How should Google Ads be structured for multiple locations?
For most multi-location businesses, create separate campaigns for each location or region, each with its own geographic targeting, budget and landing page, and keep branded and non-branded keywords in separate campaigns. This lets you control spend and report results per location.
Option 1: One campaign per location
Best when each location has its own budget, owner or franchisee, and needs its own reporting.
- Each campaign targets that location’s service area.
- Budgets are set per location and do not compete.
- Reporting maps cleanly to each franchisee.
- Trade-off: more campaigns to manage, and small locations may lack conversion data.
Option 2: Regional campaigns
Best when locations are close together, share budgets, or individually have too little data for automated bidding.
Group nearby locations into a regional campaign and use location assets and location-specific landing pages so searchers still see the nearest option. Report by location using the user location report and call tracking numbers per location.
Option 3: Hybrid
Larger systems often combine both: national or regional campaigns for brand and broad demand, and location campaigns for high-value territories.
The key rule in every structure is to prevent overlap. Two campaigns targeting the same area and keywords will bid against each other and muddy reporting.
What settings matter most for multi-location accounts?
- Location targeting: use presence (people in or regularly in the area) for local services.
- Location assets: link the Google Business Profile for each location so ads can show the nearest address and call button.
- Call tracking: a unique tracked number per location so calls are attributed correctly.
- Landing pages: send each campaign to its own location page with local proof and contact details, like our own market pages.
- Conversion values: set values per location if job values differ by market.
How do you report Google Ads results per location?
Report spend, leads, cost per lead and booked jobs for each location side by side, using campaign-level data for location campaigns and user location plus call tracking for regional ones. Compare each location to its forecast.
For how this connects to the brand fund, read how to allocate a franchise marketing fund, or see our franchise advertising approach.