How to make 5 times more reservations in a restaurant?

Due to the fact that the restaurant was close by, it was possible to influence the work of the restaurant and improve all processes.

In January 2024, we had 1-2 calls a day, and 795 followers on Instagram, social media was a little bit active, but without trending and viral videos and their promotions.

We started by filming content twice a week and advertising the dish of the day and special offers. Then we started working on the website. The site was made on CMS Wordpress. We analysed it, fixed all the links from icons, WhatsApp, phone number and email for booking requests. We found out that some links were broken, the phone number was not clicked, and the email was non-existent, which is why applications from the site did not come anywhere. We fixed all this.
At the same time, it became necessary to transfer payment for advertising from an individual in Ukraine to a legal entity in Spain. Due to the inability to change the currency in the Google Ads account and the virus warnings, as well as the lack of conversions from the old ad account, we decided to create a new ad account and set everything up again.



We registered an ad account for a legal entity in Spain, set up payment via direct debit from an account in Spain. After that, we were asked for a set of documents to confirm the payer. We provided all the necessary documents, passed the verification, and started working in the new advertising account.



We set up all the conversions on the website, including sending applications, clicking on the phone number and WhatsApp. We also set up a new email to receive booking requests.

Collected keywords, ran adverts with a radius of 2-30 km from the restaurant. Translated keywords from English into 14 languages CZ DE DK ES FI FR IT NL NO PL PT RU SE UA. Launched adverts around the world with keywords la medusa tenerife, restaurant los cristianos, restaurant las Americas.



We set up a test with Ringostat dynamic call tracking and collected call data for 2 weeks. Separate numbers were created for different sources: social media, social media advertising, Google Ads extension with a phone number, Google Maps page, TripAdvisor page. The site had dynamic call tracking that showed the source of visitors who called through the site.

We launched media campaigns on Google and other websites with a radius of 2 and 30 km. Two of the campaigns were aimed at driving calls from the website, and one was aimed at showing the route to the restaurant on maps.

After 2 weeks of call analysis, the following pattern of people's behaviour was revealed: they see an advert on social media or display ads from Google, search for a restaurant in Tenerife, find paid and free results, search for a restaurant on Google Maps near their hotel, read reviews, make notes, and then call directly from the maps either after visiting the website or email to book a table.

Usually there are no conversions after the first interaction, most people come back organically after a while.

After 2 weeks, we turned off call tracking because in our case, it only showed the source of the current session, and in most cases it was SEO organic or a direct visit to the site.

Also, during the time of the connected call tracking, we launched ads on TripAdvisor. We received more visits to the page on TripAdvisor, a few visits to the site from there, but we didn't see any calls or bookings, so we turned off this ad.



At this time, we started working with reviews on Google my business, because we had a rating of 4.1 with 300 reviews, added QR and made stickers on the table, developed a motivation system for staff to collect more reviews, responded to negative feedback in an unconventional way, added a new photo to Google business, and in 4 months we reached a rating of 4.4 and 520 reviews.

After the tests, we kept running Google, Facebook, and Instagram.

The development of the new React website has been completed. We set up analytics on the new site and SEO redirects from the old domain to the new one.

We have fully switched to advertising the new domain and website, and restarted advertising campaigns.

We set up the GDPR banner display on the website using the official service with Google partners, which has a free tariff for up to 25,000 visits per month, by installing the banner through GTM.

Now that we have set up tracking of all actions on the website, it has become more efficient to make reports and optimise advertising campaigns.



In the third month of advertising, a new conversion appeared in the new advertising account - a store visit based on the GPS data of the devices of people who clicked on the advert. This allowed us to determine how many people actually visited the restaurant after clicking on the advert.

We received a record number of visits to the restaurant after interacting with Google advertising - 276.

For comparison, in the old advertising account, the maximum number of visits to the restaurant per month was 183 in November.

The following month, after optimising the advertising campaigns, the results were absolutely record-breaking.



We left the search campaign running with a radius of 3-20 km, disabling advertising worldwide. Out of the three display advertising campaigns PMax Store Visits, PMax Website Conversions, DemGen, we left one PMax Website Conversions, as it gave the most conversions at the lowest price.

Interestingly, PMax Store Visits, which was supposed to generate more restaurant visitors, lost out to regular PMax, which took into account all types of conversions, including offline and online.

We noticed that competitors have a table booking form on their websites. We decided to implement such a form on the La Medusa website. The developer created a self-written form, and in the first month we received more than 60 bookings, which is three times more than before, when we had only a contact form.

In the second month, 240, in the third month, 320 bookings on the website and 230 calls per month!

We allocated 80% of the advertising budget to Google and 20% to Meta, which resulted in record sales and the number of visitors to the restaurant.

Do you want such results? We work with any niche!