PPC Campaign for Restaurant
About the project
Client
Restaurant Business
Role
PPC Specialist
Serivce
Google Ads & Local Search
Duration
6 Months
This project focused on running a Google Ads campaign for a local restaurant looking to reach nearby customers with strong purchase intent. The business faced high competition from other restaurants in the area and needed better visibility in local search results for people actively searching for places to eat or order from. The objective was to build location-targeted campaigns around high-intent keywords, improve ad relevance, and make more efficient use of the advertising budget. Work was carried out over a sustained period to allow ongoing testing, bid adjustments, and performance-based refinements to the campaign.
- Low visibility in local search results
- Limited website traffic coming from paid search
- Strong competition from nearby restaurants
- Campaigns needed sharper targeting to reach ready-to-visit customers
- Difficulty reaching users with genuine purchase or dining intent
- Budget not being used as efficiently as it could be
- Search terms not fully aligned with local, high-intent queries
- Need for ongoing performance monitoring and adjustment
Project execution
Work began with keyword research centered on restaurant-related and location-based search terms, distinguishing between general food searches and high-intent queries from users actively looking for a place to eat nearby. Google Ads campaigns were built around these keywords, with location targeting applied to reach customers within the restaurant’s actual service area. Ad copy was written and refined to highlight relevant offerings, and search term reports were reviewed regularly to identify and filter out irrelevant traffic. Bids and budgets were adjusted based on how each campaign and keyword group performed over time.
- Researched restaurant-related and location-based keywords for local intent
- Built and structured Google Ads campaigns around high-intent search terms
- Applied location targeting to focus spend on the relevant service area
- Reviewed conversion data and search terms to continuously refine targeting
Project results
The campaign improved the restaurant’s visibility in local search, with paid ads reaching more of the audience actively searching for nearby dining and food options. Better audience targeting and location-based delivery meant the traffic reaching the website was more relevant to the business, made up of users closer to the point of deciding where to eat.
Ongoing optimization of bids, budgets, and search terms led to more efficient use of the advertising spend and reduced exposure to irrelevant clicks. Overall, the campaign created more consistent opportunities for customer enquiries and visits, supported by a clearer, performance-driven approach to local PPC advertising.