Sample Home Services

October 2026 campaign report, prepared November 4, 2026. Covers the website, Google search, the Google Business Profile listing, the Google Ads campaign and booked jobs from the CRM.

Leads (customer callers + web form submissions)

up 15%

vs September

up 62%

vs October 2025

2,310

Visits to the website

up 6%

vs September

up 48%

vs October 2025

Web form submissions

up 12%

vs September

up 61%

vs October 2025

905

Visits from organic search

up 41%

vs October 2025

Keywords on page 1 of Google

up from 28 a year ago, 22 in the top 3

4.90

Google rating

214 reviews, 7 new in October

What stood out this month

⭐

60 leads in October, up from 52 in September and 37 a year ago: 31 different customers by phone and 29 form requests.

🥇

Number 1 on Google for plumber arlington va; water heater replacement fairfax va moved from 14 to 2.

🔧

29 booked jobs in October according to the CRM, worth $18,460, 9 of them from Google Ads.

🤖

AI assistants sent 95 visits, up from 55 in September.

Season check

Across two years of call records, October runs at 1.00 of an average month, so October is a typical month. The peak month is July (1.30) and the quietest is December (0.65). Expect November to run at about 0.80 of an average month. Customer calls in October 2026 (31) compare with 19 in October 2025.

Leads

October 2026 produced 31 customer phone calls from 31 different customers and 29 web form submissions, 60 leads in total, up 15% on September (52) and up 62% on October 2025 (37). The Google Business Profile listings carried 13 calls, organic search 9 and Google Ads 8. A further 5 callers reached the voicemail greeting and hung up; they are counted as missed calls, not leads.

Lead source	October	September	October 2025	vs September	vs October 2025
Customer calls: Organic search	9	8	6	steady	3 more
Customer calls: Google Ads	8	7	5	steady	3 more
Customer calls: Google Business Profile listings	13	12	8	steady	5 more
Customer calls: Direct visits	5	5	3	steady	steady
Web form submissions (Google Analytics)	29	26	18	3 more	11 more
Leads (different customers by phone + web form submissions)	60	52	37	8 more	23 more

Two comparisons on purpose: last month shows the recent run, and October 2025 shows the same point in the season a year earlier, which for a seasonal business is the fairer yardstick.

Booked jobs

	October	October 2025
Booked jobs	29	17
Booked revenue	$18,460	$10,240

Source	Jobs, October	Revenue, October
From Google Ads	9	$5,320
From all other sources	20	$13,140

Jobs marked won in your HubSpot this month.

The rows count customer calls (31 in October); the total counts different customers (31, since 7 people called more than once) plus forms.

How calls are assigned to a channel: calls to the tracking numbers on the Google Business Profile listings count as the listings; calls to the number shown in a Google ad count as Google Ads; calls to the website numbers are assigned to the channel that brought the visitor (organic search, an ad, direct, a referral, social media or an AI assistant).

Phone counts are customer calls only: 52 calls reached the tracking numbers in October; 21 robocalls, wrong numbers, hang-ups and calls under 45 seconds with no conversation were removed, and a customer who called twice counts once (24 first-time callers, 7 who had called before).

Customer calls and missed calls

	October	September	October 2025
Calls that reached the tracking numbers	52	46	31
Rang out unanswered	5	4	3
Customer conversations	31	26	19
Missed calls: reached voicemail and hung up	5	4	3
Automated calls screened out	9	12	6
Line went dead when the front desk answered	3	2	2
Rang for a few seconds and hung up, no voicemail	3	2	1
Calls from vendors, other offices and wrong numbers (not customers)	1	0	0

5 calls rang out in October. 5 calls reached the voicemail greeting instead of a person (5 different numbers, 3 of them never reached a person the whole month). 9 automated calls were screened out and never counted as customer contact. On 3 calls the line went dead when the front desk answered. 3 other calls were short hang-ups with no message. Customer conversations cluster in business hours: 12 between 8am and noon, 13 between noon and 5pm, 6 outside those hours. Tuesday is the busiest day (7 customer calls).

Where visitors and leads come from

The largest lead source is organic search: 8 different customers by phone and 12 web form submissions, 20 leads. Then Google Ads 13 and the Google Business Profile listings 12. Website visits were 2,310 in October (2,170 in September); organic search visits 905 against 960 in September and 640 in October 2025.

Leads by channel, October

Channel	Visits	Customer calls	Web form submissions	Leads (callers + forms)
Organic search	905	9	12	20
Google Ads	410	8	6	13
Google Business Profile listings	arrive as organic or direct	13	0	12
Direct visits	520	5	7	11
Referrals (other websites and directories)	190	0	2	2
Social media	120	0	2	2
AI assistants	95	0	0	0
Other (unassigned visits, printed and vehicle numbers)	70	0	0	0
Total	2,310	35	29	60

Leads = different customers who called plus form submissions, per channel. Listing clicks arrive in Google Analytics as organic or direct visits, so the listings row shows calls only.

Website visits by channel

Channel	October	September	vs September	October 2025	vs October 2025
Organic search	905	960	55 fewer	640	265 more
Google Ads	410	395	steady	300	110 more
Direct visits	520	480	40 more	400	120 more
Referrals (other websites and directories)	190	150	40 more	120	70 more
Social media	120	90	30 more	70	50 more
AI assistants	95	55	40 more	5	90 more
Unassigned	70	40	30 more	30	40 more
All visits	2,310	2,170	140 more	1,565	745 more

Why it moved: Organic search visits were 905 against 960 in September. October is the first month after the summer rush; the same two-month pattern shows in the year-ago months, and Google clicks for the whole site stayed within 4% of September.

Organic search visits: 905 in October, 960 in September, 640 in October 2025.

What people search for

The searches that brought clicks in October are led by plumber arlington va, water heater replacement fairfax va, sample home services, hvac repair alexandria va, drain cleaning falls church va. Searches for the Sample Home Services name brought 410 clicks on top. New this month: plumber and hvac company northern virginia appeared 120 times without showing in September.

Google searches that brought clicks in October (brand searches excluded)

Search	Clicks	Times shown
plumber arlington va	62	3,100
water heater replacement fairfax va	48	2,600
sample home services	190	420
hvac repair alexandria va	41	2,900
drain cleaning falls church va	34	1,500
emergency plumber near me	29	5,200
sample home services reviews	52	190
furnace repair vienna va	27	1,700
ac installation mclean va	22	1,400
tankless water heater installation northern virginia	19	1,100
sewer line repair arlington va	17	900
plumbing company fairfax va	15	2,300

Searches for the Sample Home Services name brought another 410 clicks. Across all searches the site was shown 61,200 times and clicked 1,480 times in October. Broad searches without a city are shown far beyond the service area, which is why some show thousands of times for a handful of clicks.

Pages that earned the clicks

Page	Clicks	Times shown
/	410	9,400
/plumbing-repair-arlington-va/	215	8,800
/water-heater-replacement-fairfax-va/	180	7,300
/hvac-repair-alexandria-va/	150	7,900
/drain-cleaning-falls-church-va/	120	5,100
/emergency-plumber-northern-va/	118	9,900
/furnace-repair-vienna-va/	80	4,100
/ac-installation-mclean-va/	72	3,800
/about/	60	1,900
/contact/	75	2,400

New demand appearing this month

Search (new in October)	Times shown
plumber and hvac company northern virginia	120
same day water heater replacement fairfax	74
emergency furnace repair vienna va	61

Searches that showed a page of the site in October but not in September, ranked by how often they were shown.

Geography

Website visitors inside the market come mostly from Arlington, Alexandria, Fairfax and Falls Church.

Where website visitors are, by state (Google Analytics, October)

Virginia

1,801

District of Columbia

138

Maryland

161

Pennsylvania

North Carolina

New York

Texas

California

Florida

The 9 largest states by visits. 2,100 of the 2,310 visits came from the service area (Virginia, Maryland, District of Columbia); the rest is nationwide interest, automated traffic and visitors from abroad.

Where in-market website visitors are (Google Analytics, October)

Arlington

392

Alexandria

300

Fairfax

254

Falls Church

184

Vienna

138

McLean

115

Reston

Washington

Google Analytics also recorded 96 visits from Ashburn, Richmond, Baltimore, outside the service area; mostly automated traffic that never calls or sends a form.

Trends and time of year

Clicks from Google search were 1,480 in October against 1,010 in October 2025; the peak of the last 16 months was 1,530. Phone conversations of 45 seconds or more reached 31 in October.

Clicks from Google search, monthly

October 2026: 1,480 clicks; October 2025: 1,010.

Phone conversations of 45 seconds or more, monthly

Calls lasting 45 seconds or longer, the best proxy for a real conversation across the tracked history.

Seasonality index (two-year average, 1.0 = an average month)

Jan

0.72

Feb

0.75

Mar

0.90

Apr

1.00

May

1.10

Jun

1.20

Jul

1.30

Aug

1.28

Sep

1.10

Oct

1.00

Nov

0.80

Dec

0.65

Peak month July, quietest month December. October index 1.00.

Web form submissions, monthly

Google Business Profile

October brought 14 customer calls to the listing number, 142 website clicks and 118 direction requests. Up on a year ago: direction requests (118 against 85 in October 2025), views in Google Maps (7,300 against 5,600 in October 2025), website clicks (142 against 98 in October 2025) and views in Google Search (5,200 against 3,900 in October 2025). Reviews stand at 4.90 across 214, with 7 new in October (6 five-star).

The listing

	October	September	October 2025	vs October 2025
Customer calls to the listing number (call tracking)	14	13	9	5 more
Website clicks	142	138	98	44 more
Direction requests	118	112	85	33 more
Views in Google Search	5,200	5,350	3,900	1,300 more
Views in Google Maps	7,300	7,100	5,600	1,700 more

The change column compares October with October 2025, the same month a year earlier, so the season is held constant.

Calls are counted on the tracking number shown on the listing, so every dialled call is included, not only taps on the call button (Google counted 96 taps). Views are the number of times the listing appeared in Google Search or Maps; the change columns compare counts with October 2025.

Why it moved: Listing calls and direction requests were slightly below September, in line with fewer emergency searches on the cooler weeks; website clicks from the listing rose.

Reviews

Rating 4.90 across 214 reviews.
7 new reviews in October (6 five-star, 1 four-star); 9 in September.

Reviews

Google reviews across the listing.

Where the reviews stand

	October
Google rating	4.90
Total reviews	214
New reviews in October	7
New reviews in September	9
Stars on the new October reviews	6 5-star, 1 4-star

Reviews come from the Google Business Profile listing. Replies to reviews are handled by the business; a steady flow of new five-star reviews is one of the strongest local ranking signals, so asking every happy customer remains the single best habit.

Rankings

Across everything tracked, 44 of 90 searches are on page 1 and 22 in the top 3. Up 7% on the end of September 2026 (41).

Top rankings (localized Google results)

Keyword	Position now	Searches per month
plumber arlington va	1	1,900
water heater replacement fairfax va	2	880
hvac repair alexandria va	3	720

The most valuable searches where the site holds a top-3 position, by searches per month. Positions are checked in Google as seen from the service area.

New page-1 arrivals this month

Keyword	Position now	30 days ago
water heater replacement fairfax va	2	14
drain cleaning falls church va	3	12
emergency plumber northern virginia	4	15
tankless water heater installation northern virginia	6	18
plumber arlington va	1	13
hvac repair alexandria va	3	11

Keywords that slipped off page 1 this month

Keyword	Position now	30 days ago
furnace repair vienna va	9	5
ac installation mclean va	12	8

2 of these sit within a few places of page 1 and are the first targets for the current content and linking work.

Overall footprint

44 of the 90 tracked keywords are on page 1 of Google (22 in the top 3), checked 2026-10-28.
At the end of October 2025: 28 of 80 tracked on page 1, 12 in the top 3.
At the end of September 2026: 41 of 90 tracked on page 1, 21 in the top 3.
Search Console shows the site appearing for 640 distinct searches in October (at least 10 impressions each), against 659 in September and 435 in October 2025.

AI search visibility

AI search is tracked on 13 questions people ask AI tools about these services. At least one AI engine already cites Sample Home Services on 12 of them: ChatGPT on 8, Google AI Overview on 9 and Google AI Mode on 7. The rest are the targets for the content and listings work. Across a wider sample of AI answers the site is cited 62 times. 95 visitors reached the site from AI assistants in October.

Where this stands

AI answers are new ground: each answer names only a handful of sources, and for local services those are usually review sites and directories rather than a business's own website. Sample Home Services is already cited by at least one AI engine on 12 of the 13 tracked questions (who is the best plumber in arlington va?, water heater replacement company fairfax va, hvac repair near me alexandria va, and more). The question still open (ac installation company mclean va) is where the content, listings and schema work is aimed, because the AI engines draw on the same pages and citations that Google search does.

The 13 questions we track, and what each AI engine answers

Question people ask	ChatGPT	Google AI Overview	Google AI Mode
who is the best plumber in arlington va?	mentioned	linked	mentioned
water heater replacement company fairfax va	linked	linked	linked
hvac repair near me alexandria va	not yet	mentioned	not yet
emergency plumber northern virginia	mentioned	not yet	mentioned
drain cleaning service falls church va	linked	linked	mentioned
who installs tankless water heaters in northern virginia?	not yet	not yet	mentioned
best home services company in northern virginia	mentioned	not yet	not yet
furnace repair vienna va	not yet	mentioned	not yet
ac installation company mclean va	not yet	not yet	not yet
plumber and hvac company that works weekends in arlington	mentioned	mentioned	mentioned
who can fix a leaking water heater today in fairfax?	linked	linked	linked
sewer line repair arlington va	not yet	mentioned	not yet
home service company with licensed plumbers in alexandria va	mentioned	mentioned	not yet

Sample Home Services appears in 8 of 13 ChatGPT answers and 9 of 13 Google AI Overview answers and 7 of 13 Google AI Mode answers. Linked = the answer cites the website. Mentioned = the business is named but not linked. Not yet = an AI answer appeared without it. No AI answer = the engine showed no AI answer for that question.

Beyond the tracked questions

Across a large sample of the questions people ask AI tools about these services, the website is cited as a source in 62 answers.
Google AI Overview links the site on 22 tracked searches, for example "water heater replacement fairfax va", "plumber arlington va", "drain cleaning falls church va".
95 visitors reached the site from AI assistants (ChatGPT, Gemini, Perplexity and similar) in October (55 visits in September).
AI assistants opened the website live 95 times in October to answer a question or do a task for someone (ChatGPT 58, Claude 17, Perplexity 11, Gemini 6), including 9 visits to a pricing, contact or booking page (55 in September). These visits come from the site's own log: Google Analytics never sees them.

Customer acquisition cost

Cost per lead across all channels came down to $70 in October from $79 in September, as leads grew to 60 while the monthly cost stayed in step. The CRM shows 29 booked jobs for the month, 9 of them from Google Ads.

What a lead costs

	October 2026	September 2026
Leads (callers + forms)	60	52
Cost per lead from the SEO campaign (search, listing, direct, referrals)	$32	$36
Google Ads spend	$2,380	$2,310
Cost per lead, all channels together	$70	$79
New customers (reported by you)	22	19

Leads are different customers who called plus form submissions. The campaign channels are everything the SEO fee works on: organic search, the Google listing, direct visits and referrals; Google Ads leads are set against the ad spend.

Cost per lead, month by month

Month	Leads	Total cost	Cost per lead
November 2025	34	$4,009	$118
December 2025	36	$3,951	$110
January 2026	38	$4,002	$105
February 2026	40	$3,949	$99
March 2026	44	$3,896	$89
April 2026	47	$3,914	$83
May 2026	49	$3,928	$80
June 2026	53	$4,066	$77
July 2026	55	$4,142	$75
August 2026	51	$4,006	$79
September 2026	52	$4,110	$79
October 2026	60	$4,180	$70

Total cost is the campaign fee plus the Google Ads spend and management for the month; leads are different customers who called plus form submissions. The series starts in November 2025. Lowest in that time $70 (October 2026), highest $118 (November 2025). The goal is a lower figure over time; one month up or down is normal.

Work completed

Highlights of the work completed since our last report. This is not an exhaustive list; it covers the items that stand out.

Published a new Emergency Plumber page for Northern Virginia and refreshed the Water Heater Replacement page for Fairfax with current photos and a clearer quote form.
Added question-and-answer sections to the Plumbing Repair and HVAC Repair pages so AI assistants and Google can quote them directly.
Rewrote the page titles and descriptions on the service pages with the searches customers actually type.
Secured new links to the Drain Cleaning and Furnace Repair pages from local and trade sites.
Scheduled six weeks of Google Business Profile posts (seasonal tune-ups, water heater safety, weekend availability).
Added descriptive names and alternative text to the job photos across the service pages.
Moved the quote form to the top of the Water Heater Replacement page next to the headline.
Corrected two directory listings that showed an old suite number.