Case Study
How Seperate GBP and LSA Profiles Increased Leads in a Nearby (already existing) Market
Jackson Services
OBJECTIVE
A regional HVAC company was already servicing the Columbus, GA market from a nearby headquarters, but its digital presence in Columbus was limited. Its Google Business Profile and Local Services Ads presence were centered on its primary location, even though Columbus was part of the service area.
The objective was to strengthen the company’s visibility in Columbus by establishing a true local presence and improving lead generation in that market without sacrificing performance from the primary location.
SOLUTION
To support expansion into Columbus, the company opened an inexpensive satellite office there and launched a dedicated Google Business Profile. Over the following 12 months, that profile generated 157 Google reviews, averaging roughly 3 new reviews per week.
Once the Columbus location had an established presence, we launched a separate Local Services Ads profile tied directly to the Columbus Google Business Profile rather than continuing to rely on the original profile to cover both markets.
This gave the company a more localized footprint in Columbus and allowed its LSA strategy to better match how customers search in that market.
RESULTS
The separate Columbus LSA profile quickly became a meaningful source of leads and increased total lead volume across the market.
The Columbus LSA profile generated 309 leads during the period shown while the original location still produced 549 leads during that same period. Combined, the two LSA profiles generated 858 total leads.
The data also showed that the new Columbus profile was not simply shifting all demand from the original location. Instead, it expanded overall lead volume in the shared service area.
KEY FINDINGS
Creating a dedicated office, building local reviews, and tying a separate LSA profile to an existing service location helped increase total lead generation in the market rather than simply redistributing existing leads.