Services SKIFIIA: we relaunched the ads — and the business opened a new restaurant
A hotel-and-restaurant complex in the Lviv region: banquets, weddings, corporate events.
SKIFIIA is a hotel-and-restaurant complex in the Lviv region. It hosts banquets, weddings and corporate events, and has a separate restaurant. It’s a local business that earns on celebrations and corporate events — so it depends on how well the local target audience can find it.
The project came to us from a previous team. By the time we met, the client had already worked with other contractors for quite a while, but over the last few months results had dropped sharply — and the previous team told the client outright: «we don’t know what to do.» No hypotheses, no attempts to improve the situation. Naturally the client didn’t like that — they were looking for a team that would be genuinely involved and, at any difficulty, look for solutions instead of throwing up their hands.
Task
Turn the downturn around and bring back a steady flow of targeted requests for banquets, weddings and corporate events — from a team that flexibly tests hypotheses rather than working «as it works.» The exact conversion figures are confidential (agreed with the client), so below is about the approach and the dynamics.
Our approach
- An audit of the previous team’s ad account. We immediately found a number of problems and framed them as hypotheses to test — with clear recommendations for the client.
- Website recommendations. The client implemented part of our fixes — which stopped some of the traffic «leaking» away.
- Betting on Google. This is a local business with existing demand: people are already searching where to celebrate a wedding, hold a banquet or a corporate event. We optimized campaigns for relevant keywords — and captured that «hot» audience for the client. We tried Meta, but for local demand it performed noticeably worse than Google.
- Systematic hypothesis testing and a gradual month-over-month improvement in campaign efficiency.
Challenges
- An inherited account in decline. The previous team had effectively «given up,» and results had been falling for several months. We had to quickly diagnose the causes and reverse the trend — with no ramp-up time.
- Choosing the right channel. For a local business with existing demand, Meta worked worse than search. We didn’t spread ourselves thin — we focused on Google, where the demand is already formed.
Result
Positive dynamics appeared literally in the first month of work — the client saw the difference right away. Within a few months we reached stable campaign metrics, and we’ve been systematically growing the project for over a year now.
The best proof of effectiveness isn’t a chart — it’s the client’s decision. The advertising delivered targeted traffic and orders, the business grew — and with the money earned the client opened a new Italian restaurant, «Ora,» within the complex, which didn’t exist at the start of our cooperation. The next step is to promote «Ora» as a separate project.
For a local hospitality business, a properly configured Google account isn’t «just another channel» — it’s direct access to people who are ready to celebrate right now. The key is to capture that demand first.
