We recently picked up a new client that has approximately 200 restaurant locations in the U.S. Their current monthly budget is around $125,000 with room for growth.

The AdWords account we inherited is a mess. Their previous PPC company was doing the client a serious disservice. I am about to begin the process of rebuilding it but I thought I would ask for some feedback.

1) My initial thought is that it makes more sense to create a new MCC for them and build out a separate account for each location. From a performance perspective, I feel like we will have more freedom to optimize each location. It would be more management overhead but I think we would see better results. What would be the downside to this approach?

2) Does something else make more sense? The chain is a sit-down establishment that is relatively well known. They have locations across the entire country, it isn't regional. What other considerations should be taken into account?

Thanks for your help.