How We Added $54k in Revenue for a Florida HVAC Business

Site Architecture

SEO is as much about structure as keywords. One page per service, one per city, plus a blog to catch informational searches.

/
├── /                          Homepage
├── /about                     About
├── /contact                   Contact
├── /services                  Services overview
├── /financing                 Financing
├── /reviews                   Reviews
├── /cities-served             Cities served
│
├── /blog                      Blog index
│   ├── /blog/[slug]           Individual post
│   └── /blog/tag/[slug]       Posts by tag
│
├── /air-conditioning          AC services
│   ├── /maintenance
│   └── /replacement
│
├── /heating                   Heating services
│   ├── /furnace-installation
│   ├── /furnace-repair
│   ├── /heat-pump-installation
│   └── /heat-pump-repair
│
├── /indoor-air-quality        IAQ services
│   ├── /air-purification
│   ├── /humidity-control
│   └── /uv-lights
│
├── /ac-repair                 AC repair landing
│   ├── /ac-repair/[city]      City-specific AC repair
│   └── /ac-repair/emergency   Emergency AC repair
│
├── /heating-repair            Heating repair landing
│   └── /heating-repair/[city] City-specific heating
│
├── /lp-ac-repair              A/B test variant
│   ├── /lp-ac-repair/[city]
│   └── /lp-ac-repair/emergency
│
└── /lp-heating-repair         A/B test variant
    └── /lp-heating-repair/[city]

Optimizing Pages for Organic Search (SEO)

Landing pages are built for conversions from ads. Service pages, city pages, and your homepage are built for Google. Different purpose, different approach. Here's what goes into an SEO-optimized page:

The homepage balances user experience with SEO fundamentals: fast load times, keyword-rich content, clear structure, and FAQ sections that target common search queries.

Organic Search Growth

The new site we built and the SEO work paid off. Six months after launch, organic impressions jumped from 4.5k to 15.5k per month. That's 244% more visibility with zero ad spend.

Schema Markup for Rich Results

Schema markup is code you add to your website that tells Google exactly what your business is, what services you offer, and where you operate. When Google understands this information, it can display enhanced search results with star ratings, review counts, service areas, and other details directly in the search listing.

These enhanced listings stand out from plain text results and earn significantly higher click-through rates. A listing showing "4.8 stars from 127 reviews" gets more clicks than one without any ratings displayed.

Notice the difference: Cool Today shows "4.7 stars from 2,761 reviews" right in the search result. Mechanical One has no ratings displayed. Which one would you click? That's the power of schema markup.

Landing Page Design

Structure only matters if people convert when they land. Here's what we built into every landing page:

Every element above the fold is designed to build trust and make it easy to call: phone number in the header, 5-star rating with review count, trust badges, and a prominent "Request Service" button.

A/B Testing Landing Pages

A/B testing lets you compare two versions of a landing page to see which one converts better. Instead of assuming what works, you send traffic to both versions and let the data tell you which headline, layout, or call-to-action actually gets more people to call. Here's the process we use:

The Process

1. 1Create two landing page variants: Same content, one change (headline, CTA, layout, etc.). Use different URLs like /ac-repair vs /lp-ac-repair or /ac-repair/a vs /ac-repair/b
2. 2Duplicate the ad group in Google Ads: Same keywords, same ad copy, same bids. Only difference is the landing page URL. Label them clearly (e.g., "AC Repair - A" and "AC Repair - B")

Same exact ad, different landing page URLs. Labels make it easy to compare performance.

3. 3Run for one month: Get both variants enough traffic to mean something. Don't tweak mid-test.
4. 4Keep the winner, iterate on the loser: The winning variant stays. Update the losing variant with a new test (different change) for the next month.

Campaign Structure

Keyword Breakdown

We didn't start with these keywords. We ended up here after months of testing. Here's the process:

Your results will vary — different market, different competition, different service area. But this is a battle-tested starting point. These keywords have been through real volume and real testing.

[ac service in my area]
[fix my ac near me]
[ac repair near me]
[emergency ac repair]
[ac repair [CITY]]
[emergency ac repair [CITY]]
[hvac repair near me]
[air conditioning repair near me]

Ad Copy That Converts (Headlines, Descriptions, Callouts, etc.)

Here's what actually worked. Copy these, adapt them to your business, use them.

Negative Keywords List (Less Wasted Clicks)

These are searches that may look relevant to Google but aren't from people with buying intent. Someone searching "how to fix AC" is looking for DIY help, not a contractor. We focus strictly on buying-intent keywords. With a larger budget, targeting some of these informational keywords could make sense for brand awareness, but that's not what we're optimizing for here.

Finding Wasted Spend in Your Search Terms

You should be reviewing your search terms on a weekly to bi-weekly basis. In the beginning, check them almost daily to make sure you're not wasting clicks on irrelevant searches. Once your campaign matures and you've built out a solid negative keyword list, you can move to weekly reviews.

Here's how to find the search terms eating your budget. In Google Ads, go to Insights & Reports → Search Terms, then filter for Clicks > 1 and Conversions < 1. This shows you every term getting clicks but zero conversions.

Step 1: Set Up Conversions in Google Ads

First, you need to tell Google what counts as a conversion. For HVAC, that's phone calls and contact form submissions. You'll set these up in Google Ads under Goals → Conversions.

To track these actions on your website, you'll need Google Tag Manager (GTM). GTM is a container that holds all your tracking codes in one place. The basic flow is: install GTM on your site, create tags for your conversion actions, and connect them to Google Ads. Search "how to set up conversion actions in Google Ads with GTM" for step-by-step instructions.

Step 2: Call Tracking (CallRail)

We use CallRail for call tracking. The key feature is dynamic number insertion, which swaps the phone number on your website based on where the visitor came from. This lets you attribute calls to specific Google Ads campaigns and keywords.

• Dynamic number insertion shows different numbers to different traffic sources
• Calls attributed to specific keywords via URL parameters from Google Ads
• Call recordings for quality assurance and training
• CallRail sends conversion data back to Google Ads automatically

Step 3: Connect to Your CRM

We use Housecall Pro for job management. The goal is to tag every job with its lead source so you can see which marketing channels are actually generating revenue.

We don't automatically tag every job. Instead, we do a monthly review where we go through CallRail calls and manually tag them in Housecall Pro. This takes a few hours but ensures accuracy. If you have access to the Housecall Pro API, you can automate this process. There's also a direct integration, but it can be finicky to get working properly.

If you're not using a CRM yet, you can start with something simple like a Notion database or spreadsheet. Track the lead source for each job manually, then add it to your CRM (like Housecall Pro or Jobber) as jobs close. The important thing is having some system to attribute revenue back to your marketing spend.