PPC CASE STUDY
See How We Transformed a Struggling Local Restaurant's Online Visibility and Skyrocketed Their Bookings with PPC in Just 3 Months
Overview
A cosy, family restaurant in the hustle of a busy metropolitan city was struggling with losing foot traffic and an almost invisible online presence. Despite providing a fantastic menu and excellent customer care, the restaurant found it difficult to lure new customers and especially in such an area that was heavily populated with competitors. Their online reviews were great, but unfortunately, they were not reaching many people.
They were mainly relying on word-of-mouth and social media postings that were not consistent in terms of returns. The business owners were aware of the fact that they needed a strong digital marketing strategy, but they had no clue how to proceed. That is when they sought a professional PPC solution by turning to https://dfwwebsiteseo.com/
Challenges
- Low Online Visibility: The restaurant was not showing up for keywords relevant to it, such as “best brunch near me” or “local family dining”.
- Limited Budget: The current site did not have analytics integration, making it hard to measure ROI from ads.
- Poor Conversion Tracking: The strategies they used before did not focus on keywords, so they kept getting irrelevant clicks and a high amount of bounce rate.
- High Competition: Dozen or so similar restaurants were bidding for the same search term with much bigger budgets.
How DFWWebsiteSEO.com Solved It
To address these challenges, a multi-step strategy for PPC was used.
In-depth Keyword Research
We started by finding high-intent, low-competition keywords eligible for the clients’ cuisine, location, and customer behavior. Such long-tail phrases as “authentic Mexican lunch in Dallas” helped reach the desired customers of the local cuisine.
Geo-Targeted Campaigns
We focused ad impressions within a radius around the restaurant to be sure every dollar targeted the local potential customers.
Compelling Ad Copy
With compelling descriptions and promotional offers (‘Free dessert with lunch!’), we made interesting ad copy that increased click-through rates.
Landing Page Optimization
Custom landing pages are formed to be consistent with the content of the ads. These pages included online menus, directions, Google reviews, and convenient reservation buttons to increase the conversion rates.
Call Tracking & Conversion Setup
We performed Google Tag Manager and conversion tracking to measure phone calls, online bookings, and form fills correctly.
A/B Testing & Optimization
Different ad versions were put to the test for better performance, with the best being incorporated into the application. The underperforming keywords were switched off, while the high-converting ones got more budget.
Budget Reallocation & Scaling
When we determined the winning formula, we built the campaign up slowly, utilizing a high ROAS (Return on Ad Spend).
Final Results
Remarkable results were attained in 90 days of the PPC campaign.
425%
Increase in Website Traffic
230%
Increase in Reservation Calls & Bookings
6.2×
Return on Ad Spend (ROAS)
15+
Top Google Ad Placements for High-Converting Keywords
#1
Local Map Pack Visibility
−38%
Reduction in Cost-Per-Click