Google Ads in Barcelona
Somia Digital manages Google Ads campaigns for Barcelona businesses: Search, Shopping, Display and YouTube, with targeting narrowed to the neighbourhood or radius where your customers actually are. In a city where many advertisers bid on the same words, the real job is choosing where you don't need to compete. We have more than 10 years of experience in digital marketing, and every account is quoted individually, with no promised results.
Barcelona · Barcelonès
Barcelona is southern Europe's economic and creative capital: startups, congresses like MWC, retail and a huge market where digital competition is at its peak. We work with Barcelona clients combining on-site meetings with the agility of a close-knit team.
Local context
What changes when you advertise a business in Barcelona?
In Google Ads the price of a click comes from an auction: every time someone searches, the advertisers eligible for that query compete to appear. In a city of more than one and a half million people, trades such as plumbing, dental clinics or tutoring academies usually have far more businesses willing to pay for the same query than a small provincial capital does. That is why we don't quote figures from memory: before starting, we check the demand and competition for your searches in Google's Keyword Planner, and only then suggest a sensible ad budget.
The other peculiarity is the mix of audiences. Barcelona hosts residents, daily commuters, tourists and delegates at congresses such as Mobile World Congress, held at Fira de Barcelona every February or March since 2006. An ad written for someone who lives in Gràcia won't work for a visitor who has just arrived in the Eixample, and the campaign has to keep them apart.
What it needs
How we set up a Barcelona campaign
Small areas, not the whole city
If your customers walk in or come by metro, there's no point paying for clicks from the far side of the metropolitan area. Google allows radius targeting of at least 1 km around an address, and we combine radii and districts so the ad only shows where people can actually reach you.
Presence or interest, depending on the business
By default, Google also shows your ad to people elsewhere who show interest in Barcelona. That can suit a restaurant or a city-centre shop, because it reaches tourists planning their trip; it doesn't suit a home-visit service. We switch to ‘presence’ when we only want people who are actually there.
One ad group per language
Google decides who sees each ad based on the languages it believes the user understands, and it also looks at the language of the ad and the landing page. If you serve customers in Catalan, Spanish and English, each version needs its own copy and its own page.
Long-tail terms where big players aren't
Competing for ‘lawyer Barcelona’ against chains with huge budgets rarely pays off. We go after more specific searches that include the neighbourhood, the speciality or the exact problem, and use negative keywords to exclude the ones that only bring browsers.
Projects in Barcelona
FAQ
Frequently asked questions
It depends on the keyword, not the city. Cost is driven by how many advertisers compete for each search, so before proposing a budget we check the real demand and competition for your keywords with Google's own tools.
Yes. We set start and end dates, ad schedules and an area around the venue, and write ads specifically for those days. When it's over, the campaign stops automatically.
Yes. Google Ads management is done online, and we go through reviews and reports, at whatever interval we agree, by video call. Our bases are in Girona and Palafrugell.
Let's talk about your project in Barcelona
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