How a unified SEO, paid search, and website strategy turned visibility into consistent, high-intent leads.
Services: SEO, Google Ads, Website
Industry: Residential Home Services
When Lorenz Plumbing & HVAC partnered with Hook Agency, the objective wasn’t just more traffic or more leads — it was to build a repeatable growth system that could drive immediate demand while compounding long-term visibility across both plumbing and HVAC services.
The Results at a Glance
- 135% year-over-year increase in first-page local rankings
- 53% improvement in overall keyword position since SEO baseline
- $129 cost per conversion (initial inquiry)
- $264 cost per qualified, sales-ready HVAC lead (Verified homeowners with real project intent and eligibility to move forward)
- 173 marketing-qualified leads generated in 7 months
- Predictable lead flow across both organic and paid channels
These results were driven by aligning the website, SEO, and paid media into one cohesive strategy, not treating them as separate initiatives.
Building a Website That Could Rank and Convert
The first priority was rebuilding the website foundation. The previous site didn’t support modern SEO requirements or how homeowners actually search for plumbing and HVAC services.
We launched a new site with faster load times, cleaner navigation, and clearer service positioning. From there, we built out content and structure intentionally designed for local search dominance.
Key improvements included:
- New service pages with optimized web copy for stronger keyword targeting
- Location-specific pages for each core service to expand geographic reach
- Improved internal linking to pass authority to high-value pages
- A full site audit, redirecting old URLs to the most relevant new pages
- Consistent business information across the site
- Implementation of local business schema to strengthen trust signals
This created a foundation that allowed SEO and paid traffic to perform at a higher level immediately.
SEO That Compounds Instead of Plateauing
With the site structure and content in place, organic performance accelerated.
Since the SEO launch in August 2025, Lorenz Plumbing & HVAC achieved:
- 135% increase in local first-page rankings year over year
- 53% improvement in overall average keyword position
These gains weren’t tied to a single page or campaign. Visibility improved across services, locations, and buyer-intent searches — positioning Lorenz as a dominant local option in both plumbing and HVAC.
This is the kind of SEO that continues generating leads even if paid budgets fluctuate.
High-Intent Leads Through Smarter Google Ads
While SEO built long-term equity, Google Ads delivered immediate demand capture.
Over seven months of active optimization, we focused on eliminating waste and prioritizing quality.
Actions that moved the needle included:
- Breaking campaigns out by location to prevent overspending between markets
- Excluding low-intent search terms and underperforming cities
- Refining keywords using search term data, not assumptions
- Optimizing landing pages and ad copy by seasonal demand
- Testing new services, campaign structures, and AI-driven optimizations
The outcome:
- $264 average cost per qualified lead
- $276 non-brand CPL
- 173 marketing-qualified leads on a $10.5K monthly budget
More importantly, these were service-ready leads, not inflated volume.
Why This Works
What makes this case study compelling isn’t a single tactic. It’s the system.
Lorenz Plumbing & HVAC now has:
- A conversion-focused website built for search and sales
- SEO that compounds month over month
- Paid campaigns that stay efficient as markets and seasons change
- A marketing engine designed to scale without chaos
This is how serious home service companies grow, not by chasing short-term hacks, but by building a strategy that works together and keeps working.
