🔍 Google Ads Strategy

Role in the Funnel

Google Ads captures high-intent traffic — people actively searching for a place to eat. This is the most direct path to getting customers through Michiu's door.

Campaign Structure

Campaign 1: Search — Brand Terms

Goal: Own Michiu's brand name in search results. Keywords: "Michiu", "Michiu Amsterdam", "Restaurant Michiu" Budget: €50/month (low volume, high intent, cheap clicks) Bid strategy: Maximize clicks Why: Prevent competitors from appearing when people search for Michiu directly.

Campaign 2: Search — Intent Keywords

Goal: Capture people looking for dining in Amsterdam. Keywords (examples):

• "best restaurant Amsterdam"
• "dinner Amsterdam centrum"
• "[cuisine type] restaurant Amsterdam"
• "where to eat Amsterdam"
• "restaurant near [neighborhood]"
• "romantic dinner Amsterdam"
• "group dinner Amsterdam" Budget: €400/month Bid strategy: Maximize conversions (after enough data), then target CPA Match types: Phrase match and exact match (avoid broad match early on)

Campaign 3: Local / Google Maps

Goal: Show Michiu to people nearby or searching on Google Maps. Targeting: 2-5 km radius around Michiu Budget: €300/month Ad type: Local campaign (shows on Maps, Search, Display, YouTube) Key: Requires optimized Google My Business profile

Campaign 4: Display Remarketing

Goal: Bring back website visitors who didn't convert. Audience: Website visitors (last 30 days) who didn't make a reservation Budget: €100/month Creative: Food photos, "Still thinking about dinner?" messaging Frequency cap: 3 impressions per user per day

Campaign 5: YouTube Pre-Roll (Phase 2, Month 4+)

Goal: Brand awareness through video ads on YouTube. Targeting: Amsterdam metro area, food & dining interests, 25-55 age Budget: €150/month (reallocated from underperforming campaigns) Creative: 15-second non-skippable food montage Ad type: Bumper ads or in-stream

Google My Business Optimization

This is arguably more important than paid ads. Checklist:

• Verify business ownership
• Complete all business information (hours, phone, website, menu link)
• Upload 20+ high-quality photos (use professional food photography)
• Add new photos weekly (keeps listing fresh)
• Respond to every review within 24 hours (positive and negative)
• Post Google My Business updates weekly (specials, events, new dishes)
• Enable messaging, reservations, and menu links
• Use relevant categories and attributes
• Encourage satisfied customers to leave reviews

Budget Allocation (from €1,000 total ad spend)

Adjust monthly based on performance. Move budget toward highest-performing channels.

Key Metrics to Track

• Cost per click (CPC) — target < €1.50
• Click-through rate (CTR) — target > 3%
• Conversion rate (clicks to reservation/direction) — target > 5%
• Impression share — aim for > 50% on brand terms
• Quality Score — maintain 7+ on primary keywords
• Cost per acquisition (CPA) — calculate based on average ticket value

Related Notes

• 👥 Target Audience Personas
• 📈 KPI & Reporting Framework
• 📊 Budget Allocation