East101 + Hungry Angry
2 restaurant brands · Google Smart + Maps · direction conversions
East101 is an Asian fusion restaurant in Limassol and Paphos, Cyprus — rated 4.8★, mid-to-high price point, focused on Japanese cuisine and fusion. Hungry Angry operates in the same two cities with a distinct concept: artisan burgers and shawarma, casual format, lower average check.
Both brands run under one Google Ads account, active since December 2023. The challenge: making two brands across two cities legible in reporting, while keeping ‘get directions to the restaurant’ as the primary conversion goal — the action that most directly translates to a paying guest walking through the door.
Each brand-city pair runs as an isolated campaign. This creates five independent performance units with separate budgets, bidding, and CPA targets. Mixing brands or cities in one campaign makes attribution impossible.
* Data: October 2025 — May 2026
Account active since December 2023 with a restart in October 2025 after a structural review. Stable CPA corridor of €0.72–€0.94 in the most recent 6-month window.
| Month | Budget | Directions | CPA | Note |
|---|---|---|---|---|
| Aug 2024 | €1,917 | 7,485 | €0.26 | peak |
| Oct 2025 | €1,664 | 1,534 | €1.08 | restart |
| Nov 2025 | €1,620 | 2,166 | €0.75 | stable |
| Feb 2026 | €1,516 | 2,097 | €0.72 | best recent |
| Mar 2026 | €1,613 | 1,786 | €0.90 | stable |
| Apr 2026 | €1,612 | 1,715 | €0.94 | stable |
A user requesting directions has already decided to visit. That click costs €0.59 in Paphos. Website sessions, phone call clicks, and menu views are all downstream proxies — they measure interest, not commitment. Setting the wrong primary KPI trains the algorithm on the wrong population from day one, and the inefficiency compounds over months.
East101 (Asian fusion, 4.8★, higher check) and Hungry Angry (burgers and shawarma, casual) attract different audiences at different intent levels. Blending them makes aggregate CPA look acceptable while masking that one brand consistently outperforms the other. Separate campaigns make per-brand optimization possible — and reveal that Paphos outperforms Limassol by 52% on CPA.
Limassol and Paphos have three dominant tourist segments: English-speaking (UK, US, international), Russian-speaking (significant expat and tourist community), and German-speaking. Serving a single-language campaign means the algorithm cannot reach the other two segments at all — they search in their native language and never see the ad.
Smart Campaigns manage Search, Maps, Display, and YouTube with a single budget and a single goal. For a restaurant with €8–13/day per brand-city pair, this is the right abstraction level. More granular campaign types require more data volume per decision — at sub-€15/day, Smart with a correct KPI outperforms manual Search.
Two brands, two cities, five independent campaigns — running continuously since December 2023. 14,269 direction conversions across all campaigns. Best result: East101 Paphos at €0.59 CPA — each new restaurant guest costs less than a cup of coffee in advertising spend. Trilingual coverage (EN/RU/DE) ensures all three major Cyprus tourist segments are reached.
Structure: 5 campaigns · 2 brands · 2 cities · 3 languages
Result: 14,269 directions · €0.59 CPA best · stable 1.5 years
Client name is real. Report ID is internal. Monthly figures are actual account data. Results vary by season, budget level, and local competition.