313 calls from the Business Profile in four months
A Toronto plumbing and drain company that was invisible outside its own neighbourhood on Google Maps.
Why plumbing is its own problem
Plumbing is the most urgency-driven trade online. More than half the searches are emergencies, and an emergency customer does not compare three quotes. They tap the first plumber Google shows and call. That makes the map pack worth more in this category than almost any other, and it makes every kilometre of coverage worth real money.
Where they started
Anta ranked reasonably for its brand name and almost nothing else. Outside Etobicoke the map pack belonged to competitors, and the website was not set up to turn a visit into a call.
The work was local SEO that reaches your whole service area and Google Business Profile optimization, and you can compare it with SEO case studies with screenshots. See SEO for plumbing businesses and SEO in Toronto for the wider picture.
What we actually did
- Rebuilt the Google Business Profile with the correct primary category, full service list and real job photos
- Built a page for each service instead of one page covering everything
- Ran geo-grid scans monthly across Toronto and Etobicoke to find the dead zones
- Set up a review request process, which took the profile past 460 reviews
- Added call tracking so every lead could be attributed
How it ran, month by month
What changed, measured the same way both times
Same keywords, same grid, same accounts. Nothing here is a different measurement method dressed up as progress.
| Measure | Result | Where it comes from |
|---|---|---|
| calls from the profile | 313 | April to July 2026 |
| year over year calls | +24.2% | vs the same period in 2025 |
| profile views | 11,465 | up 104.7% year over year |
| grid points in the top three | 32 | out of 37 scanned |
Other measures from the same account
Same client, same period, measured different ways.
Directional drilling, Oakville: 0 to 44 top-three points
A geo-grid scan checks your ranking from dozens of points spread across your service area and plots every one. Green is a top three position, amber is four to ten, red is eleven or worse. It is the only honest way to see how far your local visibility actually reaches, and it is usually the first thing that shocks an owner who thought they ranked fine.
What you are looking at: Geo-grid comparison for directional drilling in Oakville, top three rankings rising from zero points to 44.
313 calls in four months, up 24.2% year over year
Calls, direction requests and profile views, taken straight from the client’s own Business Profile with Google’s own year over year comparison beside them. For most local businesses these numbers move before anything on the website does, which is why we fix the profile first.
What you are looking at: Google Business Profile performance showing 313 calls for a Toronto plumbing company, up 24.2 percent year over year.
2,300 organic keywords and zero paid spend
Clicks and impressions from the client’s own Search Console. Impressions climbing first and clicks following a few weeks later is the normal shape of a campaign that is working. We show the flat months too, because a line that only ever goes up is not a report.
What you are looking at: SEO overview showing authority score 28, organic traffic 2,500 and 2,300 organic keywords with no paid traffic.
Oakville plumbing: eleven keywords in the top three
Where specific search terms sit today against where they started. We track the ones that book work rather than the ones with the biggest search volume, which is why you will see plenty of low volume terms on these lists.
What you are looking at: Keyword rank tracking for Oakville plumbing terms with eleven keywords in the top three.
Plumbing terms appearing inside AI Overviews
Which terms now pull an AI Overview, and whether the client is named inside it. Being cited in the answer is worth more than the position underneath it, and this is how we check it rather than guessing.
What you are looking at: Keyword list showing plumbing terms that now appear inside Google AI Overview results.
Users up 25.7%, conversions up 110%
Form submissions, call clicks and conversions in Analytics. This is the number the whole campaign is judged on, and the reason we insist on call tracking before any work starts.
What you are looking at: Google Analytics dashboard showing users up 25.7 percent and conversions up 110 percent over 28 days.
The part worth stealing
The biggest single gain did not come from the website. It came from fixing the Business Profile category and listing every service properly, which is free and takes an afternoon. Most plumbing profiles we audit are still running at half strength.
We were getting calls from parts of the city we had never heard from before, and we could finally see where they came from.
Google first, and everywhere else too
The same foundations that win the map pack also feed Bing, Apple Maps and the AI assistants, because they all read the same signals.
Google Search
The bulk of Canadian search still runs through Google, and it is where most of your organic leads will come from.
Google Maps and the map pack
The top three local listings. For most service businesses this sends more calls than the website does.
Bing and Microsoft Copilot
Close to one in ten Canadian searches happens on Bing, which is higher than most owners assume. It also feeds Copilot answers.
Apple Maps
Every iPhone that asks for directions starts here. Apple Business Connect is free and almost nobody claims it properly.
Yelp and directories
Still ranks for plenty of service searches, and the details on it feed what other platforms believe about you.
ChatGPT, Claude, Gemini and Perplexity
AI assistants answer questions by reading and citing the open web. Being consistent, crawlable and quotable is what gets you named.
Where Anta Plumbing and Drain needed to show up
Customers search by neighbourhood, not by city. This is the map we worked across for this campaign.
Places shown on this map: Downtown Toronto·North York·Scarborough·Etobicoke·East York·The Beaches·Leslieville·Liberty Village·Yorkville·The Junction·High Park·Riverdale·Danforth·Yonge and Eglinton
Toronto, ON. See what search looks like in Toronto.
Builds we have shipped for Canadian businesses
Rankings send the traffic. These are what turn it into a booked job.
More results from Canadian clients
Want numbers like these?
Every campaign starts the same way, with a free audit that shows you where you stand and what we would fix first.