Who is a digital marketing package for? 6 business types, 3 different recipes

Whose problem does the visibility package solve?

The package is for shop owners who do good work but cannot reach new customers. The service is solid, yet nobody walks through the door. In an Istanbul shop that grows by word of mouth, the till stops ringing once that channel slows, and the owner does not know where to start. The package narrows that down to a single recipe.

What they share: the work exists, the visibility does not

In all six profiles the product is ready. What is missing is showing up in front of the searcher at the right moment.

Where they differ: how the customer searches

Some check the map, some type an urgent need into Google, some stop scrolling on Instagram. The recipe follows that habit. The wrong recipe is a sign hung over the wrong door.

Known on the street, missing on Google: the Website Recipe

If customers look you up by name or search “near me”, you first need to be findable. The Website Recipe sets up a mobile-friendly sales page, contact buttons, a Google Business Profile, basic SEO and visitor tracking. It needs no ad budget; it builds a shop window, not an ad.

Profile 1: a neighbourhood hairdresser in Beylikdüzü

Say you have opened your shutters in Beylikdüzü for ten years. Regulars are loyal, but newly arrived families do not know you. Someone types “hairdresser near me” and sees three competitors on the map, not you. The six usual reasons are listed in why the shop next door shows on the map and you do not.

Profile 2: an accounting office that runs on referrals

You are an accountant and most work comes through referrals. The referred person still types your name into Google and finds a blank page or an old directory entry. The phone stays quiet.

The first signal for these two

The first test is whether the searcher finds a page and a call button. With visitor tracking, at the end of month one you see who called and who asked for directions.

The customer with an urgent need: the Google Ads Recipe

If customers search the moment trouble hits, you need to catch them in that minute. The Google Ads Recipe covers ad account setup, keyword research, search campaigns and conversion tracking. The ad budget is not included; it is paid to Google separately. This recipe gives the fastest signal where customers search with urgency.

Profile 3: a boiler repair service in Esenyurt

On the first cold November night, boilers break down. A homeowner types “boiler repair Esenyurt” and calls one of the first three numbers. If you are not among them, even the best technician sits idle.

Profile 4: a home moving company

A person about to move calls a few firms and decides. They are in “hire” mode, not “browse” mode. Ads bring that ready customer to you before a competitor.

The first signal for these two

Conversion tracking shows calls and forms from ads separately. After month one you see which keyword rings the phone and which burns money.

A product that sells on sight: the Meta Ads Recipe

If your product creates desire on sight, customers should see it before they search. The Meta Ads Recipe sets up the pixel, audience settings, image and copy ads, and conversion tracking. The budget is paid to Meta separately and stays under your control. It suits products people are not searching for yet but will want once they see them.

Profile 5: a maker selling handmade jewellery from home

You design jewellery at the kitchen table. Instagram brings likes but no orders, and most followers are friends. The root cause is covered in followers but no sales; the Meta recipe takes the product to people likely to care.

Profile 6: a newly opened pastry shop

You have just opened, the display is full and you are waiting for the first sale. People a few kilometres away have not heard of you. A location-targeted cake photo can bring them in on the first weekend.

The first signal for these two

The pixel shows whether ad viewers visited and left an order or message. Likes do not count.

Six businesses in one table: which recipe does each start with?

The hairdresser and accountant start with the Website Recipe, the boiler service and movers with Google Ads, the jewellery maker and pastry shop with Meta Ads. The table compares them on how customers find you, the starting recipe and the need for an ad budget. Find the row closest to your business.

What the table does not say

It is a starting suggestion, not a rule. A boiler service missing from the map may need the shop window first. Adapte makes the final suggestion from your needs form.

Who is it too early for?

The package does not fit every business, and saying so helps everyone. If you cannot set aside an ad budget, your product is not settled, or you expect guaranteed sales in week one, waiting is the better call. These cases do not make the package bad; they make the timing wrong. Fixing the ground first protects your money.

• No separate budget for Google or Meta? Start with the Website Recipe.
• Product, price or service area not settled? Settle them first.
• Expecting certain sales in week one? Visibility is a process, not a guarantee.

Find yourself with three questions

Unsure which profile fits? Answer these three questions honestly. They probe where customers find you, what your name shows when searched, and how your product sells. Your answers will most likely point to one recipe, and the needs form closes whatever gap is left.

1. Where did your last ten new customers find you: referral, map, search or social media?
2. When someone types your name into Google, what do they see: your page, an old listing or nothing?
3. Does seeing your product make people buy, or does a pressing need?

A suggestion based on answers, not habit

You fill in the needs form, Adapte suggests the recipe, and delivery starts with payment. Results are reviewed together after month one. To see the recipes and the fixed price on one page, visit the Get Visible Online campaign page.

The real decision is yours

If you saw yourself in one of these scenes, the real question is which door your customers knock on.

Quick Summary

• The package suits small businesses with solid work but no new customers.
• Customer search habits, not your sector, decide the recipe.
• The Website Recipe needs no separate ad budget; the Google Ads and Meta Ads recipes do.

Short Glossary

Recipe: A recipe is a fixed-scope work plan used to solve one visibility need of a business over 3 months.

Conversion tracking: Conversion tracking is a measurement setup used to count calls, forms and orders coming from ads or the website.

Audience: An audience is a set of settings used to decide who sees an ad by location, interest and age.

Next Step

Recognised yourself in one of the six profiles? Fill in the needs form and find your recipe: explore the Get Visible Online campaign.

Frequently Asked Questions

Source: Google Business Profile Help — Add or claim your Business Profile