The verdict in three sentences
A network of 28 branches or franchises invests between 6,000 and 15,000 EUR (about 9,000 to 22,000 CAD) in 2026 to set up local SEO, then 900 to 2,500 EUR a month for ongoing work. The main lever combines one unique location page per branch, harmonized Google Business Profiles and an active customer review policy. Networks that apply the method generally see 25 to 45% more calls from Google Maps within 6 months.
What pushes a branch into Google's local pack
The local pack (the three map results) captures a large share of clicks on « service + city » searches. Three signal families matter: profile relevance, searcher proximity and prominence (reviews, links, citations). A network has an advantage: it can industrialize this work across 28 locations.
| Action | Estimated impact | Effort per branch |
|---|---|---|
| Complete Google profile (categories, hours, photos) | High | 1 to 2 h |
| Unique location page on the site (copy, team, reviews) | High | 3 to 5 h |
| LocalBusiness structured data | Medium | 15 min (template) |
| Review collection (target 4 to 8 a month) | High | Ongoing process |
| Name, address, phone consistency (directories) | Medium | 1 h |
| Monthly Google posts | Low to medium | 30 min a month |
The classic mistake is duplicating the same page and changing only the city name. Google treats it as thin content. Each page needs real elements: team, area served, local reviews, directions, client cases from the area.
Setup and ongoing budget
| Item | 10-branch network | 28-branch network | 60-branch network |
|---|---|---|---|
| Initial audit and strategy | 1,500 to 2,500 EUR | 2,000 to 3,500 EUR | 3,000 to 5,000 EUR |
| Location page template + schema | 1,500 to 3,000 EUR | 2,000 to 4,000 EUR | 2,500 to 5,000 EUR |
| Writing location pages | 1,500 to 3,000 EUR | 2,000 to 6,000 EUR | 5,000 to 12,000 EUR |
| Google profile optimization | 500 to 1,000 EUR | 1,000 to 2,000 EUR | 2,000 to 4,000 EUR |
| Total setup | 5,000 to 9,000 EUR | 6,000 to 15,000 EUR | 12,500 to 26,000 EUR |
| Monthly ongoing | 600 to 1,200 EUR | 900 to 2,500 EUR | 1,800 to 4,500 EUR |
A multi-location management tool (Yext, Uberall, Localo) adds 8 to 25 EUR per location per month. Across 28 branches that is 225 to 700 EUR a month: usually worthwhile once a network passes 15 locations.
Measuring return: the right indicators
Average rankings are not enough. The indicators that matter to network leadership are calls, direction requests and form submissions per branch.
| Indicator | Before (average per branch per month) | 6-month target |
|---|---|---|
| Calls from Google Maps | 40 | 50 to 58 |
| Direction requests | 25 | 32 to 38 |
| Clicks to the location page | 60 | 85 to 110 |
| Average review rating | 4.1 | 4.4 or higher |
| Number of reviews | 45 | 70 to 90 |
Mini case study
Michael, marketing director of a 28-branch staffing network across Toronto and Ontario, sees an average of 40 Google Maps calls per branch per month. He signs a setup at 11,000 EUR then ongoing work at 1,600 EUR a month.
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After 6 months, calls rise 32%: 13 extra calls per branch, or 364 a month across the network. With an 8% conversion rate into placements and an average margin of 450 EUR per placement, the monthly gain reaches about 13,100 EUR. The 6-month cost (11,000 + 9,600 = 20,600 EUR) is covered in under two months of results.
FAQ
One site per branch or a single site?
A single domain with one location page per branch is almost always better. Domain authority benefits every page, and maintenance stays centralized.
Who should manage Google profiles, head office or branches?
Head office keeps ownership of all 28 profiles, branches get manager access to reply to reviews. This model prevents losing profiles when a franchisee leaves.
How many reviews should each branch target?
A pace of 4 to 8 reviews a month is enough to stand out against local competitors. Beyond 100 reviews, regularity matters more than volume.
How long before the first results?
Profile fixes take effect in 4 to 8 weeks. Location pages take 3 to 6 months to reach full potential.
Do negative reviews hurt rankings?
A rating below 4.0 lowers click-through rate. Replying to 100% of reviews within 72 h strongly limits the impact.
Let's scope your project. Send us your list of locations: we will audit your profiles and price location pages, setup and monthly work. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
