Separate profiles per location, because LSA ranking is heavily proximity-driven and a profile ranks from its address. One profile covering a wide area will lose to local competitors everywhere except near its own pin.

On this page

• Why does proximity decide the LSA profile question?
• What does each LSA profile require?
• What do I manage separately on each LSA profile?
• What reporting problem comes with multiple LSA profiles?
• What number should I manage each location to?

Why does proximity decide the LSA profile question?

Position is recomputed per search, and distance from the searcher is the strongest input. A single profile has one address, so it ranks strongly nearby and fades with distance.

Multiple profiles, each anchored at a real location, give you a strong pin in each market. That is the whole argument, and it is why multi-location trades outperform single-location ones on LSA at the same spend.

What does each LSA profile require?

Each profile needs a genuine, verifiable presence — real address, licensing and insurance that check out for that location. This is not a structure you can fabricate, and attempting it puts your Google Verified status at risk across the whole network.

What do I manage separately on each LSA profile?

Budget, service area, hours, services offered, and — most importantly — responsiveness and reviews, which are earned per profile and do not transfer.

That last point matters for planning. A new location starts at zero on the two inputs you control, and climbs. Expect a quiet first period and resource the phone accordingly.

What reporting problem comes with multiple LSA profiles?

Per-profile reporting is fine. Rolling it up into a network view, and reconciling it against your booking system, is work — and it is where most multi-location LSA programmes fall down.

Standardise how leads are marked across every profile before you scale. If different offices mark leads differently, your network numbers mean nothing, and you will not notice for months.

What number should I manage each location to?

Cost per booked job per location, not network cost per lead. Locations differ enough in ticket, competition and booking rate that a network average describes none of them.

Related questions

I've got multiple locations — should I run one campaign for all of them or a separate campaign per location?

Separate campaigns. Budget is the only control that cannot be reallocated by the bidder, so one campaign per location is the only way to guarantee each market gets funded. Read the full answer.

I have locations in a dozen different cities. Should each one get its own Google Ads account, or should it all run from one?

Separate campaigns, one account or a manager structure — and the reason is not administrative. Each location has its own economics, and a shared budget across locations means the algorithm allocates against a blended target that fits none of them. Read the full answer.

Why am I first on one Local Services Ads search and nowhere on the next?

LSA ranking is recomputed per search and is heavily driven by proximity to the searcher, your responsiveness, review profile, and whether your budget can still serve. Two searches minutes apart from different postcodes are genuinely different auctions. Read the full answer.

Written by Usama Khan, who runs Google Ads for e-commerce brands and home-services companies at AdventurAds. Figures are from accounts under active management and are anonymised. Last reviewed 2026-09-14.