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About

Our client is a restaurant inventory management platform serving 15,000+ food and beverage operators worldwide. Their software helps multi-location restaurants and hospitality groups control food costs, streamline purchasing, and reduce waste across their operations.

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Challenge

Despite strong brand awareness and a loyal customer base, the client's primary non-brand Google Ads campaign was underperforming at the conversion stage. Traffic was solid, but the landing page wasn't converting it.

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In Q3 2025, the non-brand conversion rate (CVR) sat at 0.66% - well below what a mature paid search program should be producing. The page visitors were landing on was a general product page: feature-heavy, not conversion-focused, and not designed around a specific offer or audience intent.

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The core problem: paid search traffic was landing on a page built for awareness, not action. The gap between click intent and landing page experience was killing conversion efficiency before the visitor ever reached a demo form.

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Solution

We rebuilt the landing page experience from the ground up, applying AdConversion's high-converting landing page framework designed specifically for paid search traffic.

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1. Anchored the Page to a Specific Job-to-Be-Done

• The original page tried to serve every visitor. 
• The new page was written for a specific searcher: a restaurant operator seeking ways to cut food costs and reduce inventory waste. 
• The headline led with the outcome ("Cut Food Costs by 5%") rather than a product category label. This immediately aligned with the purchase intent behind non-brand search queries.

2. Replaced Product Features with a High-Intent Demo Offer

• The old page presented a product tour and a generic CTA. 
• The new page placed a demo booking form above the fold with a specific, outcome-oriented offer. 
• Visitors knew exactly what they were being asked to do and why it was worth their time.

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3. Rebuilt the Page Architecture Around the Buyer Journey

• The new page guided visitors through a clear narrative: here is your problem, here is proof others have solved it, here is how we solve it, here is what happens next. 
• Social proof (customer logos, outcome-based testimonials, and a 15,000+ restaurant trust signal) was moved up the page to reduce friction before the CTA.
  
  

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4. Designed as a Scalable Template for Competitor Campaigns

• Beyond the primary non-brand campaign, the new page structure was built to serve as a template for competitor keyword campaigns. 
• The same framework (specific outcome headline, above-the-fold demo form, trust signals, job-to-be-done structure) was adapted for competitor landing pages, extending the conversion gains across the broader paid search program.

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Results

The impact was immediate and sustained across multiple quarters.

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The +171% QoQ jump from Q3 to Q4 represents the largest single-quarter CVR gain in the program's history, and it was achieved without increasing ad spend. The same traffic, converting at a fundamentally different rate because the page finally matched what the visitor was looking for.

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The results held. Q1 2026 delivered another 25% improvement on top of Q4's gains, and Q2 is tracking above 2% on partial data. This is not a one-quarter spike, it is a structural shift in conversion efficiency.

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What This Proves

Most paid search programs lose the game at the landing page, not the ad. Optimizing bids, keywords, and ad copy matters, but if the page experience does not match the intent behind the click, conversion rates plateau regardless of how much you spend.

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This case study is a clean example of what happens when the page is treated as a conversion asset, not a product brochure. A focused outcome headline, a specific offer, and a structure built around the buyer's job-to-be-done delivered a 238% CVR improvement over two quarters, without touching the ad budget.

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The same template has since been applied to competitor landing pages across the same account, extending the conversion gains beyond the primary non-brand campaign.

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