Client Overview
Client: Confidential North Indian Restaurant
Industry: Restaurant / Hospitality
Location: London, United Kingdom
Business Type: Dine-in and Takeaway
The restaurant offers authentic North Indian cuisine and competes in a highly saturated London market with several well-established Indian dining brands. The goal was to improve local visibility, increase reservations, and generate consistent customer footfall.
Business Challenge
Before partnering with SCORSH, the restaurant faced multiple marketing challenges:
• Low visibility in Google search and local discovery
• Strong competition from well-known Indian restaurants nearby
• Limited phone reservations and customer inquiries
• Dependence on referrals and minimal SEO traffic
• Small and inconsistent Google Ads investment without a structured strategy
The business needed a scalable digital strategy to attract local diners actively searching for Indian restaurants in London.
Campaign Objective
Primary Goals
• Increase dine-in customers
• Increase phone reservations
• Improve local search visibility
Secondary Goals
• Generate takeaway orders
• Increase direction requests on Google Maps
• Maintain efficient cost per acquisition for calls and reservations
Advertising Channels Implemented
To drive local customer acquisition, we focused primarily on Google’s local advertising ecosystem.
Google Performance Max for Local Businesses
This campaign type allowed us to reach potential customers across:
• Google Search
• Google Maps
• Google Display Network
• YouTube
• Google Discover
The campaign automatically optimized placements to capture high-intent diners searching for nearby restaurants.
Campaign Strategy
Local Radius Targeting
To ensure highly relevant traffic, we targeted customers within a 10-mile radius around the restaurant location.
This allowed ads to reach nearby diners actively searching for restaurants within a reasonable travel distance.
High-Intent Search Targeting
Instead of broad targeting, campaigns focused on high-intent keyword themes related to Indian dining.
These included searches related to:
• Indian restaurants nearby
• North Indian food
• Indian takeaway options
• Local restaurant discovery
By focusing on strong purchase intent, the campaigns attracted users ready to dine or order.
Google Maps Visibility
A key strategy was increasing visibility on Google Maps, where many users discover nearby restaurants.
By optimizing the campaigns for local discovery, the restaurant appeared more frequently when users searched for dining options in the area.
This significantly increased direction requests and walk-in customers.
Call & Reservation Optimization
To maximize reservations and customer inquiries, we implemented:
• Call extensions to allow direct calls from ads
• Campaign optimization around peak dining hours
• Performance adjustments during high-traffic meal periods
This ensured ads appeared when customers were most likely to book a table or place takeaway orders.
Advertising Budget
Monthly Ad Spend: £2,500
Campaign Duration: 1.5+ Years (ongoing)
With consistent optimization and scaling, the campaigns continued to deliver strong results over the long term.
Results Achieved
The campaign successfully improved local discovery, reservations, and customer engagement.
Monthly Call Conversions: 500 – 600 calls
Reservation Inquiries: 250 – 300 per month
Direction Requests on Google Maps: 3,000 per month
Cost per Call: £1.50
These results significantly increased the restaurant’s ability to attract nearby diners actively searching for Indian cuisine in London.
Key Outcome
By implementing a Google local advertising strategy focused on high-intent searches and local discovery, SCORSH helped the restaurant significantly improve visibility in a competitive market.
The campaign consistently generates:
• high volumes of customer calls
• reservation inquiries
• increased restaurant footfall
and continues to deliver strong performance after more than 1.5 years of ongoing optimization.
Key Takeaways
• Local search advertising is extremely powerful for restaurants when optimized correctly.
• Google Maps visibility directly influences restaurant footfall.
• High-intent keyword targeting improves reservation and call conversions.
• Long-term optimization helps sustain strong campaign performance.
