McCormick & Schmicks

Driving In-Store Traffic with Online Ads.

How we were able to take a good Google Ads campaign and turn it into a Premier one – and prove the improvement, using location-based tracking.

The Opportunity.

McCormick & Schmick’s restaurants had an ongoing Google Ads campaign to drive phone calls, online reservations, and (of course) in-store sales. As a Google Premier Partner agency, we were able to utilize a new tracking system (still in beta at the time) and test out changes to the campaign in an effort to optimize the ad spend and improve results.

Paid Media

Paid Search Optimization

The Plan.

At the start of 2018, we reorganized the existing ad groups in a way that enabled the Google Ads algorithms to do a better job of choosing the most effective keyword searches to bid on and the best ad copy variations to display. If that sounds technical, that’s because it is, but at least youdidn’t have to do it. We also implemented location-based tracking through Google, allowing us to see whether people who viewed the ads on mobile later visited a McCormick & Schmick’s location in person.

The Results.

The optimizations were a resounding success. Using the same ad budget, we were able to drive an increase in both reservations and phone calls from ads, while more than doubling store visits. These results were despite comparing what is traditionally a slow period―January through March―with the busy fourth quarter holiday season preceding it.


Increase in Reservations
and Phone Calls from Ads.


Store Visits by People
who had seen Paid Ads.

Let us do the same for you.

Contact us to start getting more out of your Google Ads spend.