Local Business Lead Scoring Framework

The five factors

Each factor contributes to a lead score from 1 to 10. Higher scores mean higher lead potential. The scoring inverts where absence creates opportunity: no website scores high because the upsell is obvious; an unclaimed Google Business Profile scores high because the fix is simple; three or fewer images scores high because the need is visible.

• Website presence (25% weight): No website is the strongest signal. A business without a website needs one. A business with a broken website needs it fixed.
• Review quality (30% weight): High one-star percentage relative to total count signals customer volume plus visible reputation risk.
• Image count (15% weight): Three or fewer images signals a business not investing in visual presence. Photography upsell.
• Social media footprint (20% weight): Missing platforms create openings. Zero accounts scores highest.
• GBP claimed status (10% weight): Unclaimed profile signals a business that has not taken basic ownership of its Google presence.

Composite scoring formula

leadScore = (websiteScore × 0.25) + (reviewScore × 0.30) + (imageScore × 0.15) + (socialScore × 0.20) + (claimedScore × 0.10). Reviews and website carry the most weight because they represent the highest-value upsells. Image count and social media are multipliers. Claimed status tips borderline leads.

Automation path

The framework was built for an MCP-powered agent running in n8n. An MCP server queries Google Maps for businesses by location and category. The AI agent receives structured data with 24 fields per business, scores each lead against the five factors, generates a draft email under 500 characters, and saves everything to Google Drive as a CSV. Setup time is about an hour. Running cost is a few dollars per month.

What the framework rewards

Businesses that are close to being great but not quite there. A 4.5 rating with 11 percent one-star reviews. A busy restaurant with no TikTok. A dental practice with three photos and no website. The data tells the story. The gap defines the offer. The email opens the conversation.

• High one-star percentage with decent review volume
• No website or placeholder-only web presence
• Three or fewer Google Business Profile images
• Missing social media accounts across platforms
• Unclaimed Google Business Profile