Start with a real reason for the page to exist.
Create a location page when the business meaningfully serves that area and can add useful information: service availability, office or dispatch context, local project proof, neighborhoods, common needs, or market-specific service details. Do not create a page solely because a keyword tool listed a city.
Keep service and location relationships explicit.
Link relevant service pages to useful service-area pages and vice versa. A customer should be able to understand both what the business does and whether it serves them without bouncing through a maze of nearly identical pages.
Measure quality, not page count.
Track impressions, clicks, engagement, inquiries, and assisted conversions by location page. Pages that receive no meaningful visibility or customer activity should be improved, consolidated, or removed rather than multiplied because a competitor has more URLs.