In Episode 20 of The Marketing Mechanic, Dennis Yu breaks down the real reason an HVAC company could spend $120,000 on blog posts and still have no clear answer to a simple question: where are our calls actually coming from? Dennis explains that the problem isn’t effort or intent, it’s a misunderstanding of how Google actually sends calls to local service businesses.Dennis outlines the three primary ways Google drives inbound calls: Google Maps visibility driven by real reviews and photos, brand searches where customers type in a company’s name, and non-brand searches where traditional SEO competes for generic service terms. He explains why Maps accounts form the majority of real call volume, why brand searches convert best but can’t be manufactured, and why non-brand SEO is often overemphasized despite producing the smallest share of results.The episode also explains how advertising fits into the picture. Dennis shows why LSA, Google Ads, and Facebook ads only work when they amplify real reputation, not when they’re used to compensate for it. He makes the case that neither SEO agencies, PPC managers, nor AI tools can fabricate reputation, and why businesses that don’t track calls correctly end up misallocating time, money, and trust.If you’re a local service business owner and want stronger Google Maps visibility based on real signals, apply below for our Maps Visibility System. We’ll start with a free quick audit call to review your Google Business Profile, your location service pages, and determine whether improved Google Maps visibility is achievable in your market.If you qualify, we’ll run the initial Maps Visibility work for one week at no cost to measure real movement in your market. If we see clear improvement and believe it’s a good fit, we’ll schedule a second call to review the results and outline next steps through our Maps Visibility System. If there’s no measurable improvement, the engagement ends with no obligation to continue.Apply here to see if you qualify:https://localservicespotlight.com/mvsDennis Yu, Founder of Local Service Spotlight:Facebook: https://www.facebook.com/dennisyu/LinkedIn: https://www.linkedin.com/in/dennisyuTwitter: https://x.com/dennisyuLocal Service Spotlight: https://localservicespotlight.com/