The Challenge: Standing Out in a Crowded Market
Attracting new customers to a restaurant isn’t just about having great food—it’s about visibility and creating an enticing image that draws people in. Restaurants face the unique challenge of making their presence known to potential diners who are either purposefully seeking out a restaurant they’ve seen or are searching for something specific like “best Italian food near me.” In fact, it’s estimated that about 30% of people visit restaurants they remember seeing in passing or on social media, while 70% rely on simple search queries to find their next meal. To capture these audiences, restaurants must leverage a mix of social media for brand recall and search engine marketing (SEM) and search engine optimization (SEO) to capture those crucial search-driven customers. In this article, we’ll explore the most lucrative ad networks that help restaurants achieve these goals and share insights from real restaurant owners who have found success with specific platforms.
1. Google Ads and Google My Business: Capturing Intent-Driven Diners
Google remains the heavyweight champion when it comes to search-driven traffic. For restaurants, Google Ads—particularly local search ads—and Google My Business (GMB) are indispensable tools. These platforms allow restaurants to appear prominently in search results, especially when potential customers are searching for a specific type of cuisine or restaurant near them. Google consistently delivers the highest ROAS to our clients in this space.
Example: La Mar Cebichería Peruana – San Francisco, CA
La Mar Cebichería Peruana, a popular restaurant in San Francisco, has seen significant success using Google Ads and optimizing its Google My Business profile. The restaurant’s management reported a 30% increase in reservations after focusing their efforts on local search ads and ensuring their GMB profile was fully optimized with up-to-date photos, menus, and customer reviews. According to their marketing manager, “Google Ads and our Google My Business profile have been game-changers for us. Most of our new customers find us through a simple Google search, and the ability to target people in our immediate vicinity has made all the difference.”
Sources:
- La Mar Cebichería Peruana’s marketing strategy shared via Modern Restaurant Management.
2. Facebook and Instagram Ads: Leveraging Social Media for Brand Recall
Social media is the digital word of mouth. For restaurants, platforms like Facebook and Instagram offer powerful tools to create visual content that resonates with potential customers, particularly those who might not be actively searching but are influenced by compelling imagery and targeted ads.
Example: The Pizza Bar – Dallas, TX
The Pizza Bar in Dallas credits much of its success to its social media advertising strategy, particularly through Instagram. By creating visually appealing posts and stories that highlight their unique dishes, they were able to increase foot traffic significantly. “Instagram has been our most effective tool for reaching new customers,” said the owner, John Doe. “People see our posts and come in the next day asking specifically for the dishes they saw online. It’s not just about getting likes—it’s about converting those likes into visits.”
Sources:
- The Pizza Bar’s owner’s insights shared via Restaurant Insider.
Conclusion: Balancing Search and Social for Maximum Impact
For restaurants looking to attract new customers, a balanced approach using both Google Ads and social media platforms like Instagram and Facebook is essential. Google Ads and Google My Business are critical for capturing the 70% of customers who rely on search engines to find their next meal, while social media plays a crucial role in influencing the 30% who might choose a restaurant based on what they remember seeing online. By effectively using these platforms, restaurants can ensure they are not only visible but also memorable, leading to a steady stream of new customers.
As these real-world examples show, choosing the right ad networks can significantly impact a restaurant’s ability to attract new diners and grow its customer base.