With over 80,000 restaurants in the UK, the competition is hotter than a MasterChef finale.
For restaurant owners and marketing managers, standing out and getting diners in is no easy feat. That’s where paid advertising comes in. Whether you run a quaint bistro or a big chain, adding pay-per-click (PPC) campaigns and paid social ads to your marketing mix can mean the difference between empty tables and a full restaurant.
This beginner’s guide shows how UK restaurant owners can use paid advertising to reach more diners, book more tables, and grow their business.
What is Paid Advertising
Paid advertising is promoting your business through paid placements on search engines, websites, and social media. Advertisers bid on ad slots, paying per click, impression, or conversion, depending on the campaign type. The most common formats are:
- Search Ads: Ads that appear at the top of search engine results when you search for something like “best Indian restaurant in Manchester.”
- Display Ads: Visual ads on third-party websites, used to increase brand visibility.
- Social Media Ads: Targeted ads on Facebook, Instagram, and TikTok, great for building awareness and driving engagement.
Why Paid Advertising Works for Restaurants
Restaurants live and die on visibility and targeted reach. Here’s how paid advertising can help:
- Increase Visibility: Stay top of mind when diners search for restaurants or cuisines.
- Target Audience Precisely: Reach local customers by targeting demographics, interests, and behaviours.
- Boost Bookings: Drive traffic to online booking systems and takeaway platforms.
Setting Your Advertising Goals
Before you start any campaign, define what you want to achieve. Your goals will guide your strategy and budget. Common goals for restaurants are:
- More Reservations: Perfect for restaurants looking to fill the dining room.
- More Takeaway Orders: Ideal for restaurants that offer delivery or click-and-collect.
- Brand Awareness: For newer or less established restaurants.
- Promotions: To promote special offers, seasonal menus, or events.
Example Goal: If you run a high-end Italian restaurant in London, you might want to increase weekday dinner bookings for your new truffle menu. Your ad campaign can focus on that specific goal and target diners interested in premium dining.
You know your business, and where it needs improving, but if you’re new to paid advertising, it can be quite a challenge to know the best way to achieve your objectives. The information below will help, but you could also consider getting assistance from an advertising agency that specialises in restaurant marketing, to make sure you get the mos from your ad spend.
Choosing the Right Platforms
Choosing the right platform is key. Here’s a breakdown of the best platforms for UK restaurants:
Google Ads for Restaurants
Google Ads allows your restaurant to show up in search results when users are actively looking for dining options. Key features include:
- Search Ads: Imagine a customer searches for “romantic dinner spots near me”. A well-optimised ad means your restaurant is the first result.
- Google My Business Integration: Pairing ads with an up-to-date Google profile improves local search visibility.
Google Maps Ads
Google Maps Ads are essential for local diners. Your restaurant’s ad will show up on the map and search results when someone searches for nearby restaurants. For example, “burger shops in Liverpool” could display your location front and centre.
Social Media Advertising
Facebook and Instagram are perfect for restaurants due to their visual and localised nature. Benefits include:
- Precise Targeting: Filter audiences by age, interests (e.g. “loves seafood”) or proximity to your location.
- Engaging Visuals: Use mouthwatering images of your dishes or videos of your chef in action to entice diners.
Tip: TikTok is an emerging platform for food businesses, allowing you to create fun, engaging videos that showcase your restaurant’s personality and menu.
Creating Effective Ad Campaigns
Advertising is one thing, but the right kind of advertising can make or break your campaign. There are a few basics to bear in mind when you’re creating your ad campaign to make sure it’s a success.
Audience Targeting
Get to know your ideal diner. Targeting options could include:
- Geographical Location: Keep it local and target people around your area.
- Demographics: Tailor your audience based on age groups, professions, or income levels.
- Interests and Food Preferences: Vegan restaurants can target those who follow vegan or plant-based lifestyles.
Ad Copy and Visuals
Grab attention. Your ad copy should be direct, engagin,g and highlight your unique selling point. For example:
- Headline: “Spice Up Your Evening at Leicester’s Best Indian Restaurant”
- Call-to-Action (CTA): “Book a table now! Limited seats available.”
Pair with high-quality images of your signature dishes or restaurant interiors.
Budgeting
Start small and grow. Allocate your budget based on:
- Cost-Per-Click (CPC): The amount you’ll pay per click on your ad.* Return on Investment (ROI): Estimate how your campaigns will convert to revenue. For example, if a diner spends £50 on dinner, you might be happy to spend £5 to get that booking.
Location-Based Targeting
For restaurants, geo-targeting is key. Limit your ads to a 5km radius around your restaurant to ensure your ads reach nearby customers. You can also target specific locations, such as offices, to attract lunch goers or residential areas during dinner times.
Example Campaign: A café near Paddington station might run display ads targeting commuters in the surrounding area with CTAs like, “Start your morning right! Grab a fresh croissant and coffee.”
Monitoring and Optimising Ad Performance
Key Performance Indicators (KPIs)
Track:
- Click-Through Rate (CTR): Percentage of people who clicked your ad.
- Cost-Per-Conversion (CPC): The cost of a reservation/takeaway order.
- Engagement Rates for social platforms.
A/B Testing
Test different headlines, visuals, or CTAs. See which ad resonates with your audience.
Continuous Improvement
Review your metrics weekly or monthly and tweak underperforming campaigns. Is one ad not driving clicks? Adjust your targeting or enhance the visuals.
UK Advertising Regulations
Ensure your campaigns comply with the Advertising Standards Authority (ASA) guidelines. Key tips:
- Accurately represent your menu or services.
- Be transparent about pricing, especially for promotions.
- Include necessary disclaimers e.g. allergy notes for food items.
Increase Bookings with Paid Advertising
Paid advertising is a powerful way for UK restaurants to attract more diners, increase awareness and grow their business. From optimising Google Ads to creating irresistible Instagram campaigns a successful ad strategy is all about creativity and data.
Start small, track your results and build your campaigns over time. And remember great advertising is all about knowing what your diners want and delivering it to their fingertips.
