In the dynamic world of digital marketing, paid search has become a game-changer for franchises. From increasing visibility to driving local store visits, a well-structured paid search strategy can fuel multi-location growth at scale. But while running Google Ads for a single location is straightforward, scaling those efforts across dozens—or even hundreds—of franchise locations requires a unique, systemized approach.

As I have researched and experienced, the challenge for most franchises is balancing brand consistency with local relevance. Each location wants visibility in its own local market, but the overarching brand needs centralized control and performance tracking.

In this article, I’ll walk you through a detailed framework for launching and scaling a franchise paid search strategy that delivers long-term success across all locations.

Understand the Franchise Business Model

Before diving into campaign setup, it’s important to understand how the franchise model impacts PPC. A franchise is not a single entity; it’s a network of semi-independent units under a shared brand. As per market research, each location may have slightly different offerings, promotions, and competition, making hyper-targeted marketing a necessity.

This is where multi-location business marketing shines. You’re not just creating one campaign—you’re building a scalable machine with consistent messaging that also adapts to each market.

Establish a Centralized PPC Structure

A mistake I often see franchises make is running disconnected ad accounts for each location. This leads to inconsistent messaging, wasted spend, and hard-to-manage performance data. Instead, centralize your franchise PPC services under a master Google Ads account using manager-level access (MCC).

This structure provides:

• Consistent branding and compliance

• Shared audience and keyword data

• Streamlined reporting

• Better budget allocation

As per my knowledge, centralized PPC management ensures your franchise stays in control of the narrative while giving each location room to win locally.

Create Location-Specific Campaigns

Once you’ve set up a centralized structure, the next step is building campaigns at the location level. That’s right—every location should ideally have its own set of campaigns, ad groups, and keywords.

Why? Because “near me” searches, competitor density, and seasonal trends all vary based on geography.

Here’s how to approach it:

• Use geo-targeting: Set tight radius targeting (5-15 miles) around each franchise location.

• Incorporate local keywords: “Best pizza in Austin” performs better than generic terms.

• Customize ad copy: Mention city names, local offers, or callouts to connect with your local audience.

As I have researched, localized ads have significantly higher click-through and conversion rates compared to generic, national messaging.

Implement Scalable Ad Copy Strategies

Yes, each location needs custom ads—but manually writing hundreds of ads is time-consuming and error-prone.

Use ad templates with dynamic keyword insertion and location-based variables. Google Ads tools like ad customizers can automatically insert city names, store hours, or inventory levels into your ads.

For example:

“Find Your [City] Location – 20% Off This Week Only!”

This approach ensures your franchise display ads and search ads feel personalized without requiring manual intervention.

Automate with Scripts and Feeds

Scaling hundreds of campaigns manually isn’t sustainable. That’s where automation comes into play.

Here are tools that help automate paid search for franchises:

• Google Ads Scripts: Automatically pause underperforming ads, update bids, or pull performance reports.

• Business Data Feeds: Dynamically update ad copy and sitelinks based on each location’s offers or hours.

• Local Inventory Ads: Sync in-store inventory for real-time local advertising.

As per market research, automation tools reduce labor costs while improving performance accuracy across all locations.

Segment Budgets Intelligently

Every location won’t perform the same. High-traffic urban franchises might outpace suburban ones. Instead of splitting budgets equally, allocate based on:

• Store revenue potential

• Local competition

• Population density

• Historical ad performance

As per my knowledge, many franchise PPC managers run A/B tests by location clusters to find the best-performing budget strategy. You’ll often discover that 20% of your locations drive 80% of conversions.

Use Conversion Tracking at the Local Level

A scalable franchise campaign isn’t just about driving traffic—it’s about tracking real results per location.

Set up local-level conversion tracking, such as:

• Click-to-call tracking

• Store visit conversions

• Lead form submissions with location fields

• Coupon redemptions or appointment bookings

Combine this with call tracking numbers that vary per location to monitor which areas drive the most leads. This also lets you optimize ad copy and bidding strategies locally.

Balance Brand Control with Franchise Flexibility

Franchisees often want a say in their marketing. While some freedom is okay, it’s critical to protect brand integrity across all campaigns.

Use a hybrid model:

• Headquarters controls the strategy, budget, and creative templates

• Franchisees provide input on local offers, events, and seasonal shifts

As I have researched, brands that empower their franchisees (without giving up too much control) see better buy-in and overall performance from local PPC.

Leverage Display and Retargeting Ads

Don’t overlook franchise display ads. They’re powerful tools to build awareness, especially in newer markets.

Pair display ads with geo-fencing to target users who visit competitor locations, malls, or events.

Also, set up remarketing campaigns to bring back users who didn’t convert the first time. Create segmented audiences for:

• Visitors to a specific location’s landing page

• Users who started booking but didn’t finish

• Past buyers (for upselling)

Remarketing works especially well in multi-location marketing as it allows you to tailor messages based on previous interaction points.

Optimize Landing Pages for Local Relevance

All the ad spend in the world won’t help if your landing pages aren’t optimized. Build local landing pages for each franchise location with:

• City-specific headlines

• Embedded Google Maps

• Unique phone numbers

• Testimonials or reviews from local customers

As per my knowledge, pages that reflect the user’s search intent and geography have much higher conversion rates.

Monitor, Analyze, and Scale

Once your campaigns are live, the job’s far from over. Use real-time analytics to track what’s working and what’s not. Focus on KPIs like:

• Cost per lead per location

• Call-through rate

• Click-through rate by geography

• Store visit conversions

Create automated dashboards for each location or region. This transparency allows faster decisions and helps identify top-performing areas worth scaling further.

Partner with a Local PPC Management Expert

If managing all this feels overwhelming, you’re not alone. Many franchises partner with agencies that specialize in local PPC management and franchise PPC services.

A knowledgeable partner brings:

• Scalable campaign frameworks

• Google Ads optimization expertise

• Real-time reporting dashboards

• Dedicated account managers for franchise support

As per market research, franchises that work with niche PPC agencies often see 30–50% better ROI within the first few months.

Final Thoughts

Building a scalable franchise paid search campaign is both an art and a science. You need strategic oversight, technical know-how, and an understanding of both the brand and local markets.

As I have researched, the franchises that win in PPC are those that commit to structured, localized, and data-driven advertising strategies. Whether you’re running five or five hundred locations, success lies in balancing customization with automation—and in always keeping the customer’s local experience in mind.