Multi-location & local · Acquisition

Multi-location paid acquisition and local presence

Spend across many locations is usually managed as one account and judged as one number, which hides the fact that two locations are subsidizing the rest. The decisions a multi-site operator actually has to make are per site, so a number averaged across all of them cannot inform any of them.

Start a buildIndustry overview
04Paid search & social · Landing pages
Acquisition04
Paid search & socialLanding pagesAttribution
Multi-location & localIllustrative

Acquisition

Paid, local presence, landing pages, and attribution.

Acquisition · Multi-location & localOne pairing of the matrix
Service
Acquisition
Industry
Multi-location & local
Covers
Franchises · Multi-site services · Senior living groups
Architecture
Unchanged from every other vertical — only the breaks differ
Engagement
A defined build, or run under management

What usually breaks

Before anything gets built.

The same failures recur across multi-location & local. Strygon maps the specific system before proposing anything, but these are the ones worth checking for.

Siloed sites

Each location’s leads live in a different inbox, so there’s no single pipeline and no comparison across sites.

Listing sprawl

Local profiles and listings drift out of date location by location, quietly costing local search rank.

Friday spreadsheets

Roll-up reporting is a spreadsheet someone rebuilds every Friday, always a week behind.

Recurring in multi-location & localObserved pattern · the specific system still gets mapped

The approach

What Strygon does about it.

Acquisition, aimed at those failures specifically rather than at a generic checklist.

01Acquisition
Structure that reports per siteAcquisition
01
Part of the scoped build

Structure that reports per site

Campaigns are structured per location with roll-up reporting, so each site’s performance is legible on its own terms.

02Acquisition
Listings kept consistentAcquisition
02
Part of the scoped build

Listings kept consistent

Profile and listing management is handled across every location, because inconsistent hours and categories quietly suppress local visibility.

03Acquisition
Compared site to siteAcquisition
03
Part of the scoped build

Compared site to site

Cost per booked job is compared between locations rather than between markets. That is where the useful difference shows up.

The approach for this pairingScoped in writing before work starts

What gets built

Concrete deliverables.

Everything in acquisition, applied to how multi-location & local actually runs.

All of acquisitionIndustry overview
Paid search and paid social
Local presence and profile management
Landing pages and conversion tracking
Attribution that survives contact with reality
In scopeScoped in writing before work starts

Also for this industry

Other parts of the same system.

CRM & automation
CRM & automation03
Pipeline architectureSpeed-to-lead
Applied hereIllustrative

CRM & automation infrastructure

Multi-location operators do not have a lead problem. They have an ownership problem: a lead that could belong to three branches usually belongs to none of them.

Read the crm & automation read
Custom software
Custom software02
Internal toolsData pipelines
Applied hereIllustrative

Custom software

Roll-up reporting is where multi-location operators hit the end of configuration. The numbers exist, but they live in five systems that disagree about what a location is.

Read the custom software read
Local & private AI
Local & private AI01
Self-hosted inferenceRetrieval on private data
Applied hereIllustrative

Local & private AI models

Every location generates calls nobody has time to review. Listening to all of them is a machine problem, not a staffing one.

Read the local & private ai read
Web & commerce
Web & commerce04
Next.js buildsCommerce
Applied hereIllustrative

Web & commerce

Location pages carry the highest purchase intent on the site and are almost always the weakest pages on it.

Read the web & commerce read

Start

Start with what’s broken.

Send the situation in a paragraph. Strygon comes back with a read on what’s likely wrong and what it would take to fix, before anyone talks about price.

Most builds start withleads dying in an inbox., three half-finished pipelines., follow-up nobody owns., numbers that never agree., four vendors blaming each other.

Or email hello@strygon.com

What to send
A paragraph. What broke, and where it shows up.
What comes back
A read on what is likely wrong and what fixing it takes.
Price
The last conversation, not the first