Regional Restaurant Brand

This Regional Restaurant Brand is a chain of family style restaurants founded and headquartered in Columbus, Ohio. They own and operate 480 locations in 18 states, primarily in the Midwest, mid-Atlantic, and Southeast regions of the United States.

Sales declined, and overall performance was weaker as we closed out FY25. While the client expressed interest in increasing ad spend across all tactics, simply raising the budget would not have delivered stronger returns. To achieve meaningful results, a more strategic approach was needed beyond budget increases alone.

In May, we launched a new Performance Max (PMax) Store Sales campaign, designed to complement the ongoing evergreen PMax efforts. To fund this initiative, a percentage of the existing evergreen campaign budget was reallocated, allowing us to test a fresh approach focused specifically on driving in-store activity. This marks the first time we have introduced a PMax tactic distinct from the evergreen strategy.

The Store Sales campaign was built to capture high-intent users searching locally and encourage visits to physical store locations. By leveraging Google’s placement network, these ads were optimized to appear on Google Maps, especially during moments when users were driving or navigating nearby.