Do I need a separate page for every town I serve?

Only where each page can say something true and specific. A page that swaps the town name into the same paragraph adds nothing for a reader and can look like a doorway page, which Google's spam policies treat as a problem.

Build a town page when you can fill it with things that only apply there:

• Real jobs you have done in that town, with photos and short descriptions.
• Local detail that affects the work: building types, permit rules, water, climate, or travel times.
• Reviews from customers in that town.
• The staff or office that covers it and how to reach them.
• Questions that people there actually ask.

If you cannot write 200 words that a neighbor would find useful, the town does not need its own page yet.

A structure that works for most service businesses:

1. A strong page for each core service.
2. One service area page that lists the towns you cover and links to the pages that exist.
3. A handful of full town pages for the places that produce most of your work.

Remember the profile does the geographic heavy lifting for map results. Your service area is set in the Google Business Profile, not by the number of pages you publish. Pages support the profile with relevance and proof.

To decide where to invest, look at where your calls and jobs come from and where your grid rank falls off. Build pages for the towns that matter to the business and are within reach of ranking, then add more as you have real material.