The client
Founded four decades ago, the catering company specializes in providing quality services for various events, from lifecycle ceremonies to corporate gatherings.
The challenge
Despite their long standing reputation, the company faced challenges in generating phone calls and leads for their diverse catering services across multiple venues. They sought a solution to expand their reach and attract more high-quality inquiries. 2
What we were asked to do
The primary goal was to generate high-quality phone calls for each of the company's locations, thereby driving business growth and venue expansion. The challenge was to develop a strategy that would effectively target potential clients interested in event catering services while overcoming the difficulties of generating consistent and relevant leads.
What we did
To address challenges, the Google Ads team devised a two-pronged strategy focusing on targeted search ads and remarketing ads. Search Ads Campaign: Custom Audience Targeting: The campaign targeted individuals aged 25-65+ in South Florida who were in the market for events. This audience was selected based on income and interest in event-related activities. Dynamic Keywords: The use of dynamic keywords allowed ads to match specific catering interests, enhancing relevance and engagement. Optimized Landing Pages: Each ad directed users to a specific landing page tailored to the client's venue, improving the chances of conversion. Remarketing Campaign: Re-engagement Ads: These ads were used to remind previous visitors to return to the landing page and complete a phone call or conversion action. This approach aimed to capture leads that had shown initial interest but had not yet converted.
What worked in the creative
The top-performing ads effectively attracted clicks, conversions, and calls by targeting precisely and engaging the audience, driving significant business outcomes.
Results
The targeted Google Ads campaigns yielded substantial business growth opportunities for the catering company. The high volume of impressions and phone calls translated directly into increased business inquiries and the expansion of venue services, validating the efficacy of precise audience targeting and the strategic use of dynamic, relevant ad content. Our Google Ads campaigns were meticulously executed with a monthly budget of $1,000, primarily targeting the South Florida region. Continuous optimization ensured that the campaigns reached the intended audience effectively.
Outcome
The Google Ads campaign generated 132,783 ad impressions, 513 phone calls, and 489 conversions, with a strong 3.45% click-through rate.