Summit Ridge Heating & Air

Summary

People are finding you and clicking your ads, but most of what happens after the click isn’t being measured. Google can’t tell which clicks became customers, visitors on phones wait too long for your page, and anyone who leaves without calling is gone for good. None of these need a new website. They’re mostly one-time setup fixes, and the first two matter most.

1. #1High priority

   Google Ads isn’t recording calls or form submissions

   What this means for you

   We loaded your site and your “Request service” form and didn’t find a Google Ads conversion tag firing on either. Google can see who clicks your ads, but not who calls or fills out the form afterward. That means its automated bidding is optimizing for clicks, and there’s no way to tell which keywords bring in actual jobs.

   The fix

   Create a Google Ads conversion for form submissions that fires on the thank-you page (not on the form itself), and set up call conversions for calls from ads and from your website. Once a few weeks of conversion data come in, switch bidding to optimize for conversions.

2. #2High priority

   Your repair page is slow to load on phones

   What this means for you

   On a mid-range phone over a cellular connection, the main content of your AC repair page took about 7 seconds to appear. Google recommends under 2.5 seconds. Most of the delay comes from an oversized photo at the top of the page and a chat widget that loads before anything else. Someone with a broken AC in July is likely to hit back and try the next result.

   The fix

   Resize and compress the top photo (it’s roughly 4 MB; it should be well under 200 KB) and serve it in a modern format like WebP. Load the chat widget after the page has finished loading. Neither change requires a redesign.

3. #3Medium priority

   It’s hard to get in touch from a phone

   What this means for you

   On a phone, the first screen is a large photo and a slogan. The “Schedule service” button is below that, and there’s no tap-to-call button in the header. Visitors have to scroll and look for a way to reach you, which is exactly when some of them give up.

   The fix

   Add a header that stays visible on mobile with a tap-to-call button and a “Book service” button. Replace the slogan with one plain line that says what you do and where, for example “Heating and AC repair across the Front Range.”

4. #4Medium priority

   There’s no retargeting pixel on the site

   What this means for you

   We didn’t find a Meta (Facebook and Instagram) pixel or a Google remarketing tag. Most people don’t book on their first visit; they compare two or three companies first. Without these tags you can’t show ads to people who already visited, and if you ever run Meta ads, Meta has nothing to learn from.

   The fix

   Install the Meta pixel with the Conversions API and add Google remarketing through your existing Google tag. Fire a “Lead” event when the service form is submitted, then build a retargeting audience of visitors from the last 30 days who didn’t submit it.

5. #5Medium priority

   Your form doesn’t record where a lead came from

   What this means for you

   The service request form doesn’t capture the ad click ID or campaign details. Even after tracking is fixed in Google Ads, the leads in your inbox or CRM won’t show which ad or keyword produced them, so you can’t compare ad spend to booked jobs.

   The fix

   Add hidden fields to the form that capture UTM parameters and the Google and Meta click IDs (gclid and fbclid), and pass them into your CRM with each lead. That’s what makes it possible to report cost per booked job instead of cost per click.

6. #6Low priority

   Ads send people to your home page

   What this means for you

   Your search ad for furnace repair sends people to the home page, where they have to find the furnace repair information themselves. Each extra click between the ad and the booking button loses some visitors.

   The fix

   Point each ad group at the page that matches it. If a matching page doesn’t exist yet, start with simple dedicated pages for your two highest-spend services.