Monica makes soap by hand in Dublin. Her daughter wraps each bar and designs the labels. The brand is Distingué: beautiful product, real word-of-mouth love, and almost zero digital visibility.
Through MIWA, Uttam and I partnered with her on that. What followed was one part campaign work, one part a lesson in everything I was underestimating about Google's AI.
Small and medium-sized enterprises (SMEs) face digital visibility challenges against big brands.
Why small businesses face a different kind of digital problem
If you run a small business, you already know this feeling: you have a great product, happy customers, and people who'd absolutely buy again. But online? Silence. The advice you find is either too generic or built for budgets you don't have.
The truth is, most SMBs are fighting a different battle than big brands. Not brand awareness. Not loyalty. Just this:
| The real SMB struggle | What it looks like day-to-day |
|---|---|
| Invisible at the moment of intent | A customer searches for exactly what you sell and finds your competitor instead |
| No runway to experiment | Every euro of ad spend has to count. There's no budget for trial and error |
| Advice built for big brands | Most digital marketing content assumes teams, tools, and resources you don't have |
| Feast or famine traffic | Busy seasons bring customers, but you're not showing up when it matters most |
Monica had all four of these. A remarkable product, a loyal local following, and a website that simply wasn't doing the work it should. That's where we came in.
It's not the absence of demand: it's the absence of discoverability
Most SMBs don't have a product problem. They have a timing problem. Someone in Dublin searches "natural handmade soap gift" the week before Halloween. Monica's brand should appear. It didn't.
| Channel | What it does | When it works |
|---|---|---|
| SEO content | Builds organic visibility over time | Long-term compounding equity |
| Paid search | Captures intent at the moment it exists | Short-burst of seasonal spikes |
We ran both. SEO blogs for steady organic reach; Google Ads and Meta campaigns timed to Halloween and Christmas, when purchase intent was highest and budgets could punch above their weight.
Results: What actually happened
~40%
Increase in website traffic
~25%
Seasonal campaign engagement lift
The lift came from being present when people were already in a buying mindset, not from outspending anyone. Constrained budget, right timing, clear message. That combination works.
The honest learning
I was undermining the broad match and the AI running behind it
After the campaigns, I kept asking: was I actually using Google Ads to its capability? I completed Google's AI-Powered Search Ads certification through Skillshop. It changed my thinking.
| My old assumption | What's actually true |
|---|---|
| Broad match = wasted spend | Broad match + Smart Bidding is a feedback loop. The model learns which queries convert and suppresses the rest |
| Exact match = control | Exact match limits discovery, you miss queries your audience actually uses |
| DSAs are a fallback | Dynamic Search Ads crawl your site in real time. Powerful when your product range evolves |
| AI needs big budgets | Smart Bidding works off conversion signals, not budget size. It reaches efficiency faster than manual bidding |
"Google's AI isn't trying to spend your budget. It's trying to find the right customers."
For Distingué, this matters. Monica doesn't know every way someone searches for handmade soap as a gift in Dublin. But Google's model, given room, will figure it out
and route the right person to her at the right moment.
What SMBs should actually know
Timing beats budget
A €300 campaign at the right seasonal moment outperforms €3,000 on autopilot year-round.
Broad match is a growth tool now
Paired with Smart Bidding, it's not a risk. The old advice to avoid it predates the AI layer.
DSAs close the keyword gap
They keep your coverage current without constant manual updates as your catalogue evolves.
Story is an SMB superpower
Monica's brand has a face and a craft. Large brands can't replicate that. Lean into it in copy.
MIWA helps Irish SMBs build digital visibility through strategy, content, and performance marketing. If you're working on something like this, we'd love to hear about it.
