They would use (business name + city) for the GMB company name.
They have one main business location but all of these other ones are located at residential houses.
For the website, they do various forms of the URL (https:// , www , etc.) I guessing so GMB doesn't say they already have an account.
But I do see they have also created another brand new website, maybe just for this. A lot of the things are similar between the website but they do have different URLs.
It appears to be working for them... Not sure if I should try doing the same. Does anyone have any experience with this?