Taste Club: How to generate more than 100 leads per week on highly targeted advertising?

Taste Club is a company that centralizes numerous caterers in Paris and Île-de-France allowing company receptions to be organized with the best artisans and within ultra-tight deadlines. As proof, they managed to organize a reception in just 30 minutes! All in a gourmet, responsible and human approach.

The company called on our Ads expertise, more precisely a Google Ads campaign only targeted at Paris.

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The macro objectives of the mission

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Our main objective was to attract leads, as qualified as possible, so that they could then approach them.

Since September, Taste Club has hired two additional salespeople to absorb the leads we send them.

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The micro goals of the mission

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More specifically, our mission was to generate 480 leads in October, for a CPL that was 20% lower than before.

What did we do? We show you, let's go!

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Development and implementation of the strategy

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When we took over the account, we started with a cleanup to remove the least performing keywords and developed a distribution schedule to centralize spending outside of school vacations.

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In the historic campaign, we identified key words with high potential and isolated them. The aim was for them to spend more, by running a campaign with a lot fewer keywords.

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In a second step, we analyzed the relevance of the keywords and paused those that consumed an excessive budget.

The remaining keywords were divided into two campaigns:

1. A Traffic campaign that concentrates most of the budget (90%)
2. A Test campaign designed to experiment with new keywords in addition

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At the same time, we worked hand in hand with the client to develop optimized landing pages (LP) adapted to the associated keywords. Results? We created a dozen of them.

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To date, the campaign is running very well, which means few optimizations to make, except to adapt the budget according to seasonality.

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Focus on the campaign

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Our Google Ads Traffic campaign (the main one) is essentially based on a single keyword “caterer”, which generates between 80 and 100 leads per week, or 85%-90% of all leads.

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The same thing happens with our “Test” campaign, with the keyword “catering company” which generates about ten conversions per week.

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In both cases, campaigns rely 80%-90% on a single keyword, which allows us to have lower but more unstable CPCs, and therefore more vulnerable.

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We have a qualification rate of around 50% on broad keywords, especially on “caterer”.

To adapt to the strong seasonality of the sector as well as to the client's objectives, we update the budgets very regularly.

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The performances obtained

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Since taking over the account in March 2023, we have seen several notable improvements:

• Performance stabilization.
• Generation of qualified leads.
• Progressive reduction of Cost Per Lead (CPL), to reach a decisive level for the customer.

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The increase in CPL observed in October is temporary. It is mainly due to the increase in Cost Per Click (CPC). In addition, we improved the conversion rate from 13% to 15%.

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And after?

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Maintaining a 15% conversion rate is our current goal. Faced with the significant increase in Costs Per Click (CPC) since the beginning of September, our priority is now to perfect our selection of keywords, by keeping only the most efficient ones, in order to mitigate the impact of this increase in CPCs.