Sufrat Grill is a Mediterranean restaurant brand operating across three South Florida locations: Pembroke Pines, Downtown Doral, and Miami Beach. Despite strong food and a loyal following, paid search performance was not translating into consistent, trackable results. 

Over a structured optimization engagement, the CausalFunnel team improved conversion tracking accuracy, rebuilt campaign structure around real dining intent, and drove Return on Ad Spend (ROAS) from roughly 1x to a sustained 3x. This was achieved through validated conversion tracking, intent-based Search campaigns, a dedicated Performance Max campaign for private events, and a disciplined shift toward efficiency-focused bidding.

Background & Problem

Sufrat Grill ran Search and Performance Max campaigns across all three locations, but the account lacked the foundation needed to scale profitably. Conversion tracking between GA4 and Google Ads had not been fully validated, which meant Smart Bidding was working with unreliable signals. Campaign structure did not clearly reflect how customers actually search for Mediterranean dining, whether for a casual meal, a catering order, or a private event. 

Ad creative and call assets were limited, restricting how effectively campaigns could engage high-intent searchers. Bidding strategies had not evolved alongside the account’s performance data, leaving spend inefficient across locations. Together, these gaps kept ROAS suppressed and made it difficult to identify which campaigns and locations were genuinely driving qualified conversions.

Case Study

The engagement began with validating conversion tracking between GA4 and Google Ads across all three Sufrat Grill locations, ensuring Smart Bidding had accurate, reliable signals to optimize against. With tracking in place, Search campaigns were rebuilt around themed, intent-based structures that matched how customers search for Mediterranean dining, from everyday meals to group and celebratory occasions. 

A dedicated Performance Max campaign was launched specifically for Events & Parties, tapping into demand for private dining and celebrations that the account had not previously targeted directly. Multiple ad creatives were developed for each campaign, alongside call assets designed to make it easier for customers to reach a location directly from the ad. Keyword targeting and search terms were continuously refined to sharpen traffic quality. 

Bidding strategy followed a deliberate progression: campaigns started on Maximize Conversions and Maximize Conversion Value to build performance history, then transitioned to Target CPA and Target ROAS once sufficient data existed to optimize toward efficiency. Underperforming campaigns were paused, budgets were reallocated toward high-performing campaigns and locations, and the overall structure was built to scale cleanly across all three restaurants.

How CausalFunnel Solved the Problem

By first fixing the measurement foundation, every optimization made afterward was working from accurate data rather than guesswork. Validated GA4-to-Google Ads tracking gave Smart Bidding the reliable conversion signals it needed to make better real-time decisions. 

Rebuilding Search campaigns around dining intent, rather than generic terms, meant ad spend was concentrated on searchers most likely to convert. The Performance Max campaign for Events & Parties opened a new, previously untapped revenue stream tied to private dining and celebrations. 

Refreshed ad creatives and call assets increased engagement by making it easier for customers to act immediately, whether that meant visiting a menu, calling a location, or booking an event. The staged approach to bidding, moving from conversion-volume goals to efficiency-focused Target CPA and Target ROAS, allowed the account to mature without sacrificing performance along the way. 

Pausing underperforming campaigns and reallocating budget toward what was working ensured spend was concentrated where it delivered the strongest returns. Together, these changes built a scalable, repeatable campaign structure across all three Sufrat Grill locations.

Key Takeaway: 

ROAS improved from approximately 1x to a sustained 3x through validated conversion tracking, intent-based Search campaign structure, a dedicated Events & Parties Performance Max campaign, and a disciplined transition to efficiency-focused bidding. These changes gave Sufrat Grill a scalable foundation for paid search performance across all three locations.

Before:

After:

Performance Results:

• Revenue Skyrocketed: Conversion value jumped from $133.99 to $8,463.72.
• Conversions Multiplied: Actual conversions went from 133.99 up to 396.00.
• Spend Scaled with Purpose: Ad spend grew from $1,211.90 to $3,124.03, but revenue outgrew cost by a wide margin, pushing conversion value per dollar spent from 0.11 to 2.71.
• Reach Expanded Efficiently: Impressions rose from 37,427 to 147,560, and rather than diluting performance, this larger reach converted at a dramatically higher rate, proving the campaigns were now finding more of the right people, not just more people.

Conclusion

Strengthening paid search performance for a multi-location restaurant brand like Sufrat Grill required both a reliable measurement foundation and a campaign structure built around real customer intent. By validating conversion tracking, restructuring Search and Performance Max campaigns around dining and event intent, refreshing creative and call assets, and progressively moving toward efficiency-focused bidding, campaign performance improved significantly. As a result, Sufrat Grill achieved a sustained 3x ROAS and now has a scalable, data-driven paid search foundation across all three of its South Florida locations.