Jamie Oliver, Fifteen Cornwall

Google Search Strategy delivers for celebrity Chefs unique social enterprise

Activity period​: July 2018

Jamie Oliver Fifteen Logo
42%

Increase in click through rate

722%

Increase in conversion rate

95%

Decrease in cost per conversions

The Challenge

Fifteen Cornwall is an award-winning restaurant and social enterprise at Watergate Bay, where all profits go to its charity, Cornwall Food Foundation. The organisation was created in order to provide young people in Cornwall with an opportunity for a better future with professional skills and welfare support as they learn to be a professional chef. As a non-profit organisation, Fifteen receive a Google Ad Grant every month to spend on Search. Fifteen approached Launch Online to help manage their Google AdWords account so they could increase website traffic, and ultimately restaurant bookings, which is the primary way that the charity raises money. But they soon became aware that they were in danger of losing their advertising grant.

The Approach

Launch Online met with Katie Sandow, Head of Marketing at Fifteen, to discuss their aims and objectives. During the initial review of the account it was clear that Fifteen were in danger of losing its Google Ad Grant, because of very recent changes that Google had made to their Ad Grant program. One of those changes means that if a charity’s Click Through Rate (CTR) falls below 5% then the grant is removed. Fifteen’s CTR was operating at 2.78% at the time. So, Launch had to improve the effectiveness of Fifteen’s PPC activity to not only generate more restaurant bookings to support the charity, but also ensure the charity did not lose their Google Ad Grant.

The Results

As a result of the strategy implemented by Danny Ireland, Fifteen Cornwall’s CTR jumped from 2.78% to 16.72% in the space of a few months, which has not only secured the Google Ad Grant for the charity, but more importantly, increased bookings. Since appointing Launch, Fifteen has seen the business secure an average of 50 conversions a month, peaking with a 6000% increase in conversions in one month alone.

Katie Sandow

Head of Marketing
Fifteen, Cornwall

“We became aware that our Google adwords wasn’t really performing and our clicks were so low that we became in danger of losing our grant. We started working with Launch Online with the immediate objective of getting us out of the danger zone and have worked with Launch thereafter to refocus the way we use Google to help us get more customers into the restaurant.”

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