Successfully leveraging Google Local Service Ads (GLSAs) can be challenging—especially when your business has multiple locations. One frequent mistake is failing to structure accounts based on each Designated Market Area (DMA), which can lead to poor performance. In this post, we’ll explain how to properly set up GLSA accounts for multi-location businesses, including why DMA differentiation matters and how to optimize your service areas and offerings for better leads.
Why DMA Differentiation Matters
Google allows you to define up to 20 service areas per GLSA account, based on cities, ZIP codes, or other areas you serve. Many advertisers interpret this to mean they can pile several distinct markets—like Atlanta, Macon, and Valdosta—into one single LSA account. However, combining multiple DMAs under one account often dilutes performance.
A best practice is to ensure each GLSA account aligns with the service areas in the Google Business Profile (GBP) tied to that location. If you have multiple GBPs for different DMAs, you should create separate GLSA accounts for each. For example, a law firm looking to drive leads in Atlanta, Macon, and Valdosta would maintain three separate GLSA accounts—one per market—each synced with its respective GBP.
Note: You don’t need separate Google Ads accounts for each GLSA account. Multiple Local Service Ads accounts can point to one overarching Google Ads login.
Zeroing In on Specific ZIP Codes
Within each DMA-focused GLSA account, you can further refine your targeting by honing in on specific ZIP codes. Targeting wealthier suburbs or high-value neighborhoods is a great way to improve lead quality. For instance, if you identify the top ZIP codes in Valdosta where customers have higher average order values or are more likely to request your services, zero in on those areas within your GLSA account.
This approach not only filters out irrelevant leads but also conserves your ad spend for the locations that are most likely to convert.
Time for Optimization
1. Cultivate Positive Reviews
Reviews pulled from your Google Business Profile can significantly impact your Local Service Ads’ visibility. The more (and better) reviews you have, the more trust you build with Google, making your ads more likely to appear at the top of relevant search results. Actively encourage customers to leave feedback and be sure to respond to all reviews promptly—this signals strong engagement to Google.
2. Narrow Your Services
Just like you can narrow your focus geographically, you can also refine which services you advertise. Listing too many services in a single GLSA account can lead to lower lead quality and confusion over your core offerings. If you notice that one service drives the majority of your profitable leads, consider featuring that service more prominently—and reduce or remove underperforming services.
Example: A personal injury law firm might initially offer over 10 services, but if most quality leads come from auto accident cases, it can often be more effective to concentrate on that single service category in GLSA. While the number of leads may decrease overall, the quality (and conversion rate) often improves.
Final Takeaways
Structuring your GLSA accounts with clear DMA boundaries—and tailoring them to specific ZIP codes and specialized services—can make a huge difference in lead volume and quality. By optimizing each market’s account individually, you’ll be able to gather more accurate data, make smarter budgeting decisions, and see better results in each region you serve.
If you’re unsure about setting up GLSA accounts for multiple locations or need personalized guidance, Critical Marketing is here to help. We specialize in digital marketing for businesses of all sizes—single-location shops to nationwide enterprises.
Have questions about Local Service Ads or digital marketing in general?
Reach out to us at [email protected] or call 229-999-0640. We’d love to discuss how we can make GLSAs work harder for your multi-location business.