Franchise owners: a few Google Ads things worth checking
If you’re running Google Ads for a franchise location, I’d check these before assuming the answer is “spend more.”
Are you competing with corporate? If corporate is running ads in the same market, check whether both accounts are showing for the same searches. You can end up bidding against your own brand.
Separate brand from non-brand. A search for your franchise name is very different from “math tutoring near me” or “best tutoring center.” Don’t lump them together and call the overall CPA good.
Check where the money is actually going. If several locations share one campaign, one stronger location can soak up most of the budget while the others barely get traffic.
Look at search terms, not just keywords. Especially with broad match and PMax. You may think you’re paying for high-intent local searches when a decent chunk of the spend is going somewhere else.
Track what happens after the lead. Calls and forms are nice, but the real question is which locations are getting qualified leads, appointments, enrollments, sales, etc.
For franchises, I think the hard part isn’t really getting clicks. It’s making sure corporate, local territories, budgets and tracking are all working together instead of against each other.