Case study / Home Services
Turning Local Search Visibility Into Qualified Enquiries
How a home services business converted Google Search and Maps visibility into 2,606 measurable customer actions.
Roughly 1 in every 13 profile views resulted in a measurable customer action.
01 / Results
The outcome, at a glance.
Measured customer actions generated during the supplied reporting period.
- 01 / Search & Maps views
- 34,010
- 02 / Customer actions
- 2,606
- 03 / Website clicks
- 1,743
- 04 / Phone calls
- 291
- 05 / Direction requests
- 572
Evidence note Figures reflect the anonymized client record supplied for this case study. The reporting-period dates were not provided, so no timeframe has been inferred.
02 / Context
Visibility had to lead somewhere useful.
A home services business operating in a competitive local market wanted to strengthen its Google presence and generate more customer actions directly from local search.
The strategy focused on improving Google Business Profile visibility and making it easier for high-intent users to contact the business or visit its website.
The challenge was not simply generating visibility, but converting local discovery into measurable actions.
Home service customers typically search with strong local intent. They are looking for a nearby provider and often need to compare businesses before making contact.
03 / Focus
A connected path from discovery to action.
The campaign concentrated on the controllable signals and conversion pathways closest to local demand.
- 01Increase Google Search and Maps visibility
- 02Improve local relevance
- 03Optimize the Google Business Profile
- 04Strengthen business and service information
- 05Encourage website visits and direct enquiries
- 06Monitor customer actions to identify the strongest conversion paths
04 / Action mix
The website became the primary conversion path
Website clicks accounted for 66.88% of all customer actions, making the website the strongest measurable conversion path from the Google Business Profile.
Phone calls contributed another 11.17% of actions, while direction requests accounted for 21.95%.
Roughly 1 in every 13 profile views resulted in a measurable customer action.
05 / Key takeaway
Measure the customer journey—not visibility in isolation.
For home services, local SEO performance should be measured beyond visibility.
More than 34,000 local Search and Maps views became 2,606 measurable customer actions. The 7.66% action rate shows the profile connecting local searchers with the business's website, phone channel, and physical location.
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