Hiring an Online Marketing Agency

Multi-location service businesses require marketing agencies with specific capabilities that most generalist agencies lack: per-location ROI tracking, Google Business Profile management at scale, consolidated reporting dashboards, and the ability to balance brand consistency with local relevance. According to Whitehat SEO's analysis of UK agency offerings, no HubSpot Elite or Diamond partner currently publishes dedicated thought leadership for this segment—creating a significant competitive gap for businesses seeking specialist support.

Why Do Multi-Location Businesses Need a Specialist Marketing Approach?

Direct answer: Multi-location businesses face fundamentally different marketing challenges than single-location companies. Each branch competes in its own local market whilst needing to maintain brand consistency—and most agencies lack the systems to manage this complexity without creating operational chaos or burning through your budget.

The central challenge is what Whitehat SEO calls the "central-versus-local tension." Your head office wants consistent branding, messaging, and quality standards. But your Croydon branch competes against different local businesses than your Manchester branch, serves customers with different demographics, and may even have different service offerings or opening hours.

Consider the practical reality: a chain with 50 locations requires 50 individual Google Business Profiles, each needing unique content, localised responses to reviews, and consistent NAP (Name, Address, Phone) data. Manual management introduces errors, inconsistencies, and gaps. According to BrightLocal's 2025 research, 80% of UK consumers search for local businesses online weekly, and 63% will actively avoid a business with incorrect information.

Single-Location vs Multi-Location Marketing Needs

This complexity is precisely why Whitehat SEO, as a HubSpot Diamond Partner with local SEO expertise, builds systems specifically designed for multi-location accountability—rather than treating 20 branches as a single client with a bigger budget.

What Types of Agencies Serve Multi-Location Businesses?

Direct answer: Four agency types serve the multi-location market, each with distinct strengths: full-service agencies offering integrated capabilities, local SEO specialists with deep technical expertise, franchise marketing agencies focused on brand control, and HubSpot/MarTech agencies providing CRM-integrated attribution. The right choice depends on whether your priority is operational efficiency, local dominance, brand consistency, or revenue attribution.

The ideal partner combines capabilities across these categories. For instance, Whitehat SEO operates as a HubSpot Diamond Partner with native local SEO expertise—meaning multi-location clients get both the technical local search capabilities and the CRM integration that enables proper per-location attribution. This combination is rare; most agencies excel at one capability but lack the other.

How Much Does a Multi-Location Marketing Agency Cost in the UK?

Direct answer: UK multi-location marketing agencies typically charge between £2,000 and £10,000 per location per month for comprehensive services, with most established agencies starting at £5,000 monthly for a 5-location business. Project-based work such as audits and strategy development ranges from £3,000 to £15,000. The wide variance reflects significant differences in service depth, reporting sophistication, and agency expertise.

Pricing by Location Count

For reference, Whitehat SEO's digital services pricing starts from £1,967/month for SEO retainers, with multi-location programmes structured based on location count and service requirements. We're transparent about pricing because—as this guide emphasises—hidden fees are a major red flag in agency relationships.

Pricing Model Comparison

Monthly retainers (most common) provide predictable costs and ongoing optimisation, typically ranging from £400–£2,000 per location monthly depending on scope. This model works best for businesses committed to sustained growth.

Project-based pricing suits one-off needs: audit and strategy development (£3,000–£15,000), website rebuild with local landing pages (£10,000–£50,000), or citation cleanup campaigns (£1,500–£5,000).

Performance-based models are rare in legitimate multi-location marketing due to attribution complexity. Be cautious of agencies promising "pay only for results"—the measurement challenges make this model problematic for all but the simplest lead generation scenarios.

What Should Multi-Location Businesses Look for When Evaluating Agencies?

Direct answer: Prioritise five capabilities above all others: demonstrated experience with multi-location clients, per-location reporting and attribution systems, Google Business Profile management at scale, the ability to balance brand consistency with local customisation, and transparent pricing with no hidden per-location fees. Case studies from businesses with similar location counts matter more than impressive client logos.

Essential Evaluation Criteria

1. Multi-location track record: Ask specifically for case studies from clients with similar location counts to yours. An agency that's excellent with single-location businesses may lack the systems for 20+ locations. Request metrics: what improvements did they achieve per location, not just in aggregate?

2. Per-location reporting capabilities: Can the agency show you exactly how each branch is performing? Request a sample dashboard. If they can only provide aggregate reporting, they're not equipped for multi-location accountability. Whitehat SEO's HubSpot integration enables precisely this level of granular attribution.

3. Google Business Profile management: With 80% of consumers searching for local businesses weekly according to BrightLocal research, GBP optimisation is non-negotiable. Ask how they handle bulk updates, review monitoring across locations, and post scheduling. What tools do they use? How do they maintain consistency whilst allowing localisation?

4. Central-local strategy balance: The best agencies understand that your Birmingham branch needs different keywords than your Bristol branch, whilst both need consistent brand messaging. Ask how they develop location-specific strategies without creating operational chaos.

5. Transparent pricing structure: Insist on understanding exactly what you're paying per location. Hidden fees for "additional locations," "extra reporting," or "premium tools" are common. Get everything in writing before signing.

10 Questions to Ask Before Signing with a Multi-Location Marketing Agency

Direct answer: The questions that separate specialist agencies from generalists focus on operational specifics: how they handle per-location attribution, what happens when locations underperform, and who specifically will manage your account. Generic responses to these questions indicate an agency that will treat your multi-location business like any other client.

1. "How will you manage our Google Business Profiles across all locations?"

   Look for: specific tools (Yext, BrightLocal, Moz Local), bulk management processes, review response workflows, and post scheduling systems. Red flag: "We'll handle that manually" for more than 5 locations.

2. "What does per-location reporting look like? Can I see a sample dashboard?"

   Look for: individual location metrics, comparison capabilities, and clear ROI tracking. Red flag: aggregate-only reporting or inability to show samples.

3. "How do you adapt strategy for each location while maintaining brand consistency?"

   Look for: location page strategies, local keyword research processes, and content governance frameworks. Red flag: one-size-fits-all approach.

4. "What exactly am I paying per location—with no hidden fees?"

   Look for: transparent pricing breakdown and written confirmation of all costs. Red flag: vague answers or "it depends" responses.

5. "Who specifically will work on my account and how many other accounts do they manage?"

   Look for: named account manager, realistic workload (under 15 accounts), and access to senior strategists. Red flag: "Our team" without specifics.

6. "What happens if results don't materialise after 90 days?"

   Look for: clear escalation process, strategy review commitments, and realistic timeline expectations. Red flag: guaranteed rankings or unrealistic promises.

7. "Do we retain ownership of all accounts, assets, and data if we leave?"

   Look for: explicit confirmation of ownership, documented handover process. Red flag: any hesitation or conditions on data ownership.

8. "Can you show me case studies from multi-location service businesses similar to ours?"

   Look for: specific metrics, similar location counts, and ideally the same industry vertical. Red flag: only enterprise or single-location examples.

9. "How do you handle underperforming locations differently from strong performers?"

   Look for: diagnostic processes, budget reallocation frameworks, and location-specific intervention strategies. Red flag: same approach regardless of performance.

10. "What's your communication cadence and how do you handle urgent issues?"

    Look for: defined meeting schedules, response time commitments, and emergency contact procedures. Red flag: "We'll be in touch when there's news."

The Agency Hiring Process Step by Step

Direct answer: Most multi-location businesses should expect a 60–90 day selection process: 2–3 weeks for research and shortlisting, 2–4 weeks for proposals and evaluation, and 2–4 weeks for negotiation and contracting. Rushing this process typically results in poor agency fit—the average marketing agency experiences approximately 25% annual client churn, with the first 90 days representing peak churn risk.

Recommended Process

Step 1: Define your requirements (Week 1)
Document your location count, current marketing activities, budget range, and specific pain points. Be honest about internal capabilities—do you need full execution or strategic guidance with your team handling implementation?

Step 2: Research and shortlist (Weeks 2–3)
Identify 5–8 agencies through referrals, Google searches (terms like "multi-location marketing agency UK" or "local SEO multiple locations"), and industry directories. Check for HubSpot partnership status if CRM integration matters to you.

Step 3: Initial conversations (Weeks 3–4)
Schedule 30-minute discovery calls with your shortlist. Use the 10 questions above. Eliminate agencies that can't answer multi-location-specific questions confidently.

Step 4: Request proposals (Weeks 4–5)
Ask your top 3–5 agencies for written proposals. Require: specific deliverables per location, pricing breakdown, timeline, case studies, and proposed team members.

Step 5: Evaluate and compare (Weeks 5–7)
Score proposals against your evaluation criteria. Request references from multi-location clients. Schedule deeper conversations with your top 2 choices.

Step 6: Negotiate and contract (Weeks 7–9)
Finalise scope, pricing, and contract terms. Ensure the contract includes: data ownership clauses, termination terms, and performance review milestones at 30, 60, and 90 days.

What to Expect in the First 90 Days

According to Focus Digital's 2026 agency churn analysis, the first 90 days represent peak churn risk across all agency models. Insist on a concrete 90-day roadmap with location-specific deliverables:

• Days 1–30: Audit completion, access setup, baseline reporting, and strategy presentation
• Days 31–60: Initial optimisation implementation, GBP updates across all locations, content calendar development
• Days 61–90: First performance review, strategy refinement, and documentation of early wins

Red Flags That Multi-Location Businesses Should Watch For

Direct answer: The clearest red flags for multi-location businesses are: identical strategies proposed for all locations regardless of local competition, no GBP management capability, inability to segment reporting by branch, long-term contracts without performance clauses, and the senior strategist who pitched being replaced by a junior account executive after signing.

Specific Warning Signs

🚩 "We'll handle all your locations the same way"
This indicates an agency without multi-location experience. Your Croydon location faces different competitors, demographics, and opportunities than your Manchester location. Strategy should adapt accordingly.

🚩 No Google Business Profile expertise
If the agency can't articulate their GBP management approach—tools, processes, review handling—they're not equipped for multi-location work. GBP is the foundation of local visibility.

🚩 Aggregate-only reporting
"Your traffic is up 40%" means nothing if you can't see which locations are driving that growth and which are struggling. Per-location accountability is non-negotiable.

🚩 Guaranteed rankings
No legitimate agency guarantees specific rankings. Google's algorithms are outside anyone's control. This promise indicates either dishonesty or fundamental misunderstanding of how search works.

🚩 Long contracts without exit clauses
12-month contracts are common, but they should include performance review points and reasonable exit terms. An agency confident in their work doesn't need to lock you in.

🚩 The "bait and switch"
The experienced strategist presents during sales; a junior account executive manages your account after signing. Ask explicitly: "Who presented today, and will they be involved in ongoing work?"

🚩 Vague pricing for additional locations
If you plan to expand from 10 to 15 locations, what will that cost? Agencies without multi-location experience often can't answer this clearly because they don't have scalable pricing models.

How to Measure Your Agency's Performance Per Location

Direct answer: Effective per-location measurement requires four metric categories: visibility metrics (GBP impressions, local rankings), engagement metrics (clicks, calls, direction requests), conversion metrics (leads, bookings, sales), and ROI metrics (revenue attributed to marketing spend per location). Your agency should provide dashboards showing all four categories for each location, updated at least monthly.

Per-Location KPI Framework

The challenge is attribution. How do you know that phone call to your Leeds branch came from Google search versus a referral? This is where CRM integration becomes valuable. As a HubSpot Diamond Partner, Whitehat SEO builds attribution systems that track the customer journey from first search to closed sale—broken down by location. This transforms marketing from a cost centre into a measurable revenue driver.

For agencies without CRM integration capabilities, minimum acceptable reporting should include: call tracking with dynamic number insertion (so you know which location each call targeted), form submission tracking by source, and GBP insights by location showing discovery searches versus direct searches.

Frequently Asked Questions

Next Steps: Finding Your Multi-Location Marketing Partner

The strategic opportunity for multi-location service businesses is clear: this segment remains underserved by UK agencies, with virtually no specialist content or productised offerings targeting the unique challenges you face. That means you're likely to encounter agencies who will treat your 20 locations like any other account—or find genuine specialists who understand per-location accountability.

The evaluation criteria, questions, and red flags in this guide should help you distinguish between the two. Take your time with the selection process; the first 90 days represent peak churn risk, and choosing the wrong partner means starting over in a few months.

References

1. BrightLocal. (2025). Local SEO Statistics 2025. https://www.brightlocal.com/resources/local-seo-statistics/
2. BrightLocal. (2025). Consumer Search Behavior Research. https://www.brightlocal.com/research/consumer-search-behavior/
3. Focus Digital. (2026). Average Marketing Agency Churn Report. https://focus-digital.co/average-marketing-agency-churn/
4. Backlinko. (2025). Local SEO Statistics. https://backlinko.com/local-seo-stats
5. SOCi. (2024). Consumer Behavior Index. Referenced via BrightLocal aggregation.
6. Vendasta. (2023). Agency Insights Report: Benchmarks and Statistics. https://www.vendasta.com/content-library/insights/agency-benchmarks-report/