Google Places - To create another (dupe) listing or edit existing one?

Hi!

I have a client who has an existing Google Places listing. It was not verified until recently, when I did the verification and listing optimisation for him.

Since then we have seen his site successfully added to the listing and also the listing shoot up to spot A for a low comp. area/town.

The only issue is this:

Lets say he is from "Coolridge". Historically, where he is located used to be called (and still can be / is referred to as) "Coolridge North".

The most searches come from "Service Coolridge" so being there for "Service Coolridge North" is nice but gets no where near the exposure.

We want to get him up on top or at least the first page for "Service Coolridge".

Now, the options are to remove the "North" from his existing listing and do some further optimisation to try and get him showing up for the "Coolridge" term.

OR

Make a new listing for him with all of the same details exactly, except when it comes to the actual listing remove the "North" part.

Citations probably won't count and it will be in essence a 'fresh start' with ranking it for the more popular term.

This second option could also be seen as a 'duplicate' - but I doubt anyone will notice, as he is no where to be found for "Service Coolridge" at all for his existing listing.

What's funny is that actually when searching for "Service Coolridge", when you get to the 2nd/3rd page of GPlaces listings, they start to show listings from nearby suburbs - but they don't show him when he is technically still IN the same suburb.. weird.

What are your thoughts on this?