W-06 · Two-branch bureau de change case study
A bureau de change lives on the map. Two branches, about a mile apart, in two of central London's busiest visitor corridors.
The short answer
AiS LABZ optimised the Google Business Profiles for both of the client's central London branches, scheduled 32 profile posts from September to November 2026, and designed a per-branch paid search rebuild: one campaign per branch, a one-mile radius, seven visitor languages, and a live-rates path for rate-checkers.
What was in the way?
- One campaign promoted one branch, so searchers near one branch were sent to the other.
- Rate-checker searches absorbed traffic that could never become a visit.
- Conversion tracking counted map views, not calls or visits.
What changed?
- Both branch profiles fully optimised.
- 32 posts scheduled across both branches through November.
- Paid search rebuild specified: two campaigns, five ad groups each, seven languages.
- Target from month two: 40–70 calls a month across both branches (plan target, not a result).
How did we do it?
The same four-phase method on every engagement: diagnose, model, build, compound.
Diagnose
A 90-day review of the paid account and both profiles, with no changes made first.
Model
Each branch owns its own mile. Measure calls of 30 seconds or longer and direction requests, not map views.
Build
Both profiles optimised and 32 posts scheduled. The paid search rebuild is specified per branch, with negatives, call and location assets, and a live-rates page with remarketing.
Compound
Weekly one-page reports and a monthly review once the rebuild is live.
Who did we work with?
What happens next?
Launch the per-branch search campaigns and the live rates page.
Common questions
Because a visitor 200 metres from one branch should see that branch. One campaign for two branches sends people the long way round.
Calls of 30 seconds or longer, website calls and direction requests, not map views.
They get a live rates page and join a remarketing list, instead of burning the call budget.
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