New Mexico

Soilutions

Location: Albuquerque, New Mexico
Website: https://soilutions.net/
12 employees

“Nature invented composting,” says Dawn Dewey, president of Soilutions. “We’re just stewards of her process.” Dawn and her husband, Justin, bought the composting company in 2021 and have since quadrupled revenue. That surge is a result of adding e-commerce and advertising, and a faster windrow composting method, which allowed the Deweys to increase production fivefold to meet the growing demand for their quality soil, compost, and mulch. Soilutions now processes over 250 tons of organic waste from grocery stores, restaurants, and schools weekly on their 14-acre grounds. In 2025 alone, they diverted 60 million pounds of waste from New Mexico’s landfills, a 600-percent increase over previous years. “I love that our business is a leader in our local circular economy,” Dawn says. “Instead of make, use, waste, it goes back into the cycle.”

Dawn recalls quickly learning that running a small business means “doing everything.” She uses Gemini to inform strategy, conducting market research on potential new divisions and gauging customer sentiment, as well as to spark article ideas and outlines and polish text. “Gemini can really help support some of those hats in a small business space,” Dawn says. Soilutions has an active Google Business Profile, generating thousands of website visits in a busy month. “It’s an opportunity for us to drive reviews and it gives us a legitimacy factor with customers,” Dawn explains. Their Google Ads Performance Max campaigns “take the guesswork out of keyword selection and are really effective in making sure we show up first in searches,” she adds. “They drive significant traffic to our site that converts to sales.” With steady 30-percent year-over-year growth, Dawn’s goals include an initiative to educate and feed kids, and expanding their donations to community farms and schools. “The more we grow our business, the more we help our community,” she says.

Geolabe

Location: Los Alamos, New Mexico
Website: https://www.geolabe.com/
5 employees

Detecting odorless and invisible methane plumes has traditionally been time-consuming and ineffective. But Geolabe’s new methane monitoring system uses AI to help them spot leaks from abandoned oil wells, landfills, and other sources with incredible accuracy. “Satellite images tend to be very noisy, which makes methane emissions difficult to pinpoint,” says Geolabe CEO Claudia Hulbert. “Our algorithms take the same images and drastically lower the detection threshold.” That makes it faster and easier to identify even smaller methane plumes. Geolabe built and trained their own deep learning model to analyze satellite images from selected geographic areas, which they now deploy in Google Cloud. It gives them the power and flexibility they need to build and run their core technology, which processes multiple terabytes every month. “Google Cloud scales really well so we’re able to analyze large areas very fast,” Claudia says.

In 2024, Claudia and co-founder Bertrand Rouet-Leduc took part in Google for Startups AI Academy: American Infrastructure, a program for startups that use AI to improve public works across the U.S. “Meeting other founders in person was really rewarding and let us exchange tips and information,” Claudia recalls. Mentors helped them experiment with potential setups and optimize their current system. Company operations run smoothly with Google Workspace tools like Gmail and Drive, to which they export data from Google Earth Engine. They’re also using NotebookLM. “We have it summarize previous research to see if we missed any information,” Claudia says. “It’s much faster than reading all the articles–it accelerates everything.” The Geolabe team is excited about the variety of potential uses for their technology, from fixing a leaking pipeline to monitoring agriculture emissions. “There are so many possibilities,” Claudia says. “It’s just the beginning.”

AlbuKirky Seasonings

Location: Albuquerque, New Mexico
Website: https://www.albukirkyseasonings.com/
50% of website traffic from Google Ads and Search

With a full line of certified BBQ rubs and sauces highlighting the flavors of New Mexico, AlbuKirky Seasonings is all about co-founders Kirk Muncrief and Cheryl Valadez’s passion for fire and meat. “It was always a hobby, a creative outlet instead of just crunching spreadsheets at a corporate job,” says Kirk. But friends and family who ate from Kirk’s grill had other ideas, and they encouraged him to turn his hobby into a business in 2010. “For years, we were doing shows and farmers markets on the weekends, but I finally said, ‘I can’t just keep doing this on the side. We’ve got to try to make something of this!’” So Kirk left his job as a financial analyst in 2021 and has been all in with AlbuKirky Seasonings ever since. They got certified for using only chile products from the state, in accordance with the New Mexico Chile Act, and now serve at least 5,000 customers per year through their website and more than 50 retailers.

AlbuKirky Seasonings started using Google Ads in 2022, and sales have risen by 10 to 30 percent. “We’ve doubled our traffic–now half of our traffic is coming from Google Ads and Search,” Kirk explains. They’ve recently switched to AI-powered Performance Max campaigns, which have outperformed traditional ads. AlbuKirky Seasonings uses Google Analytics to optimize their advertising and understand website traffic and SEO performance, and make adjustments accordingly. They’ve also begun tapping into YouTube Ads with success; they’re planning to ramp up their channel with cooking videos to promote the brand and New Mexico cuisine. As AlbuKirky Seasonings grows, they’ll continue to lean on the local community for everything from co-packing to label design. “We keep everything right here, and it’s served us well,” Cheryl says. “We've formed really good relationships. They're willing to shout us out, and we try to shout them out. That camaraderie is priceless.”

Bison Star Naturals

Location: Taos, New Mexico
Website: https://bisonstarnaturals.com/
25% of sales through Google Ads

Angelo McHorse–a member of the Taos Pueblo tribal community–and his wife, Jacquelene, were unhappy with the chemical-based soaps they found in stores. They saw a chance to create a greener alternative that could improve their family’s health and uplift the economic vitality of their rural New Mexican community. In 2018, they founded Bison Star Naturals, a full line of handmade soaps and cosmetic products crafted from all-natural ingredients grown and harvested on their own land. In addition to operating a brick and mortar location in Taos, they ship their products to all 50 states, and offer them for sale in museums, national parks, and airports across the American West. “It’s about sharing the essence of the land for people to take home and remember,” says Angelo.

They use their Google Business Profile to give Bison Star Naturals a polished, professional look. “When we opened our new store location, Google made it so easy to post pictures of our signage and our store so people know we’re here. It made our transition so much more successful,” Jacquelene says. They trust Google Ads to make sure that people searching for Taos-related keywords–and the parks that carry their products–can make plans to take home a little piece of New Mexico. “It’s a tool that gives us so many different ways to connect with people,” she says. And they use Google Analytics to inform their Google Ads strategy. “It significantly impacted the current ad we’re running, and we're still using that information as we develop new ads and try to reach additional people,” Angelo says. This year they’re excited to introduce a line of hair care products, and they hope to expand into even more national parks, museums, and tourism areas. “We’re planning not just for the future of our company, but for the future of our legacy and the spirit of the Southwest,” Angelo says.

Prados Beauty

Location: Las Cruces, New Mexico
Website: https://pradosbeauty.com
700% YoY increase in sales

As a Xicana/Indigenous woman raised in the rural Southwest, Cece Meadows is the first in her family to attend college. But a cancer diagnosis and her subsequent care at the age of 27 robbed Cece of her successful finance career and savings, leaving her family unhoused. It also led Cece down an entirely new path to success. “I fell in love with how makeup could make you look when you felt like death… the way [it] could tell a different story than what you were living,” Cece says. In remission, Cece became the first Native-American makeup artist to head a show for New York Fashion Week. There, her traditional regalia often sparked questions, inspiring her to launch Prados Beauty in 2019. “I wanted to create a beauty brand that would tell the story of my people through our eyes,” explains Cece. “There is so much false information, appropriation, and misgivings about Indigenous people, and I wanted to change that.” With a full range of inclusive cosmetics, Cece turned to Google Ads in 2020 to amplify her brand.

Prados Beauty noticed a return on ad spend within two months, seeing a 500 percent year-over-year (YoY) increase in web traffic and a 700 percent jump in sales. In 2021, sales increased by another 336 percent. “We realized the importance of having Google Ads running daily,” Cece says. Overall, she attributes 68 percent of their web traffic and 43 percent of revenue to Google Ads. The company also experienced the power of YouTube when drag queen Trixie Mattel posted a video using Prados Beauty products in 2021, turning the brand into a viral sensation. Right now, Cece is focused on meeting demand now that Prados Beauty is sold in one of the country’s major department stores. “I am being called the first Indigenous Xicana woman to be in a retailer of this size” says Cece, “and it's great to be the first, but what's more important to me is who comes after me.”

Heidi’s Raspberry Farm

Location: Corrales, New Mexico
Website: https://heidisraspberryfarm.com/
10 employees

Heidi’s Raspberry Farm is a success story that begins in the family kitchen. Heidi Eleftheriou grew succulent, organic raspberries on the family farm in Corrales, New Mexico. She enjoyed making her own jams, with toddler son Dimitri on hand to help her stir the pots. In 2001, she began selling raspberry jam, fresh raspberries, and cut flowers at area farmers’ markets. Word of mouth spread and business took off. In 2003, she launched a website, using Google Ads to attract shoppers searching for local organic products. Since then, she’s hired staff and expanded into an Albuquerque production facility, distributing to restaurants, B&Bs, specialty shops, and grocery stores in the Southwest and as far east as Washington, D.C. Now grown, Dimitri assists his mother in running the company. “Love is put into every single jar,” says Heidi.

In March 2020, the pandemic disrupted business. Heidi had to suspend the farm’s popular U-Pick events, where people come from miles around to pick their own raspberries. In-store tastings were halted and restaurant sales dropped, but Heidi’s e-commerce website kept business going strong. “It was like boom!” she says. “People who didn’t want to shop in stores started buying more from us online.” Once state restrictions eased, the farm reopened with COVID-19 safety measures in place and lockdown-weary people flocked to the farm. “The first day of reopening, we had about 180 cars waiting outside our gate,” Dimitri says. Heidi’s Business Profile on Google helps people find directions to the rural farm. “It’s wonderful to see our customers, as they’re the ones who’ve lifted us up through all this,” she says. The company supports a number of charities, including local food banks. In 2021, Heidi plans to expand her Google Ads campaigns to increase brand awareness nationally. “We’re still a small company, and you can taste that in the product,” Dimitri says. “We offer comfort food and nostalgia. People need that right now.”

Etkie

Location: Albuquerque, New Mexico
Website: etkie.com
12 employees

When Sydney Alfonso spent a semester studying abroad in Istanbul, she worked with a woman’s cooperative that helped local artisans sell their handmade jewelry. When the program ended, Sydney returned to her home state of New Mexico with a desire to help empower indigenous women. “The situation here was similar to my experience in Turkey. There were women struggling on Native American reservations but who were capable of making these beautiful things,” she said. In 2014, Sydney launched Etkie, an ethical, for-profit company that gives Native American women a platform to earn living wages and provide for their families. “There’s a lot of trauma — historical and cultural — in these communities,” Sydney said. Etkie, which means “impact” in Turkish, offers handcrafted jewelry that blends traditional craftsmanship with modern design. “I was a super-green entrepreneur when I started this, but that was also a blessing in disguise because I had to figure everything out myself,” said Sydney.

Etkie began as a B2B wholesale business and has since expanded to online sales. “Five years ago, there weren’t as many successful direct-to-consumer companies,” said Sydney. “By building our wholesale side, we’ve had more of a profit margin to invest in digital, and we’re just starting on that journey.” In an effort to ramp up Etkie’s direct-to-consumer efforts, Sydney started running different ads on YouTube and Google Search to better understand her customers. “Google helps us look at who is interested in buying our products,” Sydney said. “By being able to see what resonates on a large scale, it’s easier to home in on what messaging is working and what is getting clicks.”

Available in seven countries around the globe, Etkie produces about 5,000 bracelets per year. Since 2017, the company has grown 30% year over year. Sydney also cites a 10% increase in sales coming from digital, thanks to her advertising efforts with Google. As Etkie continues to grow, Sydney remains true to the inspiration that launched Etkie — helping women support themselves and celebrating their creativity. “Our business encourages people to pay for craftsmanship and acknowledge our artisans,” she said. “We’ve fostered a group of consumers who really care about where they buy their products and the actual impact it has on the community.”

Dreamstyle Remodeling

Location: Albuquerque, New Mexico
Website: www.dreamstyleremodeling.com
500 employees

Dreamstyle Remodeling began offering remodeling services in 1989, installing window, bath, kitchen, and other fixtures from major U.S. manufacturers. The business grew steadily from their original base in Albuquerque to multiple locations across the Southwest, including Santa Fe, Tucson, Phoenix, Prescott Valley, Boise, and San Diego. For years, their primary customers were baby boomers, but Founder and CEO Larry Chavez realized that if he wanted to continue growing the business, he would need to start connecting with a younger generation of customers entering the home-buying and remodeling markets. He hired Dawn Dewey as marketing director in 2013. From that point, “we really got heavily into digital,” Dawn says.

Today, over 25 percent of Dreamstyle’s revenue is generated through the Internet. They use AdWords, Google’s advertising program, to market their services to customers across the U.S., and they’re seeing handsome returns. “It costs us about $100 on AdWords to earn $1,000,” Larry remarks. Google Analytics helps to see which advertising campaigns are working, what content is engaging, and if they need to alter their marketing. Google My Business listings allow them to take customers on a 360-degree virtual tour of their showrooms. G Suite tools like Calendar, Docs, and Drive keep their internal operations running smoothly. And YouTube provides a platform for sharing testimonials from satisfied customers. All this successful digital branding, Larry says, “is not only good for selling products, it’s good for recruiting people, which of course is our top priority.”

Since shifting to digital, Dreamstyle has added 250 employees to keep pace with their growth. In their 28 years of business, they’ve served 60,000 customers, and a quarter of them are from the past four years alone. “Google gave us the tools to make our marketing stronger and more sophisticated, which accelerated our growth,” Dawn says. They are growing 34 percent annually and expect to hit $100 million in sales this year. With plans to open two additional locations, they have their sights set on reaching $250 million by 2020 and hiring another 500 people in the process. “We think it's possible,” Larry assures. “And the web and Google tools are going to be critical to that growth."

Paws and Stripes

Location: Albuquerque, New Mexico
Website: www.pawsandstripes.org
14 employees

Lindsey Stanek’s husband, Jim, came home with injuries from his third tour in Iraq. Like so many combat veterans, he suffered from a traumatic brain injury (TBI) and posttraumatic stress disorder (PTSD). While in treatment, Jim was comforted by therapy dogs. But a trained service dog costs $10,000 to $60,000. The former soldier felt alone until he found Sarge—a shelter dog he trained as his service dog. His life was transformed and he saw an opportunity. He and Lindsey wanted to help other veterans while giving shelter dogs a purpose. The couple founded Paws and Stripes in 2010. Their mission: rescue and train shelter dogs as service dogs for wounded military veterans in New Mexico.

From the start, Google has helped them build their brand and operate the organization. Most of the traffic to their site comes from Google Search. Their Google My Business listing displays their hours, directions, and reviews. They use social media, including YouTube, to engage veterans in discussion and share resources. Google Apps for Work, including Gmail, Google Calendar, and Google Docs, help volunteers coordinate efforts. Veterans don't pay a dime to enroll in the service, which is supported by grants and donations, so the website is mobile-optimized to make it as easy as possible for site visitors to make donations from any device.

Paws and Stripes now has 14 employees. They’ve been featured in Time magazine and were the subject of an A&E reality TV series, Dogs of War. Google tools have helped increase their visibility in the U.S. and internationally, which is helping Paws and Stripes raise awareness about PTSD and the value of enlisting shelter dogs to be trained to assist veterans. They’ve accomplished their original mission, but their success in New Mexico now has them considering expanding to other states. “We want to increase our impact in more veterans' lives,” Lindsey says. “That's what we are about."