Portfolio

Approach

• CHOP had never run Google Ads before, so the initial priority was to build local visibility – quickly.

 

• Conversions could be measured in a number of ways; restaurant calls, interacting with the OpenTable booking engine and clicks to “Get Directions” on Maps were all considered to be measures of intent, but the big goal for this account was tracking Store Visits.

 

• Given that Google’s requirements are quite aloof! (no minimum spend/impressions/clicks/conversions before Store Visit conversions can be enabled), all best-practices were setup; making sure the Performance Max ad format was adopted to ensure Sponsored Listings in Google Maps, linking the Ads account to CHOP’s Google Business Profile, and enabling Location assets within each campaign

 

• Then finally 2 months after setup – the Ads account recorded its first Store Visit conversion

 

Google Ads activity generated: 587 OpenTable booking engagements, 47 calls to the restaurants, 2,082.00 “Get Directions” clicks from Maps, and 333 Store Visits  within 3 months of setup

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