Page two to the map pack, in four cities at once.

An HVAC company competing in four adjacent cities held one profile, one generic service-area page, and citations that disagreed across nine directories.

CITY A

#12#2

CITY B

#18#3

CITY C

#21#1

CITY D

#14#3

KPI 01FROM #7.4

#1.8

Average map pack position across four cities

KPI 02

3.2x

Calls generated from the Google Business Profile

KPI 03

+29

Additional booked jobs per month from search

[ 01 / 04 ] • THE SITUATION

The business ranked organically for its own name and almost nothing else. Every city outside the shop’s own postcode returned three competitors in the map pack and the client on page two, which in practice means invisible.

Discovery ranked the losses by size rather than by ease. Profile completeness and citation conflicts came first, because a location page built on a weak, contradicted profile ranks for nothing.

Profile claimed but 40% of fields empty

NAP conflicts across nine directories

One "service areas" page covering four cities

11 reviews, none newer than eight months

[ 02 / 04 ] • WHAT RAN, IN ORDER

MONTHS 1–2Profile and categoriesPrimary and secondary categories set against what actually ranks in each city, every service listed, service areas defined, and photos added on a schedule rather than in one dump.

MONTHS 2–4Citation correctionThe nine conflicting directory records were corrected to a single canonical record, then re-audited to confirm the aggregators had propagated the change.

MONTHS 4–9One page per city, plus reviewsFour location pages written against each city’s own search behavior, and a review request wired into job completion so recency stopped decaying.

[ 03 / 04 ] • BEFORE AND AFTER

Average map pack position#7.4 → #1.8

BEFORE

AFTER

Calls from Google Business Profile38 / mo → 121 / mo

BEFORE

AFTER

Booked jobs from search12 / mo → 41 / mo

BEFORE

AFTER

Reviews in the last 90 days0 → 34

BEFORE

AFTER

Two of the four cities now hold position 1, the other two hold position 2 or 3.

MEASURED IN GOOGLE BUSINESS PROFILE INSIGHTS AND THE CLIENT BOOKING SYSTEM, MONTH 9 VS. BASELINE

[ 04 / 04 ] • WHY IT WORKED

Proximity is only one of three inputs. Relevance and prominence are the two a business can actually move, and both were being suppressed by an incomplete profile and contradictory citations.

The location pages worked because they were built last. Ranking a city page depends on the profile behind it, which is why the reverse order, pages first, is the most common way this money gets wasted.

Page two to the map pack, in four cities at once.

See which map spots you can win.