If you run a small business in San Diego, you do not need a marketing department. You need the right few things done in the right order, and the discipline to keep them up. This page sets out a sensible order of work for a new or small San Diego business, what you can do yourself, and the point at which hiring an agency starts to make sense.
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First, the paperwork
The City Treasurer says all businesses operating in the City of San Diego are required to obtain a Business Tax Certificate, and that this includes home-based businesses, self-employed persons and independent contractors. If you are in Carlsbad, Oceanside, Escondido or another city in the county, check with that city instead. Get this done before you put your name on Google and on a website.
Then, your Google Business Profile
For most local businesses, the free Google Business Profile is the most useful first step. Use your real business name exactly as on your sign and paperwork, choose the most specific category that fits, and fill every field accurately. If customers visit you, keep your address; if you also travel to them, add your service area too, as Google allows both. Google ranks local results mainly on relevance, distance and popularity, and says there is no way to pay for a better local ranking. Complete and accurate is the job.
A simple website that does three things
Your first website does not need to be big. It needs to say what you do and where, answer the questions customers ask, and make it easy to get in touch. One page per service is better than one long page. Keep your name, hours and contact details the same as on your Google profile. Appearing in Google’s results costs nothing, and Google does not take payment to rank a site higher, so a clear site with useful pages is the base for everything later. The page on web design San Diego businesses commission covers what to ask a designer.
Reviews from day one
Ask every customer for an honest review from your very first job, and offer nothing for it. Google’s Maps policy does not allow incentives in exchange for posting any review, or asking only happy customers. The FTC’s rule on consumer reviews bars fake reviews and reviews bought or conditioned on a particular sentiment. A steady trickle of real reviews beats a burst of doubtful ones.
Paid search when you are ready
Once the basics are in place, paid search can put you in front of searchers sooner. In Google Ads you choose a daily budget for each campaign and can change it at any time; Google suggests dividing a monthly budget by 30.4 for the daily figure. You can target your city or a radius around your base, so the budget goes on the area you actually serve. For eligible service trades, Google’s Local Services Ads charge only for leads related to your business, with leads coming in as calls and messages. Check whether your trade and area are eligible in Google’s sign-up.
What to do yourself, and when to hire
| Job | Do it yourself | Hire help when |
|---|---|---|
| Google Business Profile | Set up and keep accurate. | You have several locations or a messy history of duplicates. |
| Reviews | Ask every customer. | You want a routine built into your booking or invoicing. |
| Website | A simple site from a builder. | You need more pages, booking, payments or SEO. |
| SEO | Read Google’s free SEO Starter Guide. | You want steady content and technical work each month. |
| Google Ads | A small test campaign. | Spend grows and you want someone checking it weekly. |
| Social | Post your work and your place. | You want video, paid campaigns or creators. |
When you hire an agency
Ask the questions Google suggests for anyone doing SEO: examples of previous work, whether they follow the Google Search Essentials, what results they expect and how they measure them, their experience in your industry and city, and whether they will share every change. Keep every account in your name. Be wary of anyone who promises a ranking: Google says no one can promise the top ranking. The pages on hiring an SEO company San Diego businesses can trust and a digital marketing agency San Diego owners rely on go further, and the article on affordable SEO covers what to ask on a tight budget.
Get a written marketing proposal sized to your small San Diego business. Free to ask.
Questions people ask
Do I need a Business Tax Certificate for a home-based business in San Diego?
The City Treasurer says all businesses operating in the City of San Diego must obtain one, including home-based businesses, self-employed persons and independent contractors.
What is the first marketing step for a small business?
For most local businesses, a complete and accurate Google Business Profile, followed by a simple website and an honest review routine.
Can I control what I spend on Google Ads?
Yes. You set a daily budget for each campaign and can change it at any time.
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