SetupWhat the engines read
- Business Profile complete: hours, services, service area, a photo every week
- Service pages that state price ranges and response times in the first paragraph
- AI crawlers allowed in, with the schema they read
Services
Everything between the search and the signed ticket.
Four services, run by one team, because the failures happen between them: a search campaign paying for a customer who then reads a Business Profile with no reviews.
01 · AI search
The company the AI answer names
When a homeowner asks ChatGPT or Google's AI who to call, the answer names a few companies. Google picks from the Business Profile; ChatGPT and Perplexity quote the website.
MeasurementHow we count it
- Referrals from chatgpt.com and perplexity.ai split out in the weekly report
- Calls tagged when the caller says an AI sent them
- Monthly check: we ask the engines what your customers ask
02 · Paid ads
Every paid slot, on its own budget
In most accounts we inherit, an $89 diagnostic call and a $14,000 system replacement bid against each other out of the same daily budget. Google catches the homeowner whose system just died; Meta sells what they plan ahead.
LSALocal Services Ads
- Google Guaranteed screening and licence paperwork through to approval
- Junk leads disputed every week, credits chased
- Bid caps set per job category
- Response time watched, because it sets the ranking
Google AdsSearch campaigns
- Repair, replace and maintenance separated end to end
- Negative keyword lists reviewed every week
- Emergency schedules that follow the weather
- Call-only ads where the intent is a phone call
Meta adsFacebook and Instagram
- Your customer list, for maintenance and upgrade offers
- Visitors to your replacement pages in the last 30 days
- Photos and 15-second video from real jobs
- Lead forms into your field software, scored like calls
PagesLanding pages
- One page per city and per system type, each written by a person
- Financing terms and rebate deadlines above the fold
- Phone number as the primary action on mobile
- Form submissions delivered to dispatch, with a text alert
03 · SEO
The map pack, and the pages under it
For a no-cool call in August the decision often happens in the map pack: three listings, a rating, a distance. Under it sit the city and service pages that earn calls you are currently buying by the click.
Business ProfileThe map pack
- Categories and service area drawn to where your trucks go
- A review request after every closed ticket, replies handled
- Photos from the field and hours kept current
- Spam listings in your area reported, and re-reported
PagesCity and service pages
- One page per city you serve, with that city's price ranges
- One page per system type: heat pumps, furnaces, ductless, air quality
- Schema markup, so Google and the AI engines read it right
TechnicalThe site itself
- Load time measured on a phone over cellular
- Broken links, redirects and duplicate pages cleaned up
- Organic calls on their own number, scored like the rest
04 · Analytics
Every dollar traced to a booked job
You see what each channel cost last week and how many jobs it put on the board. Repair and replacement reported apart, because averaging them hides the campaign losing money.
Every inbound call gets a tracking number, a recording and a tag: booked, quoted, spam, existing customer. A person listens and marks it, so the weekly number holds up when you check it.
- Cost per booked job by channel and by job type, weekly
- Calls that rang out, when they rang, and what they were worth
- Missed-call text-back inside a minute, day or night
- Jobs pushed into ServiceTitan, Housecall Pro or FieldEdge with the source attached
You can check any number
Every booking in the report links to the recording it came from. Form fills and conversion pixels are not counted as bookings.
When your dispatch board and our report disagree, we go to the recording.
Not sure which ones you need
Send last month's call log and ad accounts. The audit tells you which of these you need before anyone quotes a retainer.