Google AdWords for Restaurants

Last Updated On : 2018 Dec. 04

In this article today, we will discuss the creation and execution of successful AdWords campaigns for eateries such as Restaurant, Diner, Cafe, Bar, etc. From bringing new customers to try out your specialties to the kind of ambiance you offer, everything needs to be marketed for the world to know. In this scenario, AdWords not only helps get the word out, it also helps you target the right audiences.

Is AdWords a good investment for Restaurants?

AdWords campaigns for Restaurants is a very delicate niche. AdWords, however, can help be the first touch point between you and your customers who are trying to make a decision. Though it highly unlikely to convert online, yet the very first impression leaves a long lasting impact. Therefore,  running a quality campaign is a must.

You might or might not be able to see the results soon enough in terms of AdWords leads, but it surely is a shortcut if your website isn't ranking good organically.

Without any further delay, let’s begin with the basics and the best industry practices in AdWords for Restaurants.

Right PPC Keywords for Restaurants

Choosing the right keywords for any AdWords campaign can be an intimidating task. The key here is to bid for the right keywords and keep evolving over time with the new keywords relevant to your business.

It will help you get the most out of your campaign. There are 4 major practices for Restaurants to keep in mind:

Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of food you are serving your restaurant.

For example, if you use Pizza as a keyword for a Pizza Restaurant or an Italian Restaurant, it may trigger ads for search terms like Pizza recipe, Best Pizza Ingredients, Pizza place jobs, etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.

Above are a few examples of long tail keywords. As I mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign. However, AdNabu can help you automatically create all the relevant long tails keywords using your basic keywords within minutes.

AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.

Advantage of using “Broad Match Modifier” over “Broad match”

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword ideas, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For example, if you target ‘Broad’ match-type for keyword Italian restaurant, it might trigger for the search term Italian which may or may not be relevant for you. Instead, BMM will ensure that the word Italian and Restaurant are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

Best Negative Keywords for Restaurants

The role of negative keywords cannot be ignored, especially when each click costs a fortune. Though accumulating relevant Negative Keyword is an ongoing process, to begin with, below are a  few points to consider.  

What is a good landing page for you?

A landing page should include various elements like trust badges, result-oriented headlines, restaurant tour videos, testimonials, awards, etc. Such web landing pages are aimed at driving visitors to take a worthy action.  Since every visitor who gets to your landing page after clicking on your ad may cost you a fortune, there’s no room for an error when designing a landing page for your business. Below are some Do’s and Don't to follow:



Structuring Google Ads for Restaurants

Ad copy is extremely important because it is the initial touch point where the content of the ad compels the customer to click on your ad instead of competitor’s ads. Below are the few pointers you must keep in mind:

What Google ad-extension should a restaurant use?

Google ad extensions add life to your ads and make them more professional and trustworthy. When used the right way, they can make you easily approachable and hence lead to better visibility for your potential customers. Ad extensions work differently for different Industries. Some deliver a better result than others. For restaurants, best working extensions are:

Location extension:

Location extension enables restaurants to add a physical location besides their ads. This helps you in numerous ways:

Sitelink extension:

The Sitelink extension enables restaurant owners to add extra links to share achievements or Photo gallery or other links that might catch the customer’s attention. For example, in case you are targeting a generic keyword for your Ad, this extension might help you add options for customers to have a look at the pictures gallery or Chef’s details or book appointment with a single click.

Callout extension:

Callout extension gives you an additional 25 characters of space to add beyond the basic description of the add. It is recommended to use this space to encourage the customers to take action.

Call extension:

Call extension allows restaurants to add a contact number in their ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you right away. For Restaurants, it is considered to be very effective because usually customers have a personalized requirement for advance booking/ questions regarding the restaurant, which encourage them to call. For example:
call extension for Restaurants.PNG

Structured snippet extension:

Structured snippets allow you to describe the brief and specific features of the offerings. It provides customers with access to the information about the variety of food you serve. In case of Restaurants, structured snippets can show potential customers about types of cuisine offered. For example,
Structured snippet extension for Restaurants.PNG

Conversion Tracking for Restaurants

Now that your campaign is ready to work its way with the competitors, conversion tracking is very important and is the last thing to set up as it will help you analyze your performance and optimize it later. Depending on the business type, different conversion types are tracked. For a restaurant, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel required some amount of technical effort (you would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing customers to make a call directly through their phones. Calls are extremely beneficial for a Restaurants and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking here.   


If you follow the above suggestions, you would be able to create a well-structured campaign for your industry.This guide will help you get started. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting up a campaign right now!  

If you are still not sure about how to start or to take your AdWords campaign to next level, sign up with AdNabu & automate campaign creation within minutes.