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Multi-Store Google Ads Campaign for Chin Chin

Client: Chin Chin Restaurants
Industry: Restaurant/Asian Cuisine

Digital Marketing
Google Ads
Google Analytics 4
Project Overview

Chin Chin, a popular Asian cuisine restaurant chain with multiple locations in Los Angeles, approached us with the goal of increasing sales through targeted Google Ads campaigns. Initially, we ran a general Google Ads campaign for all locations, which delivered solid performance across the board. However, after achieving these positive results, the client wanted to drill down into individual store campaigns to better target neighborhood-specific audiences and optimize for local engagement.

Our team at NUUX Design Studios designed and implemented campaigns for three individual stores—Studio City, West Hollywood, and Brentwood—to target the unique characteristics of each neighborhood while continuing to build on the success of the general campaign.

General Campaign Performance

The general campaign, which targeted both catering and general prospects across all locations, achieved impressive results:
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‍Catering Prospects:

  • CTR: 13.42%
  • Conversion Rate: 16.54%
  • Cost per Conversion: $14.80‍‍
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General Prospects:

  • CTR: 5.75%
  • Conversion Rate: 29.70%
  • Cost per Conversion: $5.44

This broad campaign effectively captured interest from both general diners and catering customers, with particularly strong performance in the general prospects group, yielding high conversion rates and low costs.

Individual Campaign Highlights:

After the success of the general campaign, we created targeted campaigns for individual locations, adjusting the ad strategy based on neighborhood characteristics and customer behavior.

West Hollywood

Campaign Performance

  • CTR: 4.40%
  • Conversion Rate: 11.25%
  • Cost per Conversion: $14.28

With a 4.40% CTR and 11.25% conversion rate, the West Hollywood campaign performed well, delivering strong engagement at a $14.28 cost per conversion.

Brentwood

Campaign Performance

  • CTR: 1.58%
  • Conversion Rate: 12.64%
  • Cost per Conversion: $27.86

Brentwood’s campaign saw a 1.58% CTR and 12.64% conversion rate, with a $27.86 cost per conversion, indicating solid conversion efficiency despite a higher cost.

Studio City

Campaign Performance

  • CTR: 1.44%
  • Conversion Rate: 19.37%
  • Cost per Conversion: $21.86

Studio City achieved the highest conversion rate at 19.37%, with a 1.44% CTR and a $21.86 cost per conversion, making it the top performer for conversions.

Performance Summary:

The General Campaign achieved exceptional results, particularly for general prospects, with a high conversion rate of 29.70% and 338 conversions, demonstrating broad interest in Chin Chin’s offerings.

When we transitioned to individual store campaigns, we saw varying success, with general prospects consistently outperforming catering prospects across all locations. The Studio City campaign had the strongest performance in catering, with a conversion rate of 11.76% and a cost per conversion of $13.40, while both West Hollywood and Brentwood performed better with general prospects.

Conclusion:

By transitioning from a broad to a localized ad strategy, we helped Chin Chin maintain high visibility while fine-tuning campaigns for individual locations. The strategic approach of tailoring keywords, ad copy, and campaign schedules has not only increased sales but also driven greater engagement with each restaurant's unique offerings. The general campaign was highly effective, and the individual campaigns showed that localized targeting can yield substantial results, especially among general prospects. This case demonstrates the importance of adaptability in digital marketing, particularly for businesses with multiple physical locations.