Google Ads Strategy Increases Revenue for Leading Restaurant Chain

Eyeful Media's Paid Search Strategy leads to a 47% increase in Google Ads revenue, with only a 7% increase in ad spend. 


Industry: B2C
Solution: Google Ads


About our Client


A national restaurant chain hired Eyeful Media to increase its online sales. We

leveraged a paid search strategy that focused on Google Ads.


Our Texas-based client has strong southwest regional recognition. They have

restaurants throughout the United States, along with international locations.

Our client's goal included the following:  

  • Expand visibility for their franchise and brand-owned search terms

  • Improve visibility for location-based search terms

  • Increase revenue and launch products outside of their traditional offering


Challenge:


Our client had prior paid media experience but needed more bandwidth. They struggled to test new ideas and reduce advertising costs while maintaining a low cost per transaction (CPT).


Eyeful Media's challenge was to keep the CPT for traditional online orders below $10 and $75 for

online catering conversions. At the same time, we also were focused on improving the overall 

return on ad spend (ROAS) performance.


Additionally, reaching new clients was a concern. The business was heavily invested in brand

search campaigns, accounting for 80%-90% of its historical monthly ad spend. We needed to

reach new customers through non-branded campaigns that improved revenue. 



Solution:


Eyeful Media's digital marketing team developed a paid media strategy which began with

restructuring the existing account. Next, we A/B tested Google Ads bid strategies applied to

granular campaign levels to decrease the CPT.


Our paid search team examined audience data and leveraged existing high

performers. Campaigns were split into two location-based tiers from there.

This paid search strategy created budget fluidity. That allowed us to shift spending to locations that performed better and exhibited a lower CPT.


Funds were reallocated to campaigns with higher ROAS and lower CPT performance to

optimize returns and new traffic. Based on Google research data, Eyeful Media created

multiple personas with personalized ads for use within Performance Max campaigns.

This included the following: 

 

  • Catering Carly

  • Gaming Griffin

  • Football Fred


Select campaigns were cloned, with their reach narrowed to only high-performing audiences.

We focused on website visitor remarketing, users similar to previous purchasers, and loyalty

rewards members. First-party data and customer indicators were leveraged to gain improved

performance and reach.


Eyeful Media also made the brand search campaigns more efficient by expanding beyond broad match keywords. We utilized historical search term data to test new

keyword targets and match types.


Furthermore, to expand beyond brand search, new catering search campaigns, dynamic

Search ads and event-specific campaigns such as Super Bowl and Thanksgiving

catering was launched.



Results:


The results were outstanding. Eyeful Media's strategy led to a 47% increase in

year-over-year (YoY) Google Ads revenue, with only a 7% increase in ad spend.


The overall Google Ads ROAS increased by 37%, and the brand cost-per-click (CPC) decreased

by 67.81% YoY. This strategy also reduced the brand campaign ad spend by 81% YoY, and

the YoY bounce rate for Google Ads clicks dropped from 82% to 58%.


In addition, pages/sessions increased by 45%. The average session duration for paid

Search users increased by 295% to over 5 minutes and 30 seconds per session, demonstrating

the success of persona testing and audience optimization.


The client was consistently impressed with Eyeful Media's results, turnaround times, and

proactive approach to testing new ideas to improve performance. Eyeful Media exceeded the

client's set goals and expectations nearly every month.


After driving performance improvements for the core restaurant business, our client asked Eyeful Media to manage the Google Ads campaigns for three brands under the business

umbrella.

Our client had a similar objective: to decrease the overall cost per transaction to

below $25 and scale business traffic.


Within two months, attributed revenue increased by 426%, CTR increased by 78%, and CPC

decreased by 7%. A 20% decrease in overall spending further illustrated overall efficiency increases, resulting in success with an average CPT of 28% below the $25 goal.

Antonella P.