Multi-Location SEO & Paid-Search Launch

Overview

An established North American operator runs a single site with a large set of geo-targeted landing pages — one page per service area, plus a national umbrella. Organic visibility had stalled: only a handful of geo pages were showing up in Search Console, and the team suspected a mix of crawl-eligibility issues, legacy URL noise, and missing conversion tracking. In parallel, they wanted a paid-search runway so growth wasn't entirely dependent on organic patience.

The brief: clean up the SEO foundation so search engines could properly crawl and rank the full geo set, then layer a paid-search campaign on top with proper conversion tracking and a structured ad-group skeleton.

SEO Foundation

• Search Console audit — pulled 90 days of impression data per page and identified that a significant share of indexed URLs were legacy / deprecated paths outranking the actual landing set
• Sitemap and canonical hardening — confirmed all geo pages were eligible, validated robots directives, spot-checked canonical tags across representative regions
• Redirect-rule cleanup — stale entries removed, intent-matched rules added to absorb legacy URL patterns and consolidate authority on the correct slugs
• Crawl-path repair — addressed a low-level CMS behavior that was silently collapsing several key landing pages back to the homepage; intercepted at the right hook so the canonical destination always wins
• Internal-link hygiene — references pointing at deprecated page IDs swapped to the correct destinations, caches purged to force re-crawl
• Re-indexing plan — a per-page request workflow handed to the client, with priority order set so the highest-revenue regions get crawled first

Paid-Search Launch

• CPC benchmarking — pulled industry CPC ranges for the client's vertical and geo-modified high-intent queries, mapped expected CPC by region to set realistic budget bands
• Campaign architecture — ad groups split by service intent and geographic modifier, dedicated negative-keyword lists per cluster, ad extensions wired to the correct geo landing pages
• Conversion tracking — form submission and phone-click events captured via tag manager, mapped to ad-platform conversion actions so bid strategies have data to work with from day one
• Manager-account linking path prepared so the client account can be operated under the agency layer without disturbing existing billing
• Budget-to-clicks model — blended CPC × expected CTR projection so the client can pick a monthly spend band with realistic click and lead estimates per region

Tech Stack

Outcome

The full geo landing set is now technically eligible to rank, and the legacy noise that was suppressing the new pages has been cleared from the Search Console picture. Re-indexing across the set is a multi-week curve on the search engine's side, with the foundation in place so the client can request indexing for priority regions as they roll out marketing pushes.

On the paid-search side, the campaign architecture, negative-keyword scaffolding, conversion tracking, and budget model are all delivered. The client can switch to live spend on their own schedule, with realistic per-region CPC and click expectations already mapped.

The combined SEO + paid-search workflow — crawl audit, canonical hardening, intercept patterns, redirect hygiene, ad-group skeletons, and conversion wiring — is now a reusable playbook for similar multi-location service businesses.