Question about Local Ranking earn by blogging adsense income

I've been working with a site on local SEO, and I'm having an issue with ranking.

I'm ranking fine for terms with a geo-modifier, like plumber in Dallas, or Dallas shower installer. But when I just do a generic search for "plumber," the site doesn't rank in the top 100 (I've changed my location to Dallas, the suburbs, different neighborhoods, still nothing).

Could it be cause the site isn't using a physical address in Google My Business, just a service area? Any ideas what might be causing this?

submitted by /u/NobleSkunk
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