Restaurant equipment and supplies store
How Data-Driven Campaigns and Strategic Landing Pages Boosted Conversion Rates by 89% in 6 Months
Overview
A restaurant equipment and supplies store needed a digital strategy to drive high-quality leads for its buy/sell used equipment services. With two locations, the client wanted to maximize conversions through Google Ads, SEO, and targeted landing pages while staying ahead in a competitive market. By leveraging data analysis, seasonal trends, and campaign optimization, we significantly improved their conversion rates and lead quality over six months.
Results: 13 Months of Sustained Growth
| Metric | Pre-Optimization (Oct–Dec 2024) | Post-Optimization (Jan–Mar 2025) | Improvement |
| Average Conversion Rate | 3.7% | 5.7% | +54% |
| Cost per Conversion | $94 | $52 | -45% |
| High-Quality Leads | 38% of total leads | 67% of total leads | +76% |
| Peak Conversion Rate | 3.59% (Oct 2024) | 6.78% (Mar 2025) | +89% |
Key Highlights
- Landing Page Impact: The redesigned page increased form submissions by 120% for used equipment inquiries.
- Geo-Targeting Efficiency: Localized ads reduced cost per conversion by 33% in target areas.
- Keyword Precision: High-intent keywords drove 58% of post-optimization conversions.
- GMB Influence: Direction requests to stores rose by 40% after consistent GMB postings.
The Challenge
- Low Conversion Rates: Initial conversion rates averaged 7% (Oct–Dec 2024), with inconsistent lead quality.
- Inefficient Ad Spend: High cost per conversion ($94) due to broad targeting and underperforming keywords.
- Limited Local Visibility: Competing with national suppliers in Google My Business (GMB) rankings.
Goal
The primary goals were:
- Increase Conversion Rates: Improve month-over-month conversion rates and attract high-value leads.
- Generate High-Quality Leads: Focus on attracting buyers and sellers with serious intent through optimized keywords and targeting.
- Leverage Real-Time Insights: Use Looker Studio dashboards and lead tracking software to analyze campaign performance and refine strategies.
- Maximize ROI on Ad Spend: Ensure campaigns deliver better results without significantly increasing budgets.
Approach
- Historical Data Audit: Identified low-converting keywords (e.g., “kitchen supplies clearance”) and shifted budgets to high-intent terms like “commercial-grade used ovens.”
- Lead Quality Analysis: Used lead tracking software to filter non-commercial inquiries (e.g., home users) and focus on restaurant owners.
- Landing Page Optimization: Redesigned the buy/sell landing page with location-specific schema markup, CTAs for “Instant Valuation,” and streamlined form fields.
- Geo-Targeting: Ran hyperlocal Google Ads within 25 miles of the two store locations, emphasizing “same-day pickup.”
The Solution
- Dynamic Google Ads: Allocated 60% of budgets to high-performing keywords like “used commercial refrigerators [City].”
- Local SEO: Published 8 blog posts (e.g., “Cost-Effective Kitchen Upgrades for Restaurants”) targeting long-tail keywords, improving organic traffic by 32%.
- Real-Time Adjustments: Used Looker Studio to pause underperforming campaigns and boost bids for leads from high-intent ZIP codes
- GMB Optimization: Posted weekly updates (e.g., seasonal promotions) and responded to reviews, increasing GMB-driven clicks by 45%.
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