Kansas

John McDonald, who once competed professionally in bull riding and rodeos, is an entrepreneur at heart, says his daughter Cassy Wilson, account and marketing manager for Rawhide Portable Corrals. “He’ll do whatever it takes to make something work.” John was separating bulls at an event when he got the idea for a more efficient corral system. After a few years of perfecting prototypes, he founded the company in 2002 with his wife, Mary, who left her job to join the growing business as office manager in 2005. John’s unique, patented design incorporates a roadworthy trailer so cattle producers can easily tow the corral to their livestock, and a hydraulic system so one person can unload and set up the sturdy wheeled panels with no lifting. Ranchers choose from several corral types based on the size and features they want. Proudly Kansas-made from American parts, Rawhide Portable Corrals are used in 43 U.S. states, plus Canada and Finland.

Rawhide has used Google Ads since 2015 to reach customers and to emphasize the quality and value that set them apart. “We have a nationwide product but we’re a small business, so it definitely helps get our name out there,” Cassy says. Their Google Business Profile showcases reviews and photos, drives traffic to their website, and directs customers to their facility. Rawhide also has a YouTube channel with videos of corral setups and use, along with customer testimonials and company news. YouTube Shorts let prospective buyers know which farm shows they’ll be at. Annual growth is steady–about 15 percent–and they now make 350-400 corrals a year. John and Mary’s three children all have a hand in Rawhide, but they take “family company” even further: They sponsor community events and clubs–like rodeos, 4H, and FFA–build equipment and pens for the county fair, and make sure they always do right by their customers. “They’re one of the best things about this,” says Mary.

Mike Burnshire believes everyone should feel comfortable in their homes and workplaces. That's why he and his family started Maximum Pest Management in Wichita, Kansas in 2006. "It's a personal business," Mike says. "Customers invite you into their homes and lives." He and his team of pest management pros gained a loyal clientele, but they wanted to reach even more customers in the area. So in 2018 they set up a Google Business Profile to showcase their work through photos, videos, and reviews. They have since received hundreds of five-star customer ratings, as well as thousands of calls and clicks from their profile. The result? A remarkable 300 percent jump in business.

"When people need pest control services, most are going to search online," Mike says. “We want to ensure we can reach those people and that our reviews are easily accessible to help new customers see if they would like us to come to their homes." Mike says they communicate with customers daily through their Google Business Profile and that every day, someone mentions being impressed by the reviews they read. Some recognize neighbors' names in the reviews, which helps to build trust. "People feel like they already have a connection," Mike says. Because his team spends more time in the field than in the office, they also use Google Maps, Calendar, and Gmail to estimate service times, communicate their routes and locations, and show up for customers right on schedule. Says Mike: "Our time is worth something, and our customers' time is worth just as much. We take care of them." Today, Mike and his family show up for their community as well by helping causes dear to their hearts, such as providing services to veterans and raising money for autism charities.

At Prairiewood–a boutique retreat with first-class accommodations, event space, and community programs–it’s all about connections. “We want people to retreat, rest, connect with themselves, connect with each other, and connect with the land,” says Beck Katzenmeier, who founded the retreat with her husband, Kail, in 2010. Prairiewood lies in the shadow of Kansas’ Flint Hills on nearly 500 acres of privately preserved tallgrass prairie; the couple takes active measures to protect and restore the plants and wildlife native to the fragile prairie ecosystem. They used Google Ads from the start to spread the word about lodging and recreational options on the preserve, and they post YouTube videos so prospective guests can explore the property. Kail points out, “We don’t need to present ourselves as anything more than what we are, we just need a way to tell the story that already exists.”

Their revenue and guest numbers increased 110 percent year-over-year (YoY) in 2021, outpacing the double-digit YoY growth the retreat had seen for the past five years. The Katzenmeiers own other properties under their parent company, Capstone3D, and they store everything on Google Drive to stay organized. They use Google Workspace products like Google Meet, Calendar, which syncs with online booking platforms, and Sheets, to share event notes among team members. Since opening the retreat, the pair has added an art gallery, a bar, and a resident artist program, and created Prairiewood Connect, which features speakers, music, hiking, and other events that allow the public to explore the preserve. ”Everything we do, we're trying to connect to place and people on a local level–there’s a very missional aspect to it,” Kail says. “At the end of the day, we’re trying to find joy.” Beck adds, “Prairiewood is where we live. This is about who we are, and what gifts we have to share with the world.”

Lina Dickinson and Melanie Bolin had a lot in common when they met at their children’s preschool in Kansas. Both were recent transplants from California who missed the coast and wanted to find a creative outlet by starting a business using their marketing and sales experience.. In 2013, the pair founded Mer-Sea & Co., a lifestyle brand offering clothing, accessories, and home fragrances rooted in the joy of travel and the tranquility of seaside escapes. They initially focused on selling through retail partners, and Mer-Sea products are now offered in over 1,200 stores. But over the last few years, Melanie and Lina have placed more emphasis on their e-commerce website. “We love the control that online gives us over our messaging and imagery,” Lina says. They used Google Ads to help them make this adjustment, and in 2019 56 percent of sales and 54 percent of new customers came from their Google Ads campaigns. The proportion of the company’s online sales increased from 10 to 45 percent in two years, leading Inc. Magazine to name them Kansas’s fastest-growing business in 2018.

With a strong online presence, Mer-Sea was well-positioned to weather the uncertainties caused by COVID-19. Though disruptions to their supply chain caused some issues, Lina says being a small business allowed them to be nimble and react quickly as challenges arose. They adjusted descriptions on their website to emphasize that their stylish yet cozy and comfortable clothing and wraps—touted pre-pandemic as perfect for travel—were equally suited for working from or lounging at home. They added a line of face masks, and had custom hand sanitizer on the market within four months. Using Google Analytics to optimize their website and Google Ads to reach both new and repeat customers, Mer-Sea enjoyed a 95-percent year-over-year growth in online sales. “As we continue to grow, Google Ads will continue to be a key partner,” Lina says.