PAR Technology
Google Ads and Drive-Thru Leads
Background
PAR and restaurants go hand-in-hand. Internationally known, PAR is a trusted, go-to resource for restaurants looking to manage their payment and operations processes. From software to hardware to drive-thru, this leading solutions provider has stood the test of time and remains a leader in the restaurant POS field.
Challenge
With the onset of COVID, restaurants leaned harder onto their drive-thru operations. This meant expanding their service offerings and replacing outdated systems so they could keep lines moving and turn over more customers. PAR saw successful sales of their drive-thru equipment during 2020 and wanted to continue pushing those products into 2021.
Our Work
On the heels of a company rebrand, we helped research, build, launch and optimize a Google Ads program focused solely on their drive-thru product suite. With A/B testing of ad types, ad copy, and landing pages, we worked daily to optimize the program. We wanted to maximize the quarterly budget and generate quality leads.
Results
In a very competitive marketplace, we reduced the average cost per click to $0.69 (originally estimated to be $2.50). With that reduction, we maintained an average cost per conversion of $166.22 and drove almost 45 leads in a two-month window. Additionally, with a wildly low CPM of only $0.18 (thanks, Google Display!), we were able to actively build an audience of more than 1400 people for future remarketing.
