The playbook
Multi-location Advertising: Template and Field Guide
This multi-location advertising template turns a broad task into a record another person can use. It captures location, budget, offer, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Carry the location identifier through the ad destination, form, and CRM record. Keep branch hours, offers, and capacity accurate. Evaluate each location before aggregating, because a strong group average can hide an individual branch's broken inquiry path.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| location | Record the location associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| budget | Record the budget associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| offer | Record the offer associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| destination | Record the destination associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| owner | Record the owner associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with location. Use the same reference throughout the record so notes are not attached to the wrong item. Then maintain accurate locations offers and landing destinations. This establishes the information required before the worksheet becomes a request for action.
Next, assign budget and lead ownership per location. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as sending all leads to one inbox without branch context, rather than a broad instruction to “improve performance.”
Finally, compare location results using consistent definitions. Put include location identity throughout the campaign and CRM journey in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Sending all leads to one inbox without branch context |
| Action | Include location identity throughout the campaign and CRM journey |
| First check | Maintain accurate locations offers and landing destinations |
| Follow-up check | Compare location results using consistent definitions |
| Outcome to define | qualified outcomes per location |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If budget changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified outcomes per location connected to the item so the team can later assess whether the action was useful.
Choose an observation period that reflects the buying process. Immediate clicks, later inquiries, and completed sales happen at different times. Keep the attribution window and any incomplete outcomes visible when comparing campaigns.
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