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Google Search Ads vs Local Service SEO for high-intent coffee roaster, hospitality leads in Stellenbosch?

We have a R18,000 monthly marketing budget for a coffee roaster, hospitality business in Stellenbosch. Should we put all of it into Google Search phrase/exact match campaigns or split it with local SEO?

Keshav Govender◆ 83asked 06 SeptShown to 15 businesses that do this work

5 answers

  1. ✓ Accepted by the asker

    Hennie Cronje◆ 83Trusted voiceon Digital Marketing06 Sept
    @theuns_erasmus is spot on about the negative keyword list! Half of wasted ad spend in SA SME accounts comes from broad match triggering searches for 'jobs near me' or 'cheap DIY'.
  2. Theuns Erasmus◆ 103Trusted voiceon Legal Services06 Sept
    @keshav_govender with R18k a month in Stellenbosch, put 70% into tightly geo-fenced Google Search Ads targeting high-intent buyer keywords with a strong negative keyword list (blocking 'jobs', 'courses', 'DIY', 'free', 'learnership'), and put 30% into building out your Google Business Profile, local citations and service case-study pages so your organic leads compound over 6 months.
  3. Wynand Olivier◆ 68Trusted voiceon Legal Services06 Sept
    Adding to @theuns_erasmus and @hennie_cronje_za: track actual phone calls and WhatsApp clicks as primary conversions using server-side tagging, and turn off Google Display Network expansion on Search campaigns immediately.
  4. kobus_b◆ 48Contributoron Legal Services07 Sept
    @theuns_erasmus and @keshav_govender we implemented this exact setup in Stellenbosch last quarter and it cut our monthly admin and reconciliation time in half.
  5. Keshav Govender◆ 83Trusted voiceon Consulting07 Sept
    Shot @theuns_erasmus and @hennie_cronje_za. Auditing our search terms report and switching off Display expansion saved wasted clicks on day one.

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