Selected work
NIE Barcelona
How a local service should acquire customers.
Situation
NIE Barcelona helps people in Barcelona with the paperwork for a foreigner identity number. People were already looking for that help. What was missing was a decision about how those enquiries should be earned, and a public presence that could carry the same message as the ads.
Decision
The next move was not a new brand and not a brochure website. Acquisition was the constraint. Search ads were the right engine, because people look for this service with a specific intent. The page, the creative and organic search had to agree with that, or the spend would land somewhere that could not turn a visit into an enquiry.
What was assembled
- Google Ads as the main source of enquiries
- SEO, so the same demand could also be earned without paying for every visit
- Creative direction, photography and video, including the @NIEBarcelona25 YouTube channel, so the public face matched the offer
What changed
The account became a working acquisition system. It has produced more than 5,600 leads from Google Ads, with the creative and the page built to receive them.
What came next
The engagement continued as direction of that system: what to spend, what to say, and what to fix when the numbers moved. The following decision comes from the results.