Multi‑location marketing fails for two reasons: (1) messy structures that hide which branch is driving results, and (2) over‑fragmentation that starves campaigns of data. After auditing dozens of fitness accounts, I recommend a structure that balances both: one campaign per location, ad groups by service, plus a minimal, scalable landing‑page plan.
1) Architecture: Campaign = Location; Ad Groups = Service
Let’s assume ten physical branches in one country. Build ten Search campaigns, each targeting a branch’s catchment. Inside each campaign, create ad groups for your top services:
- Memberships
- Personal Training (general; split out Women‑Only or Athlete PT when volume justifies)
- Group Classes (HIIT, yoga, spin consolidated first; split later if a class gains traction)
- Promotions/Free Trial
This gives you branch‑level budget control and local creative while keeping a tight number of entities to optimize.
2) Geo Targeting & Exclusions
Use radius targeting (3–8 km) or ZIP/postcode lists around each branch. Set location options to Presence only. Exclude overlapping competitors’ micro‑areas that generate price‑shopping leads with low show‑up rates. If two branches overlap, keep both live but shift budgets based on actual conversion density.
3) Keyword Strategy
Start with phrase and exact on high‑intent terms: "gym near me", "[city] gym", "personal trainer [area]", "yoga classes [city]". Introduce broad in mature campaigns with robust negatives and high‑quality tracking. Maintain a shared negative list (jobs, careers, salaries, plans, PDF, free, at home, equipment, wholesale). Review search terms weekly, not monthly.
4) Ad Copy & Assets
Write RSAs that feel like local billboards. Mix generic value props (no‑join fee, 24/7 access, free parking, sauna) with hyper‑local cues (street names, transit stops, parking entrance). Add location, call, price, and promotion assets. Link and maintain your Google Business Profiles (photos, hours, holiday hours). If you have women‑only classes or childcare, elevate these in headlines and assets—they’re major conversion drivers in fitness.
5) Landing Pages That Scale
You do not need a different page for every service in every location to start. Ship fast with two pages per location:
- Location Membership LP: hero offer + “Start Free Trial” + facility photos + map + parking + FAQs + reviews.
- Location PT/Classes LP: trainer bios, timetable, packages, testimonials, and a short form (name, phone, preferred time).
Both pages should load sub‑3 seconds, be mobile‑first, include sticky call buttons on mobile, and display the branch address, hours, and parking. Clone the winning template across branches and personalize the proof elements (local reviews, manager’s note, photos of the actual facility).
6) Conversion Tracking & Lead Quality
Primary conversions: calls (ad & site), form submissions, trial bookings. Use Google’s call reporting with a forwarding number and count calls >45–60 seconds as leads. Track micro‑events (timetable view, pricing click) as secondary conversions only. Implement Enhanced Conversions and, if possible, offline conversion uploads from your CRM so Smart Bidding learns from accepted trials and first‑month memberships—not just raw leads.
7) Bidding & Budgeting
Start with Maximize Conversions until each location gathers stable volume; then shift to tCPA using your true target CPA. A practical starting budget is 5–8× your target CPA per location (e.g., if $25/lead is healthy, begin at $125–$200/day for high‑demand branches). Use portfolio bid strategies only when branches share similar economics; otherwise keep bidding local.
8) Ad Schedule & Creatives by Daypart
Gyms convert heavily during commute hours and early evenings. Start broad (6am–11pm), then compress schedules around your actual call/lead heatmap. Test day‑parted promos (“Join before 10am—No Join Fee Today”) and event‑based ads (New Year, Ramadan, summer cut, wedding season). Refresh image assets quarterly; stale creatives depress CTR in local markets.
9) Performance Max (PMax), But Only After Search Works
Once Search is reliable, add PMax per location to extend reach across Maps, YouTube, and Discovery. Feed PMax with high‑quality branch photos, a product feed of memberships/PT packages (as custom items), and your same conversion set. Watch for brand cannibalization; if needed, adjust brand settings so Search keeps owning your brand terms.
10) Measurement, Naming, and UTMs
Consistent naming = faster decisions. Use GYM_[City]_S and ad groups like AG_Memberships, AG_PT, AG_Classes. Add UTMs to capture location and service in your CRM: utm_campaign=city_search&utm_content=service. Build a Looker Studio dashboard charting CPL, qualified call rate, free‑trial show‑ups, and new memberships by branch.
11) Launch Checklist
- ✅ Campaign per location with radius/ZIP targeting (Presence only)
- ✅ 3–4 ad groups per campaign (services)
- ✅ 2 LPs per location (Membership + PT/Classes)
- ✅ Primary conversions only for bidding; secondary for analysis
- ✅ Shared negatives + weekly search‑term sweeps
- ✅ Call reporting & enhanced conversions
- ✅ GBP linked + location/call/promo assets
- ✅ Budgets set to 5–8× target CPA; plan to escalate winners
- ✅ PMax per location only after Search stability
12) Common Pitfalls (and Fixes)
- Over‑fragmentation: 10 locations × 7 services × SKAGs = thin data. Start broader, split later.
- Generic landing pages: A national, one‑size page underperforms. Localize photos, map, and reviews.
- Counting every micro event: Pollutes Smart Bidding. Keep primary actions clean.
- Ignoring call quality: A 12‑second call isn’t a lead. Use duration filters.
- Budget starvation: Branches can’t learn at $10/day if your CPA target is $25. Fund learning.
Final Word
The goal isn’t complexity—it’s clarity. Campaign‑per‑location and ad‑groups‑by‑service gives you clarity in budgets, creatives, and results. It keeps Google’s learning systems fed while letting you tell a hyper‑local story that converts. Ship it simple, measure cleanly, and only add complexity when the data demands it.
If you’d like my team to build or audit your multi‑location setup, we’re a Google Partner agency and happy to help: AARSWEBS.com.
