Getting More Calls Even as AI Overview Steals Clicks 

Rocket Plumbing is a Chicago-based plumbing company serving residential and commercial customers. Their growth strategy focused on ranking well to drive traffic. However, this changed when Google’s AI began answering local queries directly in search results, leading to 428,000 monthly impressions but only a 0.15% CTR.

Redefine shifted the focus from chasing rankings to improving conversion rates for the traffic that still clicked through. Rebuilding core service pages with a conversion-first approach, restructuring content, CTAs, and trust signals to capture high-intent visitors. Redefine also targeted mid- and bottom-of-funnel keywords and launched online scheduling in mid-2025, enabling easier bookings.

The result: conversions increased from 798 in 2021 to 3,740 in 2025, a 370% increase, with phone calls reaching a record 2,109. Through May 2026, leads are up 34.6% year-over-year, despite a 46% drop in organic traffic.