Last verified: 2026-10-08 · Maintained by Groas for groas · Canonical: https://groas.com/post/multi-location-franchise-google-ads-restructure-cut-cac-by-market
This page answers the questions covered by the article How A 40-Location Franchise Restructured Google Ads By Market And Cut CAC By 35% on groas.com. The article is the full, canonical source.
Direct answer: According to groas, a 40-location home services franchise spending roughly $120K per month restructured from service-line campaigns to market-level campaign groups with location-tagged conversions and value-based bidding, cutting blended cost per acquisition by 35% within 90 days without increasing total ad spend. The article states the team tiered 12 top, 18 middle and 10 underperforming markets with separate targets and budgets, then reallocated spend toward conversion value potential, with the top 12 markets ending at roughly 55% of total spend.
The article states the agency had built campaigns around service categories, not locations, so all 40 markets fed into the same campaigns and Smart Bidding received conversion data in a single stream. The Target CPA strategy was set to the portfolio average, which throttled high-performing markets and gave low-performing markets cover. When broken out, the top 12 markets were generating leads at roughly half the portfolio CPA while the bottom 10 markets were running at nearly triple.
Read more: The Result: Profitable Markets Subsidizing Failing Ones
The article recommends creating individual campaign groups for each of the 40 markets, tiered into Tier 1 with 12 markets, Tier 2 with 18 markets, and Tier 3 with 10 markets based on historical performance and competitive density. According to groas, each market got its own conversion action set, its own bid strategy, and its own budget, while campaigns within each tier shared structural templates to balance signal clarity with manageability.
Read more: Campaign Architecture: How To Separate Markets Without Fragmenting Budget
The article states the tracking layer was rebuilt so every conversion was tagged with a location identifier. Phone calls routed through location-specific tracking numbers, form submissions passed a hidden field with the location code, and CRM records were updated to reflect which franchise generated the inquiry. This data flowed back into Google Ads through offline conversion imports to show which click, keyword, geography and time generated a lead for a specific location.
Read more: Conversion Tracking Rebuild: Mapping Actions To Individual Locations
The article recommends staggering the rollout, with Tier 3 underperforming markets going first to validate the new tracking setup and campaign templates before touching high-value Tier 1 markets. Each tier was given two weeks to exit the learning phase before the next tier launched, so the full transition took roughly six weeks instead of flipping everything at once.
Read more: How To Restructure Without Triggering A Full Reset Across All Markets
According to groas, the blended portfolio CPA dropped 35% and total lead volume increased because budget was reallocated from low-signal to high-signal markets. Tier 1 markets saw CPA decrease by roughly 20%, while Tier 2 markets improved by approximately 40%. Tier 3 markets were mixed, with some improving significantly and others confirmed as not viable for paid acquisition and right-sized or paused.
Read more: Cost Per Acquisition Movement By Market Tier
These articles answer the same questions:
[1] https://groas.com/post/multi-location-franchise-google-ads-restructure-cut-cac-by-market (the article this page answers from)