Google AdWords Strategy - Web Design

Rustic Spanish street food vendor serving up a taste of Spain in Sydney.


Sofrito Paella is a street food vendor that brings fresh Spanish street food to discerning foodies across Australia. While Sofrito Paella was born in Sydney’s food markets, this side of the business is unreliable and often affected by the weather. Sofrito Paella wanted to shift the business to a more reliable source of income through a regular stream of catering jobs. They saw a gap in the paella catering market, and believed that with a powerful online presence, they could quickly emerge as the leader in this space.

Sofrito Paella approached AdVisible with two goals: to improve their online presence with an engaging, user-friendly website, and to drive ongoing traffic and leads to help them grow their catering offering. Ultimately, Sofrito Paella wanted to fuel their business pipeline using digital marketing, so the company is always booked out with catering events.

As a small business, Sofrito Paella was working with a lean marketing budget — but we saw this as an opportunity, rather than a challenge. We worked with Sofrito Paella on a targeted digital marketing strategy that focused the actions we believed would deliver the best return for the business. Spoiler alert: through the power of digital marketing, we delivered everything they were looking for (and more!).

Soluble Actions

We started out with the goal to build a slick website that would showcase Sofrito Paella’s delicious offering, improve customer discovery, and encourage lead generation. Once we had a high-converting website, we focused on building out a Google Ads campaign with the specific objective to build awareness amongst people interested in, or searching for paella catering.

Website Design

As the first point of contact for potential customers searching online, Sofrito Paella’s website had to wow visitors from the get-go. Food is a highly visual product, so we focused on highlighting Sofrito Paella’s delicious offering through tantalising imagery. Our team captured professional, appetising photos that we then heroed on the website with a dark colour scheme — making the vibrant colours of the paella ‘pop’.

At the same time, we ensured the site would nurture visitors all the way from discovery to consideration and conversion. We also integrated downloadable PDF menus to promote discovery of the product for visitors who hadn’t tasted Sofrito Paella’s delicious food.

However, we also didn’t lose sight of the end goal: conversions. Every page featured a dedicated call-to-action to submit an enquiry for catering, along with testimonials to strengthen the message and add social proof.

Google Ads

With their slick new website up and running, the next goal was to drive traffic and leads for Sofrito Paella’s catering offering. With a limited budget, we focused on efforts on a targeted Google Ads campaign focused on keywords related to paella catering.

Over the next few months, we ran campaigns, observed the data, and optimised our campaigns for performance. This allowed us to refine our campaigns down to the best-converting keywords, and pause those that had higher CPAs, higher bounce rates, and higher CPCs. We delivered a big improvement in conversions in the initial three months with this approach, but we didn’t stop there. Every day, our team of search marketing experts are continuing to analyse, experiment, and optimise to ensure every dollar is working as hard as possible for the business — and delivering killer ROI.

Results So Far

In less than one year, we took Sofrito Paella from a business with almost zero online presence to dominating the market, with a website optimised for conversions and fine-tuned Google Ads campaign with targeted, high-quality content.

Through our integrated digital marketing strategy, we delivered 8x more conversions for Sofrito Paella while delivering a 5x lower CPA in less than a year — all of which was done with no increase in ad spend. In fact, in one month alone, the revenue generated from Google Ads more than covered the total Google Ads spend since we started working together.

Ultimately, Sofrito Paella wanted to be booked out with catering events. We helped them do just that. At the end of February 2020, before COVID-19 hit, the company was booked out for the next two months — proving that our strategy delivered everything the client wanted, and more.

98:1 Return On Advertising Spend (ROAS)

Increase in Conversion Rate 391.6%
Increase in Conversions by 503.0%
Decrease in Cost Per Conversion 73.0%

391.6% Increase in Conversion Rate
503% Increase in Conversions
79.9% Decrease in CPC

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I am proud of our team for achieving outstanding results for our clients and working together towards a common goal.

Ivan Teh Digital Strategist & Co-Founder