Indiana

After surviving a rare form of cancer, Lea Hurley struggled to find snacks her body could tolerate. She began hand-mixing her own healthy nut butters at home, sprinkling in candy for her sweet tooth. She shared a few jars with friends and colleagues–and it was a hit. In 2018, Lea founded American Dream Nut Butter as a family-run operation to “bring joy back to eating while helping others fuel their bodies with clean, delicious, high-protein options.” Peanut, almond, and cashew butters come in mouth-watering flavors like New York Cheesecake and Maple Swirl Delight. The e-commerce business grew 2,000 percent in their first year with steady growth since, and now has 50 employees, over one million customers so far, and a 40,000-square-foot facility. “We make everything but the actual jar here, from the butters to the labels to baked goods,” Lea says.

Lea uses Google Ads, including Performance Max campaigns, to help people find her products. “The Ads that perform best are the behind-the-scenes ones–people love to see it getting made, people tasting it and sharing their testimony. That’s huge for us,” she notes. They glean customer insights from Google Analytics, helping them finetune their marketing. Promo notes in packages drive up to 30,000 customers a month to their YouTube channel, which offers advice–like how to mix separated oil back in–along with fun production content. The team uses Google Workspace to collaborate and stay organized, and Gemini to write and refine emails, social posts, ad copy, and video scripts. “AI is a game changer for helping us optimize our marketing,” says Lea. American Dream donates 100 percent of proceeds from their One Tough Cookie blend to a different cancer charity each month, and Lea is creating a foundation to support more good causes. “We built our company with Google tools,” she says. “It’s become so much more than I ever imagined.”

For professional mountain bike instructors Kate Nolan and Danielle Wolter Nolan, opening Brown County Bikes in 2020 was a natural extension of their love for mountain biking and their region’s beautiful trails. “We’ve always wanted to have our own storefront,” Danielle says. “If we can help more people get outside and build confidence through outdoor experiences, we’re fulfilling our dreams.” The LGBTQ+-owned full-service bike shop sells the latest bike gear and offers rentals, repairs, coaching, and group rides. To drive more traffic to the website, Danielle and Kate have invested 80 percent of their marketing budget in Google Ads campaigns since February 2023, a strategy that’s seen returns. “I would say we’ve had a 35% increase in website views because of Google Ads,” says Kate.

Another 30 percent of customers discover Brown County Bikes through their Google Business Profile, which went live when the store opened. “When people search, we want them to be able to see our location, hours, and photos of the building,” Danielle says. In February 2024, the store’s Business Profile was viewed over 1,000 times, with 200 users clicking through to the site. Glowing reviews on the profile also generate business: “A lot of people who come in say, ‘Hey, I read those Google reviews,’” Kate says. “That makes us realize how important it is to have a strong Business Profile.” Brown County Bikes’ revenue has grown about 20 percent annually over the last three years. “It's definitely worth the investment to put time and energy into building your Google presence,” Danielle says. Adds Kate, “As small business owners, we put our heart and soul into everything we do, so getting the word out is huge for us.” And their success has allowed them to give back to their town, which is very close to their hearts. “Everyone's been very welcoming, and we really love the home we have here.”

For years, Laurel Uhlig Hansen worked as a nurse and a teacher; her husband, Jim, was a master goldsmith. In 2013, it was time for a change. The pair bought The Clock Shoppe in their hometown of Fort Wayne–one of the few dedicated clock repair shops in the state–with Jim bringing his love of fixing things to clock repair. Laurel joined in 2017 to run the business. “What I love most is helping our customers retain and restore their clocks, which often have great sentimental value,” says Laurel. The shop draws customers from near and far through word of mouth and through their Google Business Profile. That’s where they showcase positive reviews, and provide contact information and directions. “Our Business Profile allows me to communicate regularly through posts and updates, and field inquiries. The fact that our listing came at no cost was huge,” she says. And Gmail makes reaching customers easy. “Gmail has been so useful, because it’s very easy for me to type back a response as opposed to spending time on the phone,” Laurel notes.

A self-described “tech newbie,” Laurel was initially wary of digital tools. But Google lowers the barrier for entry and has reinforced Laurel’s belief in lifelong learning. “I’ve benefited from a number of interesting webinars through Grow with Google,” she says. “Every time I learn more of the ‘techy’ tools, I feel better about learning more yet.” Today Jim, Laurel, and their “watchdog,” Mooch, are there to lend a helping hand to their community. They have plans to partner with organizations to reach refugees, veterans, and members of underserved communities who could apply their talents to clock repair. “There will always be a time where people will rely on clocks that do not need a battery,” says Laurel. “In a world that often seems transactional, I love being able to offer the kind and respectful service that I like to receive.”

High school sweethearts Chris and Mollie Eley are committed to tradition. In 2011, Smoking Goose was hatched in Indianapolis out of their gourmet grocery, Goose The Market, to showcase Chris’s expertise in traditional butchery and charcuterie. What began as a local wholesale supplier of cured and smoked meats, salumi, and sausages now offers unique delicacies like blackberry duck salame or pig and fig terrine in all 50 states. Goose’s Narration Director Corrie Cook says traditional techniques and humanely raised animals set them apart: “Seam butchering by hand, curing without compound nitrates, smoking over real wood, and letting time and salt work their magic mean a lot to our customers.” The team uses Google Ads and Google Maps to spread the word about their products. “We make a public map with our wholesale restaurant and market partners on it, so people can zoom in and find what’s closest,” Corrie says.

Smoking Goose eventually invested in a website for public sales, and Public Smokehouse–their new retail shop–joined the Goose flock in 2019. This offset a pandemic-related slump in wholesale orders, and positioned them nicely for the meteoric rise in charcuterie board popularity. Retail sales jumped 85-90 percent from 2019 to 2020, as customers discovered their 40+ meat varieties, and over 500 pairing items like cheese, pickles, and jam. Goose informs folks about specials, hours, and hiring with their Business Profile on Google; Corrie calls it “the go-to spot for all tidbits of information.” Amid the surge in orders and queries, Gmail aliases–separate email addresses that forward to a central account–keep the team organized so they can focus on what matters most: offering quality, artisanal charcuterie. “It takes more training, time, and patience,” Corrie says, “but customers value the flavor that’s only possible because we respect tradition and don’t cut corners.”