Two locations, two Google profiles, one lead-scoring model that tells the crew which job to call first

The business had rebranded from roofing to a broader building-services identity, and almost nothing downstream had caught up. The website published one office address on every page, including the pages for the other location. One of the two Google Business Profiles still carried the old roofing-only name and a phone number that was not the main line. Paid search and Meta were live and spending. Leads were arriving into the construction CRM in the order they happened to come in, so a roof actively leaking and a request for a quote in the spring looked identical to whoever opened the queue.

The site published a single office address sitewide — including on the pages for the second location, which is a real staffed showroom with its own Google profile and its own catchment.

1. 01

   The rebrand had not reached local search

   One profile had been renamed to the new building-services identity; the other still read as the old roofing name, with a secondary phone number attached. For a two-location contractor, that is two different businesses as far as the map pack is concerned.

2. 02

   A sitewide address error was undermining the second location

   Publishing one address on every page tells Google, and every citation aggregator that scrapes the site, that the second location does not exist as a distinct place. The site was the thing that was wrong, not the profile.

3. 03

   Paid was outrunning organic by a wide margin

   Ads went live and started producing while blog publishing, local citations and review velocity lagged. In a trade where the published category conversion rate is among the lowest in home services, paid alone carries the whole cost of acquisition with nothing compounding underneath it.

4. 04

   Lead order was arbitrary, and urgency is the whole game in this trade

   An emergency repair and a spring quote request have completely different economics and completely different tolerance for a slow callback. Sorting them by arrival time is sorting them by nothing.

5. 05

   Reputation was split across platforms in an unhelpful way

   The Google rating was strong. The Facebook rating was materially weaker, and Facebook was where a meaningful share of the local audience was being reached by the Meta campaigns.

We rebuilt the site in Lovable with per-location address data driven from a single business record, so the second location renders its own address, its own phone and its own service area. Site forms write to the JobTread CRM through a Supabase edge function, so a submission becomes a job record rather than an email. On top of that we built a lead-scoring model on three inputs — city, job type, and whether the enquiry came through the long or short form — resolving into three buckets: urgent, when-you-can, another-day. The two Google Business Profiles were separated properly, the legacy profile renamed and repointed to the main line, and Bing Places synced from Google. Analytics, Tag Manager, Google Ads, Meta Pixel with Conversions API and the LinkedIn Insight Tag were installed so paid performance is measured against jobs rather than against form fills.

1. 1

   Weeks 1–2

   Strategy and integrations

   Analytics, pixels, CRM connection, baseline audit

   Owner: OmniFlow

2. 2

   Weeks 2–5

   Site rebuild and address fix

   Per-location data, corrected addresses, forms to CRM

   Owner: OmniFlow

3. 3

   Weeks 4–6

   Local search separation

   Both profiles renamed and repointed, Bing Places synced

   Owner: OmniFlow

4. 4

   Weeks 3 onward

   Paid media

   Google Search live, Meta awareness, Performance Max held for video assets

   Owner: OmniFlow paid team

5. 5

   Weeks 7–9

   Lead scoring

   Three-bucket model built and implemented in JobTread

   Owner: OmniFlow + client ops

6. 6

   Week 6 onward

   Content cadence

   Weekly content calendar, blogs, one photo-led social post per working day

   Owner: OmniFlow + client

7. 7

   Months 3 and 4

   Checkpoint reporting

   Scheduled written checkpoints against the visibility plan

   Owner: OmniFlow

Report this engagement on local visibility and lead quality, not on traffic. The two figures that matter are calls originating from each Google Business Profile before and after the profiles were separated, and the share of inbound jobs arriving with a score attached. Pull profile calls from Google Business Profile Insights per location, not from the combined view.

Measured in Google Business Profile Insights, Google Ads, Meta Ads Manager and JobTread, window to be confirmed at publication. Supplied by the client and used with permission; identifying details removed. Cited: LocaliQ *2025 Home Services Search Benchmarks* (General Contractors: CVR 2.61%, CPL $165.67, CPC $5.31); BrightLocal GMB Insights (activity ranges). ---.

These are the surfaces this engagement is run and measured from, shown with representative figures built around the benchmarks cited on this page. Every account we run reports into views like these, and you keep ownership of all of them.

2 of the figures on this engagement are not published yet. Rather than estimate them, this is the standard they will be held to: the system each is read from, and the exact definition and window that will be used. Nothing appears above until it has been pulled from the system named here.

The first month was heavily weighted toward strategy and integration work, and organic execution — blogs, citations, review velocity — lagged the paid launch by several weeks. That gap was the single biggest weakness in the first-month review. On a rebuild of this shape the content calendar and the citation work should start in week one and run in parallel with the build, not behind it.

Real client work. Every figure is measured in a named system and carries the window it was measured over. See all our work

Full citations for everything cited on this page, with the sample and period each study covers, so you can go and read the original.