SEO Case Study: How an HVAC Company Increased Service Requests by 260%
On May 12, 2025, a local HVAC company in Las Vegas, Nevada partnered with Goforaeo because their schedule depended too much on referrals and rising paid ad costs. They were busy during peak heat, but the pipeline was not steady, and competitors were showing above them on Google for the exact services they offered.
This case study covers May 12, 2025 to November 25, 2025, and shows how monthly service requests grew from 120 to 432, a verified 260% increase, using a clear SEO plan with month by month execution and tracking.
Company snapshot: Services, service area, and how leads arrived
The company offered AC repair, AC installation, tune ups, heating repair, ductwork, and maintenance plans across Las Vegas. They had strong technicians and good customer feedback, but the website and Google profile did not explain their service depth clearly. A lot of their content looked similar to other HVAC websites, so Google had no reason to prefer them.
Before SEO, many visitors landed on the homepage, scanned quickly, then left without calling. The site did not guide people into the right service page, and the contact options were not placed well for mobile users. That combination made the company lose leads even when they were getting traffic.
What we counted as a service request
We avoided vague “lead” reporting and tracked only actions that matched real buying intent. That kept numbers honest and helped the client trust the results.
A service request was counted when a user did any of the following:
- Submitted the main service form or emergency repair form
- Clicked to call from the website and stayed connected long enough to be a real inquiry
- Requested an appointment through the scheduling flow
- Used chat to request a visit, then confirmed contact details
Baseline: May 2025 numbers before the main SEO changes
We locked the baseline in May 2025 after fixing tracking, so the starting numbers were reliable. We pulled data from GA4, Google Search Console, Google Business Profile insights, and call tracking.
In May, the company had demand, but Google visibility was inconsistent for non branded searches. Many map views did not turn into calls because the profile lacked strong service signals and the site did not match search intent closely.
May 2025 baseline metrics
- Service requests, all sources: 120
- Service requests from organic search: 38
- Organic sessions: 2,000
- Organic request rate: 1.9%
- Google Business Profile actions: 1,480
- Non branded keywords in top 10: 9
- Average mobile load time on key pages: 5.2 seconds
Results: November 2025 numbers after the SEO campaign
By November 2025, both visibility and conversion improved, which is what creates long term growth. The company showed up more often for local service searches, and the website turned more visitors into booked jobs.
This was not just a traffic win. The quality of requests improved because pages were built around the exact problems people search for in Las Vegas, like AC not cooling, strange noises, and emergency repair.
November 2025 final metrics
- Service requests, all sources: 432
- Service requests from organic search: 178
- Organic sessions: 4,600
- Organic request rate: 3.9%
- Google Business Profile actions: 5,140
- Non branded keywords in top 10: 31
- Average mobile load time on key pages: 2.4 seconds
Before vs after proof: Where the 260% increase comes from
We kept the comparison fair by using the same metric across two clear months. The baseline month was May 2025, and the end month was November 2025.
Proof summary:
- May 2025 service requests: 120
- November 2025 service requests: 432
- Increase in monthly service requests: 312
- Percent increase: 260%
What was blocking growth before SEO
The biggest issue was weak local relevance for service plus city searches. People were searching for things like “AC repair Las Vegas” and “HVAC company Las Vegas,” but the site did not have strong, focused pages that matched those searches. When pages are too general, Google often ranks competitors that have clearer service pages.
The second issue was trust placement. The company had good reviews and real experience, but proof was not placed near the decision points. Visitors did not quickly see licensing, guarantees, service process, and clear next steps, so they hesitated and contacted other companies.
The third issue was mobile friction. Many HVAC searches happen on a phone during a stressful moment, like an AC breakdown. Slow pages, weak call buttons, and confusing navigation reduce calls even when rankings improve.
Strategy overview: The plan we followed in Las Vegas
We used a simple local SEO framework that works for HVAC when it is executed consistently. First we fixed tracking and technical issues, then we built high intent service pages, and then we strengthened Google Business Profile visibility and local trust signals.
We also focused on conversion, not just ranking. For HVAC, speed, clarity, and strong calls to action are as important as content. A great page that loads slowly can still lose jobs.
Core strategy pillars
- Tracking and measurement cleanup
- Service page structure built around real search intent
- Google Business Profile improvements and weekly activity
- Mobile speed and on page conversion upgrades
- Reviews, proof content, and local authority links
Tools used: How we planned, executed, and measured
We kept tools practical and used them throughout the campaign. Each tool had a clear job, and we used the data to decide what to fix next.
Tools used during the campaign:
- Google Analytics 4: tracked forms, call clicks, appointment steps, source paths
- Google Search Console: tracked queries, impressions, clicks, indexing, page performance
- Google Business Profile insights: tracked calls, direction requests, website clicks, photo activity
- Screaming Frog: audited technical issues, internal links, duplicates, broken pages
- Ahrefs: competitor gaps, keyword research, link opportunities, content ideas
- PageSpeed Insights: diagnosed mobile issues and guided speed fixes
- Call tracking: filtered low quality calls and confirmed lead sources
Month by month execution: Work done and the numbers that changed
Below is the monthly timeline from May 2025 to November 2025. Each month includes what we worked on and the key numbers we tracked. This is the same structure we used internally to keep progress clear.
May 2025: Tracking fixes and quick local improvements
We began on May 12, 2025 by fixing measurement so every real request was counted. Then we cleaned up the highest traffic pages so Google and users could understand services quickly. This month was mainly about building a clean base.
Work completed in May 2025:
- Set up GA4 events for forms, call clicks, and appointment requests
- Confirmed call tracking and cleaned source attribution
- Updated titles and page headings to better match Las Vegas service intent
- Improved mobile call button visibility on key pages
May 2025 results:
- Service requests: 120
- Organic service requests: 38
- Organic sessions: 2,000
- GBP actions: 1,480
June 2025: Service pages rebuilt for search intent
In June, we created clearer service pages so Google could map the site to HVAC searches. Instead of one general HVAC page, we built focused pages for AC repair, AC installation, tune ups, and heating services. We also added simple explanation sections so visitors knew what happens next.
Work completed in June 2025:
- Built focused service pages with clear Las Vegas relevance
- Added FAQ sections based on real call questions and Search Console queries
- Improved internal linking from homepage to service pages and contact page
- Added proof blocks: licensing, warranty notes, and service guarantees
June 2025 results:
- Service requests: 148
- Organic service requests: 52
- Organic sessions: 2,400
- GBP actions: 1,860
July 2025: Google Business Profile push and map visibility
July is peak season for HVAC in Las Vegas, so we leaned into map visibility. We improved the profile structure, added service details, and posted consistently. We also refreshed photos because HVAC profiles with real job photos often earn higher engagement.
Work completed in July 2025:
- Updated Google Business Profile services, categories, and descriptions
- Added new job photos and short captions that matched common services
- Started weekly profile posts with seasonal tips and service reminders
- Improved location signals on the site, including service area language and contact details
July 2025 results:
- Service requests: 190
- Organic service requests: 68
- Organic sessions: 2,900
- GBP actions: 2,410
August 2025: Mobile speed and conversion improvements
In August, we focused on removing friction so more visitors turned into calls and form fills. HVAC users often want fast answers, so we improved load time and made contact options easier to reach. We also simplified the main form so fewer people dropped off.
Work completed in August 2025:
- Compressed heavy images and removed unnecessary scripts
- Improved page layout so the call button and form appear earlier on mobile
- Reduced form fields and improved error handling on form submission
- Added trust points near calls to action, like review highlights and response time notes
August 2025 results:
- Service requests: 255
- Organic service requests: 96
- Organic sessions: 3,600
- GBP actions: 3,220
September 2025: Content that matches urgent HVAC searches
September was about capturing high intent searches that describe problems, not just services. We created helpful pages like “AC not cooling” style topics, written in simple language, and linked them into the main service pages. This improved both rankings and conversions because the content reduced doubt.
Work completed in September 2025:
- Published problem based pages tied to real homeowner searches
- Added clear “when to call a technician” sections to reduce low intent calls
- Strengthened internal links from content pages to service pages
- Tuned headings and copy based on Search Console query patterns
September 2025 results:
- Service requests: 312
- Organic service requests: 121
- Organic sessions: 4,000
- GBP actions: 3,980
October 2025: Reviews, trust building, and local authority
In October, we boosted trust signals that influence both rankings and human decisions. Reviews are a major factor for HVAC because customers want safety and reliability. We also earned a few local mentions from relevant directories and community pages.
Work completed in October 2025:
- Built a clean review request flow after completed jobs
- Responded to reviews with helpful replies and service context
- Added a “recent work” proof section with real job photos and short notes
- Earned local citations and a few quality mentions to strengthen authority
October 2025 results:
- Service requests: 376
- Organic service requests: 151
- Organic sessions: 4,300
- GBP actions: 4,620
November 2025: Consolidation and protecting the wins
In November, the focus was to keep growth stable and prevent slow drops that happen when sites are not maintained. We refreshed key pages, checked technical health, and improved internal linking so the most important pages stayed strong. This month also supported heating and maintenance intent, which helped keep leads steady.
Work completed in November 2025:
- Updated service pages with fresh proof, seasonal notes, and clearer CTAs
- Fixed minor crawl issues, broken links, and duplicate tags
- Improved internal linking between related services and FAQs
- Final conversion review on mobile to keep calls and forms easy to reach
November 2025 results:
- Service requests: 432
- Organic service requests: 178
- Organic sessions: 4,600
- GBP actions: 5,140
Why this worked: Simple explanation without hype
The growth happened because the company started showing up for the exact searches Las Vegas homeowners use, and the website made it easy to take the next step. Focused service pages gave Google clarity, and Google Business Profile activity improved map exposure. Faster mobile pages and stronger trust sections reduced drop offs.
The conversion lift tells the real story. Organic request rate improved from 1.9% to 3.9%, so traffic did not just grow, it became more valuable. When visibility and conversion improve together, results compound.
Key takeaways for HVAC SEO in Las Vegas
This project shows that HVAC SEO works best when it is built around urgent intent, strong local signals, and a low friction mobile experience. A site can rank, but if the call button is hidden or the page is slow, jobs still get lost. The best results come when rankings and user experience improve at the same time.
From May 12, 2025 to November 25, 2025, this Las Vegas HVAC company increased monthly service requests from 120 to 432, delivering a verified 260% increase through a clear, step by step SEO strategy managed by Goforaeo.