NL
Friends of Search 2025 > Local SEO & PPC: how Google Business Profiles drive sales – lessons from Quiosk
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

Local SEO & PPC: how Google Business Profiles drive sales – lessons from Quiosk

Nick de Leeuw & Michel van Luijtelaar

15:10 - 15:40

Want to unlock the power of Google Business Profiles (GBP) to drive real-world sales? Join Michel van Luijtelaar from GMBapi.com & Nick de Leeuw from Quiosk for a deep dive into practical GBP strategies for SEO and PPC, focused on maximizing offline conversions. In this session you’ll get actionable tips to optimise your GBP for better visibility and performance. Discover the true impact of Google Ads through the Quiosk case study, showing how a solid GBP setup and offline sales data reveal incremental revenue gains. Learn to leverage customer reviews and AI-powered insights to drive conversions, and get a sneak peek into how AI is shaping the future of local search.

Nick de Leeuw

FounderQuiosk

Nick de Leeuw is the co-owner and CEO of Quiosk, an innovative vending concept designed to meet our everyday cravings for snacks and refreshing drinks. Recognising that while traditional shops close and consumer habits evolve, the need for convenient treats remains constant, Nick created Quiosk to provide 24/7 access to high-quality vending solutions. With a mission to fill the “blind spots” in the Dutch market, Quiosk is rapidly expanding, offering entrepreneurs an opportunity to optimise unused space with smart, on-demand retail solutions.

LinkedIn

Michel van Luijtelaar

Co-FounderGMBapi.com

Michel van Luijtelaar is a leading voice in Local SEO with a rich background in performance marketing, analytics, and omnichannel strategies. Over a distinguished 13-year tenure at Google, Michel served in various specialist roles, assisting major clients with their measurement, omnichannel, and analytics challenges across platforms like Google Ads, Google Analytics, and the Google Marketing Platform. In 2020, Michel co-founded GMBapi.com with Gergan Atanasov, aiming to enhance local SEO, hyperlocal content and reputation management for multi-location businesses.

The platform leverages data-driven insights and testing to help businesses improve their local search rankings, manage reputations, and attract more customers. Michel’s expertise lies in integrating Google Ads, SEO, and local marketing strategies to boost local visibility for businesses with multiple locations.

Beyond his entrepreneurial endeavors, Michel is an active contributor to the digital marketing community. He has authored articles for platforms like Search Engine Land, sharing insights on topics such as Google’s reviews. Additionally, he has been a speaker at prominent industry events, including BrightonSEO, where he discussed local SEO and reputation management. Michel’s passion extends to marketing technology, analytics, and attribution. He is dedicated to applying the latest advancements, breaking down organizational silos, and establishing processes and technologies that enable companies to act swiftly on insights. Through his digital marketing agency, Up Analytics, Michel continues to assist businesses in these areas.

LinkedIn