SEO Case Study: Boosted Local Map Views from 600 to 5,400 in 6 Months for a B2B Commercial Roofing Company in Phoenix
In January 2025, a Phoenix based B2B commercial roofing company partnered with Goforaeo to improve their local visibility and bring in more real project inquiries from facility managers, property managers, and general contractors. This SEO Case Study breaks down what we did, what changed month by month, and how the numbers moved in a way that feels honest and repeatable.
This is a 6 month timeframe: January 1, 2025 to June 30, 2025, focused on Phoenix, Arizona and nearby service areas where commercial work actually happens.
Quick overview and context:
This company was not new, but their Google Business Profile and local SEO presence were under used. They were getting some map activity, but the business was not showing up consistently for high intent searches like “commercial roofing contractor Phoenix” and “roof repair for warehouses Phoenix”.
We focused on strong basics done the right way: clean listings, better on page signals, real proof on the profile, and tracking that showed what was working.
Location and service focus:
- Primary market: Phoenix, Arizona
- Common job zones: industrial parks, retail strips, warehouses, office buildings, and multi unit commercial properties across the metro area
- Buyer type: B2B decision makers, not homeowners
Starting point in January 2025:
Before we touched anything, we ran a full local audit across the profile, website, and local listings.
What we found:
- Google Business Profile had the basics, but key fields were incomplete or not aligned with commercial intent
- Categories were not fully supporting the main services that make money
- Service pages on the website were thin and not location supported
- Photos were limited and did not show enough commercial proof
- Review count was low and reviews were not steady
- Tracking was messy, so it was hard to prove what was improving
Baseline metrics in January 2025:
- Google Maps views: 600
- Profile actions total: 98
- Calls from the profile: 12
- Website clicks from the profile: 21
- Direction requests: 9
- New reviews in the month: 1
- Average star rating: 4.3
What we measured and how we proved results:
We did not rely on feelings or guesses. We tracked what mattered and kept reporting simple.
Core local metrics we tracked:
- Google Business Profile: map views, searches, calls, website clicks, direction requests
- Keyword visibility: important commercial terms and service terms inside Phoenix
- Website performance: organic traffic to service pages, contact form submissions, calls
- Review growth: new reviews per month and review quality
- Local listing health: consistency across top directories
Tools used:
- Google Business Profile dashboard
- Google Search Console
- Google Analytics 4
- Google Tag Manager
- Looker Studio for simple monthly reporting
- BrightLocal for citation tracking and audits
- Local Falcon for map grid visibility checks
- Screaming Frog for on site SEO audits
- Ahrefs for backlink checks and competitor research
- Canva for clean post images and simple visuals
- CallRail for call tracking and recording (used for quality checks and lead proof)
Month by month progress with actions and numbers:
Below is the real monthly view, with what we worked on and how map activity moved. All months are in 2025, and the work happened consistently throughout the month, not in one big push.
January 2025: Audit, fixes, and tracking setup:
We started by cleaning the foundation first. If tracking and basics are wrong, the rest becomes guesswork.
Work completed:
- Full Google Business Profile review and fixes: hours, services, description, service areas
- Updated primary and secondary categories to match commercial intent
- Added a proper list of services with clear wording that buyers use
- Set up conversion tracking:
- Click to call events
- Form submissions
- Quote request button clicks
- Click to call events
- Cleaned up the website basics:
- Title tags and meta descriptions for key pages
- Internal links to main service pages
- Fixed broken links and indexing issues
- Title tags and meta descriptions for key pages
January numbers:
- Google Maps views: 600
- Calls: 12
- Website clicks: 21
- Direction requests: 9
- New reviews: 1
February 2025: Stronger profile signals and first content push:
Once the profile was clean, we built stronger trust signals. Google needs proof that a business is active, relevant, and real.
Work completed:
- Added new commercial job photos and organized them by type
- Wrote and published weekly Google Business Profile posts:
- maintenance tips for commercial roofs
- storm damage checks
- coating systems
- safety and compliance notes
- maintenance tips for commercial roofs
- Added a simple review request system:
- short message templates for email and text
- direct review link
- review follow up schedule
- short message templates for email and text
- Built and corrected local citations:
- fixed name, address, phone consistency
- removed duplicates where possible
- fixed name, address, phone consistency
February numbers:
- Google Maps views: 950
- Calls: 18
- Website clicks: 34
- Direction requests: 13
- New reviews: 3
March 2025: Service pages improved and local relevance added:
This month we made the website match the profile, so Google saw the same story in both places. We also made the service pages more useful for B2B buyers.
Work completed:
- Expanded key service pages with clear sections:
- who it is for
- common issues
- process steps
- safety and warranty notes
- who it is for
- Added location support without stuffing:
- Phoenix and nearby areas mentioned naturally
- job types common in Phoenix included
- Phoenix and nearby areas mentioned naturally
- Added schema markup:
- LocalBusiness schema
- Service schema where relevant
- FAQ schema on one key service page
- LocalBusiness schema
- Created a short “Commercial Roofing Projects” page with real proof:
- before after photos
- short job descriptions
- materials used
- before after photos
March numbers:
- Google Maps views: 1,700
- Calls: 27
- Website clicks: 58
- Direction requests: 20
- New reviews: 4
April 2025: Map visibility push with grids, Q and A, and more proof:
Now that the base was strong, we got more specific. We used map grid tracking to spot where visibility was weak and then strengthened those signals with content and engagement.
Work completed:
- Ran Local Falcon grid scans for key terms:
- commercial roofing contractor Phoenix
- commercial roof repair Phoenix
- roof coating Phoenix
- commercial roofing contractor Phoenix
- Added and answered Google Business Profile Q and A:
- service area questions
- emergency response timing
- commercial roof inspection process
- service area questions
- Uploaded more photos weekly:
- crews on site
- equipment
- coatings and repairs in progress
- finished commercial roofs
- crews on site
- Built a small set of local backlinks:
- supplier mentions
- local business directories that matter
- industry associations where possible
- supplier mentions
April numbers:
- Google Maps views: 2,800
- Calls: 39
- Website clicks: 92
- Direction requests: 28
- New reviews: 5
May 2025: Content that matches buyer intent and stronger trust signals:
This was the month we pushed more content that speaks directly to commercial decision makers. The big difference was focusing on the words and concerns B2B buyers have.
Work completed:
- Published two strong blog posts that supported services:
- how commercial roof maintenance reduces long term costs
- signs your flat roof needs repair in Phoenix heat
- how commercial roof maintenance reduces long term costs
- Created supporting pages for high value services:
- commercial roof inspection
- preventive maintenance plans
- roof coating systems
- commercial roof inspection
- Improved internal linking so Google could understand page importance
- Continued reviews and responded to every review with a real reply
- Added a simple lead quality check:
- tracked which calls turned into real quoting opportunities
- tracked which calls turned into real quoting opportunities
May numbers:
- Google Maps views: 4,100
- Calls: 54
- Website clicks: 130
- Direction requests: 41
- New reviews: 6
June 2025: Consistency, refinements, and the biggest lift:
By June, the profile looked alive, the website supported it, and we had steady proof signals. Instead of doing “more”, we focused on doing the right things weekly.
Work completed:
- Continued weekly Google Business Profile posting
- Added new job photos and short job notes
- Refined service descriptions based on searches we saw in Search Console
- Improved page speed and mobile usability on key service pages
- Added more local citations where competitors were showing up
- Ran another full grid scan and fixed weak zones by boosting relevance:
- added more content tied to those services
- strengthened internal linking to the right pages
- added more content tied to those services
June numbers:
- Google Maps views: 5,400
- Calls: 68
- Website clicks: 176
- Direction requests: 52
- New reviews: 7
Before vs after proof:
These are the clean before and after numbers based on the same tracking methods.
Google Maps views:
- January 2025: 600
- June 2025: 5,400
- Net change: +4,800 views
- Growth: 9 times increase
Profile actions:
- January 2025 total actions: 98
- June 2025 total actions: 296
- What improved most:
- calls and website clicks grew steadily each month
- calls and website clicks grew steadily each month
Calls from the profile:
- January 2025: 12
- June 2025: 68
- Net change: +56 calls
Website clicks from the profile:
- January 2025: 21
- June 2025: 176
- Net change: +155 clicks
Reviews:
- New reviews January 2025: 1
- New reviews June 2025: 7
- Review flow became consistent, which helped trust and ranking
The strategy explained in a simple way:
This worked because we did local SEO like a system, not like random tasks.
Step 1: Make Google trust the business info:
We fixed the profile and listings so Google saw one clear identity across the web. If name, address, and phone details are messy, map rankings get harder.
What we did:
- cleaned citations
- removed duplicates
- matched the business details everywhere
Step 2: Make the profile look active and real:
A profile with fresh photos, posts, and reviews sends strong signals. It also helps customers feel confident.
What we did:
- weekly posts
- weekly photo uploads
- steady review requests
- fast replies to reviews and questions
Step 3: Make the website support the profile:
If the profile says “commercial roof repair” but the website barely talks about it, the signals are weak. We aligned both.
What we did:
- expanded service pages
- added real project proof
- improved internal linking
- added schema
Step 4: Track what matters and double down:
We used Search Console and map grid scans to see what was rising and what was stuck. Then we adjusted.
What we did:
- tracked searches and clicks
- watched which services brought map visibility
- improved weak zones with better content and relevance
What made this case different for a B2B roofing company:
Commercial roofing is not like local home services. The buyer is careful, the ticket size is higher, and trust matters more.
Key moves that helped B2B results:
- Photos showing real commercial projects, not stock images
- Clear service wording for commercial needs
- Content that speaks to maintenance plans, coatings, inspections, and compliance
- Review replies written like a business, not generic templates
Tools used in daily work:
We kept the tool stack simple and focused. Tools do not create results by themselves, but they make work cleaner and easier to prove.
Main tools:
- Google Business Profile dashboard for profile work and performance
- Google Search Console for search terms and indexing checks
- Google Analytics 4 for traffic and user behavior
- Google Tag Manager for conversion tracking without messy code edits
- Looker Studio for monthly reporting that is easy to read
- BrightLocal for citation audits and tracking
- Local Falcon for map grid scans across Phoenix areas
- Screaming Frog for technical checks
- Ahrefs for competitor research and backlink checks
- Canva for clean post visuals
- CallRail for tracking calls and lead quality
Key takeaways for businesses reading this:
If you want local map growth that lasts, do not chase shortcuts. Do the basics better than your competitors and keep it consistent.
What mattered most here:
- A complete and accurate Google Business Profile
- Weekly activity on the profile
- Real proof through photos and reviews
- Service pages that match what people search
- Tracking that shows what is working
What happened next:
By the end of June 2025, the company had a profile that looked active, trusted, and clearly focused on commercial roofing in Phoenix. The map visibility increase also supported stronger lead flow, especially from calls and website clicks coming directly from the profile.