SEO Case Study: How a Plumbing Business Increased Emergency Calls by 230%
On May 7, 2025, a local plumbing business in San Antonio, Texas partnered with Goforaeo to turn Google searches into real urgent phone calls and booked emergency jobs. They were already getting some calls from referrals, but Google was not bringing consistent emergency leads. Most weeks felt unpredictable, especially after business hours.
This case study shows the full SEO work we completed, the monthly actions, and the exact before vs after proof. Every number below is tracked and filtered so the results stay genuine and easy to understand.
Client snapshot: location, services, and timeline
This business serves homeowners and small commercial clients in San Antonio. They handle both planned plumbing work and urgent problems that cannot wait. The campaign focused on local search visibility, Maps presence, and conversion improvements that push people to call fast.
Location: San Antonio, Texas. Campaign start date: May 7, 2025. Reporting end date: November 30, 2025. Total timeframe covered in this report: almost 7 months. We selected this window because it includes enough time for SEO changes to rank, settle, and build trust.
Service area focus and emergency service types
We focused on neighborhoods and service areas where the company can actually respond quickly. This mattered because emergency calls are time sensitive and customers expect fast arrival.
Primary service coverage included:
- Downtown San Antonio
- Alamo Heights
- Stone Oak
- Leon Valley
- Castle Hills
- Medical Center area
- North Central and nearby high demand zones
Emergency services we prioritized because they drive urgent intent:
- Burst pipe and water leak repairs
- Clogged drains and sewer backups
- Water heater no hot water calls
- Toilet overflow and main line issues
- After hours urgent plumbing help
What we tracked and what counts as an emergency call
We started by fixing tracking because emergency plumbing leads can get messy. Spam calls, wrong numbers, and quick hang ups can inflate results if you do not filter properly. We set a clean definition so growth could be measured honestly.
In this case study, an emergency call is a qualified call from organic sources where the caller is clearly asking for urgent help. We counted calls only when the caller wanted service, not price shoppers who hang up instantly.
Emergency call definition used in this report
A call was counted when it met these rules:
- The call came from Google organic results or Google Business Profile
- The call lasted 60 seconds or longer, to remove most spam and wrong numbers
- The call included urgent intent like leak, backup, no hot water, overflow, emergency, or same day need
- Repeat calls from the same person were counted once when they were about the same issue
Tracking and proof tools used
We used a simple tracking stack that gives clean proof without confusion:
- Google Analytics 4: organic sessions, call button clicks, and conversion events
- Google Search Console: queries, impressions, clicks, and indexing checks
- Google Business Profile Insights: calls, website clicks, and direction requests
- Call tracking for organic: call recordings, call length filtering, and lead tagging
- Local rank checks and audits using Semrush or Ahrefs as needed
Starting point in May 2025: the baseline numbers
May 2025 was the first month with clean tracking in place, so it became the baseline for comparison. At that time, the business showed up for a few branded searches, but it was weak for non brand emergency keywords. They also had service pages, but they were thin and did not match local intent in San Antonio.
Baseline metrics for May 2025:
- Emergency calls from organic: 30 per month
- Organic website sessions: 740 per month
- Google Business Profile actions: 980 per month
This baseline was not terrible, but it was far below what a strong San Antonio plumbing company can get. The biggest issue was that the business was invisible for many urgent searches, especially on mobile where most emergency customers search.
What was holding them back
We found a few common problems that blocked growth:
- Emergency pages were too general, so Google could not match them to urgent intent
- The website did not clearly connect services with San Antonio areas people search for
- The Google Business Profile was not active enough to compete in Maps
- Reviews were not growing consistently, which reduced trust for urgent decisions
- Mobile conversion was weak, so people visited but did not call fast
Strategy overview: how we increased emergency calls without shortcuts
The strategy was simple: show up more often for urgent searches, make the listing and website feel trustworthy, and remove friction so people can call in seconds. We avoided spam links, fake location pages, and keyword stuffing because those tactics hurt long term stability.
We built the plan around customer behavior. When a pipe bursts, people do not browse for long. They scan, trust, and call. So we improved ranking and we improved the call decision experience.
Step 1: Build emergency focused service pages that match real searches
Most plumbing sites have one service page that lists everything. That usually fails for emergency intent. We built separate pages and rewrote existing pages so each one matched a specific urgent service type.
Pages we improved and expanded included:
- Emergency plumber San Antonio
- Water leak repair and burst pipe help
- Drain cleaning and clogged drain emergency
- Sewer backup help and main line issues
- Water heater repair and no hot water urgent service
Each page used simple sections: symptoms, what to do now, how fast we can respond, what impacts pricing, and a clear call button. This helped both ranking and conversions.
Step 2: Improve Google Business Profile to win more Maps calls
For emergency plumbing, Google Maps can drive the fastest calls. We treated the profile like a weekly channel, not a one-time listing, and improved categories, services, photos, and ongoing activity.
We also filled the profile with real proof, because emergency customers choose the business that looks reliable. Small details like fresh photos and quick answers can change call volume a lot.
Step 3: Strengthen trust signals with reviews and clear proof
In urgent situations, reviews matter even more than usual. People want a company that will show up and fix the problem without surprises. We built a steady review system so the business gained social proof each month, not just one burst.
We also improved trust on the website by adding real photos, service explanations, and clear next steps. This reduced fear and increased calls.
Step 4: Fix technical and conversion issues that stop calls
Emergency customers are mostly on mobile. If the site is slow, confusing, or the call button is hard to find, they leave. We improved speed, page clarity, and call placement across key pages.
We also set up better internal linking so emergency pages gained strength faster. This helped Google understand which pages matter most.
Month by month actions and results
Below is the month by month breakdown from May 2025 through November 2025. Each month includes key work completed and the exact metrics we tracked. All numbers are from organic sources only, so they reflect SEO performance, not paid ads.
May 2025: Setup, tracking, and baseline
May was focused on clean tracking and urgent fixes. We connected GA4 and Search Console properly, set up call tracking, and confirmed conversion events were firing. We also fixed a few technical issues that were hurting crawling and speed.
Work completed in May:
- Tracking setup: GA4 conversions and call tracking filters
- Technical cleanup: broken links, redirects, and crawl issues
- First round of Google Business Profile updates and photos
May 2025 results:
- Emergency calls: 30
- Organic sessions: 740
- Google Business Profile actions: 980
June 2025: Emergency pages rebuilt and local relevance added
June focused on building pages that match urgent search intent. We rewrote key sections to be clearer and more direct, and we added San Antonio relevance naturally. We also improved internal linking so emergency pages were easier for Google to discover.
Work completed in June:
- Expanded emergency service pages with clear symptoms and next steps
- Added stronger call placements on mobile, especially above the fold
- Improved Google Business Profile services list and description
June 2025 results:
- Emergency calls: 41
- Organic sessions: 980
- Google Business Profile actions: 1,250
July 2025: Maps activity, reviews, and faster trust building
July was a major local push. We kept the Google Business Profile active with posts and photos, and we built a steady review request process after completed emergency jobs. We also improved the Q and A section to remove customer hesitation.
Work completed in July:
- Weekly Google Business Profile posts focused on urgent services
- Review request system added to the job completion process
- Q and A improved with common emergency questions
July 2025 results:
- Emergency calls: 55
- Organic sessions: 1,250
- Google Business Profile actions: 1,600
August 2025: Content depth, speed improvements, and better call conversion
August focused on making pages more helpful and faster. We improved mobile speed and simplified page sections so urgent visitors could make a decision quickly. We also expanded content around high demand problems like leaks and sewer backups.
Work completed in August:
- Mobile speed improvements and image compression
- Page sections rewritten for quick scanning and trust
- Added supporting content around leak detection and drain emergencies
August 2025 results:
- Emergency calls: 68
- Organic sessions: 1,550
- Google Business Profile actions: 1,950
September 2025: Authority, citations, and stronger local proof
September focused on stability. We cleaned up listing consistency across the web and built a small set of local authority signals. We also added more real job photos to strengthen trust for emergency searchers.
Work completed in September:
- Citation cleanup: consistent name, address, and phone
- Local trust signals: relevant mentions and profile strengthening
- More job photos and service proof added to key pages
September 2025 results:
- Emergency calls: 79
- Organic sessions: 1,780
- Google Business Profile actions: 2,200
October 2025: Better rankings for urgent terms and stronger after hours intent
October focused on capturing more after hours and same day intent. We improved wording and structure on urgent pages so Google could match searches like emergency plumber near me and 24 hour plumber style intent. We also refined call to action text to be clearer.
Work completed in October:
- Updated emergency pages for same day and after hours language
- Stronger internal linking to emergency pages from the homepage
- Continued review growth and fast responses to every review
October 2025 results:
- Emergency calls: 90
- Organic sessions: 2,050
- Google Business Profile actions: 2,500
November 2025: Peak month and stable emergency call flow
November was about keeping momentum steady and improving conversion rate on the traffic already coming in. We refreshed top pages with clearer FAQs, improved trust elements, and kept the Google Business Profile active and up to date.
Work completed in November:
- Refresh of top emergency pages with clearer FAQs and proof
- Continued weekly Google Business Profile activity and photo uploads
- Conversion improvements on mobile call buttons and contact flow
November 2025 results:
- Emergency calls: 99
- Organic sessions: 2,280
- Google Business Profile actions: 2,750
Before vs after proof: the 230% increase explained clearly
This comparison uses the same emergency call definition across the entire campaign. We compare the baseline month to the final month in the reporting window, so the proof stays clean.
Before: May 2025 emergency calls from organic: 30 per month.
After: November 2025 emergency calls from organic: 99 per month.
That is 69 more emergency calls per month. It equals a 230% increase in emergency calls from SEO.
Supporting proof metrics that explain why calls increased
Traffic increased, but more importantly, the right traffic increased. The pages started ranking for urgent searches, and the listing gained more engagement in Maps.
Supporting metrics grew like this:
- Organic sessions: from 740 in May 2025 to 2,280 in November 2025
- Google Business Profile actions: from 980 in May 2025 to 2,750 in November 2025
Where the emergency calls came from: website vs Maps
We also tracked call sources so we could see what was driving the lift. Maps was the biggest driver, but website calls grew strongly too.
May 2025 call split:
- Google Business Profile calls: 18
- Website organic calls: 12
November 2025 call split:
- Google Business Profile calls: 56
- Website organic calls: 43
What made the biggest difference in this campaign
The biggest difference was building emergency pages that match real urgent searches. When a customer searched for leak repair or sewer backup in San Antonio, they landed on a page that spoke directly to that problem. That improved rankings and made people feel confident enough to call.
The second difference was consistent Google Business Profile activity. Frequent photos, posts, accurate services, and quick answers made the listing look active and trustworthy. That helped Maps visibility and increased call clicks.
The third difference was removing friction on mobile. Emergency customers want one thing: a fast call. By improving speed and call placement, we turned more visits into calls without needing perfect traffic growth every single month.
Tools used during the campaign
We used tools that support real measurement and practical SEO work. The focus was proof, consistency, and steady improvement.
Tools used:
- Google Analytics 4
- Google Search Console
- Google Business Profile Insights
- Call tracking for organic leads with call recordings and filtering
- Semrush or Ahrefs for keyword research and competitor gap checks
- Screaming Frog for technical audits and crawl fixes
- PageSpeed Insights for mobile performance improvements
Key takeaways for plumbing companies in San Antonio
If you want more emergency calls from SEO, you need three things working together: visibility, trust, and speed to call. Ranking alone is not enough if the listing looks inactive or the website makes calling difficult.
The biggest lesson here was consistency. Each month included page improvements, Google Business Profile updates, review growth, and technical checks. That steady work is what created stable growth, not a short spike.
What we recommended after November 2025
After November 2025, the plan was to protect rankings and expand coverage into more profitable urgent services. We also wanted to keep review growth steady because it continues to improve trust and Maps performance.
Next phase priorities included:
- Expand emergency content for specific problems like slab leaks and gas line concerns
- Add more real job photos and short proof stories on the website
- Continue weekly Google Business Profile activity without gaps
- Keep citation consistency checks every quarter
- Track calls by service type to see what drives the highest value jobs
Closing summary
From May 2025 through November 2025, this San Antonio plumbing business partnered with Goforaeo and increased tracked emergency calls from 30 per month to 99 per month, which is a 230% increase. The results were supported by strong growth in organic sessions and Google Business Profile actions, showing clear visibility and engagement gains.