Growing Form and Phone Inquiries for a Regional HVAC and Home Services Company
A regional HVAC and home services company has partnered with Prager since 2012. We run the website, SEO, AEO, web hosting, paid search, content strategy, Local Services Ads, and dynamic local service area as one system. Combined tracked form and phone inquiries rose from 24,336 in 2023 to 34,743 in 2025, about 43 percent. Form inquiries rose about 47 percent. Phone inquiries rose about 42 percent. From January 1, 2023 through November 5, 2026, GA4 recorded 127,632 tracked form and phone inquiries combined.
Why do inbound inquiries matter more than traffic alone?
Search visibility now means more than website clicks. Prager expanded this program with answer engine optimization (AEO), helping the client appear in Google AI Overviews and positioning its content to be cited in ChatGPT and other growing AI search and answer tools. The goal is to reach prospects where they’re getting answers, even before they visit the website.
That shift matters because a website visit is no longer the only opportunity to influence a customer’s decision. Our focus is on making the client visible, credible, and easy to contact wherever that search begins.
From 2023 to 2025, organic website sessions declined 38.8%, while combined tracked form and phone inquiries increased 42.8%, from 24,336 to 34,743. Across the integrated program of organic search, paid search, and Local Services Ads, the client generated more inbound activity despite fewer organic website visits.
Businesses that adapt to how customers discover and evaluate companies in AI-powered tools are better positioned to compete than those relying solely on traditional search rankings and website traffic.
What were the key results?
Combined tracked form and phone inquiries rose from 24,336 in 2023 to 34,743 in 2025, about 43 percent. Form inquiries rose from 2,681 to 3,931, about 47 percent. Phone inquiries rose from 21,655 to 30,812, about 42 percent. Across January 1, 2023 through November 5, 2026, the program recorded 127,632 tracked form and phone inquiries combined, with 36,631 already in 2026 YTD through November 5.
These are the inbound requests Prager tracks for this program in Google Analytics 4. Full calendar years cover 2023 through 2025. 2026 YTD runs through November 5, 2026.
| Metric | 2023 | 2024 | 2025 | 2026 YTD | Period total |
|---|---|---|---|---|---|
| Form submissions | 2,681 | 3,603 | 3,931 | 1,694 | 11,909 |
| Inbound phone lead events | 21,655 | 28,317 | 30,812 | 34,937 | 115,723 |
| Forms + phone lead events | 24,336 | 31,920 | 34,743 | 36,631 | 127,632 |
| Sessions | 285,115 | 293,689 | 421,696 | 248,136 | See note |
| Organic sessions | 206,396 | 203,335 | 126,296 | 36,330 | 572,787 |
2026 YTD is January 1 through November 5, 2026. Period total lead events use the GA4 range export for January 1, 2023 through November 5, 2026. Organic sessions period total is 572,787 from that same traffic range export. Yearly session columns are each year’s traffic export. GA4 sessions are not perfectly additive across years, so this page does not publish a summed sessions period total as if it were a single range report.
About the data. Figures come from Google Analytics 4 for January 1, 2023 through November 5, 2026. Tracked inquiries use the selected events form, phone_call, and st_lead_calls. Phone inquiries combine phone_call and st_lead_calls by event count. form_submit is excluded to avoid overlap with form. Period components are form 11,909, phone_call 62,836, and st_lead_calls 52,887 (115,723 phone combined; 127,632 forms plus phone). Annual phone_call exports sum to 62,834 versus 62,836 in the range export, a two-event difference. Period totals follow the range export. Sessions use the GA4 sessions metric, not session_start. Selected events appear in the exports from 2023 onward.
Yearly combined totals use each year’s event export. Period total combined lead events are 127,632 from the range export.
Yearly form, phone_call, and st_lead_calls components
| Year | Form submissions | phone_call | st_lead_calls | Phone combined | Forms + phone |
|---|---|---|---|---|---|
| 2023 | 2,681 | 17,544 | 4,111 | 21,655 | 24,336 |
| 2024 | 3,603 | 17,110 | 11,207 | 28,317 | 31,920 |
| 2025 | 3,931 | 16,552 | 14,260 | 30,812 | 34,743 |
| 2026 YTD | 1,694 | 11,628 | 23,309 | 34,937 | 36,631 |
| Total (2023 through 2026 YTD) | 11,909 | 62,836 | 52,887 | 115,723 | 127,632 |
Inbound phone lead events equal the two phone-related tracked events combined by count for each year. Raw event components and the period range total appear in the disclosure above.
Yearly inbound phone lead events combined
| Year | Inbound phone lead events |
|---|---|
| 2023 | 21,655 |
| 2024 | 28,317 |
| 2025 | 30,812 |
| 2026 YTD | 34,937 |
Who is the client?
The client is a regional HVAC and home services company that helps homeowners and businesses with heating, cooling, and related home services. Prager has been its digital marketing partner since 2012. The results speak for themselves, but there is no better testament to a job well done than a client that has stayed with the same agency ever since.
When the partnership started, the goal was simple. Make it easy for nearby customers to find the company online, submit a form, or call. As the program expanded across organic search, paid search, Local Services Ads, and local service-area coverage, the focus stayed on qualified form and phone inquiries that reach the team.
What does Prager manage?
Prager runs the website, search, paid media, content, and hosting together so organic, paid search, Local Services Ads, and local coverage reinforce one another.
- Website design and ongoing maintenance
- Search engine optimization and answer engine optimization strategy
- Managed web hosting
- Paid search management
- Content strategy built around the questions homeowners ask
- Local Services Ads management
- Dynamic local service area
How did form submissions and phone lead events grow?
From 2023 to 2025, combined tracked form and phone inquiries rose about 43 percent, form inquiries rose about 47 percent, and phone inquiries rose about 42 percent. 2026 YTD through November 5 already shows 36,631 combined tracked inquiries, above the full-year 2025 total of 34,743.
Across January 1, 2023 through November 5, 2026, form inquiries totaled 11,909 and phone inquiries totaled 115,723. 2026 YTD phone inquiries already reach 34,937, above the full-year 2025 total of 30,812, with more than a month left in the calendar year when this window closed.
What does the traffic record show alongside these events?
Tracked form and phone inquiries rose from 2023 to 2025 even as recorded Organic Search sessions moved from 206,396 to 126,296. Organic Search still delivered 572,787 sessions from January 1, 2023 through November 5, 2026, and Paid Search stayed active throughout the program.
2026 YTD Organic Search sessions are 36,330 through November 5, 2026, a partial year. The supporting tables below keep the traffic record visible without making sessions the headline.
Yearly sessions and organic sessions
| Year | Sessions | Organic sessions | Organic share |
|---|---|---|---|
| 2023 | 285,115 | 206,396 | 72.39% |
| 2024 | 293,689 | 203,335 | 69.23% |
| 2025 | 421,696 | 126,296 | 29.95% |
| 2026 YTD | 248,136 | 36,330 | 14.64% |
Selected channels for Jan 2023 through Nov 5, 2026
| Channel | Sessions |
|---|---|
| Organic Search | 572,787 |
| Direct | 322,290 |
| Paid Search | 123,339 |
| Paid Social | 82,355 |
| Organic Social | 36,754 |
| Display | 32,118 |
| Referral | 19,988 |
| AI Assistant | 131 |
What do people ask about this case study?
Who is the client?
The client is a regional HVAC and home services company that helps homeowners and businesses with heating, cooling, and related home services. Prager has been its digital marketing partner since 2012.
Why is the client not named?
When we publish exact performance numbers like lead counts and ad spend, we leave the client’s name out. Those figures are competitive information, and keeping them anonymous protects the client’s position in its market while still letting us show what the work produced. If you are a serious prospect looking for similar results, call us or contact our team and we will gladly walk you through more of the details behind this program.
What does Prager manage for this company?
Prager manages the website, SEO, answer engine optimization, web hosting, paid search, content strategy, Local Services Ads, and dynamic local service area. The partnership has been in place since 2012.
Which conversions does this case study track?
The study tracks form inquiries and inbound phone inquiries in GA4. Phone inquiries combine two phone-related event streams by event count. From January 1, 2023 through November 5, 2026 those totals are 11,909 form inquiries and 115,723 phone inquiries, or 127,632 combined. A separate form submit event is excluded to avoid overlap.
How are inbound phone lead events combined?
Two tracked phone-related events are added together by event count for each year and for the period total. Raw component counts for the January 1, 2023 through November 5, 2026 range are disclosed in About the data.
Why do the lead figures begin with 2023?
The selected inquiry events appear in these exports from 2023 onward. The main annual table stays on 2023 onward so sessions and inquiry events share the same reporting window.
Did form and phone events grow from 2023 to 2025?
Yes. Combined tracked form and phone inquiries rose from 24,336 in 2023 to 34,743 in 2025, about 43 percent. Form inquiries rose from 2,681 to 3,931, about 47 percent. Phone inquiries rose from 21,655 to 30,812, about 42 percent.
Does this program include paid search and Local Services Ads?
Yes. Paid search and Local Services Ads are part of the managed program, along with the website, SEO, answer engine optimization, web hosting, content strategy, and dynamic local service area. Paid Search appears as an active session channel in the GA4 traffic exports used for this page.
Why does this case study emphasize form and phone events over traffic?
Traffic alone no longer tells the full story. Prager added answer engine optimization (AEO) so this client can be cited in Google AI Overviews as more prospects get answers before they click. This page leads with tracked form and phone inquiries because those requests show demand that reaches the business, even as organic website sessions declined from 2023 to 2025. Inquiry totals cover the integrated program of organic search, paid search, and Local Services Ads.
What date range do these GA4 figures cover?
The headline lead-event window is January 1, 2023 through November 5, 2026. Yearly columns cover 2023, 2024, 2025, and 2026 YTD through November 5, 2026. Period lead-event totals use the GA4 range export for that same window. Universal Analytics data is not used.
Want form and phone inquiry growth like this for your company?
We will review your website, search visibility, paid programs, and conversion tracking, then show you where form and phone demand already shows up and where it is slipping away. Great results earn a first project. Results that keep coming earn a partnership like this one.
Prager Microsystems, Inc. · 3819 Germantown Pike, Suite A, Collegeville, PA 19426
Services in this program · Web Design · Search Engine Optimization · Answer Engine Optimization · Managed Web Hosting · Paid Search · Content Strategy · Local Services Ads · Dynamic Local Service Area
