Scaling a Franchise From 12 Leads a Year to 25+ a Month

Image 360 Calgary South is a franchise printing and signage provider. They relied on the franchisor's US-based preferred media partner to run Google Ads. The agency gave them and their north Calgary competitor the exact same campaigns: same keywords, same ad copy, same targeting. The north location, with a bigger budget, was outbidding them on every keyword. Result: 12 leads per year.

• Scrapped the cookie-cutter franchise campaigns and rebuilt from scratch with precise geo-targeting for their actual service territory
• Eliminated keyword cannibalization between service categories and deconflicted with the north Calgary franchise
• Adopted Performance Max early, translating winning Search signals into PMax campaigns that drove leads in the high teens to low twenties per lead
• Built a transparent reporting cadence with ongoing collaboration, adjusting targeting based on client feedback on lead quality

• 1Franchise ad programs can hurt franchisees. When the same campaign targets the same city for two competing locations, the bigger budget wins. Local management that respects territory boundaries outperforms one-size-fits-all.
• 2Performance Max is a force multiplier when built on good data. We used months of Search campaign data to inform PMax asset groups and audience signals.
• 3Consistency beats spikes. Nearly three years of sustained lead generation at a profitable cost per lead means the client can staff and plan around predictable pipeline.
• 4Collaboration sharpens targeting. The client's feedback on lead quality directly shaped campaign optimizations.