On more than one occasion we have told you about the importance for companies to have in their digital strategies with the presence of SEM (Search Engine Marketing). A large number of agencies and professionals work on this type of campaign within their businesses in order to to improve its visibility, traffic and sales through search engines, especially, of course, Google.
If you need to hire professionals from the sector, In Spain you have a wide range of specialized agencies in SEM who have been shown to do a good job. However, there are multiple criteria to take into account to comprehensively evaluate the performance of a company. For this reason, for a few years we have developed our Ranking of the best SEM agencies in Spainbased on internal data that we have requested from the different agencies. With this we can give you a more complete picture of the market so that you know who to turn to when you want to implement -properly, successfully and profitably- these types of campaigns in your project.
Eye, “theoretical” detail. We are going to talk about SEM agencies, referring to what is popularly called Search Engine Marketing, which are really the Google ads ecosystem, or Google Ads. Remember that technically SEM encompasses both advertising or SEA (Search Engine Advertising) and or natural positioning in search engines.
The best SEM agencies in Spain, in 2021
To arrive at this classification, we have carried out an online survey of the most outstanding companies in the sector, consulting them with the following data:
- The total number of customers of Google Ads.
- Billing managed in Google Ads during 2020.
- Number of new Google Ads customers achieved during 2020.
- Billing managed in Google Ads of new clients 2020.
- The average investment per customer (own calculation).
- The number of optimizers of Google Ads.
- The number of optimizers with a degree in Google.
With these criteria we try to assess:
- how many marks already trust at the SEM agency
- What trend market confidence have
- Business volume that they leave in their hands
- Average size of your customers
- size and training of your team
On the other hand, we have also consulted what their main customers and what are the 3 main verticals of Google Ads customers.
Unlike last year, in the data collection process many agencies have requested maintain the privacy of sensitive informationmainly the numbers of billing and the names of customers. It is for this reason that we will not be able to offer you these results for each company.
On the other hand, there have been 9 additions (detailed below) and 2 casualties: Adrenaline and Kanlli, who did not respond to our form. In the 2020 article, agencies Blackbeast, Neoattack and Online Zebra were mentioned, but were not part of the ranking numeric.
In the list you will see the 28 agencies that responded to us, although in some cases they have left blank fields and that influenced the positioning of the table. The figures that appear in each column are not the gross numbers that the companies have passed us, but the position that each of them occupies in that category in particular. For this reason, the ones that add up the least amount are the ones that are first in the table.
This table is updated as of 06-06-2021, as there were amended omissions and rectifications of data that were not properly uploaded. For this reason, some positions have been modified and the agencies Tidart and T2ò were incorporated, both very well positioned in the ranking.
These were the final results:
Best Google Ads agencies in Spain:
Below you will see the list of the 28 agencies that have participated in the 2021 ranking in alphabetical order. New additions are highlighted in bold font. Below, we detail each company in the order they came in the final ranking.
Of course, and as we always tell you, this is a live listingso if you consider it appropriate to include an agency that you cannot find in it, do not forget to leave it in the comments or and we will try to take it into account for the next update.
1.- Making Science
Breaking into the SEM ranking for the first time and directly in first place is , a technology and digital marketing consultancy specializing in eCommerce and digital transformation. Its business model responds to the growing need for companies to digitize themselves throughout their value chain, particularly in the marketing area. In addition to SEM, it has specialized services in areas such as Data & CRO, SEO, UX and eCommerce.
The Group currently has more than 450 employees and has a presence in Spain, Portugal, Mexico, Colombia, Italy, Ireland and USA.
How do you distribute your campaigns, within SEM?
- % of SEM investment in Search: 60%
- % of SEM investment in Display: 17%
- % of SEM investment in Shopping: 18%
- % of SEM investment in Video: 5%
2.-Digital Rocket
(previously Rocket ROI) is a company created in 2014 that occupies the second position (down one position compared to last year). It is an agency specialized in SEM (among other areas in which they are also experts, such as UX/UI Design, Paid Media or CRO, among others) and has clients such as Allianz, Intersport, Exoticca and IDEAamong others.
This is how the agency distributes its campaigns within SEM:
- % of SEM investment in Search: 35%
- % of SEM investment in Display: fifteen%
- % of SEM investment in Shopping: 40%
- % of SEM investment in Video: 10%
3.- Labelium
The agency drops one position in our list of top Google Ads agencies, but it is much better than in 2019, when it was ranked 24th. Created in 2007, the company develops and works the SEM technique for clients such as Yoigo, Loewe, PepePhone, Masmovil, Merkal or Maisons du Monde, among others.
This is how the agency distributes its campaigns within SEM:
- % of SEM investment in Search: 52%
- % of SEM investment in Display: 28%
- % of SEM investment in Shopping: 10%
- % of SEM investment in Video: 10%
4.- Geotelecom
Position number 4 in our ranking goes to , an agency that, in addition to being specialized in strategic consulting or web analytics, also develops SEM advertising strategies. It has offices in Spain, Mexico and the United States.
They stand out a lot for their penetration in Google Shopping campaigns:
- % of SEM investment in Search: 16%
- % of SEM investment in Display: 12%
- % of SEM investment in Shopping: 58%
- % of SEM investment in Video: 14%
5.Tidart
In position 5 we find for the first time in the ranking a , an agency specialized in digital marketing that has been present in the market for 8 years and that in 2018 joined Kimia Groupleader in advertising technology.
Currently, the company has an international team of more than 120 specialists in technology, digital marketing, data analysis and online traffic acquisition. Its success stories include names such as Air Europa, Bershka, Bimba y Lola, Halcón Viajes, Álvaro Moreno, Footdistrict, XTB, and Visual Click, which respond to its three main verticals: food, fashion and tourism/travel.
Your SEM investment is divided into:
- % of SEM investment in Search: 38%
- % of SEM investment in Display: two%
- % of SEM investment in Shopping: 54%
- % of SEM investment in Video: 6%
6.- Praise
this year it is in sixth place in our ranking, falling 3 positions. It is an agency that emerged in 1999 and that, today, has more than 5 offices distributed between Spain and Mexico. Elogia is specialized in the concept of and works all digital scope: SEO, , , SEM, Social ADs, Amazon AMS or , among other. His experience and results have made him win more than 20 international awards in the last 20 years and it has earned it the recognition of major players in the digital ecosystem such as Google or Facebook, which have published several of their success stories on their official pages. Among its clients, brands such as Hero, Boehringer Ingelheim or Lenovo
Your SEM investment is divided into:
- % of SEM investment in Search: 70%
- % of SEM investment in Display: 10%
- % of SEM investment in Shopping: fifteen%
- % of SEM investment in Video: 5%
7. T2o
The marketing, sales and digital strategy consultant was created in 2004 and its services are focused on generating transversal marketing strategies. It has offices in Madrid, Barcelona, Mexico City, Milan, Trento and Houston. The main verticals of your customers are tourism, retail and insurance. Among its success stories are companies such as TOUS, UNHCR, American Express and Palladium Hotels.
This year it dropped three positions compared to 2020, although in the one we also do annually, it had an excellent performance, climbing 11 positions.
Your SEM investment is divided into:
- % of SEM investment in Search: 67%
- % of SEM investment in Display: 10%
- % of SEM investment in Shopping: 18%
- % of SEM investment in Video: 5%
8.- Identical
The eighth place is for the Andalusian agency that remains in the same position compared to last year. An agency specialist in online marketing, internet advertising either Web-page design, which shares its digital knowledge through courses and specialized training. In 2019 Google awarded him the Gold Product Expert award in Google Ads.
Your SEM investment is divided into:
- % of SEM investment in Search: 68%
- % of SEM investment in Display: 14%
- % of SEM investment in Shopping: 16%
- % of SEM investment in Video: two%
9.-ROI UP Group
down three places from last year. The agency of Madrid origin and created in 2011 has a presence in Mexico City, Lisbon and Bogotá, at an international level, and has offices in Valencia, Madrid, Alicante and A Coruña, at a national level. Some of their SEM clients are Barceló Hotels, Juver, Bayer, Pepsico and NH Hotels, Therefore, it is specialized and has a strong SEM background in verticals such as tourism and travel, retail and health.
Your SEM investment is divided into:
- % of SEM investment in Search: 76%
- % of SEM investment in Display: 5%
- % of SEM investment in Shopping: 14%
- % of SEM investment in Video: 5%
10.- Quarizmi Ad Tech
For the first time in the ranking, a Cambridge-based company appears that has been developing its own technology since 2014, always focused on bringing technological innovation to the world of online marketing. Some of his clients are SikSilk, yourApplawyer Y Promofarmaamong others.
Your SEM investment is focused 100% on Search.
11. Dobuss
in one of the best valued agencies in our , but it also stands out for its work in SEM and breaks the ranking for the first time placing directly in position 11. It is originally from Andalusia and has offices in Córdoba, Seville, Almería, Jaén, Málaga, Granada, Cádiz and Huelva.
Your SEM investment is divided into:
- % of SEM investment in Search: 70%
- % of SEM investment in Display: 10%
- % of SEM investment in Shopping: fifteen%
- % of SEM investment in Video: 5%
12.- Relevant Traffic
In position number 12 we find , an agency that in its 21 years of life has accompanied all kinds of brands in their digital transformation strategy. In addition to having a multidisciplinary team…
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