GOOGLE ADS CASE STUDY
Google Ads Campaign — 40% Lower Cost Per Click and Double the Conversions
How I helped a Durban restaurant reduce their Google Ads cost per click by 40% while doubling their conversions and table bookings.
THE CHALLENGE
What Was the Problem?
The client was spending R5,000 per month on Google Ads but getting very poor results. Their campaigns were poorly structured and they were wasting most of their budget on irrelevant clicks.
Wasted Ad Spend
Over 60% of budget was being spent on irrelevant searches
No Negative Keywords
Ads were showing for completely unrelated search terms
Poor Ad Copy
Generic ads with no unique selling point or call to action
No Conversion Tracking
No way to track which ads were generating actual bookings
THE SOLUTION
What I Did
I completely restructured their Google Ads campaigns from scratch — fixing keyword targeting, writing compelling ad copy, adding negative keywords and setting up proper conversion tracking.
Keyword Research
Identified high intent keywords with lower competition
Negative Keywords
Added 200+ negative keywords to stop wasted spend
Compelling Ad Copy
Wrote ads that highlighted unique selling points and offers
Conversion Tracking
Set up proper tracking for calls, form fills and bookings
Audience Targeting
Targeted specific areas in Durban for local customers
Bid Optimisation
Optimised bids to maximise conversions within budget
THE RESULTS
What We Achieved
Within 3 months the campaign was completely transformed. Cost per click dropped by 40%, conversions doubled and return on ad spend increased by 180%.
-40%
Cost Per Click
Same budget now generating far more clicks
2x
More Conversions
Double the table bookings from the same ad spend
+180%
Return on Ad Spend
Every R1 spent on ads now returns R2.80
R5,000
Monthly Budget
Same budget — dramatically better results