Location Performance Optimization: How Marketers Claim Credit for Revenue Impact
Every marketer managing multiple locations faces the same nightmare: You're working harder than ever, but you can’t prove you’re moving the needle.
The tools measuring your success have become more sophisticated; the pressure has become more intense. Every campaign is dissected. Every dollar must tie to revenue. And when you’re juggling hundreds or thousands of locations, you have to question: What's actually working?
Most multi-location marketers report they don’t know how to connect what they do to what the business earns. They optimize listings, manage reviews, run local campaigns — but when leadership asks for proof of impact, they’re left uncomfortably making educated guesses.
This isn’t about effort. This isn’t about laziness or incompetence. It’s about finding a way to bring visibility to the practice of multi-location marketing. To win budget battles, build executive confidence, and make smart decisions about where to focus next.
Location performance optimization (LPO) brings data, visibility, and direction to your location marketing — not just to justify your work, but to amplify it. Here are 10 ways you can bring LPO practices to your everyday work.
What Is Location Performance Optimization?
Location performance optimization (LPO) is an operating model that finally connects your location marketing efforts to actual revenue.
The reality is that 78% of local mobile searches result in offline purchases. Yet most teams managing a brand’s online presence aren’t set up to claim credit for that revenue impact.
You don’t have to normalize this disconnect. LPO connects your brand’s digital presence to commercial outcomes that matter. It works by aligning your priorities with tasks across these four performance pillars:
Visibility — Do consumers find you when it counts?
Reputation — Do consumers trust you enough to visit?
Engagement — Are you capturing attention and interest?
Conversion — Are digital interactions becoming store visits and sales?
Focusing on the right optimization makes all the difference. And the right location marketing platform should make it as easy as possible to focus on the right optimizations.
As our VP of Solutions, Krystal Taing, says: “At Uberall, we are taking our time to innovate with sensible layers of AI for our platform, all while doubling down on the basics that will remain important.” This means that LPO is about to make life even easier for location marketers using the platform with AI capabilities enabled.
Visibility
Aim: To ensure every location is accurately represented across all discovery surfaces. Because you can no longer predict how people will search, but you can predict what they’ll find.
1. Complete Your Location Data. All of It.
Being visible means appearing in:
Google results
Google’s Local 3-Pack
Google Business Profile
Apple Business Connect
Local directories
AI summaries
Voice search results
Every piece of information you can add to your profile — text, image, video — will help you show up however, whenever, and wherever your target audience is searching.
However, friction — including errors in location data, outdated information, lack of fresh content, infrequent updates, and a suboptimal user experience — significantly undermines performance. Minimizing friction is critical to ensure that your efforts are not diminished or overlooked by AI systems. You don’t want any traditional or generative AI engine to learn incorrect information about your business or locations, or they might end up serving incorrect information to your customers.
Offline information must be reflected online, which means getting the basics right, such as precise map pins and opening hours, local offers and inventory.
Making these small, targeted optimizations to improve your location data accuracy and consistency will help you more than jumping on the new shiny thing (like AI). Fast food chain, KFC, saw a 16% increase in revenue and a 37:1 ROI by simply managing its restaurant listings.
You don’t want to drive errors in Apple Maps, Google Maps and lose out on subsequent revenue because you didn’t check.
2. Diversify Your Traffic Sources
Avoid putting all your eggs in the Google basket. Remember, the iPhone endures as the dominant smartphone in North America and Europe, with Apple Maps as its native mapping app.
So, you need to keep on top of your Apple Business data. Moreover, there’s a multitude of other platforms that consumers use for their search and decision making. The most effective route to growth is to work with them by ramping up your locations’ digital presence across platforms.
3. Go for Video
Video is still a forgotten hero in location marketing. Without a video strategy — especially on your Google Business Profile and social media — you're already behind.
Videos get priority in rankings and organic results, whether pulled from TikTok or YouTube Shorts. More importantly, they let consumers digitally window shop before visiting. When potential customers can see what to expect, your business appears more credible and trustworthy — turning browsers into visitors.
Reputation
Aim: To cultivate trust through ratings, reviews, and customer resolution. Because trust equals greater customer engagement and retention.
4. Manage Reviews at Scale
Responding to reviews — whether good or bad — signals trustworthiness to consumers and to search engines. What you demonstrate by taking the time (especially when you personalize automated reviews) is that your business is engaged and responsive to feedback and keen to improve customer experiences.
What the best review management tools do is flag unanswered responses, so that you can answer within the 18 hours that Google recommends to emphasize your credibility and engagement as a business.
Many brands are now using AI tools to monitor customer sentiment and feedback and learn about opportunities that will help move the needle. With such insights, they can pin pain points that consumers mention frequently in their reviews and subsequently introduce changes to improve poor-performing locations.
5. Generate More Positive Reviews
Displaying online reviews can increase conversion rates by 270%. And a one-star increase in ratings can lead to a revenue increase of up to nine percent. All the statistics are pointing to the idea that marketers should do everything possible to optimize their review management strategy.
This is how you can collaborate with in-store teams to maximize revenue generation and make sure your business is showing up versus your competitors:
Automate requests: Use SMS/email follow-ups post-purchase
Leverage QR codes: Place them in-store or on receipts
Ask at the right time: After a successful service or transaction
Encourage social proof: Share top reviews on your website and social media.
The more detailed the review, the better.
Not only is the volume of reviews an important signal; so is the frequency at which you receive them. Frequency is synonymous with relevance in the eyes of Google.
6. Post Regularly
Brands that operate real, brick-and-mortar stores already send an important signal of quality and commitment that consumers are ready to respond to. Many consumers are now wary of fast fashion and cheaply produced e-commerce items, which is good for multi-location businesses: When brand searches reveal a line-up of attractive physical storefronts, consumers are far more likely to trust that brand — and buy from it.
And even more so, when these storefronts use their Google Business Profile or social media profiles to post regular updates, such as offers or in-store events.
Engagement
Aim: Consumers today may navigate the world digitally, but the places we navigate to are very much physical points. To get customers to these physical points, brands need to engage with them and interact with them to build loyalty, trust, and retention.
7. Personalize Plenty
This should be fuel behind your location marketing strategy: Brands that excel at personalization are 48% more likely to have exceeded their revenue goals. But before you fire off any generic AI response, ask yourself: What could five minutes of real personalization accomplish?
Real personalization isn’t slapping someone’s first name on an email. It’s creating location-specific promotions that feel local. It’s answering the actual questions customers are asking in your Q&As. It’s building localized landing pages so customers find their store, not just a store.
While you’re personalizing, don’t lose your voice. Consistency across channels is trustworthy and enhances credibility. The right AI tools can help maintain that consistency — but only if you train them with your actual brand personality.
8. Encourage User-Generated Content
Your happiest customers are your best marketers, so give them the spotlight on your profiles. When you encourage posts, photos, and videos of real experiences, you're not just collecting content. You're showing prospects exactly what they can expect when they walk through your doors.
Plus, profiles with more interactions win more visibility. It’s a virtuous cycle: More engagement leads to more discovery leads to more customers.
Conversion
Aim: To turn digital traffic into real-world results like bookings, calls, and in-store visits. Local businesses that optimize for conversions see an increase of up to 50% in bookings and walk-ins.
9. Make Action Inevitable with CTAs
Don't make customers think — make them click. Your profiles should scream exactly what you want people to do: “Book now,” “Call now,” “Get directions.” Skip the vague copy and go straight to transactional links on your Google Business Profile. Why send someone to your homepage when they could land directly on your booking page?
Also remember: Nearly two-thirds of local searches happen on phones, so prioritize mobile-first optimization. Every second of loading time costs you customers who won't wait around.
10. Ditch Vanity Metrics for Real Revenue Indicators
The metrics that matter live in the messy middle — when someone clicks for directions to your store or jumps from your Google listing to your website. These actions signal genuine purchase intent.
Focus on KPIs that actually move your business: calls from your Google Business Profile, website visits from local listings, direction requests. Aim for a 10 to 15% conversion rate from listings to meaningful actions — that's where healthy local performance lives.
This is where Location Performance Score (LPS) comes in. Instead of drowning in disconnected data points, LPS quantifies how visible, trusted, and AI-ready each location is. More importantly, it shows you exactly where to focus your efforts for maximum impact. Think of it as your revenue roadmap — not just another dashboard to ignore. You can discover more about LPS on our platform.
LPO Is about Giving Marketers the Support They Need
LPO is not another acronym to add to your marketing glossary (fresh recruits include GEO and LLMO). LPO is our recognition of something every marketer already knows: It’s about the small, smart consistent optimizations that compound into business impact.
The problem was never your location marketing strategy — it was proving it worked.
LPO gives you what you've been missing: a clear line of sight from your efforts to actual revenue. Not just another dashboard full of metrics you can't act on, but a platform that shows executives exactly how your work translates to dollars.
As Anthony Foy, CEO of Uberall, puts it: “Our goal has always been to put every business on the map. LPO is the next step in our clients' journey to attribute revenue and performance to every dollar spent. We achieve this by connecting digital presence directly to revenue.”
Finally, a way to prove what you've always known — that location marketing moves the needle. Now you just have the data to back it up.
