If I would be at your place, I would have looked in to the Google Analytics data (although good amount of data is hidden but still it can help you give it a clue) and would have seen how many people are coming from near me keywords and what are the top services most people are searching for.
Ranking for extra keyword is never bad but should you invest your time on it or not is a big question.
Once I will have the GA data of top 5 services that most people are searching for according to the available data I would have tested the near me keywords in a PPC to see impression vs. click ratio of my targeted audience.
If amount of data I received would be interesting, I would have invested my time and if the traffic is not good enough I would have focused on other important areas.
Hope this helps!