Google Ads
Customers are searching for your experience right now
No marketing experience needed
Made for experience businesses
Results in your first month
No marketing experience needed
Made for experience businesses
Results in your first month
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Don’t leave the next booking to your competitors
Right now, someone is typing "ceramics workshop" or "kayak tour" into Google. They don't know your experience yet. They're just looking for something to do.
Ten results show up. None of them are you. Not because your experience isn’t good enough. But because you were never in the running.
Every day you're not there is another guest who found a competitor instead and never even knew you existed. All it takes is showing up when they're looking.
And because we only work with experience businesses, we know exactly how to use Google Ads to get you in front of the right guests.
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Morten Dyrsø
Owner
“Thank you for the thorough work on our Google Ads and for explaining everything in a way that’s easy to understand, even for those of us outside the marketing world.”
Sigmund
Co-owner
“With Understory running our Google Ads, June became a record month for us, even before our usual July peak”
What is Google Ads?
Get seen. Get clicked. Get booked
Google Ads puts your experience in front of people at the exact moment they're searching for it. There are two ways we do this for you: Branded Search and Smart Search.
Branded Search: defend what's already yours
Some guests already know your experience and search for you directly. Without ads on Google, marketplaces like Viator, or competitors can appear above your own listing.
Branded Search helps keep you at the top when guests search your name. It doesn’t create new demand, but it protects the demand you’ve already earned.
Smart Search: reach new guests
Other people don't know your business yet, but they're searching for exactly what you offer: "kayak tour Copenhagen," "ceramics workshop near me,".
Smart Search shows your ad to them too, built around your categories, your location, and what you actually sell. This is where new bookings come from.
How it works
From quiet days to more bookings in days
Step 1
Get the right plan for your goals
Based on your needs and goals, we’ll suggest the plan we believe is the best fit.
Step 2
We prepare everything.
We build your ads based on your business and experiences, so you don’t have to set anything up yourself.
Step 3
Your ads launch.
Once everything’s ready, we get your ads live, usually within a week.
Step 3
Get better results automatically.
We test, learn, and improve as your ads run. Performance keeps climbing without you touching a thing.
What type of experiences do you sell?
Pricing
One price. Everything included
€89
/ monthly
Protects the bookings you already earn from your own name
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€89
/ monthly
Protects the bookings you already earn from your own name
You decide how much to spend based on your goals and availability.
Cancel anytime
Understory
DIY
Agency
Under €300/month
Live in days
No long-term contract
Built for experience businesses
Start with what works from day one
Automatic optimisation
You stay in control
Clear, simple reporting
No marketing skills needed
Results in your first month
Who is Google Ads is for
Google Ads is for you if…
You run recurring experiences with availability to fill
People already search for your business by name
You want more direct bookings but don't have time or skills to run ads
You want a low-effort way to start, with room to scale when it works
You're tired of guessing whether your marketing is doing anything
You have no upcoming sessions that need more bookings
You already have a sophisticated in‑house marketing team or agency
Most of your bookings come from email inquiries rather than online bookings
You're looking for a done-for-you consulting service
You can see the numbers...
Yes, you can always check how your ads on Google are performing in Understory.
But honestly, you shouldn’t have to spend your time figuring out what every click, conversion, or trend means. That’s our job.
We keep an eye on the numbers, spot what can be improved, and suggest the next move.
Your job is showing up for your guests with a smile. Not squinting at a screen full of numbers that were never meant for you to interpret.
Ready to get found on google?
We’ll handle the ads. You focus on your experiences.
Get started this week
No marketing experience needed
Cancel anytime
FAQs
Here to help
How much should I spend on Google Ads?
You need a minimum budget to give Google Ads a fair chance to perform. That’s €100/month for Branded Search and €150/month for Smart Search.
Importantly, this is your maximum monthly spend, not a guaranteed amount we’ll spend. If there aren’t enough relevant searches to use the full budget, we won’t spend it just for the sake of it. For example, if your budget is €100 but there’s only enough search demand to spend €70 effectively, you’ll only spend €70.
How fast will I see results?
Your ads usually start showing in Google within about 30 minutes of going live.
Seeing what’s actually working takes a little longer. We need a full month of steady bookings to see what's working, and Smart Search usually takes a little more time than Branded Search, since it's reaching people who don't know you yet.
How is Understory different from working with an agency or freelancer?
We only work with experience businesses, so our Google Ads setup is built around the needs and goals of businesses like yours. Every campaign builds on what we’ve learned from thousands of experience businesses, not generic best practices. And because we’ve specialized the process, we can offer it at a fraction of the cost of a traditional agency or freelancer.
How is this different from Meta Ads?
Meta puts you in front of new people who weren't looking for you. Google catches the ones already searching and ready to book.
They work well together, not instead of each other. If you're already running Meta Ads, Google Ads is the natural next step.
What if I'm already running Google Ads?
No problem. We'll start by looking at what's already running, then rebuild it around our structure so your real booking data can start training the campaigns from day one.
Can I track results over time?
Of course. You can follow your Google Ads performance directly in your Understory Backoffice, so you always have a clear overview of how your ads are doing.
Is it possible to use Google Ads without using Understory’s booking system?
No. Google Ads is directly connected to your Understory account, so you can handle bookings and attract more guests in one system.
It keeps things simple and saves you from juggling multiple tools.
Why do I have to pay to appear for my own name?
Because other businesses can pay to show up there too. Even if your website appears high in the regular search results, ads can still appear above it.
Branded Search helps keep your business at the top when guests search for you, so OTAs or competitors don’t take that spot instead.