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It sounds like your primary business goal is driving foot traffic to a restaurant via PPC. This is a channel to market mismatch.
Ask yourself: when is the last time I decided to visit a restaurant because of a paid ad? How many times have I done that?
Granted, paid ads are a great way of finding out about new restaurants. Brand awareness, top of funnel. But you should expect the conversion rate to be low by virtue of the funnel stage.
How are you even tracking PPC impact on foot traffic? In store visits are based on GIS signaling and is largely inaccurate.
Your best bet is running LSA for PPC. That’s it. Non-brand search is useless for restaurants. Maybe some branded search.
Content strategy is key, not search ads. You can run ads on non-branded search terms like restaurant near me or (type of food) near me all day, it’s just not going to work.
Rework whatever deal you had with your client and offer them a discount since you’re not driving success for them. Focus on LSA and organic content.
