Using Google Ads to Open More Locations

By Jordan Evans

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Want to turn your single-location service business into a multi-location powerhouse? Google Ads might just be your secret ingredient. While it may seem like only massive companies dominate with advertising budgets to match, the truth is that savvy small businesses can leverage Google Ads to expand faster than you might think. Let’s break down how.

The Power of Google Ads: It's All About Location (and Leads)

When done right, it allows small service-area businesses (SABs) like HVAC technicians, roofers, and cleaners to get in front of potential customers in new locations—without the massive upfront investment of traditional advertising. This strategy isn’t just for the big guys. In fact, Google Ads has helped small service businesses go from serving one town to conquering entire regions.

Why Google Ads Works for Expansion

• Precision Targeting: Want to target homeowners in a specific neighborhood or area of town? Done. Google Ads lets you zero in on exactly where you want your ads to show up. You can test new areas with minimal risk before committing to physical expansion. Tip: Use Google Ads' keyword planner to make sure you have at least a few hundred searches for your services in whatever areas you choose. This ensures enough data is gathered and enough people are searching in those areas to generate leads.
• Instant Traffic: Unlike SEO, which takes months to build, Google Ads can put you at the top of search results within 2-14 days. That’s crucial when you’re dipping your toes into a new market.
• Scalable Budget: Start small and scale as you see results. You don’t need a $50K budget to make this work; even a $800/month budget can make a big impact if managed properly.
• Data-Driven Decisions: The metrics you get from Google Ads are gold. Learn what’s working and double down. Adjust what’s not. This flexibility allows businesses to grow intelligently without unnecessary risk.

Case Study: Sabrina's Window Cleaning—Expanding with Google Ads

Take Sabrina’s Window Cleaning, a family-owned business in Southwest Florida with roots going back to the 1980s. They started small—just a brother and sister with a squeegee—but thanks to their reputation for quality and customer care, they’ve grown into a well-known brand in their area.

In 2023, Sabrina’s Window Cleaning decided to use Google Ads as a way to expand into nearby towns without the upfront cost of opening a second location right away. With the help of 99 Calls, they launched targeted ads focused on residential window cleaning services, highlighting their stellar reviews and long-standing commitment to quality.

Within just a few months, Sabrina's team saw a significant increase in calls from surrounding towns, with the cost per lead averaging $30-$50. Armed with this data, they strategically booked jobs in these new areas and slowly began building a customer base. Today, Sabrina’s Window Cleaning services multiple cities across Southwest Florida, with plans for further growth.

Their story is a perfect example of how Google Ads can help a small, local business grow into a regional powerhouse without needing to open multiple physical locations immediately.

Building a Multi-Location Strategy with Google Ads

How can you repeat Sabrina's Window Cleaning's success? Here’s the roadmap:

1. Test Before You Invest

Before committing to a new area, run a limited campaign using a few radius bubbles to create a small but thorough target area. Set a modest budget—$800 to $1,000 is often enough to gather data on lead volume and costs depending on your industry. If you start seeing affordable leads, you’re on the right track.

• Tip: Hiring a professional ads manager pays for itself. Imagine saving $30 a lead. Now imagine you get 50 leads a month. That's $1500 saved, plus the time and effort saved from running a campaign as a business owner.

2. Localized Ads for New Areas

Your ads should speak to the specific needs of each new location. What works in one town might not resonate in another. For instance, a roofer in a snowy northern town might focus on “emergency leak repairs,” while in a warmer climate, ads might highlight “UV-resistant roofing options.”

• Tip: Don’t just clone your original ads. Customize the ad copy to make it feel hyper-local, which increases click-through rates.

3. Capitalize on Your Reputation

If you’ve already built a strong reputation in your first location, leverage that when entering new markets. Mention your 5-star reviews and years in business to establish credibility immediately.

• Pro tip: If you’re running Google Local Service Ads (LSA), make sure you have at least 10 5-star reviews in every market you target. It’s a small thing that can make a big difference in lead generation.

4. Expand Your Service Radius Slowly

It’s tempting to run ads everywhere at once, but it’s smarter to grow regionally. Start by targeting areas within a 10-30 mile radius, then slowly push beyond that as you get a handle on logistics. This allows you to refine your marketing and service operations before going full throttle.

The Long-Term Payoff

Expanding via Google Ads is all about incremental wins. You won’t turn into a multi-location juggernaut overnight, but with smart targeting and data-backed decision-making, you can grow faster than you ever thought possible.

Here’s the kicker: Many businesses that use Google Ads to expand eventually see their SEO ranking improve in the new locations too, as their brand becomes more recognized. So, you get the double-whammy benefit of paid ads and organic traffic over time.

Call to Action: Ready to Grow?

If you’ve been dreaming of expanding, there’s no need to wait for a windfall to fund a second location. Google Ads can be the low-risk, high-reward strategy that helps you break into new markets.

Want to see what Google Ads can do for your service business? Let’s talk. Reach out to us today, and we’ll help you create a tailored strategy to take your business from one location to many.