Services / Growth
Scale the branches that earn it. Prove it first.
Most multi-location budgets are set by history and politics: last year's number plus whoever argued loudest. Geo experiments replace that with controlled tests across matched locations, so budget follows demonstrated return instead of tenure.
How does a budget experiment run?
- Match locations into test and control groups on size, vertical mix, and historical cost per lead
- Change one thing in test territories: budget level, LSA share, or a bidding target
- Hold controls steady for the full window, typically 6 to 10 weeks
- Judge on booked outcomes from the tracking layer, never on clicks
- Write the verdict into the ledger: scale, hold, or revert
The discipline matters more than the sophistication. A test without a control group is a story; the dental engagement's budget reallocation moved 31% of spend between branches over 14 weeks precisely because each move carried a verdict from a controlled window, documented in the diary.
What is in the new-branch launch playbook?
- Demand read: search volume and auction pressure for the category in the new territory
- LSA coverage check, since pay-per-lead inventory changes the launch math where it exists
- Starter budget derived from the most comparable existing branch, adjusted for population and competition
- Tracking live before spend: numbers, GA4, and consent wired on day one
- A 90-day evidence gate before the budget becomes permanent
When is expansion the wrong answer?
When existing branches leak. A brand whose ledger shows a 2.7× spread between best and worst branch cost per lead, our median audit finding, usually earns more from fixing the bottom three sites than from opening a fourth city. Fixing costs weekly routine, per the core service; expansion costs new inventory, staff, and media. The audit ranks the two options in euros, and the honest recommendation is sometimes "not yet."
Fair questions
What is a geo experiment?
A controlled test that treats locations as test and control groups: budget or tactic changes in matched test territories, business as usual in controls, difference measured on booked outcomes. It answers questions like 'does doubling the Galway budget buy growth or just cost' with evidence instead of opinion.
How do you pick which branches to scale?
From the ledger, on two conditions: the branch beats its cost target at full budget utilization for two consecutive months, and its capacity can absorb more demand. Scaling a branch whose diary is already full buys expensive phone calls nobody can serve. Marketing math and operations math travel together.
Can you support a brand entering a new city?
Yes, that is the launch playbook: demand read from search volume and auction data, an LSA coverage check for the category, a starter budget derived from a comparable existing branch, and a 90-day evidence gate before permanent budget. The garden-centre engagement's ninth store launched exactly this way.
What does geo expansion cost?
Nothing extra for managed accounts: experiments and launch playbooks are part of management, from €1,250 a month or 11% of spend. Standalone geo studies for brands managed elsewhere are scoped case by case, usually €1,500 to €3,000 depending on data access and location count.
Test before you spend
The free audit shows where your estate leaks and where it can absorb growth. Experiments follow from there.
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