Work / EMG Air
A local visibility engine — and call tracking that finally attributes revenue
EMG Heating & Air serves Mansfield, TX, where install jobs carry five-figure tickets. Every missed call and misattributed lead is real money — so we rebuilt how the business gets found, and how every call gets counted.
The challenge
EMG's Google Ads conversions read near-zero — not because the ads weren't working, but because paid traffic wasn't routed through a tracked phone line. Calls were happening; attribution wasn't. Meanwhile the Google Business Profile, the single biggest driver of local HVAC demand, was underbuilt: two categories, a handful of photos, no cover image, and a listing-sync mismatch.
For a business whose highest-value jobs are system change-outs, that meant bidding decisions were being made blind on the exact channel driving the most valuable calls.
What we built
- End-to-end paid call tracking — a dedicated CallRail line attached as call assets on both Search and Performance Max, so the full chain works: ad click → tracked call → Google Ads conversion. Auto-tagging verified across accounts.
- Google Business Profile overhaul — categories expanded from 2 to 6 (HVAC contractor, AC repair, heating contractor, furnace repair and more), sync mismatches reconciled, and AI-assisted review replies on a 4.8-star, 42-review profile.
- Website rebuild — the existing site rebuilt clean on WordPress, preserving the structure customers already knew.
- Keyword & backlink strategy — research centered on repair, maintenance, and high-ticket installation terms for the Mansfield market.
- A 36-asset monthly content system — 12 posts per month, each in a distinct visual style, staged across Facebook, Instagram, and Google Business with per-channel captions and a client-approval gate.
- Budget scaling framework — a staged plan that raises spend only as tracked cost-per-lead holds, with bid strategy graduating from clicks to conversions to value-based bidding as clean data accrues.
The results
- +753% Maps mobile discovery in June — the profile is being found by people searching the map, not just the brand name.
- 961 profile views in June, up 158%, with 102 direction requests and 15 tracked calls from the profile.
- Paid call tracking live end-to-end — call assets approved on Search and Performance Max, with 34 call clicks in the first weeks of July.
- Google applied the expanded category set within days, widening the searches EMG can appear for.
- A month of content approved in one pass — the approval workflow turned social from a weekly scramble into a system.
Why it matters
HVAC demand is seasonal and call-driven. EMG now enters peak season with its discovery surface rebuilt, its calls attributed to the channels that produce them, and a scaling plan gated on real signal instead of hope.