Case Expert Catering

#HoReCa

Expert Catering is a catering company that organizes catering at events: buffets, banquets, coffee breaks and other events. The main factor of the project was launching advertising almost from scratch and attracting targeted requests from companies and event organizers, while it was important to cut off untargeted traffic associated with regular food delivery.

Challenges and Objectives

Advertising had rarely been launched before; most clients previously came through referrals.
Limited advertising budget, which resulted in insufficient impressions and clicks for a stable flow of leads.
The goal was to attract clients for events (banquets, buffets, coffee breaks), not users searching for food delivery services.

Growth Plan

Focus on Event Catering

Exclude search queries related to food delivery from advertising campaigns.
Focus the keyword semantics on catering services for events.
Reallocate the budget in favor of search campaigns.
Gradually scale effective campaigns as the advertising budget increases.

Key benchmarks:

CPA ≈ ₽2,768
Primary conversions — phone calls
Main source of leads — search campaigns
Low bounce rate (12–22%)

How the Work Plan Was Structured

At the first stage, the keyword semantics were rebuilt and all queries related to food delivery were removed. The primary focus was placed on keywords related to ordering catering services for events.

After launching the campaigns, we regularly analyzed search queries and user behavior. CTR for many keywords reached 50–100%, confirming high ad relevance and accurate audience targeting.

Additional bid optimization and budget redistribution were carried out. To improve campaign efficiency, we reduced the number of advertising directions and focused exclusively on catering services.

Yandex.Metrica data was also analyzed on a regular basis. The low bounce rate indicated that the website was attracting a relevant audience; however, the limited budget did not allow for enough impressions and clicks to significantly scale the results.

Result

Advertising started generating the first inquiries within the first month of campaign launch. The main lead flow came from search campaigns, where users were actively looking for catering services for events.

Even with a limited budget, we managed to secure a stable flow of inquiries and confirm that the advertising channel was effective in attracting the target audience. Further growth in the number of leads directly depended on increasing the advertising budget and scaling search campaigns.