Google Ads for Food Delivery | ROAS 11.45

Client — a food delivery restaurant in Kharkiv specializing in шашлык, lula kebab, barbecue, and grilled dishes. The main goal was to increase online orders through Google Ads while maintaining positive ROI in the highly competitive food delivery niche.

Results Over 2 Months
— Ad spend: 20,257 UAH.
— 121 purchases generated.
— Cost per order: 167 UAH.
— Conversion rate: 6.14%.
— Conversion value reached 231,995 UAH.
— ROAS (Conversion Value / Cost): 11.45.
— Top impression share exceeded 86%.

What Was Done
— Implemented eCommerce conversion tracking through Google Tag Manager and Google Analytics 4 on the Choice platform.
— Configured purchase and checkout tracking for accurate campaign optimization.
— Initially, campaigns optimized toward all user actions, including phone number clicks.
— After collecting enough data, campaigns were switched to optimize only for real website purchases.
— Later, the campaigns were transitioned to a Target CPA bidding strategy with a target order cost of approximately 150 UAH.
— Collected and structured a semantic core based on high-intent and commercial keywords:
- “BBQ delivery”;
- “order шашлык delivery”;
- “lula kebab delivery”;
- “barbecue delivery” and others.
— Performed deep negative keyword optimization:
- excluded competitors;
- excluded areas outside the delivery zone;
- filtered irrelevant and informational search queries.
— Conducted large-scale cross-negative optimization between ad groups to improve ad relevance and traffic quality.
— Ongoing optimization included:
- adding negative keywords;
- disabling underperforming ad groups;
- bid and budget optimization;
- improving ROI performance.

Conclusion
The project achieved highly profitable advertising performance in one of the most competitive local niches — food delivery. Thanks to accurate purchase tracking, deep semantic optimization, and continuous search query optimization, the campaigns started generating stable online orders with positive ROI and predictable customer acquisition costs.

Additionally, part of the orders came through phone calls from the website, which were not included in the statistics due to the absence of call tracking at this stage.
At the same time, the campaigns generated over 100 phone number clicks in just 2 months, meaning the actual customer acquisition cost was even lower than shown in the advertising account.