Case study · Google Ads
$63,000 in Google Ads for a US Restaurant Chain: 117,000 Conversions at $0.54
- Geo: USA
- Channel: Google Ads
- Period: 10 months
$6,350monthly spend
6core campaigns
9.1Mimpressions over the period
The client is a restaurant chain with multiple locations across the US.
Goal: high volume of conversions from Google Ads at the lowest possible cost per conversion. At this scale, every extra cent per conversion means thousands of dollars over a year.
- Total spend — $63,492 over 10 months
- 117,681 conversions over the period
- Average cost per conversion — $0.54
- Account-wide CTR — 2.36%
- Lowest CPA — $0.34
- 56.83% conversion rate — top campaign
What went wrong and how we fixed it
1. Keep costs down while scaling up
- Problem
- Cheap conversions on a small budget — easy. But the more campaigns you run, the more places the budget starts leaking.
- Solution
- We built a broad account with several campaigns, each with its own numbers: CPA, CPC, conversion rate. We shifted budget toward the ones delivering the lowest cost and turned off the underperformers. Over 10 months the average CPA stayed at $0.54.
CPA $0.54CPC $0.30
2. Don't depend on a single campaign
- Problem
- One winning campaign is a risk. If it slows down, the whole account drops.
- Solution
- Six core campaigns delivered 82% of conversions on 71% of the budget. CPA in each ranged from $0.34 to $0.73. The best-converting one hit a 56.83% click-to-conversion rate. If one slips, the rest keep the account on track.
6 campaignsCPA $0.34–$0.7382% of conversions
