Google Ads for a suburban restaurant complex
+11% conversions and -44.34% cost per inquiry: how Google Ads optimization helped a country resort attract more clients during wartime
Input data
Client: suburban restaurant complex Equides Club.
Team: PPC specialist, project manager, analyst, designer.
Problem: After resuming operations in 2022, the country restaurant complex launched Google Ads campaigns independently. Despite receiving calls and bookings, the cost of acquiring customers remained high, while the advertising budget was not being used efficiently. An additional challenge was the change in demand and user behavior during wartime, which required a revision of the advertising approach.
Goal: To improve the efficiency of Google Ads campaigns, increase the number of qualified inquiries, reduce their cost, and attract a new audience for family leisure, celebrations, and corporate events.
Tasks:
Audit the advertising campaigns and analyze the accumulated data.
Restructure the advertising account in line with the current service offerings.
Launch separate search campaigns for the main and additional services of the country resort complex.
Create a branded campaign and a campaign targeting competitor-related queries.
Optimize the allocation of the advertising budget across campaigns.
Update the ad copy in line with the needs of the target audience.
Increase the number of conversions while simultaneously reducing their cost.
List of works
Results
Comprehensive optimization of the advertising account structure, budget reallocation, and updated ad messaging made the campaigns more effective even amid unstable demand. At the first stage, we managed to improve the key advertising performance metrics for the country resort complex and increase the efficiency of the advertising budget.
- The number of conversions increased by 11%.
- The cost per conversion decreased by 44.34%.
- Traffic quality improved through more precise campaign structuring.
- The budget was used more efficiently thanks to optimized allocation of funds across advertising campaigns.
- The advertising campaigns were adapted to current demand and user behavior during wartime.
Results
Comprehensive optimization of the advertising account structure, budget reallocation, and updated ad messaging made the campaigns more effective even amid unstable demand. At the first stage, we managed to improve the key advertising performance metrics for the country resort complex and increase the efficiency of the advertising budget.
- The number of conversions increased by 11%.
- The cost per conversion decreased by 44.34%.
- Traffic quality improved through more precise campaign structuring.
- The budget was used more efficiently thanks to optimized allocation of funds across advertising campaigns.
- The advertising campaigns were adapted to current demand and user behavior during wartime.
- The cost per conversion decreased by 44.34%.
- Traffic quality improved through more precise campaign structuring.
- The budget was used more efficiently thanks to optimized allocation of funds across advertising campaigns.
- The advertising campaigns were adapted to current demand and user behavior during wartime.
Conclusions
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