84-location service brand: local pack dominance, market by market

The Brief

A national service brand with 84 locations had inconsistent local search visibility — strong in five flagship cities, invisible in most others. Google Business Profile management had been delegated to local franchisees with no central template. Review volumes ranged from 8 to 2,400 across locations.

Solution

We standardised all 84 GBPs under a single optimisation playbook — categories, services, attributes, posts, Q&A. Location pages were rebuilt from a parameterised template with LocalBusiness and Service schema. A review velocity programme was launched centrally with NPS-trigger email automation. Citation cleanup ran across 76 directories.

Outcome

Local pack views grew 412% in aggregate. Call conversions tracked through GBP rose 148%. The previously invisible locations now generate measurable inbound enquiry volume; the flagship cities defended their share against new local entrants.