How to Build a Multi-Location Strategy for Google LSAs

If you’re a growing local service business or franchise with multiple locations, Google Local Services Ads (LSAs) can be one of the most powerful tools in your lead generation arsenal—if you know how to structure them correctly. But when it comes to scaling LSA across multiple locations, things can get complex quickly. In this guide, we break down exactly how to build a high-performing multi-location strategy for Google LSAs that drives consistent leads across all your markets.

Why Multi-Location LSA Strategy Matters

Local Services Ads are hyper-local by design. They prioritize trust, proximity, and responsiveness. For single-location businesses, this works beautifully. But when you operate across different cities or service areas, a single approach won’t cut it.

Without a solid strategy:

Leads get misrouted or dropped.
Your budget gets consumed unevenly.
You risk getting suspended due to policy violations.
Your team struggles to manage leads at scale.

The solution? A structured LSA rollout and management framework built specifically for multi-location operations.

Step 1: Decide on Centralized vs Decentralized Account Setup

Centralized Account: One master account manages all locations under a single email/login.

Decentralized Accounts: Each location has its own individual LSA account and login.

When to Centralize:

All leads are routed to a central call center.
You need tighter control over budgets and reporting.
The business operates under a single brand and service structure.

When to Decentralize:

Each location has a distinct license or ownership.
Leads are handled independently (e.g., local managers or franchises).
You want granular control over ad performance by region.

Pro Tip: Google prefers each legal business entity to have its own account, so franchises with distinct ownership should avoid using a centralized model.

Step 2: Create Location-Specific Google Business Profiles

Google LSAs are tied to your Google Business Profile (GBP). For each location you want to advertise, you need:

A unique GBP with accurate NAP (Name, Address, Phone Number).
Location-specific service areas defined in your GBP.
Active review generation efforts for each profile.

Avoid duplicate listings or stuffing keywords into business names. This can result in suspensions and lost visibility.

Step 3: Complete the LSA Onboarding for Each Location

Each location must go through Google’s LSA onboarding process, which includes:

Background checks (business owner and field workers).
License and insurance uploads (must match location).
Service categories and job types selection.
Linking to the correct GBP.

Make sure the documents match the business name and address in the GBP to avoid verification issues.

Step 4: Set Budgets Intelligently per Market

Not all markets behave the same. A $1,000/month budget in a low-competition suburb might flood your team with leads—while that same amount in a dense metro area might barely move the needle.

Use these criteria to set budgets:

Search volume in each area (use Google Trends or your own lead data).
Lead handling capacity per location.
Historical cost-per-lead data (LSA reports show this).
Seasonality or service demand cycles.

Pro Tip: Start with a 1-2 week test budget per location and optimize based on cost per qualified lead.

Step 5: Localize Ad Content and Service Types

Even though LSAs are structured, you still have the opportunity to:

Tailor the business bio for each location.
Highlight location-specific services.
Display the correct license type for that market.

This improves ad relevance and builds trust in local markets.

Step 6: Establish a Lead Management System

If you’re running LSAs across 5, 10, or even 50 locations, lead routing and tracking are mission-critical. Set up:

Unique tracking phone numbers for each location.
A CRM with auto-assignment rules by location.
Templates for responding to LSA leads fast (under 30 seconds improves ranking).
Quality control reviews of call recordings.

Google prioritizes advertisers with high responsiveness and strong customer interaction scores.

Step 7: Monitor and Optimize at the Location Level

Even if you centralize oversight, always track performance per location. Pay attention to:

Lead volume trends.
Lead quality (calls vs. spam).
Booking rates.
Review acquisition momentum.
Budget efficiency and saturation points.

Regularly prune underperforming service types or test new categories.

Step 8: Use the LSA Dashboard for Scaling Insights

Google’s LSA Partner Dashboard (if you’re a certified partner like Local View) offers bulk tools, location-level insights, and dispute resolution visibility—all in one place.

If you’re not a certified partner yet:

Download lead data weekly.
Use it to benchmark cost-per-lead and booking rates by location.

Spot anomalies early (e.g., sudden drop in impressions).

Common Mistakes to Avoid

Reusing one GBP across all locations.
Ignoring review generation for newer locations.
Over-allocating budget to low-converting regions.
Failing to route leads quickly and accurately.
Not tracking lead outcomes (calls ≠ conversions).

Final Thoughts: Scale Without Losing Control

Scaling LSAs across multiple locations doesn’t mean sacrificing performance or personalization. With the right structure, tools, and strategy, multi-location businesses can use Google LSAs as a predictable, high-ROI lead engine.

At Local View, we’ve helped hundreds of multi-location brands—from franchises to enterprise-level service providers—optimize and scale their LSA presence effectively.