Google Ads that generate enquiries, not just clicks. Every pound tracked, every conversion measured.
Edinburgh's tourism sector generated £1.7bn in 2023, its highest ever. Hospitality and tourism businesses compete for the same high-intent local and visitor searches, and local SEO determines who wins.
An Edinburgh hospitality group with three venues had no Google Business Profile optimisation and no local SEO strategy.
All three venues existed on Google Maps but had incomplete profiles. No business hours, no photos uploaded, no response to the 47 reviews they had accumulated over two years. When tourists searched for 'cocktail bar Edinburgh Old Town' or 'wine bar near the Royal Mile', competitors with polished profiles took the top three spots. The group's venues did not appear until page two.
Within 60 days of fixing citations, completing and optimising all three Google Business Profiles, and building local links from Edinburgh tourism directories and hospitality publications, all three venues appeared in the local three-pack for their target searches. Direct table bookings increased 28% compared to the same period the prior year.
All 3 venues in Google local 3-pack. Table bookings up 28% versus same period prior year.Imagine you have a market stall at the world's biggest market. Millions of people walk past every day. Google Ads is like putting a sign right at eye level: but you only pay when someone actually stops and comes over to your stall. The moment you stop paying, the sign disappears. That is the trade-off: immediate, controllable, measurable, but not permanent. The skill is in making sure the people who come over are the ones most likely to buy.
Short-term sales activation and long-term brand building are both necessary. Neither works well alone.
Google Ads captures the 5% who are ready to buy right now. That is why it works immediately. But 95% of your future customers are not ready yet. Brand building and content marketing reach them before they are ready, so when they finally search, they already know your name.
Edinburgh's financial services sector, Standard Life Aberdeen, Royal Bank of Scotland, Scottish Widows, and Baillie Gifford, makes it the most professionally sophisticated business market in Scotland. Alongside financial services, tourism, and legal and professional services create a business community with high expectations for marketing quality, compliance, and measurable outcomes.
Paid search management built around your actual business goals: leads, calls, or purchases. Full setup, ongoing management, and monthly optimisation with transparent reporting on every penny spent.
We build campaign structures around your actual business goals, not around what is easiest to manage. Separate campaigns for each product or service, match types that control who sees your ads, and a negative keyword list built from day one to stop budget being wasted on irrelevant searches.
We identify every term your customers search at the moment they are ready to buy, then systematically exclude the terms that look similar but bring in tyre-kickers. This is where most accounts leak budget.
We write ads that earn the click, then build or optimise the landing page that converts the visitor. A great ad to a weak landing page is wasted spend. We work on both ends of the funnel.
Automated bidding strategies calibrated to your actual conversion data, with manual override where automation loses precision. We do not let Google spend on autopilot without oversight.
Every form submission, phone call, and purchase tracked accurately before we spend a penny. Without accurate conversion tracking, Google's algorithm optimises against itself. We fix this first.
Cost per lead, ROAS, conversion rate, and search impression share reported monthly with plain-English analysis of what moved, what did not, and what we are testing next.
Get a free google ads and ppc audit for your Edinburgh business. We will identify your biggest opportunities and tell you exactly what we would do first.