Restaurant / hospitality · Google Ads (Search + Performance Max)
Barcelona restaurant: from empty tables to 3,340+ bookings
A brunch and tapas restaurant needed midweek covers. We made online reservations the single KPI and optimised everything against cost per booking.
- 3,340+
- Bookings
- €0.36
- Cost / booking
- ~€1,190
- Total spend
- Industry
- Restaurant / hospitality
- Country
- Spain (Barcelona)
- Channels
- Google Ads (Search + Performance Max)
- Budget
- ~€1,190 total spend in the reported period
- Timeline
- May 2026 reporting month
The problem
- ·Strong weekend trade but weak midweek covers.
- ·Reservation platform traffic came mostly from aggregators, so margins were thin.
- ·No measurement of which marketing produced a table.
Campaign strategy
- ·Single KPI: completed online reservation, tracked end to end.
- ·Search campaigns on brunch, tapas, and neighbourhood dining intent in English, Spanish, and Catalan.
- ·Performance Max for tourist discovery traffic with location-based asset groups.
- ·Dayparting weighted to the hours when people actually book tables.
What we actually changed
- ·Rewrote ad copy around dish photography language and booking availability instead of generic restaurant claims.
- ·Added a direct reservation link so bookings bypassed the aggregator fee.
- ·Excluded areas outside a realistic travel radius, except tourist districts.
- ·Weekly search term review to protect budget from recipe and job searches.
Results
- ·8,450+ clicks in the month.
- ·3,340+ booking actions recorded, over 4x the original target.
- ·€0.36 average cost per booking.
- ·Midweek covers stabilised without discounting.
May reporting month funnel
€0.36 cost per booking on roughly €1,190 of total spend.
Clicks8,450+
Booking actions3,340+
Charts built from the campaign reporting for this account.
Campaign screenshots
Screenshots taken from the live ad accounts. Client names and identifying details are blurred.
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