Services / Core
Google Ads where every branch pays its own way
A national campaign with one budget is a subsidy program: strong branches fund weak ones and the report calls it success. We structure Google Ads so each location carries its own campaigns, budget, and conversion data, then manage the whole estate on a weekly routine.
What does per-location architecture look like?
- Location campaigns with radius or postcode targeting and branch-specific landing pages
- Budgets set from each branch's economics: capacity, margins, and lead value, never an even split
- Shared negative-keyword lists at account level; local negatives (rival street names, out-of-area suburbs) per branch
- Location assets and Business Profile links wired so ads show the right branch, hours, and directions
- One experiment running at a time per region, logged with a verdict
The weekly routine on top is unglamorous and decisive: query reviews every week, budget pacing checks, and tracking verification after site releases. The engagement diaries in our engagements section show the routine applied over 8 to 14 weeks, branch by branch.
What goes in the monthly branch ledger?
One line per location: spend, leads or bookings, cost per lead, conversion rate, and the branch's trend against its own history and the vertical median. The 2026 LocaliQ benchmarks anchor the comparisons: a dental practice converting below the vertical's 10.67% median has a findable problem, and a garden centre paying far over the $8.33 median CPC usually has a query-hygiene one. The ledger's job is to make "which branch, which problem" a one-glance answer.
How do budgets move between branches?
On evidence and in steps. When a branch beats its cost target for two consecutive months at full budget utilization, it earns an increase; when one misses for two months after the fix list is exhausted, budget moves to where it converts. The dental engagement moved 31% of total budget across branches over 14 weeks, and that reallocation, documented in the diary, drove more of the ROAS gain than any bidding change. Geo experiments for bigger moves run through the geo expansion service.
What about measurement?
Multi-location accounts live and die on call tracking and offline imports, since a large share of local conversions arrive by phone. That layer is its own service, call and lead tracking, and it installs in month one: calls counted per branch, GA4 with Consent Mode v2, and booked-revenue imports where your CRM allows. Bidding on form fills alone undercounts most local businesses badly.
Fair questions
How is multi-location Google Ads structured differently?
Each location gets its own campaigns or clearly split ad groups with location-specific budgets, radius targeting, and landing pages, plus shared negative lists at account level. The point is attribution: when the Cork branch underperforms, the data says so directly instead of hiding inside a national average.
What does management cost?
From €1,250 a month or 11% of ad spend, whichever lands higher, plus €95 a month per location beyond your first five, which funds the per-branch reporting. The market's usual band is 10-20% of spend; the location fee is what makes an 80-line ledger sustainable.
Which verticals do you know well?
Dental and clinic groups, gyms, garden centres, franchise services, and click-and-collect retail. The 2026 medians we benchmark against: dentists convert search at 10.67% with a $72.97 CPL, health and fitness at 6.94% and $67.36, home and garden at $8.33 CPC. Outside these, we say so upfront.
How fast do results show?
The rebuild lands in month one, and comparable per-branch data exists from week two. Movement follows the engagement diaries: the gym chain halved trial CPL in 8 weeks, the dental group took 14 weeks to move blended ROAS from 2.6 to 4.2. Structural fixes compound; expect trend, never overnight jumps.
Get the branch ledger first
The free audit builds your per-location table in four working days. Management is only worth discussing after you have seen it.
Request your free audit