When Mountain View Grill came to us, they were struggling. Three locations, declining foot traffic, and a marketing budget that seemed to disappear without results. Twelve months later, they'd achieved their best year ever.
This is the story of how we did it.
The Challenge
Mountain View Grill operates three casual dining restaurants in the Denver metro area. When they contacted us, they faced:
- Revenue: Down 15% year-over-year
- Online presence: Nearly invisible (page 3+ for all relevant searches)
- Google Ads: $3,500/month spend with $4.50 cost per click, minimal tracking
- Reviews: 3.8 average across locations (industry average is 4.2)
- Social media: Sporadic posting, low engagement
Their previous agency had them running broad match keywords like "restaurants near me" and "places to eat" with no location targeting optimization.
Our Strategy
After a comprehensive audit, we developed a three-phase strategy:
Phase 1: Foundation (Months 1-2)
- Fix technical SEO issues
- Restructure Google Ads campaigns
- Implement proper conversion tracking
- Launch review generation campaign
Phase 2: Growth (Months 3-6)
- Local SEO optimization for each location
- Targeted Google Ads campaigns
- Social media content strategy
- Reputation management
Phase 3: Scale (Months 7-12)
- Expand successful campaigns
- Add new channels
- Optimize for profitability
- Test and iterate
The Execution
Google Ads Restructure
Before: One campaign, all locations, broad match keywords
- Cost per click: $4.50
- Conversion rate: 1.2%
- Cost per reservation: $375
After: Location-specific campaigns with granular targeting
- Separate campaigns for each location
- Keyword targeting: "[neighborhood] restaurants", "[cuisine type] near [location]"
- Ad scheduling during high-intent hours (11am-1pm, 5pm-8pm)
- Location extensions and call extensions
- Remarketing to website visitors
Results at 6 months:
- Cost per click: $1.85 (59% reduction)
- Conversion rate: 4.8% (300% increase)
- Cost per reservation: $38.50 (90% reduction)
Local SEO Campaign
Each location received dedicated optimization:
Google Business Profile:
- Complete profile optimization (all fields filled)
- Weekly posts with food photos and specials
- Q&A section actively managed
- Photos updated monthly (80+ per location)
Citation Building:
- 50+ consistent citations per location
- Major platforms: Yelp, TripAdvisor, OpenTable, Zomato
- Local directories: Denver-specific sites
On-Site SEO:
- Location pages optimized for each restaurant
- Schema markup for Restaurant and LocalBusiness
- Mobile speed optimization (3.2s to 1.8s)
Results at 6 months:
- Google Maps rankings: Position 1-3 for primary keywords
- Organic traffic: +180% increase
- "Directions" clicks: +220% increase
Review Generation Strategy
We implemented a systematic review collection process:
- Timing: Request reviews via email 24 hours after visit
- Simplicity: One-click link directly to Google review page
- Staff involvement: Train servers to mention reviews organically
- Response: Every review responded to within 24 hours
Before: 3.8 average rating, 45 reviews/month total
After: 4.6 average rating, 180 reviews/month total
For more on local SEO, see our local SEO guide.
Social Media Transformation
Content Strategy:
- 5 posts per week per location
- Behind-the-scenes kitchen content
- Customer spotlights (with permission)
- Special offers and events
- Food photography (professional quality)
Paid Social:
- Instagram ads targeting local foodies
- Facebook event promotion for special nights
- Retargeting website visitors
Results:
- Instagram followers: 1,200 to 18,500 (+1,442%)
- Facebook engagement: +380%
- Social referral traffic: +290%
Email Marketing Launch
Previously, Mountain View Grill wasn't collecting emails. We implemented:
- Email capture on website (10% off first order)
- In-restaurant collection (loyalty program)
- Monthly newsletter with events and specials
- Automated birthday and anniversary emails
List Growth: 0 to 12,500 subscribers in 12 months
Email Revenue: $45,000 attributed to email campaigns
The Numbers
Revenue Impact
| Metric | Before | After 12 Months | Change |
|--------|--------|-----------------|--------|
| Monthly Revenue | $185,000 | $815,000 | +340% |
| Average Check | $45 | $52 | +16% |
| Covers per Month | 4,100 | 15,700 | +283% |
Marketing Efficiency
| Metric | Before | After | Change |
|--------|--------|-------|--------|
| Marketing Spend | $5,500/mo | $12,000/mo | +118% |
| Cost per Acquisition | $375 | $38 | -90% |
| Marketing ROI | 1.2x | 8.5x | +608% |
Digital Presence
| Metric | Before | After | Change |
|--------|--------|-------|--------|
| Organic Traffic | 1,200/mo | 8,400/mo | +600% |
| Google Maps Views | 15,000/mo | 89,000/mo | +493% |
| Review Rating | 3.8 | 4.6 | +21% |
| Social Followers | 1,200 | 18,500 | +1,442% |
Key Learnings
What Worked Best
- Location-specific everything: Generic campaigns fail. Each location needs its own strategy.
- Review velocity matters: Not just rating, but review frequency signals popularity to Google.
- Integration amplifies results: SEO + Ads + Social together outperformed any channel alone.
- Staff buy-in is crucial: When staff understood and supported the marketing, results accelerated.
What We'd Do Differently
- Start email earlier: Should have prioritized email collection from month one.
- More video content: Video performed 3x better but we didn't invest enough early.
- Loyalty program sooner: The loyalty program drove significant repeat business.
How This Applies to Your Business
While every business is different, the principles transfer:
- Fix the foundation first: Technical issues and tracking before campaigns
- Think local: For location-based businesses, local SEO is often highest ROI
- Build systems: Review generation, content, and email should be systematic
- Measure everything: Attribution told us what worked so we could double down
- Integrate channels: Multi-channel strategies create multiplier effects
The Investment
Monthly Retainer: $8,000/month (full-service management)
Ad Spend: Started at $3,500/month, grew to $12,000/month
Total Investment: ~$150,000 over 12 months
Return: $630,000 in additional monthly revenue = $7.5M+ annually
ROI: 50:1 return on marketing investment
Ready for Similar Results?
Mountain View Grill's transformation wasn't magic—it was strategy, execution, and optimization applied consistently over time.
We specialize in helping service-based businesses achieve dramatic growth through integrated digital marketing. Whether you're a restaurant, contractor, or professional service, the principles apply.
Contact us for a free consultation and let's discuss how we can transform your marketing.
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Related Resources:
- Digital Marketing Complete Guide - Strategy overview
- Local SEO Guide - Local optimization tactics
- Google Ads Cost Guide - Understanding PPC costs
- Restaurant Marketing Guide - Industry-specific strategies
