Unless you’re one of the lucky few, almost all restaurants want more customers. However it's always tricky to get more customers if you have low visibility in the market. That's why a lot of restaurants, bars and venues use Google Ads. If done right, Google Ads can put your restaurant in front of the right customers, exactly when they’re searching for a place to eat.
This guide won’t teach you everything but will walk you through the essentials of Google Ads for restaurants, from setting up your first campaign to optimising it for the best results.
Why Google Ads Matter for Restaurants
Imagine someone searching for "best Italian restaurant near me"—if you’re running a Google Ads campaign, your restaurant could be the first result they see. Unlike social media ads, which rely on users scrolling past your content, Google Ads target people actively looking for places to eat. That’s why it’s one of the most powerful marketing for restaurants strategies.
Step 1: Choosing the Right Google Ads Campaign Type
Google Ads offers several options, but in our experience, the best for restaurants are Search Ads and Performance Max or PMAX. PMAX campaigns have come a long way since they were first launched and now we often see better results running these than our search campaigns.
Search Ads
What they are: Text ads that appear at the top of Google search results.
Best for: Attracting customers searching for specific cuisines or locations.
Example: If you run a steakhouse in London, target searches like “best steakhouse in London” or “steak dinner near me.”
Performance Max
What it is: A campaign type that automatically shows your ads across multiple platforms, including Google Search, Maps, YouTube, and Gmail.
Best for: Restaurants that want to expand their reach with minimal effort.
Why it works: Performance Max uses AI to find the best places to show your ads based on customer behavior, so you can promote your restaurant everywhere.
We would recommend running both to start and then tailor your approach based on what is working for you.
Step 2: Targeting the Right Audience
To make your ads effective, target the right audience. Here’s how:
Location Targeting: Show ads to people near your restaurant.
Keyword Targeting: Use terms like “vegan café in Bristol” or “late-night tacos.”
Demographics: Focus on age, gender, or interests (e.g., target young professionals for a trendy brunch spot).
Retargeting: Remind people who visited your website but didn’t book a table.
Step 3: Writing Ads that actually work
Your ad copy should grab attention and make people stop scrolling. Is it easy? Not always as if it was everyone would nail this. Try and find the balance between going overboard on the excitement and sticking to your brand.
Headline: Be clear and direct. Example: “Fresh Sushi – Book Now!”
Description: Highlight what makes your restaurant stand out.
Example: “Authentic sushi made with the freshest ingredients. Dine in or take away today!”
Call-to-Action (CTA): Tell them what to do next. Example: “Reserve a Table” or “Order Online.”
Step 4: Optimising Your Google Ads for the Best Results
Setting up campaigns on Google is relatively easy. If you do that well then what comes after is the hard work. This is particularly true for search campaigns whereas PMAX relies a lot on algorithmic learning. The following elements are the main areas you want to optimise and make sure are looking good.
1. Use Negative Keywords
Negative keywords prevent your ads from showing up for irrelevant searches. For example, if you run a high-end sushi restaurant, you might want to exclude searches like “cheap sushi deals.”
2. Optimize for Mobile
Most people search for restaurants on their phones, so make sure your ads and website are mobile-friendly.
3. Track Conversions
Use Google Ads conversion tracking to see how many people click your ad and take action, such as calling your restaurant or placing an online order.
4. Test Different Ad Variations
Run A/B tests with different headlines, images, and CTAs to see what works best.
Step 5: Budgeting for Google Ads
Google Ads works on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. This is a pretty decent model but can mean that it’s more expensive initially whilst you try and get things right.
The below is a very rough guide but we like to tell our clients to start small and scale up. This means that you can learn the ropes whilst not spending crazy amounts.
How much should you spend?
Small restaurants: Start with £5–£10 per day.
Mid-sized restaurants: £20–£50 per day for higher competition areas.
Large restaurants or chains: £100+ per day for aggressive marketing.
Remember that ad spend is an investment not an expense. If it goes like it should then you will almost certainly make it back through increased bookings.
Final Thoughts
Wrapping up, Google Ads is one of the best ways to attract new customers and boost reservations. In short, if they didn't work then no one would do it. We’ve used it with a lot of restaurant clients in the UK and in almost every case we’ve found it to be an efficient way to drive more covers.
If you haven’t tried Google Ads for your restaurant yet, Google often has a promo to match your early ad spend. This helps a lot in the early days so make sure you make the most of it. If you want some help navigating or want us to manage it for you then drop us a line, we’d love to help.
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