A national marketing company left them static

SOS Plumbing & Heating sells the kind of work people search for at the worst possible moment: no heat, no hot water, water where water should not be. That work goes to whoever is easy to find and easy to reach.

They came to us in the fall of 2024. They had been paying one of the large national marketing companies, and the results had gone static. Nothing was falling apart, but nothing was growing either, and they knew there was more in the business than the marketing was getting out of it.

The website was part of the problem. Five to seven pages, static, built to exist rather than to sell. A plumbing and heating company covering a long list of towns and services had almost nothing on the site for Google to rank or for a customer to land on.

Rebuilt the website as something that can actually rank and convert

We took it from a five to seven page brochure to more than 25 pages: a page for each service they sell, pages for the areas they cover, and every one of them written for search and built to turn a visit into a call.

Segmented the Google Ads instead of running one catch all campaign

Their ads were split by keyword and by service area, so we can see which services and which towns pay their way and which do not. That structure is what lets us move budget as the season turns, because a plumbing and heating company does not sell the same thing in January that it sells in July.

Connected the site to Housecall Pro and fixed the lead flow

A lead that arrives and sits is not a lead. We integrated their CRM into the website and then worked on the flow through the system itself, so an inquiry gets where it needs to go and gets answered.

Kept building, year after year

Since the launch we have continued developing the site and added the rest of the program: social media, printed home mailers, billboards in their own community, and the overall marketing strategy that decides which of those gets money each month.

Put the brand on the road

We designed wrapped work vans to replace white vehicles carrying nothing but a logo. Every van is now a moving advertisement in the towns they serve, which is the cheapest local advertising a home services business owns and the one most of them waste.

Comparing January 1 through August 22 of 2026 with the same stretch of 2025:

• Website visitors up 340%. 8,700 active users, against roughly 1,976 a year earlier.
• Paid search up 532%, at 3,600 sessions, doing the heavy lifting on urgent jobs.
• Organic search up 39%, at 1,600 sessions, the slower channel that costs nothing per click.
• Referral traffic up more than 1,300%, at about 1,000 sessions.
• 634 visits from chatgpt.com, up from roughly 7 in the same stretch of 2025.

Those are traffic figures, measured in Google Analytics. They are not leads, calls, jobs or revenue, and we will not dress them up as such. What they show is how many more people found the business, and which channels brought them.

The ChatGPT number is the one worth sitting with. A year earlier that channel was a rounding error. It grew because the work that makes a business easy for Google to understand makes it easy for an assistant to recommend, which is the thinking behind our AI SEO service.

The site was rebuilt before the money went into ads. Sending paid clicks to a seven page brochure is how budgets disappear. More than 25 pages of real content gave both the ads and the search work somewhere to land.

One team owns the whole path. The search, the ads, the mailers, the billboards, the vans and the CRM handoff are run by the same people, so a lead is followed from the search that started it to the job that ends it. That is harder to do when a national company runs the marketing and a local shop runs everything else.

It kept going. This is the third year of the work. The paid channel handles the emergencies while the organic line climbs quietly underneath it, and both are bigger than they were last year.

Web design, SEO, Google Ads, digital marketing, social media, branding and print, for a client in home services.