How many people search for what you do
You know your busy season. You know what a good week of calls feels like. Almost nobody can tell you how many people went looking for their service last month and called somebody else.
The number you have never seen
Every month, a fixed number of people in your service area open Google and describe a problem you solve. They type things like ac not cooling upstairs, furnace making a banging noise, emergency plumber sunday, or hvac companies near me. That number exists whether or not anyone shows it to you. It does not care how long you have been in business.
Most owners have never seen it. They have a feeling about their market, built from years of answering the phone, and the feeling is usually low. It has to be. You only ever hear from the people who found you. The people who searched, clicked a competitor, and booked with them are invisible to you by definition. They never called, so they never entered your picture of how busy your market is.
What we count
We pull monthly search volume for every term your market uses, across your service area. That means the obvious ones you would guess, and it means the long tail that nobody guesses, which is usually where most of the volume hides.
One HVAC company we worked with assumed their market was the phrase hvac repair. It was worth a few hundred searches a month. The full picture, once we counted the hundreds of ways people describe a broken air conditioner at eleven at night, was several times that. The big term was a small slice of a much larger market that nobody had ever added up for them.
You end up with one number. This many people, in your area, looking for what you sell, every month.
Do a rough version yourself tonight
Open a private browser window so your own history does not skew it. Type your main service plus your town, the way a customer would, and look at who owns the first three results. Then do it again with the panicked version of the same search, the one somebody types when the problem is happening right now.
Whoever owns those results is taking the calls you are not getting. If you are not among them, you have just found the edge of your gap without paying anybody a cent.
See your own numbers
The Complete Digital Audit answers all four of these with data from your own market, then goes wider into site speed, reputation, local listings, and the competitors taking your searches, and ends in a plan to close the gap. It's $1,500.