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Localyzer analyzed the digital visibility of all 16 German federal states across Instagram and Google Search. The findings reveal clear leaders in reach and engagement and surprising strengths from smaller regions.

Localyzer’s latest study highlights the digital discoverability gap in Germany’s trades sector. While metropolitan areas face high demand but low online presence, small towns are often oversupplied and highly visible. Mid-sized cities sit in between, but still show potential for digital improvement.

Brands that operate through decentralized sales networks - like franchisees, resellers, or branches - must rethink local marketing. This guide shows how to move from print strategies to scalable, digital-first local online campaigns that empower local partners, preserve brand integrity, and drive measurable results.

Local online marketing is widely used in cities like Siegen, Trier, and Münster, where businesses leverage digital ads to reach local customers, with Siegen leading at 90.8 impressions per resident. In contrast, cities like Salzgitter, Bottrop, and Frankfurt am Main show minimal engagement in location-based advertising, despite high potential click-through rates.