How should I structure a Google Ads account for a business with multiple locations?

By: Jyll Saskin Gales, Google Ads Coach

Running Google Ads for a business with multiple locations can be a challenge. How do you effectively manage budgets, bidding strategies, and location targeting for each location? Should you use one account or several? If you're asking these questions, you're in the right place.

In this post, I'll guide you through the ins and outs of structuring your Google Ads account for multiple locations, offering various approaches to suit your business's unique needs.

Location targeting is set at the campaign level

Before we dive into specific strategies, let's clarify an important point. In Google Ads, location targeting is typically set at the campaign level. This means you'll need a separate campaign for each location you want to target individually.

So, you probably don't want to put a bunch of different locations into the same campaign, because then you can't control which users see which locations. It can get really messy!

The Most Common Approach: One Account, Multiple Campaigns

The most common and often simplest solution is to use a single Google Ads account and create a separate campaign for each location of your business. Here's why this approach works well:

• Individual Budgets and Bidding: Each campaign can have its own budget and bidding strategy, allowing you to tailor your spending and goals for each location.
• Location-Specific Reporting: You can easily track the performance of each location separately, gaining valuable insights into what works and what doesn't.
• Shared Data and Resources: All campaigns can share the same conversion tracking setup, audience data, and customer lists, streamlining your account management.

When to Consider Multiple Google Ads Accounts

While using one account is often the most convenient option, there are situations where using separate Google Ads accounts for each location might be more beneficial:

• Different Time Zones: If your locations are spread across different time zones, and each location wants reporting in its own time zone, separate accounts can be helpful.
• Separate Billing: If each location needs to be billed separately, perhaps due to different franchise owners, you'll need to use separate accounts with their own billing profiles.
• Different Currencies: If your locations operate in different countries with different currencies, separate accounts can ensure you're billed in the correct currency for each location.

Location Grouping: A Hybrid Approach

If you have a large number of locations, you might consider grouping them by region or proximity and creating campaigns for each group. This can simplify account management and be particularly beneficial for Performance Max campaigns, which tend to perform better with more consolidated data.

For example, if you have 3 locations in Manhattan and 2 in Long Island, it could make sense to have one Manhattan-targeted campaign to support those 3 locations, and one Long Island-targeted campaign to support the other 2 locations.

Choosing the Right Structure for You

The best way to structure your Google Ads account for multiple locations depends on your specific needs and circumstances. Consider factors such as budget, bidding goals, location distribution, and billing requirements when making your decision.

Remember, there's no one-size-fits-all answer. Don't be afraid to experiment until you find the structure that works best for your business.