Is Google Ads Worth It for Restaurants?
We have had many a restaurateur ask, “does Google Ads work for restaurants?” And not only that, but many business owners, restaurateurs included, always wonder whether investing in Google Ads is the right move for their business.
We truly understand your concerns, which is why we’re going to dispel your worries in this section.
Firstly, Google Ads works for every sort of industry. And this is because of the way Google Ads works: by presenting your ads in a prominent position exactly when users are searching for the sort of services you offer. This greatly boosts your chances of attracting potential customers.
In other words, whenever a searcher is actively looking for a restaurant to eat out at, having your restaurant as the first or second results will significantly increase your chances of having that searcher check out your establishment. And they might even choose your restaurant above others’! This is the power of restaurants ads.
However, just because something sounds great in theory, doesn’t mean it will work well in practice; so should you use Google Ads? And will investing in Google Ads be worthwhile for your business?
Well, without letting too much of our bias get the best of us, we think that investing in Google Ads is a highly beneficial investment for pretty much every business. But what makes Google Ads worth investing in?
Well, other than the advantages of using the platform (which include refined targeting, a lot of budgetary controls, etc.), there’s data to back up whether Google Ads is worth using.
According to data compiled by LocaliQ, the average conversion rate of restaurants and the food industry in general is 5.06%. This means that in general, for every 100 clicks that your ads receive, 5 of them are transformed into clients.
While this doesn’t seem like much, remember that this is an average figure; your conversion rate might be far better than this. Not only that, Google Ads should only be one part of your overall marketing strategy. At the same time, you’ll be receiving customers from other marketing methods.
How We Guarantee the Best Google Ads for Restaurants
It’s not enough to tell you that we have the necessary skills and expertise to turn your restaurant into a profit-making machine without explaining a little more.
In this section, we’ll be going over the main stages of our process, explaining exactly what we do, and even how these apply to your particular business, since using Google Ads for a restaurant will be different from using Google Ads for other businesses.
Needless to say, we cannot go into too much detail here, as otherwise we’ll have an unbearably long page. If you contact us, however, we’ll explain everything in more detail so that you’ll have a better idea of what it is that we do.
Laser-Focused Targeting: Dining Doesn’t Have to Be a Guessing Game
Forget about scattering seeds and hoping for hungry customers to sprout. With Google Ads, we’ll target your ideal diners with laser precision. And while simple demographics like age and location are useful, we’ll go beyond them to further refine the kind of customers you’re most interested in attracting.
Imagine attracting busy professionals seeking a power lunch near their office with a targeted ad highlighting your express lunch options. Or, enticing families on a weekend outing with an ad showcasing your spacious patio, kid-friendly menu, and weekend brunch specials.
We can delve even deeper using interest targeting. Do you specialize in a specific cuisine? We’ll target users who have actively searched for similar restaurants or shown interest in related food blogs. Love hosting special events? We’ll reach people who have browsed event websites or shown interest in catering services.
This multi-layered approach ensures your ad reaches people who are already primed for the kind of dining experience you offer. It’s like placing a plate piled high with delicious food in front of the exact customers who will devour it.
Crave-Worthy Ad Copy: Words That Sizzle and Sell
Bland descriptions are a recipe for disaster in the competitive world of online advertising. Let’s ditch the generic and craft ad copy that sizzles and pops like a perfectly seared steak. We’ll use vivid language that paints a picture in your target audience’s mind.
Imagine enticing descriptions of your signature dish, the “Sizzling Fajitas,” promising tender, marinated strips of chicken and steak served on a bed of fluffy tortillas. Or, for a brunch spot, we might highlight your “Buttermilk Pancakes,” mentioning their fluffy texture, hint of vanilla, and the decadent choice of toppings like maple syrup, fresh berries, and crispy bacon.
We won’t just focus on food. Is your restaurant known for its warm and inviting atmosphere? Let’s showcase it! We’ll craft ad copy that highlights the exposed brick walls, cozy fireplaces, or the lively patio perfect for al fresco dining.
Promotions are a surefire way to grab attention. We’ll integrate enticing offers into your ad copy, whether it’s a “Weekday Lunch Special” or a “Weekend Happy Hour with Discounted Drinks.”
Remember, the goal is to make your restaurant the clear choice in a sea of competitors. By using mouth-watering descriptions, highlighting your unique selling points, and showcasing any irresistible offers, we’ll craft ad copy that not only informs, but entices users to click and book a table at your establishment.
Location, Location, Location: Hyper-Targeting for Maximum Impact
The old adage in real estate applies perfectly to Google Ads for restaurants: location is king. But with Google Ads, we go beyond just targeting a city or zip code. We can create a virtual bullseye around your restaurant, ensuring your ad reaches people who are realistically within dining distance.
Imagine busy professionals working in nearby office buildings suddenly craving your lunchtime specials after seeing your ad. Or families on a weekend outing discovering your hidden gem tucked away on a charming side street.
But our location targeting goes beyond radius. We can leverage Google Maps data to target users who frequent specific locations near your restaurant. Do you have a pizzeria perfect for post-game celebrations? We can target users who visit the nearby stadium. Running a brunch spot in a trendy shopping district? We can target users who have browsed stores in the area.
This hyper-targeting ensures your ad reaches people who are already in the vicinity and potentially looking for a meal. It’s like having a friendly greeter standing outside your restaurant, welcoming the exact customers you want to walk through the door.
Remarketing Magic: Rekindling the Flame and Bringing Back Hungry Customers
Let’s face it, not every website visitor converts on the first try. Maybe they browsed your menu but got sidetracked, or perhaps they peeked at your weekend brunch options but decided to sleep in. But that doesn’t mean they’re lost forever. That’s where the magic of remarketing comes in.
Remarketing allows us to reconnect with those who have already shown interest in your restaurant by displaying targeted ads across the web. Imagine someone browsing your lunch menu but ultimately getting caught up in a work meeting. With remarketing, we can display an ad for your daily lunch special later that day, reminding them of your delicious offerings and enticing them to finally pull the trigger and place an order.
Here are some of the strategies we can utilize:
- Dynamic Remarketing: This powerhouse personalizes your ads based on what users viewed on your website. Imagine someone browsing your pizza page – their remarketing ad might showcase a mouthwatering image of your signature deep-dish pizza, reigniting their craving.
- List-Based Remarketing: We can create targeted audiences based on user behavior. For example, we could target users who have viewed your reservation page with a special offer for booking a table online.
- Customer Match: Take remarketing a step further by leveraging your existing customer email list. This allows us to display targeted ads to your loyal patrons, reminding them of your restaurant and encouraging them to return for another delightful dining experience.
Remarketing is like having a friendly server politely remind a customer of a delicious dish they almost forgot about. It rekindles the flame of interest and gently nudges them back towards your restaurant’s door.
By implementing strategic remarketing campaigns, we can capture those lost website visitors, convert them into paying customers, and ultimately boost your restaurant’s bottom line.
Schedule Like a Chef: Serving Up Ads at Peak Dining Times
People don’t crave pad thai at 8 am, and they probably aren’t searching for a romantic dinner spot at noon. That’s why we’ll craft a customized ad schedule that serves up your restaurant’s message at precisely the right moment.
Imagine you run a bustling breakfast joint known for its fluffy pancakes. We’ll ensure your ads appear front-and-center during the prime breakfast hours, enticing hungry commuters and families on the go. Lunchtime salad spot? Your ads will be strategically displayed when nearby office workers are searching for a quick and healthy bite.
But scheduling goes beyond just mealtimes. Do you specialize in weekend brunches? We’ll target your ads to appear on Saturdays and Sundays, capturing those searching for a leisurely meal with friends or family. Perhaps you offer a lively happy hour after work? Your ads will be strategically timed to reach people unwinding after a long day, searching for a place to unwind and enjoy discounted drinks and appetizers.
This dynamic scheduling ensures your restaurant is at the forefront of potential customers’ minds when their hunger pangs strike. It’s like having a maître d’ who knows exactly when to seat your guests for an optimal dining experience.
The Power of Extensions: Supercharge Your Ads with Extra Value
Imagine your ad as a restaurant listing. Text descriptions are important, but wouldn’t enticing visuals and additional details make it stand out even more? That’s the power of extensions in Google Ads.
These little powerhouses act like superchargers, boosting your ad’s visibility and providing valuable information that entices users to click and visit your restaurant.
Let’s explore some of the extensions we’ll utilize:
- Location Extensions: A must-have for any restaurant ad. Location extensions display your address and phone number directly on your ad, allowing users to call you with a single click. No more fumbling to find your contact information – it’s right there, front and center, for ultimate convenience.
- Call Extensions: Similar to location extensions, call extensions allow users to initiate a phone call directly from your ad. This is perfect for driving phone orders or reservations, especially for users searching on mobile devices.
- Sitelink Extensions: Think of these as mini menus or billboards within your ad. We can showcase links to specific pages on your website, like your full menu, online ordering platform, or a gallery of mouthwatering food photos. Imagine a user searching for “pizza near me” – your ad could display a sitelink directly to your online ordering page, making the process seamless.
- Photo Extensions: A picture is worth a thousand words, especially when it comes to food. Photo extensions showcase high-quality images of your most delicious dishes, enticing users with a visual preview of what awaits them at your restaurant. Imagine a user craving Italian food – your ad could display a photo extension featuring a steaming plate of your signature pasta dish, instantly whetting their appetite.
By strategically utilizing these extensions, we’ll transform your ad from a simple text listing into an information-rich and visually appealing snapshot of your restaurant. It’s like giving your ad a complete makeover, ensuring it grabs attention and stands out from the crowd.
Data-Driven Decisions: Steering Your Campaign to Success
In the world of advertising, intuition is a good starting point, but data is your compass. Gone are the days of guesswork and hoping for the best. With Google Ads, we’ll leverage a treasure trove of information to constantly optimize your campaign and ensure it delivers maximum impact.
We’ll provide you with clear, actionable reports that go beyond vanity metrics like clicks and impressions. These reports will delve deep, allowing you to see exactly how your ads are performing. Imagine insights like:
- Which keywords are driving the most conversions? We’ll identify the keywords that are attracting high-intent diners most likely to book a table. This allows us to optimize your bids and ad copy to focus on these powerful keywords.
- What devices are your target customers using? Are they searching on desktops, mobile phones, or tablets? Understanding this user behavior allows us to tailor your ad schedule and landing page experience for optimal performance on each device.
- Where are your website visitors coming from? Are your ads attracting local diners or customers from further afield? This geographic data allows us to refine our targeting strategy and ensure your message reaches the right audience.
- What’s your return on ad spend (ROAS)? This crucial metric tracks how much revenue you’re generating from your ad spend. We’ll monitor your ROAS closely and make adjustments to maximize your profitability.
These reports are more than just numbers on a page. They’re a roadmap to success, allowing us to constantly fine-tune your campaign and ensure it delivers the results you crave – more website traffic, phone calls, reservations, and ultimately, happy customers filling your tables.
We’ll work together to analyze the data, identify areas for improvement, and implement adjustments to keep your campaign on an upward trajectory. It’s like having a data guru by your side, constantly analyzing the landscape and suggesting strategic tweaks to ensure your restaurant remains a top contender in the local online marketplace.
What Is Google Ads?
Google Ads (formerly known as Google AdWords) is Google’s official platform of paid advertising. It’s where users can directly pay Google to display their ads on a variety of platforms, depending on which one suits their goals best.
For instance, the most popular forms of Google Ads, which are technically known as “ad campaigns,” are the following:
- Search ads: these are arguably the most familiar of all of the ad campaigns, and they’re essentially the sponsored listings that you see at the top of the Google search results.
- Display ads: another well-known ad campaign, display ads are the banner ads you see posted on any of the sites you visit frequently; they would usually be present either in the margins, header, or in between the content of a page.
- Video ads: as you can tell from their name, video ads are video-based adverts; you will usually see them when watching a video on YouTube.
- Local service ads: also known as LSAs for short, these ads are perfect for any brick-and-mortar business as they gather all of the most important information of a business in a prominently placed advertisement.
Furthermore, Google Ads work on an auction system, where users bid on keywords depending on the maximum amount they’re willing to pay for an interaction with those keywords. These payments are generally based on 3 main methods, which are:
- CPC: short for “cost per click,” it’s essentially a payment for every time a user clicks on your ads.
- CPM: short for “cost per mille,” it’s essentially a payment for every 1000 impressions your ads receive; or in other words, for every time your ad is seen 1000 times.
- CPE: short for “cost per engagement,” it’s essentially a payment for every predetermined action a user will take with your ad.
That’s the basis of what Google Ads is and how it works. Of course, this is a very basic introduction, and Google Ads is far more complicated than this.
What Is ROAS in Google Ads?
ROAS, which is short of “return on ad spend,” and it’s essentially how much money you’ve made as opposed to how much money you’ve invested in Google Ads.
In other words, it’s the revenue you’ve made versus the amount you’ve spent to gain that revenue. ROAS is calculated by dividing the revenue you’ve made from Google Ads by the costs of advertising.
This will give you a good idea of how effective your advertising has been.
What Is a Good ROAS for Google Ads?
There isn’t exactly an objective way of quantifying a “good ROAS,” and in our experience, a good ROAS differs depending on the industry you’re working in.
With certain highly competitive industries, having a ROAS of 100% (that is, you’re making double what you invest) is actually difficult to achieve. However, with other industries, having a ROAS of 400% and over is actually not unheard of; in fact, by Google’s own estimations, the average ROAS from search ads is 800%—or $8 for every $1 spent.
In essence, it doesn’t exactly matter what number we give you: it’s going to sound arbitrary anyway. If you need a number, you should always aim for a ROAS between 200–400%.
But the most important thing is that you’re making a consistent profit from your advertising efforts.
What Is CPA in Google Ads?
CPA, short for “cost per acquisition” or “cost per action,” is the total costs you incur when, through the use of Google Ads, you convert a click into an acquisition.
In less technical wording, it’s when you gain a customer from Google Ads by convincing a visitor (that is, someone who clicked on your ads) to become your customer.
Naturally, not every person who clicks on your ads will be immediately interested in what you offer; and some might not even convert at all. This means that CPA is very different from CPC, which is the cost for every click, and it’s also different from CPL (or cost per lead), which is the cost for every person simply interested in what you have to offer.
As you can expect, then, your CPA is going to be much higher than both your CPC and your CPL.
What Is a Good CPA for Google Ads?
Much like all other metrics in Google Ads, CPA is highly dependent on the industry you operate in.
Again, any number that we could give you will border on the arbitrary because in reality, an ideal CPA will also depend on your own circumstances. For instance, a CPA of $40 might seem like a lot, but if that acquisition spent at least $100 for a night out at your restaurant, then you’ve made $60 profit from that acquisition.
So, you need to consider your costs in the context of the revenue that they’re generating. So, if your CPA is about $20 on average but every acquisition brings you between $30–$50 in revenue, then you’re always making a profit.
FAQs
How do I advertise my restaurant on Google?
If you leave everything in our hands, we know exactly all the steps we need to take in order to advertise your restaurant on Google, and in the best way possible. 😉
However, if you’re curious about the rest of the process of how to promote a restaurant on Google, here’s a brief summary of what we do: first, we’ll have a number of strategization sessions, where we identify who your ideal customer is, what your value proposition is, etc.
Then we’ll begin our research to identify keywords that are great opportunities to chase; we’ll also perform competitor analysis so as to understand what your business offers that your competitors don’t.
Once we have all of the information we need, then we’ll proceed with either creating your campaigns or optimizing the ones you already have. We will use all of the insights we gleaned from our research as well as our expertise in order to create adverts that will surely attract new customers to your business!
How much is a Google ad for a service?
The cost of Google Ads will differ from industry to industry. This is based on the overall competitiveness of the particular industry and other factors, such as seasonality, for example.
Thankfully, when it comes to the cost of Google AdWords for restaurants, you’re not looking at all that much: according to LocaliQ, the average CPC of the food industry is $1.95. This is definitely on the lower end of the scale, which is great for keeping your total marketing costs down.
How do I get my restaurant on Google?
There is a variety of ways to get your restaurant on Google, the first of which, as we’ve seen, is restaurant Google Ads. However, paid advertising isn’t the only method of getting your restaurant on Google: you can also use SEO, social media, and the Google Business Profile feature.
With SEO, you will have a specialist making many adjustments to your website in order to “increase your favor with Google,” so to speak. In other words, the specialist will make sure your website ticks all the right boxes so Google can rank you well in its search results.
With a Google Business Profile, you simply fill in a form to basically inform Google of the existence of your business. That way, you can appear on Google Maps, users can leave reviews on your profile, and even have your social media links displayed on your Google Business Profile.
Finally, with social media, it’s not immediately clear how your restaurant ends up on Google. However, bear in mind that Google also shows social media profiles and posts on its search engine results. So, if you’re active on social media, these can be displayed on Google’s results page when someone looks up your brand.
Can you display a Google map without ads for restaurants?
Yes, you can definitely display your restaurant on Google Maps without needing to pay for any ads. All you need to do is create a Google Business Profile, and enter your restaurant’s location in the appropriate field on the Google Business Profile form. Once your profile is complete and has been verified, your restaurant will appear on Google Maps.