Roy’s Restaurant Paid Search Strategy Connects Searches to Sales

THE Challenge

Known for Pacific Rim flavors and warm, inviting hospitality, Roy’s had established brand equity but needed to improve its digital performance to match. Guests were searching for reservations and experiences, but their path from search to table left a lot to be desired. Roy’s needed a partner to elevate search performance across channels while aligning with their brand and guest journey.

THE Solution

Acquired Taste designed a full-funnel paid search program focused on measurable outcomes and multi-location consistency. Campaigns were structured by business objective—reservations, private dining and gift card sales—to align budgets with revenue impact. Key improvements included:

• Comprehensive Paid Search Campaigns: Roy’s launched branded and non-branded keyword campaigns across 17 U.S. markets, each tailored to a specific revenue stream.
• Mobile & Click-to-Call Optimization: The strategy prioritized mobile-first traffic and integrated click-to-call features to convert high-intent guests.
• Call Tracking & Analytics: Acquired Taste partnered with DialogTech to measure, analyze and optimize phone reservations.
• Display, Retargeting & Geofencing: The campaign extended reach through programmatic ads, evergreen retargeting and geofencing around key demographic areas near restaurant locations.

THE Results

The strategic reset empowered Roy’s to connect with guests in new ways while driving measurable impact:

• Revenue Growth: Roy’s saw a dramatic lift in sales as paid search campaigns directly translated into guest reservations, private dining bookings and gift card purchases.
• Guest Engagement: Brand engagement deepened across channels, with a 116% increase in interaction reflecting stronger relevance and connection with audiences.
• Mobile Conversions: Mobile-first strategies drove a 522% surge in call-in reservations, turning search intent into immediate revenue opportunities.
• Marketing ROI: Confident in the results, Roy’s increased ad spend by 267%, knowing every dollar invested was fueling measurable growth.

THE Details

Strategy Alignment

Building on a long-standing client relationship, Acquired Taste had deep insight into Roy’s brand personality, guest preferences and marketing calendar. This allowed for faster optimization and better alignment across channels.

Channel-Specific Campaigns

By segmenting campaigns into reservations, private dining and gift cards, Acquired Taste ensured clear tracking and more efficient, better-informed budget allocation.

Mobile-First Engagement

Recognizing the importance of mobile calls for restaurants, the strategy prioritized mobile search and integrated robust analytics for call conversions.

Audience Expansion

Programmatic display, retargeting and geofencing extended reach, reengaged potential guests and maximized ROI across every touchpoint.

Why It Matters

For today’s restaurant brands, paid search must go beyond clicks to deliver tangible business growth. The Roy’s–Acquired Taste partnership shows how the right strategy can elevate guest engagement, drive revenue and build confidence to reinvest in marketing at scale. By aligning digital performance with brand hospitality, paid search became not just a channel—but a catalyst for long-term success.