Franchise Lead Engine for a Restaurant Group
Rebuilding paid search so a growing restaurant brand could recruit qualified franchisees in two markets.
Client name withheld at their request. All figures come directly from the ad platform.
The Challenge
A restaurant brand expanding through franchising needed a steady flow of qualified franchisee enquiries across the UK and Ireland. Franchise recruitment is a hard paid-search problem: tiny search volumes, expensive clicks, and a huge gap between someone browsing “business ideas” and someone ready to invest. When we took a hard look at the account, a lead was costing nearly £600.
What We Did
- Split the account cleanly by market, so UK and Ireland budgets, bids, and messaging could be steered independently
- Followed the efficiency: performance data showed Irish campaigns converting far more efficiently, so spend was rebalanced toward where leads were genuinely cheaper
- Rebuilt keyword coverage around investor intent and cut the query waste with aggressive negative keyword mining
- Ran daily optimisation on budgets, bids, and search terms rather than monthly check-ins
The Results
Over the following 90 days the account went from 6 leads at £596 each to 95 leads at £69 each. That is an 88% reduction in cost per lead and roughly fifteen times the lead volume, on a budget that did not even double. The pipeline moved from “occasional enquiry” to a dependable weekly flow of franchise conversations.
