With the burgeoning cannabis industry, dispensaries are looking for the most effective ways to reach their target audience. While platforms like Weedmaps have traditionally been a go-to for many, recent shifts in their business practices have raised eyebrows. Here’s why dispensaries should consider running their own Google Ads rather than putting all their trust in Weedmaps.
In certain regions, the monthly fees for Weedmaps have seen a staggering 243% increase, leaping from $495 to a whopping $1,700. For many dispensaries, this spike raises the inevitable question: Are we truly getting value for this fee? While Weedmaps does offer a suite of features ranging from directory listings to software tools, the value proposition at $1,700/month becomes harder to justify. With such a significant investment, dispensaries could allocate these resources towards more direct and efficient marketing strategies, like Google Ads, ensuring a better return on investment. Moreover, with the increasing competition from Weedmaps itself and the dilution of individual brand visibility on the platform, the cost-to-benefit ratio seems to be tilting away from the platform's favor for many dispensaries.
Once upon a time, Weedmaps was a beacon for both consumers and dispensaries, offering a centralized platform to discover and review cannabis products. However, recent financial strains have led Weedmaps to increase fees for dispensaries. More alarmingly, they’ve begun running Google Ads that directly compete with the dispensaries they're supposed to be supporting.