Aspect Maintenance
Based on real UK client results
Local SEO + Google Ads
Project Overview
Aspect Maintenance is a trusted property maintenance and emergency plumbing company serving London and surrounding boroughs. With over a decade of experience and hundreds of satisfied customers, they had built a strong reputation through Checkatrade and word-of-mouth referrals. However, their dependency on third-party platforms was costing them heavily in commission fees and offering no control over lead quality. Within just 3 months of partnering with iTech Digital, we increased their Google Maps calls by 500% and reduced their cost per lead by 40% compared to paid directories.
The Challenge
Aspect Maintenance was spending £1,800/month on Checkatrade and similar paid directories, generating approximately 20-25 leads per month at £72-90 per lead. While these leads kept the business running, the quality was inconsistent. Many were price-shoppers requesting multiple quotes. Their own website ranked nowhere for competitive terms like 'emergency plumber London' or 'property maintenance near me'. The site had no location-specific pages for the 15+ London boroughs they served, and their Google Business Profile had only 12 reviews despite years of excellent work. Competitors who had invested in SEO were dominating Google Maps across central and south London, capturing the highest-intent leads before Aspect even had a chance.
Our Strategy
Phase 1. Audit & Research: We conducted a thorough competitive audit revealing that top-ranking competitors had 200+ citations, 100+ reviews, and borough-specific landing pages. Aspect had just 28 inconsistent citations and a GBP completion score of 50%. We identified 120+ 'plumber [borough]' and 'emergency plumber [area]' keyword opportunities. Phase 2. Technical & On-Page: We created 15 borough-specific landing pages (Lambeth, Southwark, Westminster, etc.) with unique content targeting area-specific search terms. Implemented emergency service schema, fixed 11 broken links, added click-to-call buttons, and improved mobile page speed from 4.8s to 2.0s. Phase 3. Off-Site & GBP: We submitted to 210 trade and business directories, fully optimised their GBP with before/after project photos, weekly posts showcasing completed jobs, and implemented a review collection workflow using QR codes on invoices. Phase 4. Google Ads & Ongoing: We set up targeted Google Ads campaigns for emergency plumbing searches with call-only ads, achieving a £15 cost-per-lead vs the £80 they were paying on Checkatrade. Monthly reporting tracked all lead sources to demonstrate clear ROI.
Audit & Research
Competitive audit showing rivals had 200+ citations. Identified 120+ borough-specific keyword opportunities across London.
Technical & On-Page
Created 15 borough-specific landing pages, added emergency service schema, fixed broken links, improved mobile speed to 2.0s.
Off-Site & GBP
210 trade directory submissions, GBP optimised with project photos, weekly posts, QR-code review collection on invoices.
Google Ads & Ongoing
Call-only emergency ads at £15/lead vs £80 on Checkatrade. Monthly multi-source lead tracking and ROI reporting.
The Results
500% increase in Google Maps calls
From 8 to 45 inbound calls per month
Reduced Checkatrade dependency by 60%
Cost per lead dropped by 40% vs paid directories
Before & After
| Metric | Before | After |
|---|---|---|
| Monthly Inbound Calls | 8 | 45 |
| Cost Per Lead | £80 (Checkatrade) | £15 (Google) |
| Google Maps Calls | 5/month | 30/month |
| Checkatrade Dependency | 90% of leads | 30% of leads |
"We used to rely entirely on Checkatrade for leads. Now Google is our main source of new business, and the leads are higher quality too."
- Aspect Maintenance, London
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Want Similar Results?
We delivered 500% increase in google maps calls for Aspect Maintenance using local SEO for trades and paid search management. If you are a trade business relying on word of mouth and paid leads, organic search is usually the cheaper channel.