Multi-location
Digital marketing for franchises and multi-location brands
The brand is national. The customer is local. They search “near me”, see the closest location, read its reviews and book or call. Each location has to win its own street, while the brand keeps one voice and one set of numbers.
What makes multi-location marketing different
The brand earns trust, but the map decides who gets the call, and the map ranks each location on its own: distance, relevance, reviews, accuracy. A well-known brand with neglected listings loses to the independent shop down the street with a well-kept one.
Two audiences need marketing. Customers, for every location. And, for a growing franchise, future franchisees: a slower sale with its own pages, its own questions about investment and support, and its own pipeline.
The hardest part is governance. Who can edit the listings, who answers reviews, who pays for local ads, who sees which leads. Settle it before the first campaign, or the network ends up competing with itself.
What we set up for a network of locations
Every listing claimed and accurate
One verified Google Business Profile per location, controlled centrally, with photos and hours each manager can update. That is local SEO at network scale.
A real page per location
Address, hours, team, services, local reviews and directions on the brand’s site. No near-copies with only the town name changed.
Shared campaigns, local results
Google Ads and social campaigns run from one account with location targeting, so each area sees its own address and offer.
Leads that reach the right site
The form asks which location the customer prefers, and the lead lands in the CRM with that location and its source.
Reviews everywhere
One review routine used in every location, with reply guidelines so a complaint in one city is handled as well as in another.
Reports location by location
Dashboards that show each site’s leads, bookings and cost side by side.
Who does what in a franchise network
| Task | Headquarters | Each location |
|---|---|---|
| Brand, templates and ad accounts | Owns and runs them | Uses them |
| Google listings | Verifies them and controls the core facts | Updates photos, hours and posts |
| Reviews | Sets the routine and reply guidelines | Asks customers and replies locally |
| Local offers and events | Approves the format | Proposes and promotes them |
| Leads and reports | Sees the whole network | Sees and works its own leads |
What we measure across a network
Leads and bookings per location
By source, week by week.
Cost per lead per location
So budget moves to the sites where it works, and help goes to the ones where it does not.
Map visibility per location
Where each site appears for its main searches in its own area.
Reviews per location
Count, rating and reply time.
Franchise enquiries
Qualified candidates by source, through to signing.
Traps in multi-location marketing
- Locations bidding against each other, and against headquarters, in Google Ads
- Duplicate or unverified listings created by former managers
- Franchisees running their own pages with old prices and an old logo
- One national landing page behind every local ad
- Reports that average the network and hide the weakest locations
- Leads sent to a closed or relocated site
Frequently asked questions
Should each franchisee run their own ads?
Usually not on the same platforms as headquarters, or they end up bidding against each other. A central account with local budgets, or a clear split of channels, works better. Franchisees can still run local events and community posts.
How do you handle a network in several countries?
Listings, pages and campaigns per country and language, with one reporting model. Advertising and data rules differ by country, so templates are adapted to each one, and international SEO keeps the right page in front of the right market.
Can each location see its own numbers?
Yes. We set up reporting so each site sees its own leads and results, and headquarters sees the whole network.
What do you need from headquarters to start?
Access to the Google listings and ad accounts, the list of locations with their real details, the brand guidelines, and a decision on who owns reviews and local posts.
Do you help with franchise recruitment?
Yes. Recruitment is a business sale: a page that explains the model, the investment and the support honestly, a qualification form, and a pipeline that follows candidates through calls, visits and signing.
Last updated · By the Napexy team
Keep reading
Tell us where you want to grow.
A 30-minute call with a strategist. You get a plan in plain words and a fixed quote, whether or not you work with us.