Mount Street is a modern British restaurant located on the first floor of the iconic Audley in London, bringing together food and drink, craftsmanship and culture. Run by Artfarm, an independent international hospitality and development company, the restaurant is set against the backdrop of extraordinary, specially commissioned, site-specific art and offers a further four beautifully designed spaces for private hire.
Supporting Artfarm’s digital team, the brief was to create a full funnel Paid Media strategy to increase brand awareness, engagement and table bookings through Google and Meta advertising. The aim was to maximise performance & ROAS for both the restaurant and exclusive private dining spaces whilst adhering to their strict brand guidelines.
increase in bookings from Facebook and Instagram ads
increase in ROAS from Facebook and Instagram ads
decrease in Cost Per Acquisition from Facebook and Instagram ads
We deployed Google Ads and Meta Ad campaigns to target audiences throughout the buying funnel from consideration to purchase. Taking a test & learn approach we constantly tested every element such as in-platform audiences, keywords, creative and copy – including suggestions to improve landing page performance.
Full integration with their restaurant booking system enabled us to optimise campaigns directly to table bookings. Allowing deeper insights such as covers per booking, booking times and average spend per booking. We compiled this data into automated reporting and data visualisation tools, giving the client near real-time access to campaign performance.
in revenue from Google Ads
in reservations from Google Ads
in conversion rate from Google Ads
Every account brings its own challenges, Mount Street’s position as a premium brand meant operating within strict brand guidelines. We structured campaigns to ensure both copy and creative adhered to these standards whilst still engaging audiences and driving conversions.
Hospitality also has the unique challenge of how to attribute walk-ins as well as online bookings. Paid Media activity will have a direct influence on walk-in covers but it can be near impossible to directly attribute towards. As mentioned above integrating and monitoring with their internal booking system allows us to understand overall performance away from just platform metrics, allowing us to track trends in line with campaign launches.
Promoting Mount Street’s impressive private dining rooms required a focused approach targeting high-end clientele. Our test-and-learn methodology enabled us to pivot campaigns towards the most responsive audiences.
We used campaign data to improve and test the websites landing pages, optimising CTAs, button placement, and content layout with a mobile first approach. These refinements boosted ad performance whilst revealing the on-page touchpoints where users were most likely to convert.
Throughout this ongoing project we’ve been able to determine the importance of understanding your audience through testing and learning in an ever-evolving paid media landscape.
Paid media relies on strong brand identity to ensure core messages stand out from the competition. Working with premium brands such as Mount Street our teams have built internal and external structures to provide high quality advertising that both converts and adheres to brand guidelines of this nature.
Utilising technology to integrate with their restaurant booking system we’ve been able to understand the true value of each booking, and optimise the paid accounts to maximise performance.
We continue to work with Artfarm across various accounts with more planned in the near future.
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