Case Study Overview
Driving High-Quality B2B Leads for PAR Technology with Hyper-Efficient Google Ads
PAR Technology is an internationally recognized leader in the restaurant technology sector, providing comprehensive solutions for managing payments and daily operations. From advanced Point of Sale (POS) hardware and software to specialized drive-thru systems, their integrated products help restaurants of all sizes enhance efficiency and improve the guest experience. As a trusted partner for decades, PAR remains a go-to resource for the food service industry.
- Supplier
- Digital Advertising
The Challenge
Capitalizing on a Major Market Shift
PAR Technology has long been a trusted partner for restaurants worldwide. When the COVID-19 pandemic hit, it triggered a seismic shift in restaurant operations, forcing an unprecedented reliance on drive-thru service. This created a surge in demand for the modern drive-thru technology that PAR provided.
Having successfully capitalized on this trend in 2020, PAR faced a new challenge for 2021: how to strategically continue this momentum and aggressively market its drive-thru product suite in a highly competitive and rapidly evolving marketplace. They needed a targeted approach to reach restaurant decision-makers and generate a steady stream of qualified leads for their sales team.
The Big Idea
Turn Paid Search into a Hyper-Efficient Lead Generation and Audience-Building Machine
Our guiding philosophy was to treat PAR’s budget as a high-performance engine, tuning every component for maximum output and minimal waste. By combining an aggressive testing methodology on high-intent search campaigns with an ultra-low-cost display strategy, we created a system that didn’t just capture existing demand but also manufactured a valuable future asset—a ready-made audience of interested prospects, at a fraction of the expected cost.
The Results
Immediate Impact – Exceeding Goals and Building a Future Pipeline
The optimization of paid ads delivered swift and substantial results for PAR Technology:
Major Business Win
Our obsessive focus on efficiency and data-driven optimization delivered remarkable results in a competitive market over just two months.
Extreme Cost Efficiency
We shattered initial cost estimates, reducing the average cost per click (CPC) to just $0.69—over 70% lower than the projected $2.50.
High-Quality Lead Generation
This efficiency directly translated into results, allowing us to maintain a low average cost per conversion of $166.22 and drive nearly 45 qualified leads to the PAR sales team.
Creation of a Valuable Asset
Thanks to an incredibly low cost per thousand impressions (CPM) of only $0.18 on the Google Display Network, we successfully built a highly relevant remarketing audience of over 1,400 people for future campaigns.
Exceeded goals and drove results within the first two months
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
A Proactive SEO Blueprint for Growth
Our strategy was built to deliver both immediate leads and long-term value in a competitive space. We focused on a data-driven approach that made every dollar of the ad budget as efficient and impactful as possible.
Insight 1
Efficiency as a Weapon: We knew the B2B tech space was competitive and clicks would be costly. Our core insight was that extreme efficiency wasn’t just a goal; it was a competitive advantage. The strategy was to obsessively optimize for the lowest possible cost-per-click (CPC) and cost-per-conversion, allowing us to stretch PAR’s budget further and generate more leads than competitors.
Insight 2
Test Everything, Assume Nothing: In a dynamic market, we couldn’t rely on assumptions. Our strategy was built on a foundation of continuous, rigorous A/B testing. By systematically testing every variable, ad copy, ad formats, and landing page designs, we could let the data, not guesswork, guide us to the highest-performing combination.
Insight 3
Build for Today and Tomorrow: Not every decision-maker is ready to buy immediately. Our strategy was two-pronged: use hyper-targeted Search Ads to capture prospects actively looking for a solution now, while simultaneously using remarkably low-cost Display Ads to build a valuable, targeted audience for future remarketing campaigns.
Execution
Hands-on Campaign Research & Optimization
Site-Seeker and PAR Technology embarked on a collaborative process to ensure digital ads delivered maximum value:
Strategic Research & Campaign Architecture
We began with in-depth keyword and audience research to understand precisely how restaurant owners and operators search for drive-thru solutions. Based on this, we built a comprehensive Google Ads program focused exclusively on PAR’s drive-thru product suite.
Continuous A/B Testing & Optimization
This was not a “set it and forget it” campaign. Our team worked daily to optimize performance, launching multiple A/B tests on key elements. We constantly refined ad copy to find the most compelling messaging, tested different ad types to see what formats resonated, and analyzed landing page performance to maximize conversion rates.
Dual-Channel Audience Strategy
We launched a complementary campaign on the Google Display Network. The goal here was not immediate conversions but massive, cost-effective brand exposure to a relevant audience. This allowed us to build a pipeline of interested prospects for future targeting.
This case study is a testament to the advertising research and optimization strategy our team creates to ensure not only immediate results but long-lasting digital ads to increase business growth.
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