Case study
OQ Mechanical: surfacing the commercial work in Albuquerque and Santa Fe
Where they started
2Trucks
35Google reviews
Two trucks, two to three crews, a brother running the office. A strong rating on about 35 Google reviews, in a market where the six biggest operators have between 500 and 3,200 each. The site said “AC repair” and “furnace service.” It never said “commercial,” even though mechanical work for property managers and small commercial buildings was the best-paying thing they did. There was no page for water heaters, no page for plumbing, no page for Santa Fe, which they already served.
Every commercial search in the metro was landing on a residential generalist’s site.
What we decided to do, and why
The strategy was job mix, not market share.
Trying to outrank a company founded in 1928 on “AC repair Albuquerque” is a two-year fight. So we didn’t. The strategy was job mix, not market share.
Build the site around commercial mechanical, the work worth twenty-five to forty residential calls per job. Claim the Santa Fe corridor, where only one of the big six operates and competitive density is about half of Albuquerque’s. Give every service its own page so every search has somewhere to land. Install a review workflow that runs on job close-out, because the review gap was the whole ranking problem. And pace all of it to what two trucks can actually close, because leads ahead of crews turn into missed appointments and two-star reviews.
The grow-or-hold decision was deliberately deferred to month six, with real data.
What I built
What moved
What’s next for them
Month six is the grow-or-hold decision. Hold at two to three crews and run selective on commercial and Santa Fe, or add a third crew and expand. Both paths use the site as built. Property manager outreach and Local Services Ads are scoped and waiting on that call.
If this sounds like your business
If your best work is invisible on your own website, that is the first thing to fix. Fifteen minutes and I’ll show you what a commercial buyer sees when they search for you.
Or call 512-553-1774.
