Background
Bin There Dump That is a franchised residential dumpster rental brand with locations across nearly 40 US states and four Canadian provinces. Like most franchise systems, each franchise location is independently operated, which means local search presence can vary widely from one market to the next.
Challenge
In an enterprise franchise model, corporate HQ doesn't directly manage each location's listing, a franchisee does. That makes it hard to answer a basic question: how is the brand actually performing in local search, market by market, across a network of locations it doesn't operate hands-on? Without a shared measurement standard, underperforming locations and territories can go unnoticed while the local map pack grows more competitive.
Solution
Bin There Dump That used Local Falcon to create a local rank tracking campaign structure built around the franchise system itself:
- One dedicated campaign per franchise territory, from Atlanta to the Greater Toronto Area, each tracking the same core keywords on a consistent grid, so every location, regardless of who runs it locally, is measured the same way
- Tracking built entirely around unbranded, high-intent search terms like "dumpster rental" and "dumpster rental near me," giving a true read on generic search visibility rather than brand-name lookups
- Expanded keyword tracking into long-tail, conversational search phrases, capturing how customers actually search today rather than just tracking traditional short-tail terms
Results
Local Falcon gives Bin There Dump That's corporate marketing team a standardized, side-by-side view of local search performance across 260+ locations in the US and Canada, regardless of which franchisee runs the day-to-day listing. This level of granular insight has contributed to some significant wins across the network:
- The Michiana area's average Share of Local Voice (SoLV) across keywords rose from 55 to 75, with a standout location climbing from 7 to nearly 83 SoLV and improving its Average Rank Position (ARP) from about 12 to under 3.
- The Wisconsin-Illinois border market rose from 5 to over 43 SoLV in just over a year
- In Northern Virginia, locations rose by 25 SoLV points on average, and the market's best-performing location jumped from approximately 13 to 60 SoLV, with ARP improving from just under 12 to near 4
- A newer Lincoln, Nebraska location went from about 1 to almost 58 SoLV in just ten months
- In Ontario, "bin rental near me" visibility rose from 22 to 40 SoLV in the Windsor market, with one location in the Hamilton-Brantford-London area climbing from 17 to 87
- Long-tail visibility also saw some major gains in the portfolio: Brevard County, Florida locations improved from approximately 41 to 84 SoLV, on average, for conversational keywords, with a standout location going from 7 to 71 SoLV for "can i get same day dumpster delivery in cocoa florida?"
Across any large enterprise franchise network, performance varies by territory. With a consistent measurement standard in place, the corporate team can see exactly which territories are strong and which need support, informing action with hyperlocal visibility intelligence instead of guesswork.
