SerpCallsCustomer story · HVAC, plumbing & electrical
Two years of local SEO, actually measured.
John Owens Services runs HVAC, plumbing and electrical across six cities and three locations. We built SerpCalls to run their local SEO — and then kept operating the company, so every number below is production data, not a demo.
The Map Pack is where the calls come from.
For a service business, the three results Google pins to the map are worth more than the whole first page beneath them. On the most recent completed run, John Owens holds a top-3 Map Pack position in 106 of 107 tracked keyword–city pairs — and every tracked Local Service Ads placement sits in the top 3 as well.
That is the number we watch weekly. It is also the number most rank trackers never separate out, because they report one blended “position” that mixes the map with the blue links below it.
Free Google out-earned paid ads, 1.8 to 1.
Rankings only matter if they book work. Connected to the CRM, SerpCalls splits booked revenue into what came from rankings nobody paid for and what came from ad spend. Over 15 months, free Google booked $2.02M against $1.14M from paid.
Booked revenue attributed by the connected CRM. The current month is excluded because it is still accruing.
The part most case studies leave out
It also caught a decline we would otherwise have missed.
Organic did not go up and to the right. Comparing the same keyword–city pairs against a year ago, average organic position got worse — a slide that showed up in the weekly reports months before it would have shown up in the books.
That is the argument for measuring. Because it was visible, it could be worked. Over the last six months the same like-for-like comparison turned around: 94 of 169 pairs improved, average position moved from 12.3 to 10.8, and the count of top-3 organic placements went from 16 to 47.
A tool that only ever shows you good news is not measuring anything.
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