Google Ads PPC for Local Restaurant | 412 Local Actions at $0.94 CPA Make&Take Pizza is a local restaurant specializing in pizza delivery and takeaway in Ursynów, Warsaw, Poland. The main objective was to attract users with high purchase intent and turn local search demand into real visits, calls and orders.

Instead of focusing only on website traffic, the campaign was built around local actions and Google Maps visibility. I launched and optimized a Google Performance Max campaign using Google Maps, Search, Display and YouTube placements.

Campaign Setup

The campaign used the Performance Max "Local store visits and promotions" objective with a Maximize Conversions bidding strategy and local targeting focused on Ursynów.

I analyzed the local market and business location, configured the Google Ads account, synchronized the Google Business Profile, and completed advertiser verification and moderation.

The campaign was optimized around three key local conversion actions:

Directions

Click-to-Call

Calls from Ads

Optimization

During the learning phase, I monitored impressions, clicks, CTR, CPC, conversions and advertising spend, while gradually improving the campaign structure and creative assets.

I expanded the creative pool with banners and video, integrated YouTube Shorts, and focused optimization on high-intent actions such as directions and calls.

I also analyzed the hours generating the strongest demand and adjusted the campaign approach around the restaurant's peak ordering period.

Results

The campaign generated:

104,197 impressions

1,519 clicks

1.46% CTR

$0.25 average CPC

$386.39 total ad spend

412 local actions

$0.94 average CPA

27% conversion rate

Local actions included:

364 Directions

38 Click-to-Call

10 Calls from Ads

Business Impact

During the campaign period, the restaurant recorded 635 total orders through its POS system, including orders influenced by advertising, organic traffic and returning customers.

The campaign demonstrated that local Google Ads activity can influence offline purchasing behavior. Users could first discover the restaurant through Google Maps, request directions or call the business, and complete the purchase later by phone or in person.

The strongest ordering activity occurred between 16:00 and 21:00, providing a clear opportunity to concentrate future advertising activity around peak demand.

Scaling Opportunities

The next optimization stage included increasing the budget during peak hours, expanding video formats such as YouTube Shorts, testing promotional offers in Google Maps, and creating separate asset groups for takeaway and delivery.

Conclusion

The campaign created a consistent flow of local users and achieved 412 local actions at a $0.94 CPA. With $386.39 in advertising spend and 635 total orders recorded during the campaign period, the project demonstrated the potential of Performance Max and Google Maps to support real-world restaurant sales and local demand.