Using Google Ads to build local SEO for a new HVAC business in Perth
A newly launched HVAC business had a problem pure ad spend couldn't fix: almost no reviews. New businesses hit this trap constantly. You need reviews to rank, but you need visibility to get reviewed.
Invisible without reviews
A newly launched HVAC business in Perth had a problem that pure ad spend couldn't fix: almost no reviews. With just 2 reviews on their Google Business Profile, they were invisible on organic local search, no matter how good the work they did was.
New businesses face this trap constantly. You need reviews to rank, but you need visibility to get reviewed.
Local Search Ads don't just buy clicks, they buy real customers who show up on the map listing. If those customers have a good experience, some of them leave a review. So instead of treating ads and organic local search as separate channels, I ran ads not just for the leads themselves, but for the reviews those leads would generate.
Buy customers, earn reviews, compound
Three moves that pointed every dollar of ad spend at completed jobs, because only a completed job produces a review.
Local Search Ads, not landing pages
Optimize for conversations, not clicks
Let the review growth compound
Leads now, an asset for later
And the knock-on effect: with more reviews, the business started showing up in organic local search results on its own, not just in paid placements.
So I switched the ads off
After 90 days, I paused the campaign entirely, specifically to see whether the ad spend had built something that would outlast the ads. In two weeks with zero ad spend, the business still generated 4 leads organically. The ads hadn't just bought leads, they'd built a Google Business Profile credible enough to generate leads on its own.
Want ads that build an asset, not just buy clicks?
Book a free call and I'll map out a local plan that turns ad spend into reviews, rankings and leads that keep coming.