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Toni’s Pizzeria goes hyper local with ads to stay independent and serve its customers directly

Back to all success stories

Toni’s Pizzeria goes hyper local with ads to stay independent and serve its customers directly

Goals
  • Improve search ranking for Toni’s Pizzeria brand-name related terms
  • Get more customers ordering pizza directly from the Toni’s Pizzeria website
  • Turn one-time orders into regular customers by understanding their needs
  • Reach more potential customers with minimal ad spend
Investment
  • Serving ads to potential customers within their delivery service area
  • Advertising within opening times and around dining hours
Results
  • Increased direct online orders to 70% of total revenue in just three years
  • 4 online orders received for every 1 phone call
  • Boosts brand-name related visits to 60% of all clicks in 3 years
  • 1,387.96% return on ad spend in 2019

“Google Ads gave us confidence, because we could see it was focused on finding the right customers and getting results. We realised that we could show our adverts to people within our local area, which was exactly what we wanted.”

- Antoni Dobrenko, Owner and Head Chef, Toni’s Pizzeria

About the company

2013

Toni’s Pizzeria was founded

2

restaurants

30

employees

About the goals

Antoni Dobrenko opened Toni’s Pizzeria in 2013 to bring authentic, high quality, freshly made pizza to pizza lovers all over Glasgow. Six and a half years later, Toni’s has gone from a small takeaway to a multi-award winning restaurant business in Giffnock and the West End, with plans to open three more in the future.

Toni’s enjoyed early success and growth, but as the business grew, its founder Antoni felt they were missing out on having a direct connection to customers online. Pizza lovers were going through delivery services to order from Toni’s Pizzeria, which meant that Antoni and his team weren’t learning anything about their customers, like what their favourite pizzas were, or what kind of promotions they favoured. Realising that the key was driving more potential customers to their own website, Antoi turned to Digital Restaurant and Google Ads for a solution. “What sets us apart is the personal connection,” he says. “We get to know our customers by their first names, and that rapport is so important to us. We were looking for new ways to keep people coming back, and keep that personal connection going strong.”

Another factor to keep in mind was that the business needed to drive its marketing efforts, but it also needed to keep making quality pizza. Ads would have to be targeted and results-oriented, freeing up Antoni and his team to focus on delivering great-tasting pizza.

Investment

Working with marketing agency Digital Restaurant, Toni’s Pizzeria took a highly targeted approach to attract more customers while keeping ad spend low. By creating Local Campaigns, they were able to serve ads only to customers in the area covered by their delivery service. They also restricted the timing of campaigns to restaurant operating hours, and the busiest times for ordering and dining - this ensured that they were spending wisely, at the time of day when customers would be most likely to order from Toni’s Pizzeria.

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

Try Google Ads now

Results

70%

increase in online orders of total revenue in just three years

4

online orders received for every 1 phone call

60%

boost in brand-name related visits of all clicks in 3 years

1,387.96%

return on ad spend in 2019

Together with Digital Restaurant, Toni’s Pizzeria has successfully used Google Ads to drive more customers to its website, safeguarding the personal connection that helps it serve Glaswegian pizza lovers better. “Our direct online orders have rocketed to 70% in just three years - and we’re consistently getting more visitors,” says Antoni. “I think we’re well on our way to being the go-to place for ordering top quality pizza in Glasgow.”

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