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Google was always the place to be found but now it has become the place to thrive, especially for restaurant businesses.
More and more individuals are starting to use Google Search to find a diner, which means that restaurants using Google Ads can expect to see an increase in footfall.
But here’s the thing. Simply throwing money at Google Ads and hoping for the best is like putting pineapple on pizza – it’s a controversial move that might leave a bad taste in your mouth.
To truly succeed, you need a strategic approach that’s as carefully crafted as your menu.
That’s where our guide comes in, serving up insider tips and tricks to help you:
So, let’s dig in and explore the exciting world of Google Ads for restaurants!
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Google Ads isn’t just another marketing buzzword. It’s a powerful tool that can help you reach hungry customers right when they’re searching for their next meal.
But first things first, let’s demystify some of the core concepts of Google Ads.Â
PPC, or Pay-Per-Click, is the name of the game. You only pay when someone actually clicks on your ad.Â
CPC, or Cost-Per-Click, is how much you’re shelling out for each of those clicks.Â
And CTR, or Click-Through Rate, is the percentage of people who see your ad and decide to give it a click.
Now, why are these metrics so crucial for restaurants?Â
Well, the restaurant biz is a tough one. Competition is fierce, and customer acquisition costs can be higher than a five-star restaurant’s prix fixe menu.Â
That’s where Google Ads for restaurants comes into the picture. By focusing on these key metrics, you can make sure you’re getting the most bang for your buck and attracting diners who are ready to chow down.
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Google offers a smorgasbord of ad types to choose from. Here’s a quick rundown:
These text ads appear at the top of Google search results, making them prime real estate for capturing hungry customers.
These visual ads pop up on websites across the Google Display Network, helping you reach a wider audience.
Running on platforms like YouTube, these ads can showcase your restaurant’s unique atmosphere and dishes.
Ideal for promoting merchandise or packaged goods, these ads highlight your products on Google Shopping.
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Before you start throwing money at Google Ads, you need to set some goals. What do you want to achieve?Â
Brand awareness? More table reservations? A boost in online orders? Whatever it is, make sure your Google Ads restaurant strategy aligns with your overall business objectives.
And let’s be real – Google Ads isn’t a magic wand for restaurants. It takes time, effort, and a bit of trial and error to see results.Â
But when you get it right, the payoff can be huge.Â
Just ask the folks at Restaurant Growth, who have helped over 4,000 restaurants worldwide increase their profit margins by 18% and drive serious growth.
The truth is, Google Ads can be a game-changer. But it’s not a set-it-and-forget-it kind of deal.Â
You need to constantly monitor, adjust, and optimize your campaigns to get the best results. And if you’re feeling overwhelmed, don’t be afraid to call in the pros.Â
Restaurant Google Ads agencies like Restaurant Growth can help you navigate the complexities of PPC and create campaigns that’ll have diners beating down your door.
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To create a successful Google Ads campaign for your restaurant, focus on targeting the right audience and designing a compelling ad copy. Here’s a quick guide to help you get started:
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Local targeting can be your best friend.
According to a study by Google, 76% of people who conduct a local search on their smartphone visit a business within 24 hours.Â
By utilizing local targeting, you can increase the likelihood of attracting hungry customers who are actively searching for dining options in your area.
Basically – no more wasting dough on folks who can’t even taste your delectable dishes!
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In this digital age, everyone’s on their phone – especially when hunting for grub.Â
Make sure your Google Ads and landing pages are optimized for mobile, or you’ll miss out on all those “restaurant near me” searches.Â
To optimize your Google Ads and landing pages for mobile searches, you can use various tools that can help you improve your mobile performance.Â
One such tool is Google’s Mobile-Friendly Test, which analyzes your website’s URL and provides a report on how mobile-friendly your site is.Â
This tool can help you identify any issues that may be affecting your mobile performance and provide recommendations on how to fix them.
Another tool you can use is Google Ads’ Mobile Performance Report, which allows you to see how your ads are performing on mobile devices.Â
This report can help you identify any areas where your mobile performance may be lacking and provide insights into how to improve it.
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Ad extensions are like the main ingredient for restaurants that can take your Google Ads from bland to grand.Â
And the best part? They won’t cost you an extra penny.
Let’s take a look at the various extensions below:
For example, let’s say you’re running a Google Ads campaign for your pizza joint. With a location extension, potential customers can see exactly how far they are from your delicious grub.Â
A call extension makes it easier than ever for them to order a piping hot pie. And sitelinks can showcase your mouth-watering menu or tempting deals.
At Restaurant Growth, we’ve seen Google ads extensions work wonders for restaurants.
Reap similar results by partnering with us. Witness 3x order value and see a significant boost in profit margins.
For restaurants, keywords are a vital part of Google ads. Here are some expert strategies and best practices to ensure your keywords are finely tuned for optimal performance and ROI:
Not all keywords are created equal. You want to prioritize the ones that scream “I’m hungry and ready to eat!”Â
Think “best pizza in [city]” or “restaurants open now.”Â
Sure, these keywords might cost more per click, but they’re like the truffle oil of the advertising world – a little goes a long way in terms of conversions.
If you’re unsure about what keywords to focus on, you can reach out to an expert Google Ads agency like Restaurant Growth which has helped clients boost their ROI by up to 200% just by focusing on high-intent keywords.
It’s like putting your ad in front of a hangry crowd – they’re more likely to click and chow down.
Negative keywords are like the bouncer of your ad campaign – they keep the riff-raff out. By telling Google which searches you don’t want your ad to show up for, you save your budget for the clicks that count.
For example, if you’re a high-end steakhouse, you might want to exclude searches for “cheap eats” or “fast food.” {Unless you’re secretly serving up Quarter Pounders on the side. We won’t judge, of course.}
The bottom line?Â
Google ads campaigns require a strategic approach. By targeting the right keywords and weeding out the irrelevant ones, you can create a campaign that’ll have customers drooling.
Google Ads offers various types of ads that can help restaurants reach their target audience effectively.Â
Here’s a breakdown of when to use what kind of ad and when you should likely use them:
| Ad Type | Description | Ideal Use |
|---|---|---|
|
Search Ads |
Text ads appearing at the top of Google search results based on keyword searches.
|
Best for attracting customers actively searching for food options online. |
|
Display Ads
|
Visual ads displayed across the Google Display Network on various websites. |
Suitable for reaching a broader audience to build brand awareness and showcase menu items or special offers. |
|
Video Ads |
Ads running on platforms like YouTube, showcasing the restaurant's atmosphere, menu, or events. |
Effective for creating emotional connections and building brand loyalty. |
Keep a close eye on your bids and tweak them based on how your ads are performing. If a keyword isn’t pulling its weight, consider giving it the ax or lowering its bid.Â
On the flip side, if a keyword is killing it, up the bid for the specific keyword.
The idea is to not let your campaigns run on autopilot. Take control and make those bids work for you and if you need a little help along the way, consider partnering with restaurant marketing agencies.Â
Restaurant Growth can help you increase ROI by regularly monitoring and adjusting bids instead of sticking to a templatized process.
So, if you’re busy doing what you do best (i.e., food and customers), leave the Google advertisement heavy-lifting to our experts.Â
Ever had someone check out your website but ghost you without making a reservation or placing an order?Â
That’s where remarketing comes in clutch. By targeting these “the one that got away” users, you can reel ’em back in without breaking the bank.
Google Ads’ built-in analytics are a very important tool for restaurant owners and marketers alike. Keep a close eye on metrics like click-through rate (CTR), conversion rate, and cost per acquisition (CPA).Â
These numbers will tell you what’s working and what’s not, so you can adjust your budget accordingly.
By focusing on the right metrics, you can get the most out of your advertising budget and drive serious growth.
To make the process more seamless, you can also use advanced tools like Restaurant Growth’s in-house tracking dashboard that tells you exactly how much you’ve spent on ads and how much return you’re driving from it.
This way, you can keep a count of every single penny spent.
When considering the time of day and day of the week for adjusting your bids on Google Ads, it’s important to understand customer behavior patterns.
According to Google Analytics, the best times to run restaurant ads on Google are during lunch and dinner hours, specifically between 11 AM – 2 PM and 4 PM – 6 PM.
As for the best days of the week, Fridays and Saturdays tend to have the highest click-through rates for restaurant ads, with Sundays also being a popular day for searches related to dining out
However, it’s important to note that these statistics may vary depending on your specific target audience and location.
It’s recommended to analyze your own data and conduct A/B testing to determine the most effective times and days for your restaurant’s Google Ads campaign.
Restaurant Growth understands how effective customized A/B testing can be. By adapting to customer behavior patterns, we can ensure that your ads are seen by the right people at the right time.
Get unbeatable results within 3 months.
We eat with our eyes first. That’s why investing in professional food photography is a must for any restaurant looking to succeed with Google Ads.Â
High-quality images of your mouth-watering dishes can significantly increase click-through rates and attract more customers.
Get creative with your ad visuals beyond just food images. Consider incorporating pictures of your restaurant’s interior or happy customers.Â
These can be used effectively in display ads to convey the atmosphere of your restaurant and entice potential customers.Â
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Linking your Google Business Profile account to Google Ads can supercharge your ads with location extensions, making it easier for hungry customers to find your restaurant.Â
Here’s a step-by-step guide on how to do the integration of GBP with Google Ads:
But wait, there’s more! Encouraging satisfied customers to leave positive reviews on your Google Business Profile listing can further help your business.
If you want to make your Google Ads campaign sizzle, you need to think seasonally. This means it’s time to get festive and capitalize on those holiday cravings and seasonal trends.
Sit down with your team and identify the key holidays, events, and seasons that are relevant to your restaurant.Â
Whether it’s Valentine’s Day, Mother’s Day, or the Super Bowl, there’s always an opportunity to create a special offer or themed menu that’ll get your customers’ mouths watering.
But don’t just stop at the menu. Create targeted Google Ads campaigns that showcase your seasonal specials and events.Â
Use eye-catching visuals and compelling ad copy that’ll make your audience want to click faster than they can say “pumpkin spice latte.”
Look for examples from successful restaurant seasonal campaigns when getting started with Google Ads. For instance, a steakhouse could run a Father’s Day campaign offering a “King of the Grill” special, complete with a sizzling steak, a cold beer, and a free “World’s Best Dad” apron.
Running a successful Google Ads campaign for your restaurant isn’t just about throwing cash at the problem – it’s about being strategic and maximizing your return on investment (ROI). Here’s how to make every penny count:
To get started, you need to set a budget that you’re comfortable with and that aligns with your business goals.Â
Don’t just pull a number out of thin air – take the time to understand your average order value and profit margins. This will help you determine a budget that allows for profitable customer acquisition.
According to a recent study by Toast, the average restaurant profit margin is around 3-5%. With numbers like that, you can’t afford to waste your advertising budget on irrelevant clicks or unqualified leads.
Let’s say your average order value is $30, and your profit margin is 4%. This means you make an average profit of $1.20 per order.Â
If you want to acquire a new customer through Google Ads, you need to ensure that your cost per acquisition (CPA) is lower than $1.20. This will allow you to make a profit from your advertising campaign.
Note that these figures can differ based on different circumstances and regions while also being influenced by several other factors.
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Google Ads offers a range of automated bidding options that can help you maximize your ROI. Here are a few to consider:
This strategy aims to get you the most clicks possible within your budget. It’s a great option if you’re focused on driving traffic and brand awareness.
With this strategy, you set a target cost for each conversion (e.g., online order, reservation), and Google Ads optimizes your bids to achieve that goal.
This option allows you to set a target return on ad spend, and Google Ads adjusts your bids to help you hit that goal.
The key is to choose a bidding strategy that aligns with your specific objectives – whether that’s driving foot traffic, boosting online orders, or increasing brand awareness.
The experts at Restaurant Growth have managed to help countless restaurants develop effective budgeting and bidding strategies that deliver real results.Â
We are qualified to analyze business goals, profit margins, and target audience for restaurants to create a customized Google Ads business plan that maximizes your ROI due to their experience and expertise!
Nothing explains a concept better than examples. Hence, let us walk through a few case studies that shed light on how restaurants have used Google Ads and won:
A London restaurant chain was struggling with profitability from their Google Ads, primarily using their brand name for conversions.Â
Their goal was to reduce the cost per booking and attract more first-time customers without relying on brand name searches.
The consultant revamped the Google Ads strategy by targeting high-converting keywords, excluding those that hadn’t worked previously, and adding hundreds of negative keywords to refine targeting. A new account structure was built to optimize ad spend and focus on effective keywords.
The changes led to a 29% decrease in cost per booking and a 33% increase in overall bookings. This success was attributed to more strategic keyword targeting and better ad group segmentation, proving that precise targeting and continuous optimization can significantly enhance ad performance.
Niko’s aimed to drive high-quality traffic to their location using Google Ads, focusing on converting online interactions into physical store visits and actions such as store visits, asking for directions, and clicks to call.
The strategy centered around a Google Ads Performance Max Campaign, leveraging targeted keywords and proximity targeting to attract local clientele. The campaign prioritized actions directly linked to physical visits over mere online clicks.
The campaign assumed an average order value of $75 per customer, leading to an estimated total revenue of $18,450 from 246 tracked customers, against a Google Ads spend of $2,675.Â
This resulted in an impressive ROI of 589%, highlighting the effectiveness of focusing on conversion actions that directly impact physical store traffic. Talk about gaining both online and offline profits!
Little India, a family-run business, sought to increase sales and improve tracking of their advertising spend on Google Ads, particularly for their takeaway service.
The campaign was redesigned with a mobile-first approach, applying the 80/20 rule to budget allocation during peak times.Â
They also implemented a robust tracking system and added negative keywords to avoid irrelevant searches.
The campaign overhaul led to a conversion rate of 18.53% and generated $258,746 in sales from an ad spend of $11,684.Â
The strategic use of negative keywords and time-specific budgeting were key to maximizing reach and conversions during crucial buying times.
There was a time when Burger King needed to boost in-store traffic and utilized Google Ads to attract more customers to their restaurants. Hence, its staff decided to focus on increasing the effectiveness of their ad spend.
Burger King employed localized ad campaigns targeting specific demographics and geographic areas.Â
They optimized their ad placements and messaging to appeal directly to target customer groups, enhancing the relevance and appeal of their promotions.
The targeted approach allowed Burger King to significantly increase foot traffic to their restaurants.Â
By focusing on local marketing and tailored ad content, they maximized the impact of each ad dollar spent, translating into higher customer turnout and sales.
McDonald’s Hong Kong aimed to redesign the customer experience and boost in-app orders significantly through optimized Google Ads campaigns.
They utilized Google Analytics 4 to harness machine learning for predictive audience insights, which informed their Google Ads strategies.Â
This integration allowed for highly targeted campaigns focusing on users most likely to purchase within the next seven days.
The use of predictive analytics and targeted ad campaigns led to a 550% increase in in-app orders and a 560% increase in revenue within the targeted audience.Â
The strategic use of data-driven insights significantly lowered the cost-per-acquisition by 63%, showcasing the power of integrating advanced analytics into ad campaigns.
Ah, the million-dollar question (or maybe not quite a million)!
Let’s start with the number talk. On average, small-to-medium-sized businesses spend between $9,000 and $10,000 per month on Google Ads.
Keep in mind that this number can vary depending on several factors, such as the competitiveness of your keywords, your geographic location, and your overall advertising budget.
Now, let’s get down to brass tacks. Here are some examples of what you can expect to pay for restaurant Google Ads:
But, with expert help, you can do even better. Our internal restaurant marketing team currently achieves great CPC and an even better CTR across every restaurant we run ads for.Â
That means more bang for your buck and more customers chowing down at your establishment.
Google Ads can be a game-changer for your restaurant business, but it’s not a piece of cake.Â
At Restaurant Growth, we’ve helped over 2,000 restaurants in 30 countries increase their profit margins with cutting-edge advertising solutions, coaching, and live webinars.Â
Don’t just take their word for it, see for yourself how we can help you grow your restaurant and double your guests with 3x profit margins.
Let us help you take your restaurant to the next level with Google Ads.
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Absolutely! Google Ads can significantly boost online presence, drive more sales, and increase brand awareness for restaurants.
Unlike traditional advertising methods, Google Ads provides valuable data and insights into the performance of your campaigns, allowing you to optimize for better results.
To create a Google ad for your restaurant, follow these steps:
Promoting your restaurant on Google involves a combination of organic and paid strategies. Here are some tips:
The cost of a Google ad for a service depends on various factors, such as your target audience, geographic location, and the competitiveness of your industry. On average, businesses can expect to pay between $1 and $2 per click on the Google Search Network.Â
However, costs can vary significantly based on your specific campaign settings and bidding strategy.
Local searchers find restaurants on Google through Keyword searches, local search results, restaurant information, click-throughs, and action.
From strategic marketing planning to seamless execution, we’ve got you covered!
