30-Day Google Ads Case Study - Hospitality
In this 30-day case study, we'll show you how we helped a San Antonio catering company achieve a 22X ROI using a test budget of only $1K.
Google Ads Case Study
PRIVATE
Industry: Hospitality
Location: San Antonio, TX
Size: 50+ employees
Monthly Ad Budget: $1K (below-recommended minimum)
RoAS (return on ad spend): 22X
This client is a San Antonio-based catering and event company that had never run a Google Ads campaign before.
They contacted us wanting to increase bookings for their business.
The Challenge
The client wanted to increase bookings for their catering and event services.
They had never run a Google Ads campaign before and were not sure how to get started.
As an added challenge, this client insisted on starting with a test budget of only $1,000, which was well below our recommended minimum budget of $2,500 per month.
The Solution
Our team decided to run an optimized search campaign on Google, targeting people searching for local catering or wedding venues.
We selected a mix of high-traffic keywords with both broad and narrow match types in order to reach the widest audience possible while still being relevant to their business.
In order to stay within the client's budget, we focused on optimizing the campaign for quality leads rather than quantity.
Finally, we set up conversion tracking so that we could see which keywords and ads were generating the most leads and further optimize the campaign for even better results.
The Methodology: 6-Steps to Success
We began by researching the client’s current website to see what keywords they were targeting.
We then performed research on the local catering industry in San Antonio to see what keywords were being used by their competitors.
Next, we compiled a list of high-intent keywords that we thought would be most effective for the campaign. These are keywords that signify high buyer intent, such as “catering service near me” or “wedding menu near me”.
After that, we organized the keywords into ad groups based on similar themes, such as “birthday” or “wedding”.
Then, we wrote ads specifically for each ad group that would be most relevant to the searcher’s intent.
Finally, we set up conversion tracking so that we could track leads generated from the campaign.***
***This is an important step because it allows us to see which keywords and ads are generating the most leads so that we can further optimize the campaign for better results.
The Results
After launching the campaign, we quickly began to see results.
The client's existing name-recognition helped our ads drive a lot of traffic to their website, and we were able to get qualified leads for less than $44 each by focusing on high-end keywords that would produce the best ROI.
The Return on Investment (ROI)
Within the first 30 days, and with a budget less than half of what we typically recommend, the campaign generated 22 high quality catering leads. 6 of those leads turned into booked events, totaling over $22K in revenue.
This is a RoAS (return on ad spend) of 22X, meaning the client made $22 back for every $1 they spent on advertising!
The client was so happy with the results of the campaign that they have since increased their budget well over our initial recommendation, and we continue to run and optimize their Google Ads campaign on a monthly basis.
Summary
This is a great example of how even a small budget can be used effectively to generate leads and drive sales for a local business.
By focusing on quality over quantity, we were able to produce an ROI of 22X for our client in just 30 days!
If you're thinking about running a Google Ads campaign but aren't sure where to start, contact us today. Our team of certified Google Ads experts would be happy to help you get started and produce the results you're looking for.