PPC for HoReCa in Poland | Local Business

Client: Local food delivery restaurant (main product — pizza)
Location: Ursynów, Warsaw, Poland
Website: https://maketake.pl/

Google Maps: Make&Take Ursynów local listing
Advertising platform: Google Ads (Performance Max, local formats, Google Maps, YouTube, Search)

About the Business
Make&Take Pizza is a local restaurant specializing in pizza delivery and takeaway in the Ursynów district.


For this business, it is critical not just to generate clicks, but to drive real visits and orders to a specific location.

Campaign Goal

Main goal: Increase the number of actual orders by attracting local users with high purchase intent.

A Performance Max campaign with the goal “Local store visits and promotions” was selected, allowing to:

reach users across Google Maps, Search, Display, and YouTube
optimize toward local actions
scale ads during hours with the highest visit intent

What Was Done

analysis of the business, location, and local demand (Ursynów)
Google Ads account setup and optimization
advertiser verification and moderation approval

Analytics & Conversions

synchronization with Google Business Profile
setup of local actions as conversions:

Campaign Structure
Performance Max campaign creation
asset group setup
bidding strategy: Maximize conversions
local targeting: Ursynów

Optimization & Management

optimization during learning phase
creative and format adjustments
CPC and impression control
monitoring CTR, conversions, and spend
focus on high-intent actions (Directions + Calls)

Campaign

Name: Local store visits and promotions — Performance Max
Location: Ursynów
Bidding strategy: Maximize conversions
Daily budget: 70 PLN

Results

Overall Metrics
Impressions: 104,197
Clicks: 1,519
CTR: 1.46%
Avg. CPC: 0.98 PLN
Total spend: 1,487.61 PLN

Conversions
Total local actions: 412
Avg. CPA: 3.61 PLN
Conversion rate: 27%

Conversion breakdown:

364 — Directions
38 — Click to call
10 — Calls from ads

Actual Business Results

During the campaign period:
635 total orders recorded (ads + organic + repeat customers via POS system)

This reflects the real business impact, as most customers:

first plan a visit or call via Google Maps
place the order later by phone or on-site


Customer Behavior
Ads generated demand during daytime, while peak orders occurred between 16:00–21:00, confirming the strategy of warming up users before decision time.

Campaign Dynamics

During optimization:

expanded creative pool (banners + video)

integrated YouTube Shorts

optimized for Directions and Calls

analyzed active hours

adjusted budget during scaling

After the learning phase, the campaign reached stable local conversion volume with predictable costs.

POS systems track the final purchase, which often happens later.
That’s why 412 local actions + 635 real orders provide the full performance picture.

Final Conclusion

The campaign:
delivered a stable flow of local customers
achieved a low average CPA of 3.61 PLN
confirmed the effectiveness of Google Maps and Performance Max for restaurants
created a solid foundation for scaling during peak hours

Scaling Potential

Recommended growth points:
increased budget from 16:00–21:00
stronger focus on video formats (Shorts, local YouTube ads)
testing promotional offers in Google Maps
separate asset groups for takeaway and delivery

Scalable Service

This case demonstrates how a properly built Google Ads strategy can directly impact offline sales and local demand.

We don’t just generate clicks — we build a system that:

Workflow: strategy → launch → optimization → scaling → analytics & reporting

This case proves how Google Ads can directly influence offline sales and local demand.