Client: Night Shift — Baltimore, a nightlife and entertainment venue in Baltimore, MD.
Challenge
Night Shift needed a clearer picture of how customers were actually finding the business — direct name searches versus category discovery versus paid traffic — so that both organic and paid budget could be pointed at what was actually working.
Approach
- Set up structured Google Business Profile performance tracking to separate direct, discovery, and branded search traffic
- Ran keyword-based performance reporting to understand which searches were driving the most profile views
- Coordinated organic visibility work alongside an active Google Ads campaign for consistent coverage across both channels
Result
83.6K
Monthly profile views
64.2K
Monthly profile searches
156K
Total monthly activity
56.1K
Maps views
26.4K
Google Ads impressions
43
Calls generated
The Google Business Profile reached 83.6K views and 64.2K searches in a single month, with Maps views (56.1K) outpacing Search views — a sign that customers were finding and navigating to the venue directly rather than browsing.
A coordinated Google Ads campaign ran alongside the organic work, adding 26.4K impressions, 1.22K clicks, and 43 direct calls over the same period.
