Construction
[BRAND NAME] — GLOBAL
Confidential — Interior Design & Contracting ·
The brand operated across 22 countries but appeared on Google as 22 disconnected businesses. Names, addresses, service descriptions and categories had been entered locally over time, so each market presented a slightly different version of the same company and Google had no reason to treat them as one trusted entity. For a high-ticket interior design firm, that inconsistency is expensive. Decision-makers search locally, compare the map pack and judge credibility on profile completeness and reviews before they ever open a website. Several markets had incomplete profiles, thin review counts and category settings that excluded the brand from the searches that actually generate project enquiries. Managing this at scale added a second problem: no central governance, no naming convention and no safe process for making bulk changes across 22 verified listings without triggering suspensions.
Results
What changed, and over what period
- 22/22
- Profiles verified, standardised and live
- +94%
- Profile views across all markets
- +112%
- Discovery searches found by new buyers
- +68%
- Website clicks from Google Business Profile
- +57%
- Calls and direction requests
- 4.2×
- Review volume across the portfolio
- Discovery
- searches outgrew direct searches by a wide margin - the clearest signal that the brand started appearing for people who didn't already know its name.
Approach
What we actually did
- 01Built a single master data standard before touching a live profile -one business name format, one service taxonomy, one description architecture so 22 listings could be aligned without each market drifting again in three months.
- 02Ran a full audit of every profile: verification status, duplicate and unclaimed listings, category accuracy, service area definitions, hours and NAP consistency against each market's local web presence.
- 03Corrected category strategy per country. Interior design, fit-out and contracting sit under different primary categories depending on local search behaviour - profiles were mapped to what buyers in that country actually search not a copy-pasted global setting.
- 04Localised without fragmenting. Descriptions, services and hours were adapted to language, currency, and working-week norms - Gulf markets on Sunday-to-Thursday, European markets on local holidays - while brand identity stayed identical across all 22.
- 05Rebuilt the visual layer with project photography and completed-work galleries per market, giving each profile the visual proof a design buyer looks for before shortlisting.
- 06Staged all changes in controlled batches rather than bulk edits, protecting verified listings from suspension and keeping every market live throughout the migration.
- 07Set up review generation and response as an ongoing system per country, so trust signals build continuously instead of clustering in one or two markets.
- 08Established a single reporting view across all 22 locations, so market-level performance can be compared and effort pushed toward the countries showing enquiry momentum.
