This is proximity, and proximity is the one local factor nobody can change. Google weighs how far the searcher is from where it understands your business to be, and a van-based business covering forty miles still has one pin.
It is also the symptom most often sold against. "We will get you ranking across the metro" is a promise about something that is not fully available, and an owner who understands proximity can hear that immediately.
Work through it in this order
Measure it properly first.
A single search from the office is not a measurement. A grid of searches at known points across the area reports coverage as a map.
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Check the primary category.
It is the largest lever that is actually available and it is wrong surprisingly often.
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Compare prominence against the businesses ranking there.
Reviews, citations and mentions. This is where the movable difference usually is.
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Ask whether a second real location is the answer.
Sometimes it is, and it is a business decision with a lease attached rather than a marketing one.
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You can improve relevance and prominence. You cannot move the searcher. Any plan that does not say that out loud is selling into a misunderstanding.