Google Ads Case Study for Restaurant Business609% ROAS and $47K in Orders

Food decisions happen in minutes. When someone searches for a dish, a cuisine or food near me, the restaurants at the top of Google with a clear way to order get the sale. Being there at that moment, only in the area you can serve, is what makes Google Ads profitable for a restaurant.

Because orders happen online, every sale can be measured with its real value. That turns Google Ads from a guessing game into a simple question: how much revenue came back for every dollar spent.

• 224.79 purchases tracked from Google Ads
• $47K in conversion value
• $7.71K total ad spend for the period
• 609.11% ROAS, meaning about $6.09 in sales for every $1 spent

• Keywords focused on ordering intent, such as food delivery near me, takeaway, the restaurant's cuisine and signature dishes, combined with the areas it serves
• Location targeting limited to the real delivery and pickup area, so ads only reach people who can actually order
• Separate ad groups for delivery, pickup and catering or large orders, each with its own ads
• Ads written around what diners decide on: the food, speed, offers and how easy it is to order
• Ad schedule weighted toward lunch and dinner times, when people are most ready to order

A shared negative keyword list stopped ads from showing for searches that rarely become orders, including recipes and how-to-cook searches, restaurant jobs and salaries, other restaurant brand names, and nutrition or calorie searches. The search terms report is reviewed every week to keep adding new ones.

• Purchase event fired once per order, with the real order value
• Transaction ID passed with every order so the same sale is never counted twice
• Enhanced Conversions enabled so orders still match back to the ad click when cookies are limited
• Google Ads numbers checked against the ordering system so revenue figures agree

With orders and revenue tracked accurately, the next step is to bring customers back. Remarketing to past customers and promoting larger orders, such as family meals or catering, can raise the value of each customer without raising the cost of finding them.