Miami is two commercial markets sharing a city. One is a local metro where a majority of households speak Spanish and a great deal of business is conducted in it. The other is a gateway: companies here sell into Latin America and the Caribbean, and buyers there search for Miami businesses. A paid search account that treats it as an ordinary large American city will mistarget on both counts, and the corrections are settings rather than strategy.
Spanish is the market, not an add-on
Running Spanish campaigns means Spanish advertisements, Spanish landing pages written by somebody who writes Spanish, and somebody who answers the phone in Spanish. Doing two of the three produces enquiries you cannot serve and a poor impression. Decide whether you are serving that market properly; if you are, it is frequently cheaper per conversion than the English side because fewer competitors do it well.
Decide about traffic from outside the country
Businesses here attract searches from Latin America and the Caribbean, which for some is valuable export demand and for others is entirely wasted budget. The setting to check is whether you are targeting people present in a location or merely interested in it, and the geographic report will tell you what is actually happening. Both ignoring it and blocking it without looking cost money.
The county is long and the neighbourhoods are distinct
Miami-Dade stretches a long way and Brickell, Coral Gables, Doral, Hialeah, Kendall and Miami Beach differ in language mix, income and competition. Traffic makes distances larger than they look. Target from where customers actually come rather than a radius, and segment where the business justifies it so you can see which areas pay.
Seasonality runs on tourism and on the storm calendar
The winter season, the event calendar and hurricane season all move demand here, sharply for hospitality, marine, construction and home services. Plan the year's shape in advance rather than spending evenly, and have the operational plan for a storm week ready: who updates hours, who answers, what the advertising does when you cannot serve.
Check the fee model against a market with a lot of supply
There are a great many agencies here and quality varies widely, so the ordinary diligence matters more than usual: who runs the account day to day, how often search terms are reviewed, whether the account is in your own name, and what the fee rewards. A percentage of spend rewards spending more; a flat fee rewards spending less time. Know which you bought.
Questions people ask about Miami PPC agency
Should we advertise in Spanish in Miami?
If you can serve the enquiries in Spanish, yes, and it is often cheaper per conversion because fewer competitors do it properly. Advertisement, landing page and telephone all have to match, or it produces enquiries nobody can handle.
Why are we getting clicks from other countries?
Because Miami businesses attract searches from Latin America and the Caribbean, and default settings often target interest as well as presence. Decide whether that demand is valuable to you and set targeting accordingly.
How should we target across Miami-Dade?
By where customers actually come from, using realistic travel time, and segmented by area where the business justifies it. The county is long and the neighbourhoods differ in language, income and competition.
What should we agree with an agency here?
Who runs the account, how often the search terms are read, that the account is in your name, and what the fee structure rewards. Supply is plentiful and quality varies, so the ordinary questions matter more.