How to Grow Your Multi-Location Service Business Using Google’s Top Tools:

Google Business Profile (GBP), Local Services Ads (LSA), and Google Ads

By Dipa Gandhi

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The multi-location expansion for service area businesses like plumbing, roofing, or cleaning can be a game changer—but it requires a well-planned strategy to reach potential customers efficiently across different regions. Multi-location marketing doesn’t only amplify brand presence but, when strategically implemented, drives local trust and authority in each specific location.

To succeed in multi-location marketing, balancing immediate and long-term efforts is crucial. Below, we explore how Google Business Profiles (GBP), Local Services Ads (LSAs), and Google Ads play distinct yet complementary roles in setting up a solid growth foundation.

Build Local Trust with Google Business Profiles for Each Location

When your service locations are spread out—whether across cities or states—a unique GBP for each location is essential. It serves as a digital storefront, allowing potential customers to find and learn about each specific branch without confusion.

GBP Benefits for Multi-Location Businesses:

• Localized SEO Boost: Each GBP listing ranks in local searches, helping your business appear for geographically relevant queries (e.g., “roofing services near me”).
• Enhanced Credibility: Customers tend to trust local businesses with verified profiles. GBP listings enable you to display each location’s reviews and provide local contact information, making your business feel accessible.
• Customer Engagement: A verified GBP lets customers reach out, leave reviews, and ask questions specific to each location, creating a loop of engagement unique to the area.

Best Practices for Managing Multi-Location GBP Listings:

• Ensure Consistency: Use the same branding, but tailor each profile to reflect the specific location.
• Leverage Reviews: Request and respond to reviews for each location. Positive local reviews build trust in individual markets.
• Optimize with Photos: Use photos relevant to the location (e.g., team pictures, job sites) to create a sense of community and authenticity.

For long-term impact, GBP serves as a foundation for local visibility, helping each location organically attract and retain customers.

Long-Term Lead Generation with Local Services Ads

LSAs are highly effective for service area businesses looking to generate consistent leads across multiple locations. LSAs have proven particularly beneficial for home services since they sit prominently at the top of search results, increasing the chances of visibility. Each location's Google Business Profile syncs with its LSA listing, meaning only the most trusted, verified business locations appear in searches.

Key Benefits of LSAs for Multi-Location Businesses:

• Increased Credibility: With Google’s “Google Guaranteed” badge, LSAs provide assurance to customers, resulting in higher lead conversions.
• Cost-Efficiency: LSAs work on a pay-per-lead model, which means you only pay for leads that come directly to your business—ideal for scaling across locations.
• Local Adaptability: You can customize LSAs per location, focusing on services or promotions relevant to each area, leading to more targeted leads.

Immediate Results with Google Ads for Short-Term Gains

While GBP and LSAs offer long-term, organic traction, Google Ads fill the immediate gap, offering an accelerated path to visibility. Google Ads’ flexibility allows you to target specific keywords, run limited-time promotions, and experiment with ads tailored to each location’s needs.

How Google Ads Complements Multi-Location Marketing:

• Rapid Visibility: Google Ads appear instantly in search results, giving your business an immediate presence when entering a new market.
• Budget Flexibility: Allocate budget to locations that need more exposure or are experiencing seasonal demand spikes.
• Service-Specific Targeting: Advertise particular services in each area based on local demand. For example, plumbing services might be more in demand in colder areas in winter months, while landscaping services rise in popularity during spring.

Crafting a Balanced Marketing Strategy for Multi-Location Success

Combining GBP, LSAs, and Google Ads for each location allows for a diversified, balanced approach. Here’s how to maximize the effectiveness of each:

• Step 1: Establish GBP Profiles for Each Location: Ensure each location has an optimized GBP profile. This not only serves as a local touchpoint for customers but also feeds into your LSA strategy.
• Step 2: Launch LSAs for Verified Locations: Once GBP is set up, initiate LSAs to build local credibility and consistency. Focus on obtaining reviews and enabling the “Google Guaranteed” badge for maximum impact.
• Step 3: Boost Awareness with Google Ads: Use Google Ads as a high-impact, short-term strategy. Monitor performance for each location and adjust spending to match specific business goals, such as seasonal demand or promotional campaigns.

Each part of this strategy has a role in nurturing leads and driving customer trust, making multi-location growth both manageable and effective.