Restaurant chain · Multi-location
How NAAN KABOB cut cost per click by 60%.
A growing kebab chain was paying premium prices for clicks that rarely walked through the door. We rebuilt the account around intent and location, and the cost of a customer fell with it.
- Client: NAAN KABOB
- Engagement: 7 months
- Channels: PPC Advertising, Paid Social Ads
Numbers pulled from the client's own analytics, not ours.
60%
Lower cost per click
2.4x
More tracked orders
38%
Cut in wasted spend
The problem
Where the growth was leaking.
The account had been running on broad match with a single national campaign. Every branch competed for the same budget, and the busiest outlet quietly ate the spend meant for the newest one.
Ad copy talked about the brand. Search queries were about lunch near me, catering for 40 people, and halal delivery. The gap between the two was costing roughly six rupees in every ten.
What we did
The strategy, step by step.
Split the account by branch
One campaign per outlet, with radius targeting drawn around real delivery zones instead of a city-wide guess.
Rebuilt the keyword set around intent
Cut 300+ broad terms, kept the ones tied to ordering, catering and reservations, and added negatives for recipe and job searches.
Wrote ads that answer the query
Menu-specific headlines, live offers, and call and directions extensions on every mobile impression.
Fixed measurement first
Calls, direction requests and online orders were all tracked as separate conversions, so bidding optimised for revenue rather than traffic.
The outcome
Within two months the blended cost per click had halved, and by month four the chain was spending less per outlet while taking more orders.
The account now runs on a fixed monthly budget with a clear cost-per-order target — and the newest branch gets its fair share.
Get a free quote“We were spending more every month and seeing less. The first thing Race Digital did was tell us what to switch off.”
Services used
free website & ads audit
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Audit report
12 findings
Wasted spend
₹2.4L/mo
Broken events
7
conversion pixels misfiring
Missed keywords
34