Industry: Food Truck

Objective: Increase brand awareness and trial for local customers

Background: Grilly Cheese was a new food truck, moving from a brick-and-mortar location to a food truck. They had used the truck previously for events, but this was a new venture to set up a standalone truck. Grilly Cheese wanted to increase brand awareness among potential customers in its new location given it operated in a competitive market.

Challenges:

• High Competition: There were multiple food trucks within a 1-mile radius of the truck, as well as numerous brick-and-mortar options

• Seasonality: The location was near two universities, so the most foot traffic was during the school year. Additionally, winter time slowed down sales due to less foot traffic.

Strategy:

To address these challenges, we implemented a Google Ads strategy to focus on increasing brand awareness among a hyper-local target market:

• Keyword Selection: We selected a smaller set of location-based keywords that were relevant

• Geotargeting: Targeted a 1-mile radius to get both universities and surrounding office buildings within the range

• Seasonal Adjustments: Campaign budgets were decreased during campus breaks, holidays, etc to preserve funding for high-traffic times

• Ad Scheduling: Bid adjustments were put in place to bid more aggressively during lunch and dinner times, and go dark when the truck is closed

Results:

The above Google Ads strategy lead to a significant improvement in Grilly Cheese brand awareness and sales:

• New User Visits: Achieved a 28% increase in new user sessions during the campaign flight

• Brand Awareness: Branded impressions rose 8% during the campaign