Cosa Nostra
Italian Deli
A Clermont deli and cafe competing for lunch traffic against every chain on Highway 50.
The situation
A local deli with genuinely loyal regulars and almost no visibility to anyone who had not already been told about it. The food was not the problem. Being found at 11:40am by someone deciding where to eat was.
What we did
- Rebuilt campaign structure around how people actually search for lunch: by dish, by neighborhood, and by brand name.
- Separated branded search from non-branded so the two could be budgeted and judged independently.
- Ran a monthly keyword and audience gap analysis, feeding new terms and negatives back into the account as upload-ready lists.
- Tracked the conversion rate gap between close-variant branded terms, which turned out to be the single biggest available gain in the account.
Results
By August, every volume metric in the account had set a new record at the same time: impressions, clicks, and conversions. Cost per conversion, meanwhile, remained substantially below where it sat in the spring, despite a modest month-over-month rise.
What's next
One branded search term converts at a materially higher rate than its sibling. Closing that gap, through ad copy, landing page routing, and match type rebalancing, is the primary thread heading into the autumn, along with restructuring ad groups around menu themes.
“They are always responsive, attentive, and proactive with our Google campaigns. We really appreciate how closely they follow the results, explain what is working, and continuously look for ways to improve our performance.”Thielli, co-owner, Cosa Nostra Italian Deli