Case Study · Commercial Fabrication
A brand-new B2B fabrication shop, no website, and a profile anchored in the wrong municipality. We built the regional page network first — so when the address moved, the rankings did not.
Local Grid, 39 Tracked Points · Baseline 25 September 2025, Port Coquitlam · Follow-Up 20 April 2026, Pitt Meadows · Location Pages To August 2026
Points Ranking Well · Out Of 39
These two grids track different terms, so read them as two snapshots rather than one like-for-like test. On the separately tracked “sheet metal fabricators,” coverage went from 10% to 92% by 11 July 2026.
Strongest Location Pages · Search Impressions
Maple Ridge sits next door to Pitt Meadows. That page was already ranking months before the profile moved there — which is the whole reason the move did not hurt.
A profile move only resets you if the profile was doing all the work. Build the region into the website and the pin becomes one signal among many.
Duct Duct Goose began as a fix for a problem its founders knew first-hand. Trevor Pritchard had spent years in HVAC, and his team was already fabricating ductwork in-house to dodge unreliable lead times and poor-fitting components. In July 2025 they split that capability into its own company: a B2B fabrication shop for HVAC contractors, mechanical contractors, commercial builders, kitchens, labs and industrial projects.
When Duct Duct Goose partnered with RS Gonzales in August 2025, the company had no website at all. Its Google Business Profile sat in Port Coquitlam, and its online footprint was far too small for the region the owners wanted to supply — Vancouver, Burnaby, Surrey, Richmond, Langley, Maple Ridge, New Westminster, Abbotsford, Coquitlam and Pitt Meadows.
That created two problems at once. A new company had to establish technical credibility with contractors who care about fit, lead times, materials and code. And one Port Coquitlam pin could not give map proximity across every municipality on that list.
The first baseline made the gap plain.
We started with a custom website built for commercial buyers, not homeowners. The messaging spoke to HVAC contractors, mechanical contractors, builders, project managers and facility teams who need sheet metal fabricated accurately and delivered on schedule.
The site was built around two pillars, because those are the two things commercial buyers were actually searching for. HVAC ductwork fabrication: commercial ductwork, custom fittings, equipment exhaust ducting, roof curbs and flashing, filter boxes, sound-insulated ducts, fume and lab exhaust, kitchen ventilation. Stainless steel fabrication: commercial kitchen hoods, grease ductwork, stainless ductwork, custom enclosures, drain pans, shelves and cabinets.
Each major service got its own page. Capability content explained cutting, bending, welding, assembly, CAD drawings, materials, finishes, packaging and delivery. Blog content answered the technical questions contractors ask before choosing a fabricator. That depth gave Google far more evidence about what the shop makes and who it serves.
A single profile could never sit close to every commercial buyer in Greater Vancouver. The website had to carry the regional strategy instead.
We built dedicated sheet metal fabrication pages for Langley, North Vancouver, Burnaby, Maple Ridge, Surrey, Richmond, Abbotsford, Coquitlam, West Vancouver and New Westminster, alongside broader Vancouver and Pitt Meadows content.
These were not navigation labels routing back to one generic paragraph. Each page gave Google a specific URL to associate with a municipality, and gave a contractor a relevant landing page when they searched by location. By August 2026 those ten pages had produced 19,303 impressions and 119 clicks — visibility in markets well beyond the original profile.
That regional content became a durable search asset before the address changed. Which turned out to matter a great deal.
By 20 April 2026 the Google Business Profile was showing its new address on Airport Way in Pitt Meadows. A profile move can disrupt local visibility, because proximity changes and Google has to reconnect the business to a new map centre.
We updated the website’s primary location signals and kept reinforcing Pitt Meadows through service content, location pages, profile optimisation and the existing Greater Vancouver footprint.
The surrounding network is what carried it. Maple Ridge sits beside Pitt Meadows, and Langley, Surrey, Burnaby and Coquitlam had already been building relevance across the markets the shop wanted. The company was not introducing itself to the region for the first time after the move.
On the separately tracked “sheet metal fabricators” grid, coverage reached 92% of points in the top three by 11 July 2026, with no poor or non-ranking points and an average grid score of 1.2.
Organic search builds over time, and a new company needs inquiries now. We paired the website with Google Ads aimed at stainless fabrication and sheet-metal ductwork searches.
From September 2025 through 11 August 2026 those campaigns recorded 297 phone calls, 58 form submissions and a 5.51% click-through rate on CA$17,545.83 in spend. That spend went to Google, not to us — we take 0% markup on ad spend.
The same website supported both channels. Paid search delivered immediate opportunities while the service and location pages built an asset that keeps attracting buyers without paying for every click.
Across that year Search Console recorded 624 clicks and 56,163 impressions, including 445 clicks and 38,766 impressions from Canadian searchers. The homepage produced 340 clicks — but the results never depended on it alone. Service pages for kitchen hoods, custom duct fittings, roof curbs, equipment exhaust ducting, HVAC ductwork and fume exhaust all brought searchers in, and Langley, North Vancouver, Burnaby, Maple Ridge, Surrey, Richmond, Abbotsford and Coquitlam each generated at least 12 clicks.
Calls and forms are not booked projects. They are meaningful inquiry signals, and this case study will carry CRM or invoicing data before it makes any return-on-investment claim.
A website can establish visibility, but the company still has to give the market something worth choosing.
That clarity made the website easier for Google to understand and easier for commercial buyers to use.
A profile move does not have to erase regional authority, if the content got there first
Location pages create value outside your immediate map radius
Ten pages produced 19,303 impressions.
Service depth matters in a technical niche
Specific pages beat one general fabrication page.
Organic and paid do different jobs
Ads carried the ramp-up while SEO built the asset.
Map rankings are not caused by content alone
Proximity, profile setup, reviews, competition and time all matter.
Calls and forms are not booked revenue
CRM and sales data are still needed before stating financial return.
Most HVAC companies don’t have a lead problem — they have a system problem. We fix both. SEO, Google Ads, websites, reviews and email work together, not in silos. And you pay Google and Meta what they charge, because we take 0% markup on ad spend.
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