Should We Split Our GBP for Better Local Rankings? Need Advice for a Multi-Service Contractor

[dalmendares]

Hi everyone,

I’m working with a construction client that offers roofing, siding, window & door replacements, and painting. Over the past year, their leads and revenue have dropped by about 60%, and their rankings in Google Search and Maps Pack have taken a hit.

The Current Issue:
Their GBP is called “BRAND Construction”. Because it covers all services under one broad name, we think it’s struggling to rank well for specific searches like “roofers near me,” “siding companies near me,” and “window installers near me”, even though they already have all these service categories laid out correctly on their GBP. They have 200+ reviews so it's not a review acquisition issue.

We’re Considering Three Options to regain maps pack rankings specifically:

Option 1: Separate Websites per Service with Separate GBPs

• Create individual websites for each service:
  • [Brand] Construction Roofing
  • [Brand] Siding
  • [Brand] Windows & Doors
  • [Brand] Painting
• Use unique phone numbers (via call forwarding) for each site so we can set up separate GBPs.
• This approach helps prove to Google that each service is a distinct department.
• Benefit: Each service would have its own GBP, optimized only for their service-specific local keywords. With dedicated websites and unique phone numbers, obtaining Google’s approval would be significantly easier.
• Challenge: Building new reviews for each GBP and link authority for each site, but we plan an aggressive review campaign for each GBP and strategic link-building for the new sites.

Option 2: One Website with Separate GBPs

• Keep a single, consolidated website with clearly defined, dedicated service silos.
• Reinforce the separation in real life by:
  • Acquiring individual legal DBAs for each service division.
  • Using unique phone numbers (via call forwarding) for each division.
  • Displaying distinct signage or supporting materials to prove to Google that they are separate departments.
• Create separate GBPs for each service, following Google's “Departments within other businesses” guidelines (hopefully it works?).
• Benefit: More targeted local rankings with dedicated GBPs per service without splitting up the main website.

Option 3: One Website with the Existing GBP

• Keep the single website and broad GBP ("BRAND Construction").
• Improve website structure to better silo each service.
• Continue focusing on review acquisition and engagement (despite already having 200+ reviews).
• Benefit: Simpler to manage without creating multiple websites or GBPs.

Questions for the Community:

Has anyone implemented a similar approach for a multi-service business?

• Which option worked best for improving local rankings?
• Did you see better results separating sites/GBPs or by optimizing the internal structure of a single site and GBP?
• Any challenges or benefits you experienced with these approaches?
• Are there any pitfalls or better alternatives we might be missing?

Thanks in advance for your insights and advice!

 

[JoyHawkins]

I would do option 3 but rebrand the business to be named "BRAND Construction Roofing, Painting, & Windows.

The problem I have with splitting up listings is that it sounds good in theory and technically can result in stronger rankings, but it's harder to maintain long-term. Most big brands I work with are wanting to consolidate their sites. If the business has no problem getting reviews, and they have a good amount more than their competitors, option 2 could also work. We had a large brand try option 2, and it failed pretty bad.

 

[JS Girard]

Speaking from experience, it's going to take a LOT of efforts to get people to put their reviews anywhere but the original profile that already has all the on-the-ground presence. And that's assuming you can successfully get the separate GBPs validated, which is already far from guaranteed.

 

[dalmendares]

I would do option 3 but rebrand the business to be named "BRAND Construction Roofing, Painting, & Windows.

The problem I have with splitting up listings is that it sounds good in theory and technically can result in stronger rankings, but it's harder to maintain long-term. Most big brands I work with are wanting to consolidate their sites. If the business has no problem getting reviews, and they have a good amount more than their competitors, option 2 could also work. We had a large brand try option 2, and it failed pretty bad.

I really appreciate your insights on this Joy, especially given your experience with that large brand in the past!