--- title: "Regional Home Services Co. AI Search & Organic Growth Case Study" canonical: https://snezzi.com/case-studies/home-services-company/ source: https://snezzi.com/case-studies/home-services-company/ --- > Canonical page: https://snezzi.com/case-studies/home-services-company/ Customer context ## About Regional Home Services Co. Regional Home Services Co. is a home services company based in United States. This record covers the baseline and scope described below; it does not imply that every company begins from the same conditions. [Visit company website](#) Industry Home Services Location United States Founded 2014 Team 25-50 Starting problem ## Drowning in Lead-Gen Marketplace Fees This multi-trade home services contractor (HVAC, roofing, and home repair) was generating most of its leads through paid lead-gen marketplaces and Google Ads. Lead quality was inconsistent, costs per lead kept climbing every quarter, and the brand had little organic presence in the regions it served. Meanwhile, homeowners were starting their research in ChatGPT and Google AI Overviews, asking questions like 'best HVAC company near me' and 'should I replace or repair my AC', and the brand was invisible there. - Heavy reliance on third-party lead marketplaces with rising costs - Minimal organic visibility for local-intent home-service queries - Not surfacing in AI assistant answers for repair vs. replace decisions Work delivered ## Owning Local AI Search We built out a local-intent content engine designed for how homeowners actually research contractors today. That meant service-area pages structured around AI-citable Q&A, schema for local business and FAQ, and content tuned to the 'should I' and 'how much' queries homeowners ask AI before they ever pick up the phone. 1. 01 ### Local Service Pages Built service-area landing pages for every metro the company serves, each structured for AI citation. 2. 02 ### Repair vs. Replace Content Created a library of buyer-decision content (cost guides, repair-vs-replace, sizing calculators) that AI assistants now cite. 3. 03 ### Local Schema & GBP Implemented LocalBusiness, FAQ, and Service schema across the site and aligned Google Business Profile signals. 4. 04 ### Review-Path Tracking Attributed every inbound lead back to the AI platform or organic source that referred them, replacing marketplace-only attribution. Methodology ## How the work progressed The sequence and durations below come from this engagement record. 1. Phase 1 · 2 weeks ### Audit Mapped served metros, decision-stage queries, and competitor citation share. 2. Phase 2 · 6 weeks ### Local Content Build Service-area pages, repair-vs-replace guides, sizing calculators, FAQ schema. 3. Phase 3 · 3 weeks ### Schema & GBP Alignment LocalBusiness/Service/FAQ schema, Google Business Profile signal cleanup. 4. Phase 4 · Ongoing ### Tracking & Iteration Lead-source attribution across AI platforms; weekly refinement of citation gaps. Reported for this engagement ## Measured movement over 7 months These values are specific to Regional Home Services Co.'s baseline, scope and measurement period. They are evidence of this engagement, not a forecast or guarantee for another brand. AI Mentions (local intent) 6X Cited by ChatGPT, Google AI Overviews, and Perplexity for 'best \[trade\] near me' and decision-stage queries across served metros. Organic Traffic Growth 190% Service-area page traffic almost tripled inside seven months. Less Lead-Gen Spend 35% Reduced spend on third-party lead marketplaces by over a third as organic and AI-attributed leads scaled. Qualified Jobs / month 35+ Monthly qualified jobs attributed directly to AI search referrals and organic visibility. > “We spent years renting leads from marketplaces. The leads from AI search show up already convinced, they've read our content, they know our pricing band, and they're calling us by name. The cost per booked job is a fraction of what we used to pay.” What this suggests ## Lessons from the engagement 1. 01 Homeowners now do their pre-purchase research in AI before picking a contractor. 2. 02 Local-intent AI citations convert higher than paid marketplace leads. 3. 03 Decision-stage content (cost, repair-vs-replace, sizing) wins citations faster than top-of-funnel content. 4. 04 Schema and service-area structure compound, every new metro page strengthens the rest. 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