Roy’s Restaurants achieve 800% ROI with mobile-only ad campaigns and hyperlocal advertising

Sep 13, 2026

Roy’s Restaurants used Google Mobile Ads to increase call volumes and reservations by focusing on mobile users actively searching on the go. The campaign separated mobile from desktop for tighter bidding, budgeting, and creative control, and used hyperlocal ad features to show nearby location and distance details. Click-to-call ads connected diners directly by phone, driving more calls and higher conversion intent. Results included 800% ROI on mobile-only campaigns, a 40% call increase, and 539% higher CTR with 67% lower CPC versus prior desktop campaigns.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages2

Reading Time1 min

AccessFree to download

Goals

Approach

Results

Getting started with click-to-call mobile ads

About Google AdWords

Creating mobile-only campaigns and implementing mobile best practices

Harnessing the power of hyperlocal advertising

Case Study | Google Mobile Ads | About Roy's Restaurants
• [www.roysrestaurants.com](www.roysrestaurants.com)
• 31 locations around the world
• Innovative Hawaiian fusion fine dining | | --- | | Goals
• Increase call volumes and reservations
• Reach on-the-go customers searching on mobile devices
• Boost marketing returns | | Approach
• Created mobile-only campaign with Google Mobile Ads to better reach users on the go
• Separated mobile from desktop campaigns for greater flexibility and control in bidding, budgeting and creative
• Deployed hyperlocal ad features to serve locally targeted ads showing location and distance information
• Leveraged click-to-call ad functionality to drive more calls | | Results
• Achieved 800% ROI on mobile-only campaigns
• Drove 40% increase in calls
• Achieved 539% higher CTRs and 67% less expensive CPC than previous desktop campaigns
• Increased mobile to 13% of total website traffic, a 600% increase from 2009 | Roy’s Restaurants achieve 800% ROI with mobileonly ad campaigns and hyperlocal advertising Dining at its finest In 1988, James Beard Award-winner Roy Yamaguchi opened the first Roy's in Honolulu, Hawaii. Multi-ingredient fusion dishes, a spacious dining room, an expansive lounge, and a signature exhibition kitchen in full view defined the experience. Today’s Roy’s 31 restaurants cater to diners celebrating a special occasion as well as business travelers looking to wind down. Roy’s Restaurants pay lavish attention to every detail of the dining experience, and the same sensibility applies when it comes to marketing. The restaurants in the continental U.S. work with agency G&M Plumbing on integrated marketing campaigns that help sear the Roy’s brand into the minds of discerning diners and – crucial to business success – boost reservations. “Roy’s has wielded Google AdWords search-based advertising for years to drive reservations,” says Scott Dunagan, Director of Digital Marketing for G&M Plumbing.“Roy’s makes it a priority to use their marketing dollars efficiently, track which ads are bringing in reservations, and increase convenience for their clientele. Due to its precise targeting and easy tracking, AdWords has been a great fit.” “Since Roy's rolled over into hyperlocal advertising, an ad format that delivers all the information diners need within the ad itself, advertising returns have gone through the roof. With Google Mobile Ads we saw an 800% return on investment on our mobile-only campaigns, roughly doubling our ROI from when we had blended mobile/desktop campaigns.” —Scott Dunagan, Director of Digital Marketing, G&M Plumbing Getting started with click-to-call mobile ads Based on substantial success with Google AdWords, G&M and Roy’s began looking for new ways to increase marketing returns and create meaningful connections with customers. Together, they determined that when a customer calls a restaurant, it results in one if not multiple reservations. They also recognized that a growing number of customers wanted to use mobile devices to secure a dining spot. Seeing an opportunity, Roy’s and G&M deployed Google Mobile Ads with click-tocall functionality enabled through their use of AdWords location extensions. Location extensions display the phone numbers and addresses of nearby restaurants prominently on mobile or desktop-based ads. The click-to-call mobile ads allowed customers who were searching on their mobile phones to click on the phone number in the ad and directly connect with a Roy's Restaurant. About Google AdWords Google AdWords™ is a performance-based advertising program that enables businesses large and small to advertise on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords for text, image, and video ads priced on a costper-click (CPC) and cost-per-impression (CPM) basis. Built on an auction-based system, AdWords is a highly quantifiable and cost-ef

FAQs

What were Roy’s Restaurants’ main goals for using Google Mobile Ads?

They aimed to increase call volumes and reservations, reach on-the-go customers searching on mobile devices, and boost marketing returns.

How did Roy’s and G&M structure their mobile advertising strategy?

They created mobile-only campaigns and separated mobile from desktop to manage bidding, budgeting, and creative independently, then applied hyperlocal targeting features.

What results did the mobile-only and hyperlocal campaigns achieve?

They delivered 800% ROI on mobile-only campaigns, increased calls by 40%, raised CTR by 539%, reduced CPC by 67%, and increased mobile traffic to 13% of total website traffic.

Sep 13, 2026

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