One of our clients is a very well rated pizza restaurant located in mid-town Montreal. Reviewers have often cited that their pizza is the best in town, with one reviewer even claiming that it’s the best pizza in Canada. Like every restaurant owner, though, our client is always looking for ways to increase the number of orders that come in. They want their phone to ring more, online orders to increase and they can never have enough walk-in clients.
The following is a Local Listing Case Study about a pizza restaurant that showcases how getting your local listings organized, consistent and error-free can help increase your sales through Google My Business.
BACKGROUND
10|20 Marketing has been working with Pizza Prima since May 2018. When we first met the owners, they explained how they really see an increase in orders when they send out flyers. We shared the benefits of optimizing their Google My Business listing and, for $100 per month, they decided to try our service.
For the 12 months prior to working with us, their Google My Business account delivered monthly averages of:
- 160 calls;
- 138 clicks for directions;
- 264 website visits.
We set out to increase those numbers. And we have – big time!
OPTIMIZING GOOGLE MY BUSINESS
When a client chooses to work with us, we collect all of their pertinent business information, including their address, phone number, business hours, business description, photos, links to their online properties and more. We then syndicate this information across the 15 to 35 most important online directories. This extends their web presence and creates consistency across the web that’s difficult and time-consuming to maintain manually.
The best part? Google rewards this consistency and, as a result, places more value on the information you’ve given to them. While we have clients who opt-in for services to further optimize their listing, Pizza Prima does not. They wanted to see how our starter package would impact their sales.
RESULTS
Fast forward 12 months and we now have a full year’s worth of data to evaluate. We can definitively say that there’s been a real increase in the number of action clicks on the restaurant’s listing. What’s an action click? That’s the total when adding up all the clicks on the call, directions and website buttons from within a Google My Business listing.
Here are the monthly averages on these action clicks before subscribing to our service and after:
|
Before |
After | Difference | % Increase | |
| Calls per month |
160 |
235 |
+75 |
+47% |
| Directions per month |
138 |
207 |
+69 |
+50% |
|
Website clicks per month |
264 | 330 | +66 |
+25% |
CALCULATING RETURN ON INVESTMENT
Now here’s where the increase in action clicks becomes really interesting. When Pizza Prima assigns a value to these improved metrics, it’s easier to understand what they’re getting for their $100 monthly fee. This means answering two questions:
- How does each of these different actions convert to an order?
- What is the average value of a sale?
First, let’s look at how each of these actions converts to a sale:
| Metric |
Increase |
Conversation Rate |
New Sales Created |
| Calls |
+75 |
90% |
67.5 |
| Directions |
+69 |
90% |
62.1 |
| Website clicks |
+66 |
20% |
13.2 |
|
TOTAL |
142.8 |
Adding up the “Sales Created” totals, we see that Pizza Prima is getting about 143 new orders a month. That’s almost 5 more orders a day than they were getting before working with 10|20 Marketing.
While our client told us what his average sale is, we’re not at liberty to disclose it. A quick Google search suggests that a fair industry average is $20 per order. The results are tangible:
143 new orders per month * $20 average value of an order = $2,860
From the optimization of their Google My Business listings, Pizza Prima has generated approximately $3K in new business a month. Put another way, that’s about $36,000 a year.
For a small business with one location, that is a significant difference.
MOVING FORWARD
Pizza Prima has nowhere to go but up. What can they do next to further optimize their Google My Business listing? So many things:
- Encourage customers to leave positive reviews
- Add content via Google posts
- Use the questions and answers section as a basic FAQ
- Add their menu to their listing
- Upload pictures of their different pizzas
- Set up a Google Ads campaign to attract locals to call and order
If they choose to move forward with any of these ideas, with or without the help of 10|20 Marketing, they’ll bring more attention to their Google My Business listing. And with the increase in views will come an increase in the total number of actions generated. So, more phone calls, website visits and map clicks. The math is easy from there.
CONCLUSION
10|20 Marketing was able to help Pizza Prima increase their sales by about $3,000 per month. Without any further optimizations, building consistency and cleaning up errors in their most basic business information across the web has increased Google’s trust in the restaurant’s Google My Business listing. As a result, Google has presented this listing in search more often, which helps Pizza Prima get more calls, clicks and walk-in visits.
Today, we continue to monitor this client’s listings through our local listings management platform, and we provide monthly reporting to the client so the impact is transparent. This ensures that the consistency they’ve built across 15 directories is maintained, which in turn helps Google continue to trust the information we’ve provided to them. We expect that new plateaus will be hit in the coming months, furthering the benefit for our client.
10|20 Marketing Case Studies
We invite you to read our other case studies to learn how our services have brought tangible value to other clients in different industries.
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