Franchise systems · Pay per click advertising
Your franchisees are bidding against each other on your name.
Paid search for a franchisor has two jobs and one recurring fault. Development campaigns buy candidates against portals and brokers, unit campaigns buy customers inside a territory, and neighbouring owners push up the price of the brand term. GullySales runs both and writes the policy that stops the third.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What pay per click advertising means
Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.
Last updated 5 Oct 2026.
For franchise systems
Where it usually goes wrong, and what we would do.
“Brand terms should be bought once, centrally”
Two owners in neighbouring territories bidding on the same name raise each other's costs, and head office finds out from an angry email.
“A candidate click costs many times a customer click”
Development keywords are bid by portals and brokers who resell the lead. Mixing that spend with local budgets hides what either one really costs.
“A new unit needs money before it has revenue”
The weeks before opening are when advertising matters most and when the owner has least to spend. Whether the system funds that is a decision, not an accident.
What we do
What we deliver for franchise systems.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
A brand term policy the whole system follows
A written rule on who may bid on the brand name, what happens to the cost, and how enquiries are routed to the right territory.
Result: Owners stop paying extra to compete with each other.
Development and local budgets kept apart
Separate accounts, campaigns and reporting for candidate acquisition and customer acquisition, so neither can quietly absorb the other.
Result: You can see what a signed unit and a booking each cost.
Ad accounts owned by the system
Accounts opened and held centrally with franchisee access granted, rather than created by a local agency on an owner's login.
Result: A transfer or a resignation does not take the campaign history.
A pre-opening campaign package per unit
A ready campaign for the weeks before a launch, with budget, creative, offer and geography set, so each opening runs the same way.
Result: A new owner opens with bookings rather than hope.
Landing pages checked for earnings claims
Every development page and form reviewed against what your disclosure document supports, with anything borderline sent to counsel first.
Result: Advertising does not create a registration problem.
Cost per signed unit and cost per booking
Spend traced through to signings on the development side and to bookings per unit locally, against the starting baselines.
Result: Both funnels are judged on outcomes and not on leads.
How the result is measured
- Cost per click
- Cost per enquiry
- Enquiries from paid search
Recorded as a baseline before work starts, so every later report has an honest comparison.
Searches to bid on and block
The searches worth paying for as a franchisor, and the ones to keep out.
- Category plus franchise, such as cafe franchise in India
- Bid in the development campaign. The searcher is comparing brands. Say the investment range, the space needed and the support given, and do not state any earnings.
- Area or master franchise for a state or city
- Bid, as its own campaign. These are bigger, slower candidates with capital. Land them on a page that asks the city, the budget and the business they now run.
- Low investment and cheap franchise searches
- Block, or send to a plain page that states the real investment. Many such searchers cannot afford a unit and will fill the form anyway. Add low cost and cheapest as negatives.
- Brand name and franchise cost searches
- Bid once, centrally, in the system's account, so franchisees do not bid against each other. Local owners should not buy the brand term in their own accounts.
- Customer searches for a unit, such as your brand plus the area
- Run per unit, inside the territory, as a separate campaign from development. Each unit should reach its own area and send calls and bookings to its own number.
- Where the click lands, and what to count
- Candidates land on a page with the investment range and a form asking budget, city and experience. Count a candidate who answered those and took a validation call, and a unit's customer who booked.
Who it is for
This is written for these franchise systems.
- Emerging franchisors under twenty-five units
- Established systems adding units in new states
- Food and beverage franchise systems
- Home services and residential franchise brands
- Health, fitness and wellness studio franchises
- Childcare, tutoring and education franchises
- Senior care and staffing franchise systems
- Multi-unit and area developer models
- Franchisors relying on a broker network for most deals
Not for
It is not the right fit if.
- Franchisees already run their own ad accounts on your brand name and you have not agreed who owns them, so a central buy would collide with theirs
- You have no one to call a candidate the same day, and a paid click that waits is a lost investor
- The brand fund is not yet agreed in writing, so you could not say who pays for local ads
How it works
How the pay per click advertising work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Agree the whole budget
We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.
- 2
Audit tracking and accounts
We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.
- 3
Set one definition of success
You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.
- 4
Build and launch the plan
Campaigns are structured across platforms with shared naming and tags from day one.
- 5
Read search terms and lead quality
We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.
- 6
Reallocate and report
Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Should the fund or the franchisee pay for local ads?
Who should own the ad accounts?
Should candidates be able to book a call straight from the advertisement?
How do we keep job seekers and customer care searches out?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
From the blog
Further reading for franchise systems.
More for franchise systems
Everything else we would do for you.
Or start from the overview: sales and marketing for franchise systems.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.