Angel Falls Grill
Angel Falls Grill turned weekday lulls into steady covers, boosting online bookings by 13.5% through an integrated SEO and Google Ads strategy that delivered an 11.5× ROI.
2,776
"We needed to make a strong digital first impression—and Bonfire absolutely delivered. They helped us build visibility from scratch and made sure we were being seen by the right diners. Their attention to tracking and reporting also gave us real confidence that our investment was working."
Building a Customer Pipeline from Scratch
In October 2024, Meninas Grill opened its doors in Perth. While the team behind it had hospitality experience, the restaurant itself was a new brand, with no existing digital footprint to build on. With the festive season approaching, there was no time to wait for organic momentum to build. They needed immediate visibility to drive bookings while laying the groundwork for long-term search performance.
Bonfire was brought in to deliver a foundational digital strategy that would both help the restaurant be found and get booked.
From Zero to Fully Booked
Our strategy balanced long-term visibility with short-term results — combining Organic Search Marketing and Google Ads to support immediate and sustained growth.
Search Engine Optimisation (SEO) Strategy
The campaign began with a full Organic Search Marketing audit to uncover technical issues and optimise the site structure for Google. A 28-point SEO evaluation led to:
- Strategic keyword research across 330+ phrases relevant to the Perth dining scene.
- Keyword mapping to align those phrases with high-priority landing pages.
- Meta and on-page content optimisation, including a key focus on location-based and “best of” keywords like best steak in Perth and tapas restaurant Perth
Custom dashboards in LookerStudio were built to track traffic and conversions, alongside call tracking via our call tracking software to quantify phone bookings.
Paid Search Strategy
With the website now fully optimised and gaining traction, Bonfire introduced a targeted Google Search Ads campaign at the end of December. This included:
- A general dining campaign focused on high-converting search intent.
- Ongoing search query analysis and negative keyword implementation to reduce wasted spend.
- Plans to implement ad extensions (image, sitelinks, structured snippets) to increase engagement and visibility moving forward.
Meanwhile, the SEO team continued to support with Google Business Profile optimisation and conversion-focused UX changes like a floating “Book Now” button on mobile.
How AI Took the Heat Off Staff
A standout innovation in the campaign came from a client-led integration. With limited front-of-house staff, Meninas Grill implemented an AI-powered phone assistant to handle bookings. The system recorded messages, took reservations, and helped reduce pressure on the team. We connected this to our call tracking platform, giving the client full visibility into offline conversions and improving attribution across channels.
Results — Turning Clicks into Covers
In just seven months, the campaign delivered strong commercial outcomes:
- 1.8x return on investment, with an estimated $46,860 in revenue and $23,430 in attributable return
- 355 total conversions from digital activity, including 284 qualified leads and 156 estimated sales
- 9,453 SEO-driven sessions and 315 organic conversions
- 41 keywords ranking in search — 19 on Page 1
Local visibility was another standout. The restaurant’s Google Business Profile generated 7,378 customer actions, underscoring strong traction with nearby diners. Paid Search, still in its early stages, showed promising momentum in both impression volume and click-through activity.
More like this
bookings driven by to digital channels.
