Picburg: Decreasing CPAs by 67% & penetrating the restaurant market

Overview:

Picburg is a pizzeria located in Jurmala, with stiff competition, and had minimal online presence before working with 94n. The goal tasked to us was to increase the amount of visitors by advertising their physical locations while increasing direct online orders. This was to avoid the commission they’re charged by local online food ordering and delivery platforms.

The owner had a plethora of creative assets, ranging from static images to short form and long form video content, giving our team a lot to work with. Post discovery and after we understood the goals and audiences we needed to reach and target, we launched our first set of campaigns in Google Ads. We were given discounts to help increase conversion rates for all our paid initiatives, giving incentive for customers to purchase on the site rather than through platforms which carried a commission (up to 30%).

Two-prong Strategy:

 Our account was split into two strategies, the first focused on online orders. After conducting keyword research, we made two search campaigns, one for Russian and another for Latvian. During the test, we optimised both campaigns by identifying the best performing keywords. After 6 months and many more optimisations, we were hitting the 1st position in the auction insights, targeting only revenue generating keywords at the same budget.

The second strategy focused on restaurant visits. We made an offline store visit campaign alongside a YouTube campaign, utilising the video assets made by the venue, to show potential customers ads with an invitation to visit us. This has helped increased footfall by at least 25%, at a very low cost and continue to build upon offline initiatives.

Using Data to Drive Success:

We knew that we had good performance for search campaigns (online orders) and a high number of impressions for campaigns promoting store visits. In our search to find the best strategy, we started working more on building brand recognition. We identified that the best audiences are families for this. In turn, we made a funnel of YouTube videos and static assets utilising Display & Performance Max campaigns, with more customers coming into the shop to claim these offline offers promoted across awareness channels.

Later, we minimised spend on search campaigns and pushed more Performance Max campaigns because we saw an increase in leads quoting online offers and much more impressions and reactions at a lower cost of 27%. We also added a store visit conversion action to find the restaurant.

By the end of 2023, we continued to test building brand awareness and fueling our bottom of the funnel campaigns, keeping a family focused approach and offer. We also began periodically and lightly showing ads on direct local competitors’ brand terms to showcase Picburg as a potential option. Coming into 2024, we’ve found the best strategy. Utilising the same budget, we increased the amount of leads 46% and footfall grew, based on the Google my Business page, by a further 38%.

With great static and video content, alongside our brand awareness campaigns and bottom of funnel conversion initiatives, we were able to build up the authority of the restaurant and increase performance both on and offline.

Results:

From the first days we showed that we can generate online offers and increase the number of visitors, but thanks to our endless tests, we’ve found the best strategy for the client. We have a stable amount of online orders and a lot of new & returning visitors are coming to visit this great pizzeria.