Four restaurants, four different situations: a café-restaurant built up over two years, a pizzeria starting from zero, a kebab shop that worked from week one, and a burger joint where we stopped the best-looking campaign. The numbers are measured Google Ads and Google Analytics data; instead of money amounts we show return (ROAS) and change.
For two years a Maps campaign on under 30,000 HUF a month did the groundwork. When the new EasyPie ordering site arrived, the campaign was ready for it.
~11x
ROAS: order value measured from ads vs ad spend (Feb–Sep 2026)
+270%
direction requests from ads (2024 monthly average → Apr–Sep 2026 average)
+19%
website revenue (Feb–Mar → Jul–Sep 2026)
Direction requests from ads / monthOnline orders from ads / monthNew EasyPie ordering site + ordering campaign
May 24
Sep 24
Jan 25
May 25
Sep 25
Jan 26
New EasyPie ordering site + ordering campaign
May 26
Sep 26
May 24: 45Sep 26: 198 / 81
1
Where they started
In May 2024 we started with a single local campaign on under 30,000 HUF a month: it brought people searching Google Maps for a café or restaurant in Ajka to Retro Caffé's door. We spent nothing on brand searches: anyone searching for Retro by name gets it first, for free. In 2024 this brought about 60 direction requests a month on average.
2
What changed
The local campaign learned month by month: in 2025 the same budget brought about 90 direction requests a month, often from people who were originally searching for another well-known local restaurant. In February 2026 Retro moved to its new EasyPie-based online ordering, and we launched an ordering campaign alongside it. The total budget stayed under 100,000 HUF a month.
3
Where they landed
Since February 2026, the order value measured by Google is about 11 times the ad spend, and the ads bring 75–370 online orders a month. The local campaign brings about 220 direction requests a month, 270% more than in 2024, and website revenue is up 19% on the ordering site's first months.
Note: ROAS: order value measured by Google Ads divided by ad spend. A direction request isn't a visit, it only means someone set off towards the place.
PIZZERIA · GOOGLE ADS
From no ads to a 5.5x return from month one
They hadn't advertised on Google before. From the first full month, the return has been at least four times the spend every month.
~5.5x
ROAS May–September 2026 (between 4.2x and 6.6x each month)
+96%
online orders on the website (month 1 → average of months 2–5)
~170–250
direction requests a month from ads
Direction requests from ads / monthOnline orders from ads / monthCampaigns live
Mar 26
Apr 26
Campaigns liveMay 26
Jun 26
Jul 26
Aug 26
Sep 26
Mar 26: 51 / 0Sep 26: 170 / 45
1
Where they started
Kertvárosi Pizzéria had no Google ads before us. In March and April we launched and tested the account on a small budget.
2
What changed
In May 2026 two campaigns went live: an ordering campaign that sends people who want to order now to the online ordering site, and a local campaign that brings people searching on Maps to the pizzeria. The budget stayed under 100,000 HUF a month. By June, Google ads had become the website's biggest traffic source.
3
Where they landed
From May to September, the order value measured by Google averaged 5.5 times the ad spend, and never fell below 4x in any month. Online orders measured on the website nearly doubled compared with the first month (+96%), and the local campaign brings 170–250 direction requests a month.
Note: ROAS: order value measured by Google Ads divided by ad spend. March–April were the setup and test months.
KEBAB SHOP · KECSKEMÉT · GOOGLE ADS + EASYPIE
A 5x return from week one
A new EasyPie ordering site and a Google campaign launched on the same day. No months of learning: orders came in from the first week.
~5x
ROAS over the first 9 weeks
~11
online orders a week from ads
~90
direction requests a week from ads
Direction requests from ads / weekOnline orders from ads / weekLaunch
Launch17 Aug
24 Aug
31 Aug
7 Sep
14 Sep
21 Sep
28 Sep
5 Oct
12 Oct
17 Aug: 82 / 612 Oct: 88 / 11
1
Where they started
Kebab Factory had no Google ads until August 2026. Their new EasyPie-based ordering site and our campaigns launched on the same day, 18 August, with no history.
2
What changed
We launched two campaigns on a budget of about 60,000 HUF a month: an ordering campaign for the new site and a local campaign for Maps. The ordering campaign sends people who want to order now to the new site, the local one brings people searching on Maps to the door.
3
Where they landed
Over the first 9 weeks, the order value measured by Google was about five times the ad spend. The ads brought an average of 11 online orders and 90 direction requests a week, and that was true from the first week, not only after months.
Note: ROAS: order value measured by Google Ads divided by ad spend, over the 9 full weeks from 17 August to 18 October 2026.
BURGER JOINT · GOOGLE + META
We stopped the best-looking campaign, and revenue went up
On paper, the brand campaign was the star of the account. In reality it paid for people who would have ordered anyway.
+9%
website revenue (3 months before the stop → 7-month average after)
+40%
website visits (same periods)
~0 → ~160
direction requests a month from ads
Direction requests from ads / monthWebsite revenue (index, Nov 2025–Jan 2026 = 100)Brand campaign stopped
Apr 25
Jul 25
Oct 25
Jan 26
Brand campaign stopped
Apr 26
Jul 26
Sep 26
Apr 25: 0 / 48Sep 26: 163 / 92
1
Where they started
Part of Kalóz Burger's Google budget went to a brand campaign: searches where the guest had already typed the Kalóz name. In the report it was the best campaign, because these people ordered, but most of them would have found Kalóz without ads: they already rank first for their own name organically.
2
What changed
In February 2026 we stopped the brand campaign and moved the budget to campaigns that reach new people: a local campaign on Maps, and a Performance Max campaign that also speaks to people looking for other burger places. On paper the return measured by Google dropped, because it no longer credited the ads with people who would have come anyway.
3
Where they landed
The real numbers didn't drop: in the 7 months after the stop, website revenue was on average 9% higher and visits 40% higher than in the 3 months before. Meanwhile the local campaign went from almost zero to about 160 direction requests a month, so the money now really brings new guests.
Note: Website revenue and visits are Google Analytics data, from all sources. The Google Ads budget was between 80,000 and 160,000 HUF a month, with Meta ads running alongside.
