Franchise PPC Strategies & Tips

Running a franchise means one big challenge—keeping your brand consistent while still letting each location shine. That’s where PPC can help.

With pay-per-click (PPC) advertising, you can drive targeted traffic, generate leads, and increase visibility at both the national and local levels. But unlike a single-location business, franchises face unique hurdles. 

Who controls the budget—corporate or franchisees? How do you maintain a unified brand voice while personalizing ads for different locations? And how do you prevent franchisees from competing against each other for the same keywords?

The key to franchise PPC is strategy. Whether you’re running campaigns at the corporate level, allowing individual franchisees to manage their own, or using a hybrid model, the key is to maximize ROI without wasting ad spend. 

This guide breaks down everything—from keyword research and geo-targeting to budget allocation and tracking success—so your franchise can dominate paid search.

Key Takeaways

• Franchise PPC campaigns must balance brand consistency with local customization to maximize ROI.
• Geo-targeting improves conversion rates by refining ad reach at the city, state, or neighborhood level, reducing wasted spend.
• A strong keyword strategy combines branded terms for brand protection and non-branded terms for customer acquisition.
• Budgeting and bidding strategies impact cost efficiency, whether corporate manages the budget, franchisees control their own spend, or both share responsibility.
• Tracking key metrics like click-through rate (CTR), conversion rates, and return on ad spend (ROAS) helps refine campaigns and increase returns.

Table of Contents

• Key Takeaways
• Understanding the Franchise PPC Model
  • Corporate-Run PPC Campaigns
  • Franchisee-Managed PPC Campaigns
  • Hybrid Model 
• Keyword Research for Franchise PPC
  • Branded vs. Non-Branded Keywords
  • Long-Tail Keywords for Local Optimization
  • Competitor Bidding Strategy
  • Automating Keyword Optimization
• Structuring PPC Campaigns for Multi-Location Franchises
  • 1. Account-Level Structuring
  • 2. Campaign-Level Structuring
  • 3. Ad Group Structuring for Multi-Location Targeting
  • 4. Budget & Bidding Considerations in Multi-Location Campaigns
• Geo-Targeting and Localized Ads
  • Types of Geo-Targeting for Franchise PPC
  • Best Practices for Localized Ads:
• Budgeting & Bidding Strategies for Franchise PPC
• Ad Copy & Landing Page Best Practices
• Tracking & Measuring PPC Success for Franchises
• Common PPC Mistakes Franchises Should Avoid
• FAQs
• Conclusion

Understanding the Franchise PPC Model

Franchise PPC campaigns can be structured in three ways: corporate-managed, franchisee-managed, or hybrid. Each has its strengths and drawbacks. Choosing the right one depends on your brand goals, budget, and market dynamics.

Corporate-Run PPC Campaigns

When the corporate office manages PPC campaigns, the focus is on brand consistency and centralized control. Ads are uniform, budgets are allocated from the top, and campaigns are optimized at scale. This is great for brand protection and cost efficiency, but it can limit franchisees’ ability to target local customers effectively.

Franchisee-Managed PPC Campaigns

This model allows individual franchisees to run their own PPC campaigns, giving them full control over local ad spend, targeting, and messaging. While this improves local relevance, it can lead to inconsistencies in brand messaging and even keyword competition between franchise locations, driving up costs unnecessarily.

Hybrid Model

The hybrid model is often the best approach—corporate provides guidelines, ad creatives, and high-level oversight, while franchisees have control over local targeting and budget allocation. This ensures brand consistency while allowing local customization, maximizing both reach and conversions.

For most franchises, the hybrid model strikes the best balance—corporate provides brand consistency, while franchisees optimize for local engagement.

No matter which model you choose, though, maintaining a consistent brand experience while allowing room for local customization is key. A scattered PPC strategy weakens performance, but a structured, well-coordinated approach can deliver strong, measurable results.

Keyword Research for Franchise PPC

PPC success starts with choosing the right keywords. For franchises, this means striking a balance between national reach and local relevance. You need to target high-intent keywords that attract both broad and location-specific searches.

Branded vs. Non-Branded Keywords

Branded keywords (e.g., “Subway near me,” “McDonald’s delivery”) are essential for protecting brand visibility and driving customers already looking for your franchise. These should be managed by corporate to prevent franchisees from bidding against each other, which increases costs unnecessarily.

Non-branded keywords (e.g., “best sandwich shop in New York,” “affordable fast food in Austin”) help capture new customers who aren’t searching for a specific franchise. These are great for local franchisees to target because they drive discovery and increase conversion rates.

Long-Tail Keywords for Local Optimization

Instead of bidding on expensive, broad keywords (like “fast food”), franchise PPC campaigns should focus on long-tail, location-specific keywords (like “best burger franchise in Austin”). These tend to have lower competition and higher conversion rates since they attract searchers closer to making a purchase.

Competitor Bidding Strategy

Another strategy is bidding on competitor names—if someone searches for a rival franchise, your ad can appear alongside it. This can work well, but must be done carefully—some brands have strict policies against it, and aggressive bidding may drive up CPC costs. A less risky tactic would be to bid for your competitor’s keywords. 

Automating Keyword Optimization

Managing franchise PPC keywords at scale can be time-consuming. Tools like PPC automation help optimize bids, adjust keyword strategies, and reduce manual effort while keeping campaigns competitive.

Structuring PPC Campaigns for Multi-Location Franchises

A well-structured franchise PPC campaign does more than allocate budget—it organizes ad groups, targeting settings, and landing pages to optimize performance across locations. Even within a corporate-run, franchisee-managed, or hybrid model, campaign structure determines how efficiently ads are served, how budgets are spent, and how local audiences are reached.

Here are the best approaches to structuring franche PPC campaigns:

1. Account-Level Structuring

Franchise PPC accounts can be structured in one consolidated account managed by corporate or in separate accounts for each location.

• Single corporate-managed account: This keeps control centralized and simplifies brand consistency but can make local customization harder.
• Individual franchisee accounts: These allow each location to tailor targeting but can cause inconsistencies if not monitored closely.
• Hybrid approach: A corporate account oversees strategy while franchisees manage localized campaigns within sub-accounts.

2. Campaign-Level Structuring

Inside each account, campaigns should be structured around different locations, services, or audience segments to avoid overlap and increase relevance.

• Location-Based Campaigns: Each franchise location gets a dedicated campaign, making it easier to customize keywords, ads, and bids based on regional search trends.
• Service-Based Campaigns: Useful for franchises that offer multiple services (e.g., cleaning, landscaping, tutoring). This ensures budget is distributed based on service demand.
• Audience-Based Campaigns: Dividing campaigns based on customer behavior (e.g., new vs. returning customers) helps tailor messaging and bidding strategies.

3. Ad Group Structuring for Multi-Location Targeting

Within each campaign, ad groups should reflect specific keyword themes to improve relevance and quality scores.

• Geo-Specific Ad Groups: If running a campaign for multiple locations, create ad groups that focus on specific cities, neighborhoods, or service areas.
• Product/Service Ad Groups: Organizing by offerings helps franchises with diverse services or menu items.
• Competitor Ad Groups: Bidding on competitor keywords? Keep those in a separate ad group to monitor performance without affecting broader campaigns.

4. Budget & Bidding Considerations in Multi-Location Campaigns

Even with the right structure, budget allocation determines success.

• Corporate-Level Budgeting: A set monthly budget allocated per location based on search volume, competition, and past performance.
• Performance-Based Budgeting: High-performing locations receive more ad spend, while low-performing areas get optimized for better efficiency.
• Geo-Bidding Adjustments: Locations in highly competitive markets may need higher bids to remain visible, while locations in lower-competition areas can reduce bids to improve efficiency.

Geo-Targeting and Localized Ads

Franchise PPC campaigns must reach the right audience at the right location. Geo-targeting makes that possible by serving ads only to users in specific areas, reducing wasted spend and increasing conversions, like the McDonald’s example below.

Source: Hunch Ads

Types of Geo-Targeting for Franchise PPC

• Radius Targeting: Serves ads to users within a set distance from a franchise location. Useful for local foot traffic and service-based franchises.
• City-Specific Targeting: Targets users searching within a particular city. Ideal for franchises with multiple locations in a metro area.
• State-Level Targeting: Broadens reach to an entire state. Best for franchises with fewer locations but strong statewide demand.

Geo-targeting works best when ads speak directly to the local audience. A franchise in Chicago shouldn’t use the same ad copy as one in Miami. Location-specific language, offers, and landing pages improve engagement and conversion rates.

Best Practices for Localized Ads:

• Include city or neighborhood names in ad headlines and descriptions
• Use call extensions with local phone numbers
• Customize landing pages with location-specific offers, hours, and testimonials

A franchise PPC campaign that combines precise geo-targeting with tailored ad content will always outperform a generic nationwide campaign.

Budgeting & Bidding Strategies for Franchise PPC

Franchise PPC success depends on spending the right amount in the right places without wasting budget. Competitive markets require higher bids to stay visible, while lower-competition areas may need less aggressive spending. A flexible budget model helps high-performing locations scale up while reallocating funds from underperforming areas.

Franchises should reference their chosen budget structure—whether corporate-controlled, franchisee-managed, or hybrid—and focus on bidding strategies that drive efficiency.

Bidding Strategies for Franchise PPC:

• Automated Bidding: Adjusts bids based on performance trends, optimizing cost per acquisition (CPA) and return on ad spend (ROAS).
• Competitor Bidding: Targets users searching for rival franchises, though this must be done strategically to avoid legal and brand reputation issues.
• Seasonal Bidding Adjustments: Allocates more budget during peak seasons (e.g., holiday promotions, summer sales) to maximize conversions.
• Geo-Bidding: Helps franchises spend more in competitive markets while reducing bids in areas with lower competition, improving cost efficiency.

A smart budget allocation and bidding strategy helps franchises optimize ad spend, scale campaigns, and drive better ROI without unnecessary waste.

Ad Copy & Landing Page Best Practices

A great PPC ad gets clicks. A great landing page turns those clicks into customers. Franchise PPC campaigns need ad copy that stays on-brand while feeling local. Generic ads won’t convert, and mismatched landing pages frustrate users. A seamless experience from ad to landing page improves engagement and conversion rates.

Best practices for Franchise PPC ad copy include:

• Stay consistent with brand voice while adding local relevance.
• Use localized CTAs: Instead of “Visit Our Store,” try “Get Fresh Pizza in Dallas Today.”
• Highlight unique value: Mention promotions, delivery options, or local perks.
• Include location extensions: A physical address and phone number improve trust and CTR.
• A/B test different headlines, CTAs, and layouts to identify what converts best in each location.

Franchises looking to scale PPC efforts without managing every aspect in-house can also work with experienced PPC agencies to optimize ad copy, landing pages, and conversion rates.

Key landing page features include:

• A headline that matches the ad copy for continuity.
• Location-specific details (address, phone, hours, testimonials) for credibility.
• Fast load speed (under 3 seconds) to prevent drop-offs.
• Clear CTA (buy, book, call, get directions, etc.) that drives action.
• Mobile-friendly design, since most franchise PPC traffic comes from mobile users.

This example from Cinnabon showcases their newest product with an attention grabbing headline, an easy way to find your location, and a clear CTA to order.

Source: WebFX

A franchise PPC campaign that combines localized ad content, optimized landing pages, and data-driven testing will consistently outperform a generic, one-size-fits-all approach.

Tracking & Measuring PPC Success for Franchises

PPC success isn’t about impressions. It’s about conversions, revenue, and long-term customer value. Tracking the right metrics helps franchise owners optimize ad spend and improve ROI.

Essential PPC metrics for franchises include:

• Click-Through Rate (CTR): Measures how compelling ads are. A low CTR means weak ad copy or irrelevant targeting.
• Conversion Rate (CVR): Tracks how many clicks turn into leads or sales. A high CTR with a low CVR signals a problem with landing pages.
• Return on Ad Spend (ROAS): Shows how much revenue ads generate compared to spend. A low ROAS means budget needs reallocation.
• Cost Per Acquisition (CPA): Helps gauge efficiency in converting leads. Lower CPA = better ad performance.
• Customer Lifetime Value (CLV): Helps franchises determine how much they can afford to spend on acquiring a customer and optimizing long-term profitability.

Tools for tracking franchise PPC:

• Google Analytics: Tracks user behavior after clicking ads.
• Call Tracking Software: Monitors phone leads from PPC.
• CRM Integration: Connects PPC data to sales and customer retention.

Here’s what success could look like:

Let’s say a multi-location fitness franchise wanted to improve its PPC performance. Instead of running a one-size-fits-all campaign, they could restructure their strategy to separate local and national efforts.

In this hypothetical example, here’s what they did:

• Refined geo-targeting to focus ads on high-intent local audiences, reducing wasted spend.
• Customized ad copy for each location, incorporating city names and locally relevant promotions.
• Adjusted keyword bidding by prioritizing high-converting terms while lowering spend on broad, expensive keywords.
• Optimized landing pages to match ad messaging, streamlining the user experience and boosting conversions.

As a result, their ROAS jumped 45% in three months, while landing page improvements increased conversion rates by 20%.

This kind of structured approach allows franchises to scale PPC campaigns effectively while maintaining brand consistency and driving local results.

Common PPC Mistakes Franchises Should Avoid

Franchise PPC campaigns often fail due to avoidable mistakes. Here are the biggest issues and how to fix them:

• Poor Budget Allocation: A one-size-fits-all budget doesn’t work for franchises. Some locations face higher competition and need more aggressive ad spend, while others may waste budget on low-converting keywords.
• Fix: Use performance-based budget allocation. Analyze conversion rates and ROAS by location and shift funds to high-performing areas while cutting spend where PPC isn’t delivering results.

• Ignoring Local Customization: Corporate-managed campaigns often miss local intent. A gym franchise running the same ad nationwide might work in some cities, but local markets have different customer expectations.
• Fix: Allow location-specific ad copy while keeping branding consistent. Franchisees should have input on promotions, seasonal messaging, and localized offers to improve engagement.

• Competing Against Other Franchisees: Franchisees bidding on the same keywords without structured coordination drives up costs and reduces ROI.
• Fix: Use keyword exclusions and bid limits to prevent franchisees from competing against each other. Corporate can manage branded keywords while franchisees focus on non-branded, local intent keywords.

• Skipping Negative Keywords: Without negative keywords, franchises waste ad spend on irrelevant traffic. A fast-food franchise bidding on “best burgers” might get clicks from job seekers looking for fast-food jobs.
• Fix: Regularly update negative keyword lists to filter out job-related searches, competitors’ names, and non-converting terms.

• Ignoring Performance Data: PPC isn’t set it and forget it. Many franchises keep spending on underperforming campaigns because they fail to track key metrics.
• Fix: Use automated bidding and AI-driven optimizations to adjust bids in real time. Leverage Google Analytics, call tracking, and CRM integrations to connect PPC efforts to actual sales.

Franchise PPC can drain budgets or fuel business growth. The difference comes down to eliminating these mistakes, making data-driven adjustments, and refining strategy over time.

FAQs

What is franchise PPC marketing?

Franchise PPC marketing is a paid advertising strategy designed to attract leads, increase brand visibility, and drive local traffic. Unlike standard PPC, franchise PPC requires a structured approach to maintain brand consistency while allowing local customization. Campaigns can be run by corporate, managed by franchisees, or follow a hybrid model where both have control. A well-executed strategy uses geo-targeting, localized ad copy, and structured budgets to maximize ROI.

How to create a franchise PPC campaign?

A successful franchise PPC campaign starts with choosing the right structure—corporate-managed, franchisee-led, or hybrid. Keyword research is critical to target branded terms for brand awareness and non-branded terms for new customer acquisition. Geo-targeting should focus on location-specific searches to drive relevant traffic. Ad copy must align with brand messaging while incorporating local elements, and landing pages should provide clear calls to action and location details. Tracking key metrics like click-through rate and return on ad spend helps optimize performance over time.

How is franchise PPC different than regular PPC?

Franchise PPC is more complex than regular PPC because it involves multiple locations, requiring structured campaign management to prevent franchisees from competing for the same keywords. Budget management adds another layer of complexity, as corporate and franchisees must decide how to allocate spend while maintaining brand consistency. Geo-targeting also plays a bigger role, since ads need to reach customers at the city or neighborhood level while maintaining brand alignment.

Conclusion

Franchise PPC is more than running ads—it’s about structuring campaigns effectively, optimizing for local reach, and tracking performance. A strong strategy increases visibility, drives conversions, and improves ROI, whether campaigns are corporate-managed, franchisee-led, or a mix of both.

Success comes down to the right structure, targeted keywords, and geo-specific ads. Ad copy must stay on-brand while speaking to local customers, and tracking key metrics like CTR and ROAS helps refine performance. The right PPC managers refine strategies and help franchises grow their PPC campaigns into high-converting lead engines.