The challenge
Demand for HVAC in North Texas is brutally seasonal: when a heat wave hits, every homeowner searches "AC repair near me" at once; in the shoulder months, the phone goes quiet. To smooth the gaps, the company leaned on lead aggregators — paying $60–100 per shared lead that three competitors were calling at the same time, with no brand equity to show for it. It had one thin Google Business Profile for a service footprint spanning six suburbs, almost no reviews relative to competitors, and ad campaigns that burned budget on searches it could never serve.
The strategy
MindJek built a two-engine system: Local SEO to compound an owned presence across every suburb the trucks actually roll to, and disciplined Google Ads to capture surge demand the moment it spikes.
- GBP for 6 service areas — optimized Google Business Profile coverage across the six DFW service areas with accurate services, photos, Q&A and weekly posts
- Service + suburb landing pages — dedicated pages for each service-and-suburb combination ("AC repair in [suburb]"), each with local proof, pricing guidance and clear calls-to-action
- Review velocity system — a post-job review workflow for technicians that turned happy customers into a steady weekly stream of Google reviews
- Geo-targeted Search + Local Services Ads — campaigns segmented by service area and service type, with LSAs capturing the "Google Guaranteed" calls at the top of the page
- Negative-keyword discipline — continuous pruning of DIY, parts and out-of-area queries so every dollar chased a bookable job
- Call tracking — number-level attribution tying every booked call back to its campaign, suburb and keyword, so budget followed proof
The results
In a single summer season, booked calls grew 3.5× while cost per lead fell 48% — and, unlike aggregator leads, every call was exclusive. The company now ranks in the top-3 map pack across all six service areas, so the organic engine compounds year-round and the ads engine is reserved for what it does best: capturing the summer surge the moment temperatures spike. Most importantly, the business is no longer dependent on aggregators reselling shared leads; its own name, profiles and pages generate the demand it used to rent.
Figures above are representative of typical engagement outcomes and are illustrative of the results we aim for, not guarantees.
"We used to buy the same lead as three other companies and race to the phone. Now customers call us by name from the map, and the ads only run when the heat does."