El Nacional Barcelona is a culinary landmark offering multiple restaurant experiences under one iconic roof. The main challenge of the project was to build a Google Ads strategy that drove not just traffic, but qualified visits and conversions, encouraging bookings and visits from both local food lovers and international travelers.
Campaign Objectives
Key campaign goals included:
- Attracting local audiences with a high intent to dine.
- Reaching international visitors interested in food and culture.
- Promoting special experiences, menus and events.
- Turning restaurant-related searches into real visits and reservations.
Campaign Structure
The Google Ads strategy was built around:
- Search Campaigns: focusing on keywords like “top restaurant Barcelona”, “gastronomy Barcelona”, “unique dining experiences”.
- Display Campaigns: for visual brand reinforcement with audiences interested in travel and culinary experiences.
- Local Campaigns: targeting audiences geographically close to the venue.
- Multilingual Campaigns: targeting tourists in English, French, German, Italian, with localized ad messaging.
Ad Creative and Messaging
Creatives and copy were crafted to:
- Capture the unique culinary identity and experience of El Nacional.
- Highlight the diverse dining options available.
- Connect emotionally with users seeking out Barcelona’s best food experiences.
Optimization and Tracking
Campaigns were continuously monitored and optimized through:
- Conversion tracking and intent-based measurement.
- Geotargeting and time-of-day optimization.
- A/B testing across headlines, ad extensions and landing pages.
- Integration with Google Analytics to monitor reservations and engagement metrics.
Results
The results included a significant increase in visibility for search terms related to gastronomy in Barcelona, leading to a notable uplift in qualified clicks that translated into inquiries and reservations. Additionally, there was a strong presence among both local and international audiences, with improvements in Cost per Acquisition (CPA) and sustained performance gains over time.
