PPC Graph

Strategic Changes Improve Restaurant’s Pay-Per-Click Campaign

In Case Studies by getpushing


Pushing the Envelope, Inc. (PTE) worked with a restaurant on a Pay-Per-Click (PPC) Google Ads campaign in 2020. The restaurant received a high number of clicks, but it did not lead to an increase in traffic throughout the website via Click-Through-Rate (CTR). In January 2021, PTE revisited this opportunity and presented a plan to improve the restaurant’s CTR at a lower budget and refined the search terms to increase the number of people taking an action on the website.


Starting in February 2021, the following objectives were to be completed within one month, by the end of March 2021:

  • Increase CTR above industry average, 4.68%, increasing the pages per session via Google Analytics
  • Maintain an average cost-per-click (CPC) below $1, decreasing the amount spent on each click during the campaign.

PTE developed an effective pay-per-click (PPC) campaign via Google Ads by:

  • Implementing responsive search ads to accommodate various headlines and descriptions to be used to appeal to different audiences
  • Adjusting the keyword strategy to add negative keywords to narrow the target audience interacting on the ad to reduce the CPC on searches not related to the client’s business
  • Including and updating various extensions to reflect the client’s latest specials throughout reported months
  • Adding a maximum CPC to the campaign to ensure the client’s ads are bidding effectively and efficiently

RESULTS: ALL OBJECTIVES WERE MET AND EXCEEDED! Comparing February 19 to March 16 of 2020 to 2021:

  • The CTR increased by 6.91% in 2021, to 9.20%, exceeding the objective by 4.52% compared to 2020.
  • CPC in 2021 decreased by $0.07 to $0.55, exceeding the objective by $0.45 and reducing the expense by $615 compared to 2020.