Tampa, FL · nationwidePPC & Co runs paid search, landing pages and local SEO for franchise systems and multi-location brands. The model is one proven structure, cloned and localized per market, with corporate holding the strategy and each location getting its own numbers, pages and reporting. We've built and run it across hundreds of locations for a single brand, including the store-page and local landing page programs for two national franchise systems.
The problem every franchise system has
Corporate wants consistency and control. Franchisees want to see their own leads and feel they're getting their share. The typical outcome is either a rigid corporate program nobody local believes in, or forty franchisees each hiring their own local agency and forty different messages in the market.
The fix is structural. A campaign template that is right for the business, localized per market, with budgets, reporting and lead attribution at the location level.
How we structure a multi-location account
- One template. Campaign themes, ad groups, ad copy and negatives proven in a pilot set of markets before rollout.
- Cloned per market with local geo, local number, local landing page and local budget. Corporate sees the whole system; each location sees its own account view.
- Local landing pages generated from one design, each with the location's address, hours, reviews, team and service list. How we build them.
- Local Services Ads and Google Business Profiles set up and managed per location where the category qualifies.
- Lead attribution by location through call tracking and form routing, so a franchisee never asks whether a lead was theirs.
- Reporting per location and rolled up, on our own dashboard platform, so corporate and franchisees look at the same numbers. Reporting.
Corporate-funded, co-op, or franchisee-paid?
We've run all three. Corporate-funded programs are the simplest and get the best data. Co-op models need a clear rule for how spend is split and reported, and we build the reporting to match the rule. Franchisee-paid programs work when the template is strong and the buy-in is voluntary; we onboard locations in waves, with results from the first wave used to sell the second.
Franchise PPC: one account structure, every location
The paid search program is a template. Campaign themes, ad groups, copy and negatives are proven in a pilot set of markets, then cloned per location with local budgets, local numbers and local pages. Corporate keeps the structure and the reporting; each location gets its own spend, leads and cost per lead. Google Ads management.
Multi-location SEO: store pages, profiles & governance
The organic side is a separate program with its own scope: a store-page template that gives every location a real, unique page rather than a duplicate; Google Business Profile governance that sets which fields corporate controls and which the location edits; citation consistency across the data aggregators; review collection that runs the same way at every location; and location-level tracking so corporate can see which stores are winning organic leads. We built local page and local SEO programs for two national franchise systems this way. Local SEO.
Working with an individual franchisee
We also work with single franchisees and small owner groups, with three conditions. The franchisor must allow local advertising and, where it applies, approve the program. The franchisee owns the ad account and the local landing pages we build, inside whatever brand rules the system sets. And the scope is local: the franchisee's territory, budget and leads, reported to the franchisee. If the franchisor later wants a system-wide program, a franchisee account built this way can fold into it without being rebuilt.
Rollout
A typical plan: a pilot of five to ten markets in the first 90 days to prove the template and produce the numbers, then rollout in waves of 20 to 50 locations, each wave taking two to three weeks to onboard. On that plan a 200-location system is fully live in four to six months. The schedule depends on how fast locations supply their details, approve their pages and connect call tracking, so we set the dates with you rather than promise them.
What it costs
A one-time build fee for the template and pilot, then per-location management priced on a sliding scale by system size, plus a media percentage on corporate-funded spend, set in the proposal. Local landing page programs and local SEO are quoted per system. Pricing.
Experience
The largest systems we've run put hundreds of locations under one paid search structure. We built the local landing page and local SEO programs for two national franchise systems, and we've run multi-market paid search for law firms and auto groups in multiple states. Shane K. Penrod has been in search marketing since 2000 and is a 2015 Google Partners All-Stars winner. About.