Paid Ads Case Study: Open Bakery

Open Bakery is a bakery and cooking school based in Brighton. They came to us looking to increase the number of bookings for their cookery classes. They already had a good website but weren’t getting the traffic or conversions needed to fill their cookery class and workshop bookings.

Keyword Research

Our first step was to perform keyword research and find the right phrases to target. We differentiated between users looking for cooking classes and those who were just searching for recipes, tutorials, and tips.

Website Edits

While Open Bakery’s website was well-designed and mobile-optimised, we wanted to make a few small adjustments like adding headlines and h2 tags to the pages that users would land on after clicking the ads. This was to help draw users in with a clear statement of what to expect – like “Baking workshops and cooking classes in Brighton & Hove”. This also would help them improve their search rankings in organic search by getting more mentions of their target keywords onto their pages.

Campaigns and Ads

We overhauled their existing ad campaigns, set up new campaigns for their cooking classes, and added prices and images to their ads. We also segmented the ad campaign based on their different classes so we could adjust the ad budgets depending on which classes were getting more bookings.

Maintenance

We regularly check the search terms that trigger Open Bakery’s ads. We block any irrelevant search terms to prevent them from triggering ads in the future and add relevant searches as new keywords if we think they have the potential to bring in more traffic in the future.

Results

After an initial period where the Google Ads algorithm was adjusting to the new keywords and targeting, there has been a steady increase in cooking class bookings through the ads (as well as a few extra sales from the bakery side). While in the first month of running the ads, the ROI was only 105%, by the end of the second month it was up to over 200% ROI and continues to grow month over month.