highlands
- Oak Lawn
- East Dallas
- Bishop Arts and nearby areas
Reviews, citations, and trust signals
Trust is a big deal in home services. People want to know you are real, local, and reliable before they invite you to their home. We improved reviews and local listing consistency to build that confidence.
Trust work included:
- A simple review request message for customers after job completion
- A review link and QR code for easy sharing
- Citation cleanup so name, address, and phone stayed consistent
- Duplicate listing removal where possible to reduce confusion
Conversion improvements so more clicks became leads
Traffic does not matter if people hesitate or cannot find the call button. We improved the lead path so mobile users could call fast and form fills stayed simple. This also improved lead quality because people understood the service better.
Conversion changes included:
- Sticky call button on mobile for key landing pages
- Shorter forms with fewer fields and clearer confirmation messaging
- Trust blocks near calls to action: reviews, badges, service guarantees
- Faster page load by compressing images and reducing heavy scripts
Month by month timeline: actions taken and numbers in 2025
Below is the monthly breakdown from February 2025 through October 2025. Each month includes what we worked on and the key lead metrics. All lead counts shown are organic leads only, using the strict rules shared earlier.
February 2025: setup, cleanup, and quick wins
We cleaned tracking, fixed basic on page issues, and rebuilt the Google Business Profile foundation. We also fixed internal links so key services were easier to reach from the homepage and main navigation.
February work completed:
- Tracking setup and call tracking validation
- Google Business Profile cleanup and category refinement
- Page titles and headings improved on top service pages
February data:
- Organic leads: 50
- Organic sessions: 3,900
- Google Business Profile calls: 38
March 2025: rebuild core services and strengthen local signals
We rewrote the top 3 service pages and added FAQs based on real Dallas searches. We started citation cleanup and added new profile photos and weekly posts.
March work completed:
- 3 core service pages rebuilt for Dallas intent
- Citation corrections started and duplicates flagged
- Weekly Google Business Profile posting began
March data:
- Organic leads: 58
- Organic sessions: 4,300
- Google Business Profile calls: 44
April 2025: add local area pages and improve conversion flow
We created stronger Dallas area coverage pages with real details and clear calls to action. We also improved the mobile call experience and shortened forms so leads were easier to submit.
April work completed:
- 3 Dallas neighborhood pages published and linked internally
- Sticky call button and form improvements on mobile
- Review request system introduced to the team
April data:
- Organic leads: 70
- Organic sessions: 5,100
- Google Business Profile calls: 55
May 2025: expand content and improve Google Maps engagement
We focused on better profile engagement and better service page depth. We added new photos, continued weekly posts, and expanded the service pages that were close to top rankings.
May work completed:
- 2 more service pages rebuilt and expanded
- Google Business Profile Q and A updated with real questions
- 10 citations cleaned and standardized
May data:
- Organic leads: 82
- Organic sessions: 6,000
- Google Business Profile calls: 63
June 2025: authority building and internal linking improvements
We strengthened topical coverage by connecting related services and building a clear internal linking map. We also started safe local link outreach through community and business sources.
June work completed:
- Internal linking upgrades across services and area pages
- Local link outreach started with quality targets
- Page speed fixes on top landing pages
June data:
- Organic leads: 98
- Organic sessions: 7,100
- Google Business Profile calls: 78
July 2025: refresh winners using real query data
We used Search Console data to update pages that were getting impressions but not enough clicks. We improved titles, headings, and short on page sections to better match what searchers wanted.
July work completed:
- 8 pages refreshed using query level insights
- More photos added to Google Business Profile
- Review responses tightened to look natural and consistent
July data:
- Organic leads: 112
- Organic sessions: 8,200
- Google Business Profile calls: 92
August 2025: scale local coverage and strengthen trust
We expanded Dallas area coverage carefully and improved trust signals on key landing pages. We also continued citations, review flow, and posting so local growth stayed steady.
August work completed:
- 2 additional Dallas area pages published with unique content
- Trust blocks added to top pages: reviews, guarantees, service areas
- Citation maintenance and duplicate cleanup continued
August data:
- Organic leads: 128
- Organic sessions: 9,100
- Google Business Profile calls: 104
September 2025: conversion upgrades and lead quality improvements
We focused on turning more visits into high intent calls and forms. We also improved service page clarity so customers knew what to expect before calling, which improved booked job rate.
September work completed:
- Form flow and thank you messaging improved
- Service page sections added for pricing factors and timing
- More local links earned from relevant sources
September data:
- Organic leads: 145
- Organic sessions: 9,800
- Google Business Profile calls: 118
October 2025: stability work and final growth push
We improved remaining weak pages, cleaned new duplicates, and tightened local consistency. We also refreshed Google Business Profile content and continued reviews so Maps visibility stayed strong.
October work completed:
- Final round of technical cleanup and index checks
- 6 pages refreshed for higher click through and conversion
- Google Business Profile posts, photos, and reviews kept consistent
October data:
- Organic leads: 160
- Organic sessions: 10,200
- Google Business Profile calls: 125
Before vs after proof: February 2025 compared to October 2025
In February 2025, the business had 50 organic leads, 3,900 organic sessions, and 38 Google Business Profile calls. Visibility was inconsistent across Dallas, and the profile did not look active enough to win clicks. The website also made it harder than necessary for mobile visitors to contact the team.
In October 2025, the business reached 160 organic leads, 10,200 organic sessions, and 125 Google Business Profile calls. The increase from 50 to 160 is a 220% growth in organic leads, and it matched the lift in both traffic and Maps actions. This was steady growth built from consistent local signals and stronger pages.
What changed in a simple way:
- The business showed up more often in Dallas local searches
- More people called directly from Google Business Profile
- Service pages became clearer, faster, and easier to convert
Tools used during the campaign
We used tools that helped us measure leads correctly, find real search demand, and fix technical issues without guessing. The reporting stayed simple so the team could understand progress each month. Each tool supported a specific part of the work.
Tools used:
- Google Analytics 4: lead tracking for calls, forms, and booking clicks
- Google Search Console: queries, clicks, page performance, indexing checks
- Google Tag Manager: clean event setup without breaking the site
- Google Business Profile: posts, photos, Q and A, and insights tracking
- Call tracking software: source level call reporting and spam filtering
- Screaming Frog: technical audits, metadata checks, internal linking gaps
- Ahrefs or Semrush: competitor research and local content opportunities
- BrightLocal: citation audits, local rank tracking, listing consistency
- PageSpeed Insights: mobile speed fixes on lead generating pages
- Looker Studio: simple monthly reporting dashboard for the owner
Why this worked in Dallas
Dallas local search is competitive, and home services buyers move fast. The campaign worked because we built trust and relevance at the same time, in both Google Maps and the website. We did not just chase rankings, we improved the full path from search to call.
It also worked because we stayed consistent. Weekly Google Business Profile activity, steady review growth, and monthly page improvements created strong local signals. Once Google saw stable quality, rankings and calls became more predictable.
What we would do next after October 20, 2025
After the campaign window, the next step would be to expand the same system into more service lines and nearby areas that still show demand. We would keep refreshing the top pages every 60 to 90 days based on new Search Console queries. This helps protect rankings as competitors update their pages.
We would also keep reviews and profile activity consistent, because that is a major driver for calls in home services. Over time, we would add more job photos, more short FAQs, and more local links from real Dallas sources. That is how organic leads keep growing without relying on ads.