Google Adwords

This Startup Helps Small Businesses Build Brand Awareness with Google AdWords

Partners Bjorn Espenes and Eric Maas founded Finch in 2009 to improve online performance for digital advertisers and grow their profit. They built a software platform specifically to handle large product catalogs and manage retailers’ Google AdWords programs. Their inspiration for the company’s name was the small, adaptive bird species that played an important role in Charles Darwin’s theory of evolution by natural selection. The toughest business challenge for a company like Finch is building brand awareness among prospective clients and separating themselves from “thousands, if not tens of thousands,” of competitors, Bjorn says. “It’s very competitive in the marketplace.”

“We wouldn’t have a business without Google. The only thing we do for customers is work on their Google accounts.”

Bjorn Espenes, Co-founder & CEO

Finch primarily provides expertise in AdWords, Google’s advertising program. They do this by focusing on increasing the campaign quality score while expanding market size for their clients. Their goal is to achieve a “Finch moment,” when a client sees significant growth in online sales or customers. The company has used AdWords for themselves, too, since the beginning. “We need to see a hard return on our advertising budget, which is exactly the same challenge all our customers have,” Bjorn says. In addition, Google Analytics helps them judge online ad performance both for their clients and for Finch. They also use nearly every tool in the Google Apps for Work suite, including Gmail, Google Calendar, Google Docs, and Google Hangouts. They also have a YouTube channel.

Finch has 300 clients worldwide.

The business has 32 employees, with a presence in a dozen countries in Europe, Asia, Australia, and South America. “We’re a very small company relative to our footprint,” Bjorn says. Inc. Magazine listed Finch in 2013 as one of the fastest-growing private companies in America. They aim to continue their rapid growth, which today totals 52 percent annually. Bjorn realizes that their customers “take a leap into our world” and trust Finch to come through for them. “It takes the whole company to produce the moment when the customer realizes what they’ve purchased is actually working,” he says. “That’s a magical moment for us.”

For more information on the Finch case study, visit

Content provided by Google

Previous Article
Engaging website

3 Ways to Build an Engaging Website and Reduce Bounce Rates

Next Article

6 Habits of Highly Effective Leaders

Related Posts
virtual assistant
Read More

How Virtual Assistants Can Benefit Startup Leaders

According to venture capitalist Bill Trenchard of First Round Capital, the average startup founder "works about 300 days a year, 14 hours a day." He should know. Trenchard cofounded and led three companies and, as a VC, advises hundreds of startups. "Looking at the schedule of a typical CEO, a full 70 percent of that...
Read More

9 Signs Your Business Needs Rebranding

When you've run a business for quite some time, it can be tempting to update the look and feel of your visual brand identity because you believe it’s the same-old-same-old. By rebranding, you might think that it can freshen your business and even give it a new life. But rebranding isn’t for always necessary. It’s...
succession planning
Read More

Your Business Legacy: Why Succession Planning Is a Crucial Step in Estate Planning

Running your own business is a mammoth task and a considerable investment. Statistics have consistently shown that small business owners have to work longer and harder than the average employee. So, after dedicating so much time and energy to building up a company, it’s crucial to protect it should the worst happen. Almost all of...
Read More

WJR Business Beat: We’re Spending Even More Time Online (Episode 411)

In today's Business Beat, Jeff tells us consumers are spending more time online and explains what businesses need to do to reach them. Tune in below for more details on how digital use has changed with the pandemic:   Tune in to News/Talk 760 AM WJR weekday mornings at 7:11 a.m. for the WJR Business...