Most “Hispanic marketing strategy” advice I read is written by agencies selling Spanish-language ad campaigns. Run some Facebook ads in Spanish, maybe a Univision radio spot, call it a Hispanic marketing strategy, and move on. I think that gets the order backward for a small or mid-size Orlando business, and I have the search data to back it up.
The order most businesses get backward
Ads work when someone is already looking for what you sell and you just need to be the one they see first, or when you want to interrupt someone who was not looking at all. Search is different: it is where someone who has already decided they need a bankruptcy attorney, a dentist, or a cleaning service goes to find one. If your business does not show up there in the language and phrasing your Hispanic customers actually use, no ad spend fixes that — you are paying to interrupt people you could otherwise be found by for free.
Start with search, not ads, because search is where intent already exists. Ads are for creating intent that is not there yet. Central Florida’s Hispanic market has enormous existing search intent; the problem is almost never demand, it is that most businesses are invisible to it.
Why Orlando specifically
Orlando and the surrounding Central Florida metro have one of the fastest-growing Hispanic populations in the country, with large Puerto Rican, Venezuelan, Colombian, Mexican, and Cuban communities layered across Orange, Osceola, and Seminole counties. That is not a niche audience — in parts of Kissimmee and southwest Orlando, it is close to a majority audience. A business that only shows up in English search is opting out of a very large share of its own local market, not targeting a smaller one.
Start with your Google Business Profile, not a Spanish ad
Before any paid campaign, make sure your Google Business Profile is actually visible to Spanish-language searches: a Spanish business description, services listed with the terms people search for (not just their English equivalents), and photos and posts that make a Spanish-speaking searcher recognize your business as one that serves them. This single step routinely outperforms a Spanish ad campaign, because it captures people already searching for exactly what you offer, at the moment they are ready to call.
Then build one or two native Spanish pages, not a translated site
You do not need to translate your entire website into Spanish on day one. You need the two or three pages that answer the actual questions your Hispanic customers ask — and you need them written from those questions, not translated from your English pages. I go into exactly why that distinction matters, with real Search Console data, in a separate post on translated versus native Spanish pages. The short version: a translated page can rank and still get almost no clicks, because it does not match how people actually search.
Reviews, in both languages
A steady stream of Spanish-language Google reviews does two things an ad cannot: it signals to Google that your business genuinely serves Spanish-speaking customers, and it signals to the next Spanish-speaking searcher that people like them already trust you. Ask satisfied Spanish-speaking customers to leave a review in whichever language they are more comfortable writing in — do not push them toward English for the sake of a “consistent” profile. Mixed-language reviews are a strength here, not a flaw.
What this actually costs, compared to ads
A Google Business Profile rewrite and two or three native Spanish pages are a one-time investment that keeps working every month afterward. A Spanish ad campaign stops the moment you stop paying for it. I am not against ads — they have a place once the organic foundation exists — but I have watched businesses spend thousands on Spanish-language ad campaigns pointed at an English-only or badly translated website, and wonder why the calls did not follow. Fix what happens after someone finds you before you pay to get more people to find you.
A short version you can act on this week
1. Check whether your Google Business Profile description and services list use the actual Spanish (and Spanglish) terms your customers search, not textbook translations. 2. Look at your Search Console data (or ask whoever manages your site to) for any Spanish-language traffic you already get, and read what people actually typed. 3. Write, or have written, one Spanish page around the single question your Hispanic customers ask most often. 4. Ask your next five satisfied Spanish-speaking customers for a review, in whatever language they prefer. Do all four before you spend a dollar on Spanish-language ads.
If you want a full page-by-page plan instead of a checklist, that is what the Hispanic Market SEO page walks through, using the same approach that grew a Central Florida law firm’s Spanish-language search clicks by 179% without a single dollar in ad spend — documented in the Juan Burgos Law case study.
Frequently asked questions
Should I run Spanish-language Facebook or Google ads at all?
Eventually, maybe — but only after your Google Business Profile and at least one native Spanish page are in place. Ads pointed at a page that does not speak to the person clicking it waste the click you paid for.
How much Hispanic market search demand actually exists in Orlando?
Enough that entire categories of local search — “near me” queries for dentists, attorneys, contractors, and home services — carry real Spanish and Spanglish query volume every month across Central Florida, largely unanswered by local business websites built only in English.
Do I need a marketing agency for this, or can I do it myself?
The Google Business Profile piece is something most owners can do themselves in an afternoon. Native Spanish page copy is where a bilingual writer or consultant earns their cost — a direct translation of your own English copy will not capture the search behavior described above.