Restaurant · Kuşadası · 2025 summer season
The real economics of one season of restaurant advertising
Hong Kong Marina serves Chinese, Japanese and Indian food in Kuşadası. We ran their Google and Meta advertising through the 2025 summer season. Every figure below comes from the account’s own export — including the one we chose not to report.
This page does not open with a conversion count. The account reports 30,110 conversions; we do not present that as a result, and we explain exactly why below.
Measured result
One summer season, one restaurant
- 1,617,039
- Impressions
- 27 May – 2 September 2025 · 99 days · campaigns removed
- 81,053
- Clicks
- 5.01% CTR
- ₺176,251
- Ad spend
- 99 days
- 97.4%
- Mobile click share
- 78,923
The comparison period carried zero spend, so there is no year-over-year figure. This was the account’s first active season.
Source: Google Ads · 27 May – 2 September 2025 · 99 days · campaigns removed
01 · The number we do not report
Why you will not see “30,110 conversions” here
The account reports 30,110 conversions across the period. It would have been easy to lead with that. We do not, because it is not measuring the restaurant’s business.
- 01304 conversions a day — not a plausible booking or call volume for a single restaurant.
- 0237% of every click counted as a “conversion”. You do not see that rate in a healthy restaurant account.
- 03On Performance Max the cost per conversion was ₺1.79 and the cost per click ₺0.64. That is the price of an automated on-site event firing on display traffic.
- 04Across the top 100 search terms — ₺30,518.31 and 3,032 clicks — Google attributes exactly zero conversions.
What the account reports
30,110
- Per day
- 304
- Of all clicks
- 37.1%
- On the top 100 search terms
- 0
The conversion actions were auto-created, broad on-site events — not bookings, calls or messages. That is a measurement gap and it is the first thing to fix. The rest of this page rests on metrics whose meaning is not in dispute: impressions, clicks, CTR and cost per click.
Ask any agency what their conversion number actually counts. If the answer is “I am not sure”, it is not a result.
02 · Two different jobs, two different prices
Performance Max and Search are not buying the same thing
The most instructive figure in this account is the network split. Performance Max paid ₺0.64 per click across the cross-network inventory; Search paid ₺12.44 — roughly 19 times more. Both are the correct price, because they buy different things: one buys reach, the other buys intent.
19×
A Search click costs this much more than a Performance Max click — exactly as it should.
Averaging those into a single “cost per click” would mislead. Reach is cheap and should be; the attention of someone searching for a restaurant in Kuşadası is expensive and should be.
| Network | Clicks | Spend | Cost per click |
|---|---|---|---|
| Google Search | 10,566 | ₺131,478.32 | ₺12.44 |
| Cross-network (Performance Max) | 70,487 | ₺44,772.58 | ₺0.64 |
Source: Google Ads · 27 May – 2 September 2025 · 99 days · campaigns removed
03 · Campaigns
Five campaigns, two that did not hold
Five campaigns ran: one Performance Max and four Search. Two reached a cost per click that could not be justified, and those go in the table too.
| Campaign | Type | Spend | Clicks | CTR | Cost per click |
|---|---|---|---|---|---|
| 2025_ao_performance_pmax_targetless | Performance Max | ₺44,772.58 | 70,487 | 5.56% | ₺0.64 |
| 2025_ao_hongkong_search_phonecall | Search (TR) | ₺52,794.46 | 6,610 | 2.42% | ₺7.99 |
| 2025_ao_hongkong_search_englishonly | Search (EN) | ₺49,786.74 | 3,462 | 5.14% | ₺14.38 |
| 2025_gerilla_pazarlama_hongkong_englishUnsustainable | Search (EN) | ₺19,601.63 | 421 | 6.24% | ₺46.56 |
| 2025_ao_port_marina_phonecall_searchUnsustainable | Search | ₺9,295.49 | 73 | 3.02% | ₺127.34 |
Source: Google Ads · 27 May – 2 September 2025 · 99 days · campaigns removed
The two flagged campaigns together spent ₺28,897.12 for 494 clicks — ₺46.56 and ₺127.34 per click. For a restaurant that cost does not return under any scenario. All campaigns were removed at the end of the season.
₺28,897.12 · 494 clicks
04 · The search side
Which searches consumed the budget?
Spend concentrated in two clusters: local intent (“kuşadası restoran”) and cuisine intent (“indian restaurant kusadasi”, “kuşadası sushi”). Cuisine terms returned markedly higher CTR — someone searching for Chinese, Japanese or Indian food in Kuşadası already knows what they want.
| Keyword | Cluster | Spend | Clicks | CTR |
|---|---|---|---|---|
| kuşadası restoran | Local | ₺26,455.45 | 2,893 | 1.97% |
| indian restaurant kusadasi | Cuisine | ₺14,007.49 | 814 | 6.19% |
| best restaurant in kusadasi | Local | ₺13,208.34 | 586 | 4.54% |
| seafood restaurant kusadasi | Cuisine | ₺9,032.89 | 490 | 4.16% |
| restaurants near me | Generic | ₺6,074.90 | 626 | 4.39% |
| japon yemekleri | Cuisine | ₺4,530.66 | 545 | 2.54% |
| sushi | Generic | ₺3,222.48 | 616 | 2.43% |
| çin yemekleri | Cuisine | ₺2,955.40 | 390 | 3.13% |
| kuşadası sushi | Cuisine | ₺2,564.37 | 546 | 9.18% |
| chinese restaurant kusadasi | Cuisine | ₺1,881.70 | 163 | 12.19% |
Bids placed on competitor brand names are deliberately excluded from this table. It is a legal tactic, but publishing the names of real local businesses on our own marketing page is not something we are willing to do.
Source: Google Ads · 27 May – 2 September 2025 · 99 days · campaigns removed
What broad match cost
Two generic terms consumed ₺7,262.12 between them: “restaurants near me” and “restaurants”. Neither carries location intent. For a restaurant in Kuşadası, tightening match types is the first job of the next season.
| Search term | Spend | Clicks |
|---|---|---|
| restaurants near me | ₺5,115.41 | 546 |
| restaurants | ₺2,146.71 | 364 |
05 · Who, and when
Almost entirely mobile, almost entirely evening
97.4% of clicks came from mobile devices. Demand concentrated between 16:00 and 21:00, peaking at 18:00. There is also a substantial midnight tail: 48,932 impressions.
| Device | Spend | Impressions | Clicks |
|---|---|---|---|
| Mobile | ₺169,099.23 | 1,567,293 | 78,923 |
| Tablet | ₺1,711.12 | 37,032 | 1,845 |
| Desktop | ₺5,409.59 | 11,847 | 262 |
Source: Google Ads · 27 May – 2 September 2025 · 99 days · campaigns removed
Expected for a restaurant, but decisive all the same: you are advertising to people deciding on their phone, on the street, shortly before they eat. That is where landing page speed and one-tap call and directions links matter more than campaign settings do.
- 16:00–21:00
- Peak demand window
- 48,932
- Impressions at midnight
06 · Social and creative
Meta advertising and content production
While Google captured existing demand, Meta worked on local awareness and brand visibility. We also produce the restaurant’s Instagram and Facebook content — from food photography and plating direction to seasonal campaigns and everyday stories.
See the Instagram accountFrequently asked questions
- Why should you not trust the conversion count in restaurant advertising?
- Because in most accounts the conversion action is auto-created and counts simple on-site interactions. On the Hong Kong Marina account the reported 30,110 conversions worked out to 304 a day and 37% of every click, while the top 100 search terms were attributed exactly zero. If an agency shows you a conversion number, ask which action it counts.
- Does Performance Max work for restaurants?
- For buying reach, yes. For buying intent, no. On this account Performance Max paid ₺0.64 per click across the cross-network inventory while Search paid ₺12.44. They do different jobs, and substituting Performance Max for Search ends with cheap clicks being mistaken for results.
- What is a reasonable cost per click for a restaurant?
- On this account the local and cuisine-focused Search campaigns ran between ₺8 and ₺14 per click. Two narrow campaigns by contrast reached ₺46.56 and ₺127.34 per click and were not sustainable. In a low-basket business like a restaurant, the ceiling has to be set before you start.
- How much does mobile matter in restaurant advertising?
- On this account 97.4% of clicks came from mobile and demand concentrated between 16:00 and 21:00 — the decision is made on a phone, shortly before eating. That is why landing page speed, a menu that opens in one tap, and call and directions links can matter more than the campaign settings do.
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