Growth BlueprintWoodward Heating, Air & Plumbing • Growth Blueprint
Resolve ownership, measurement and acquisition risks first, then make structural changes with verified evidence.
Scott encountered difficulty obtaining access. Ads read-only access works; ownership of every other asset was not independently verified.
Create an asset register, verify company-admin access and recovery, and document vendor dependencies.
Historical plumbing GA4 is unavailable. Paid landing hosts and multiple call/form actions require reconciliation.
Instrument each host and match 30–50 inquiries through qualification, booking and invoice.
Recent 30-day reported CPA was $163.49 versus $103.74 over 90 days and approximately $90 in the preceding 60 days.
Review change history, imports, phone routing, search terms and booked-lead quality before budget changes. Confirm service fit before excluding the approximately $418 sampled well-pump theme.
The main domain has stronger established authority and already represents both trades; plumbing visibility is growing.
Complete URL mapping, tracking and destination checks before moving useful plumbing content.
The homepage form sits below several sections; existing Housecall Pro booking starts with a full-address check.
Test a prominent callback form alongside existing calls and booking.
Verify company-controlled administration, recovery and delegated vendor access across every critical asset.
Tracking coverage across websites, paid hosts, calls and booking.
| Surface | Evidence | Gap / uncertainty | Action |
|---|---|---|---|
| woodwardheating.com | GA4 exports, Jul 2–Sep 29, 2026 | Multiple call/form labels; traffic-quality anomaly | Verify event triggers and reconcile accepted leads |
| woodwardplumbing.com | Separate GSC; no historical GA4 | Independent qualified-lead value unmeasured | Implement measurement and record its start date |
| callwoodwardheating.com | HVAC/brand Ads destinations | Host tagging and source retention need verification | Test tracking, forms and phone routes |
| service.callwoodwardheating.com | Plumbing-named Ads destinations | Separate paid host, not plumbing-site GA4 | Map campaign → host → lead → booking |
| Calls / CRM / booking | Housecall Pro booking observed; Ads call/import actions present | Unique leads and booked/invoiced outcomes not reconciled | Match lead IDs and validate imports |
Proposed definitions requiring operations approval.
Confirmed appointment/job linked to the lead. Track completed work and invoiced revenue separately.
Investigation summary and evidence slots for rising CPA.
Ads spent $104,765 over Jul 2–Sep 29, with 1,009.9 reported conversions and $103.74 CPA. Aug 31–Sep 29 CPA rose to $163.49. HVAC Salem reported approximately $604 CPA from three conversions; HVAC CitySearch approximately $210.
Check campaign changes, conversion upload reliability, landing routes, phone handling and qualified/booked outcomes. Confirm service fit before excluding the approximately $418 sampled well-pump theme.
The 500-row search-term sample was incomplete. Full keyword/negative, geography and action-level outcome evidence remains unavailable. Reported conversions are not verified booked jobs.
Proposed experiments and validation requirements.
Verify copy, phone routing, consent, mobile accessibility and success/error handling. Compare qualified leads and booked jobs per eligible session; track abandonment, spam and response time. Extend testing when volume is insufficient.
Decision gates and dependencies for domain consolidation and profile structure.
Favor staged consolidation into woodwardheating.com after a complete crawl, equivalent-destination redirect map, lead baseline and tracking QA. Preserve growing plumbing service/product pages and maintain separate plumbing lead reporting.
Recent GSC clicks: heating 1,744; plumbing 126. Referring domains: 321 versus 202. Provider authority rank: 37 versus 0; these are third-party metrics, not Google scores.
Three profiles were verified. Separate plumbing has 10 reviews versus Salem's 5,009. Verify ownership and eligibility before profile changes. A hidden address can be appropriate for a service-area business; website consolidation does not justify immediate profile deletion.
