Case Study: Increased Call Volume 4X in 7 Months in Phoenix
In 2025, a Phoenix based healthcare clinic partnered with Goforaeo to increase inbound call volume from organic search and Google Maps. The clinic name is anonymized due to an NDA, and the numbers below are taken from call tracking, Google Business Profile insights, GA4, and Google Search Console for the dates listed.
Snapshot of Results
Timeframe: March 10, 2025 to October 10, 2025
Location: Phoenix, Arizona
Before vs after results:
- Monthly call volume (organic + GBP): 52 to 212 (4X)
- Calls from Google Business Profile: 34 to 142 per month
- Calls from website organic traffic: 18 to 70 per month
- GBP actions: 410 to 1,520 per month
- Discovery searches (GBP): 2,400 to 8,900 per month
- Organic clicks (GSC): 1,080 to 3,460 per month
- Top 3 local pack placements (tracked): 3 to 14 keywords
Context and Starting Point
The clinic had strong patient care, but call volume from non branded searches was inconsistent. The business was showing up for some local queries, yet it was not showing up often enough for service intent searches. When it did appear, the profile and pages were not making it easy for mobile users to call.
We treated “more calls” as a full system problem. Rankings and visibility matter, but call growth also depends on listing completeness, conversion friendly pages, trust signals, and tracking accuracy. We improved all of these together so the lift held steady, not just a short spike.
Tracking and Call Attribution Setup
Before making changes, we cleaned tracking so calls were measured correctly and not double counted. We also separated listing calls from website calls so we could see which channel was driving the lift.
What we set up
- Call tracking numbers with source attribution for organic and GBP
- GA4 events for click to call, tap to call, form submits, and booking clicks
- GBP call reporting and action tracking
- Search Console query and landing page segmentation
- Looker Studio dashboard with weekly notes and change dates
- Basic lead log review to validate that calls were real patient inquiries
Diagnosis: Why Calls Were Low
We audited Google Business Profile, the website, and citations together. The clinic was credible, but signals were fragmented and conversion flow was weak for mobile users, which is where most calls happen.
Key issues we found
- GBP services were incomplete and lacked descriptions, limiting discovery coverage
- Categories were not set to cover all high intent services
- Photos were outdated and posts were inconsistent, lowering engagement
- Citations had small NAP variations and a few duplicates, reducing trust
- Service pages were thin and not written for “call now” intent
- CTAs were often below the fold on mobile
- Some high intent services didn’t have dedicated landing pages
- Page speed issues caused early exits before users called
Strategy Overview
We used a seven month plan that focused on three levers: show up more often, earn the click, and make calling the easiest next step. We tracked progress weekly and adjusted based on live query movement.
Workstreams
- Google Business Profile rebuild for service coverage and conversion
- Service page expansion and new pages for high intent services
- Internal linking to push authority into call driven pages
- Citation cleanup to stabilize local visibility
- Ongoing GBP engagement: posts, photos, Q&A, review replies
- Conversion improvements for mobile calling
- Snippet improvements to increase qualified clicks from search
Google Business Profile Work That Drove Calls
We treated GBP as the primary call driver. In local healthcare, many people call directly from Maps without visiting the website.
What we improved in GBP
- Updated primary and secondary categories based on demand and competitors
- Expanded service list with short descriptions using search language
- Improved business description with clear services, location, and booking steps
- Updated attributes and appointment links for better action flow
- Added call friendly content to posts such as availability, insurance, same week visits
- Built a photo plan: exterior for trust, interior for comfort, staff for credibility, service context images
- Added Q&A with common booking questions and clear answers
Why this increased calls
Better categories and services increased the number of searches the clinic could match. Posts and photos increased engagement, which often supports stronger local visibility. Clear call options and better trust cues improved the action rate once users found the listing.
Website Changes That Increased Call Conversions
Even when calls come from GBP, the website still supports rankings and trust. We upgraded pages so they ranked better and made it easy to call from mobile.
High impact on site updates
- Built or expanded dedicated pages for the most call driven services
- Rewrote above the fold sections to confirm service and Phoenix location quickly
- Added “when to call” and “same day help” blocks for urgent intent
- Added FAQs from Search Console queries to capture more clicks and reduce drop offs
- Improved CTAs: call now button above the fold, repeated after key sections
- Added sticky call button on mobile templates
- Improved trust sections: provider credentials, reviews, insurance guidance, what to expect
- Improved internal linking so authority flowed into top service pages
Citation Cleanup and Trust Consistency
Local visibility becomes unstable when citations are inconsistent. We prioritized the highest impact platforms first, then worked outward.
What we fixed
- Standardized NAP and hours to one approved version
- Removed duplicates and merged profiles where possible
- Updated website URL and appointment links across directories
- Claimed and optimized key healthcare directories where competitors were present
Reviews and Reputation Signals
We improved review velocity and response consistency with a compliant workflow. Reviews helped call conversion because people compare clinics before calling.
What we implemented
- A compliant review request workflow after visits
- Response templates that felt personal and human
- A response cadence so reviews were not left unanswered
- On site review placement near CTAs for trust reinforcement
Snippet and CTR Improvements
More calls also require better clicks. We improved titles and meta descriptions so high intent searchers clicked and landed on the right page.
What we improved
- Titles focused on service plus Phoenix intent, not generic names
- Meta descriptions included next step language like call, same week availability, appointment help
- Reduced cannibalization between similar pages so the best page ranked
- Added FAQ schema where eligible to win more SERP space
Tools Used
CallRail or similar call tracking, Google Business Profile insights, GA4, Google Search Console, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 10 to March 31, 2025
We completed the audit, cleaned call tracking and GA4 attribution, and fixed quick listing gaps that impact discovery. We also identified the top services that historically drive calls and mapped them to pages and GBP services.
Month end metrics:
- Total calls: ~52
- GBP calls: ~34
- Website organic calls: ~18
- GBP actions: ~410
- Discovery searches: ~2,400
April 2025
We rebuilt GBP categories and services, added descriptions, improved the business description, and started weekly posts and fresh photos so the listing looked active. On site, we improved above the fold messaging and added clearer call CTAs on priority pages.
Month end metrics:
- Total calls: ~78
- GBP calls: ~52
- Website organic calls: ~26
- GBP actions: ~610
- Discovery searches: ~3,600
May 2025
We shipped the first wave of dedicated service pages, added FAQ blocks from real query data, and strengthened internal linking so these pages could rank faster. Citation cleanup began on major platforms to stabilize visibility.
Month end metrics:
- Total calls: ~104
- GBP calls: ~70
- Website organic calls: ~34
- GBP actions: ~820
- Discovery searches: ~5,100
June 2025
We improved mobile conversion flow with a sticky call button, clearer contact blocks, and faster templates. We also expanded GBP engagement and improved review response cadence to increase trust.
Month end metrics:
- Total calls: ~132
- GBP calls: ~88
- Website organic calls: ~44
- GBP actions: ~1,040
- Discovery searches: ~6,400
July 2025
We doubled down on services gaining traction, refined service page copy to match call intent, and improved snippets to win more qualified clicks. Citation inconsistencies and duplicates were cleaned further to reduce local volatility.
Month end metrics:
- Total calls: ~164
- GBP calls: ~110
- Website organic calls: ~54
- GBP actions: ~1,240
- Discovery searches: ~7,500
August 2025
We expanded internal linking, refreshed underperforming pages, and continued steady GBP posts and photos. We also improved Q&A coverage and added stronger trust cues near CTAs so more visitors felt confident calling.
Month end metrics:
- Total calls: ~190
- GBP calls: ~128
- Website organic calls: ~62
- GBP actions: ~1,400
- Discovery searches: ~8,300
September 10 to October 10, 2025
We focused on stability and scaling what worked, refined conversion flow for mobile users, and maintained listing engagement so visibility stayed strong. Call volume reached a new baseline without heavy week to week swings.
Month end metrics:
- Total calls: ~212
- GBP calls: ~142
- Website organic calls: ~70
- GBP actions: ~1,520
- Discovery searches: ~8,900
Before and After Proof Summary
Calls increased because the clinic showed up more often for service searches, the GBP listing became complete and active, and the website made calling easier on mobile. Citation cleanup improved stability, and better snippets brought more qualified visitors.
- Total monthly calls: 52 to 212
- GBP calls: 34 to 142
- Website organic calls: 18 to 70
- Discovery searches: 2,400 to 8,900
What Made It Work
The biggest driver was aligning visibility with action. Once GBP services and the website matched what Phoenix patients actually search, the clinic appeared more often. Once CTAs and mobile experience were improved, those views became calls. Consistent engagement through posts, photos, and reviews helped the gains hold.