Hundred Mile Brewing
How a Tempe craft brewery turned $20K in ad spend into 18,002 store visits and 71% more event leads in 2025
Industry
Craft Brewery & Restaurant
Location
Tempe, Arizona
Partnership
Since August 2022
The Client
Hundred Mile Brewing is a craft brewery and full-service restaurant located in Tempe, Arizona. Since opening in December 2022, they've built a reputation for exceptional locally-sourced food, house-brewed beers, and a welcoming atmosphere that's become a favorite gathering spot for the East Valley community.
Beyond their taproom, Hundred Mile Brewing has become a sought-after venue for private events—from corporate happy hours and holiday parties to wedding receptions and milestone celebrations. Their spacious indoor-outdoor venue and full catering capabilities make them uniquely positioned in the Arizona events market.
How The Partnership Started
The Casaccio Media and Hundred Mile Brewing partnership began the way many great things do in Arizona—at a beer festival. In August 2022, Brett was waiting in line at another brewery's booth when Sue struck up a conversation and shared her excitement about the brewery she was building, set to open in about four months.
That initial conversation turned into a partnership that would begin before Hundred Mile even opened its doors. We started with a focused, smaller-budget approach: store visit campaigns targeting users searching for "brewery near me" and similar local intent queries. The goal was simple—make sure that when Hundred Mile Brewing opened, people in the Tempe area would know about it.
As the brewery grew and we learned what resonated with their audience, the strategy evolved. What started as a single campaign type expanded into a comprehensive multi-campaign ecosystem covering their event space, lunch specials, holiday party bookings, Performance Max for broad reach, and seasonal promotions. Three years later, that relationship built while waiting in line has driven over 40,000 verified store visits and hundreds of private event leads.
What makes this partnership unique is its longevity and evolution. We've been with Hundred Mile Brewing from before day one, adapting our strategy as their business grew and new opportunities emerged. That deep understanding of their brand, audience, and goals is reflected in the results.
Inside Hundred Mile Brewing
The Taproom
Comfortable seating, local vibes, and 20+ house-brewed beers on tap
Bar View
Fresh brews straight from the source
The Brewery
Where the magic happens
Hundred Mile Brewing's 8,000 sq ft venue features a full-service restaurant, 20+ rotating taps, and flexible event spaces for up to 200 guests.
The Challenge
Like many restaurants and hospitality venues, Hundred Mile Brewing faced a common set of challenges that digital advertising could solve—if executed correctly.
Inconsistent Foot Traffic
While weekends were busy, weekday lunch hours and early evenings saw significantly lower traffic. They needed a way to drive customers during these slower periods without cannibalizing peak times.
Untapped Events Revenue
Their private events space was underutilized. They knew the demand existed—they just weren't capturing the searches from people actively looking for event venues in the Tempe/Phoenix area.
Local Competition
The Tempe/Scottsdale area has no shortage of breweries and restaurants. Standing out in local search results and Google Maps required a strategic, sustained advertising presence.
Measuring Real ROI
Traditional digital marketing metrics like clicks and impressions don't pay the bills. They needed a way to measure actual store visits and event inquiries—real business outcomes.
The solution required more than just "running some Google Ads." It demanded a sophisticated, multi-campaign strategy that could address different business objectives simultaneously while maintaining efficient spend and measurable results.
Our Strategic Approach
Rather than deploying a single catch-all campaign, we built a multi-layered Google Ads strategy designed to capture different types of customer intent at various stages of the decision journey.
The cornerstone of our approach was Performance Max with Store Visit optimization. This allowed Google's machine learning to show ads across Search, Maps, Display, YouTube, and Gmail—all optimized toward one goal: getting people to physically walk through the door. Unlike traditional campaigns that optimize for clicks, this approach optimizes for actual foot traffic, verified through Google's location data.
The Key Insight
By separating store visit campaigns from event lead generation campaigns, we could optimize bidding strategies and budgets independently. A $0.45 cost-per-store-visit and an $80 cost-per-event-lead require fundamentally different approaches—and both are excellent returns when you understand the lifetime value of each conversion.
We also implemented dayparting strategies to drive traffic during traditionally slow lunch hours (11am-2pm), and created seasonal campaigns that spin up during Q4 to capture holiday party demand when it peaks. This layered approach ensures every dollar works toward a specific, measurable objective.
Year-Over-Year Growth
After a full year of partnership, the results speak for themselves. Here's how key metrics improved from 2024 to 2025.
Store Visits
Form Submissions
The 71% increase in event form submissions is particularly noteworthy. By creating dedicated search campaigns targeting high-intent keywords like "private event venue Tempe" and "brewery party rental Phoenix," we captured demand that was previously going to competitors.
Campaign Performance Breakdown
Click through each campaign below to see detailed performance metrics. Each campaign serves a specific purpose in the overall strategy—from high-volume store visit drivers to targeted event lead generators.
Restaurant Visits | PMax
Best PerformerHigh-volume, high-efficiency PMax campaign with excellent cost per store visit. Google's AI shows ads primarily on Google Maps (~80% of impressions).
Campaign Structure Analysis
Notice how each campaign type serves a distinct purpose. The Restaurant Visits PMax campaign drives the bulk of foot traffic at an incredibly efficient $0.45 per visit. Meanwhile, Private Events Search targets higher-value conversions—a single event booking can generate thousands in revenue, making the $92 cost-per-lead highly profitable. The Lunch PMax campaign demonstrates how dayparting can fill traditionally slow periods, while Holiday Parties shows the power of seasonal campaign activation during peak demand windows.
The ROI Breakdown
Understanding the true value of each store visit and event lead helps contextualize why these campaigns deliver such strong returns.
Store Visit Value
Event Lead Value
Why These Numbers Matter
A 53.7x ROAS on store visits means that for every $1 spent on advertising, Hundred Mile Brewing potentially generates $53.70 in revenue. Even if we assume only 50% of tracked store visits result in a purchase, that's still a 26x return. For the events business, a $2,500 average event value with a 25% close rate means each $80 lead is worth $625 in expected value—nearly an 8x return on the lead generation investment.
The Growth Journey
From opening day through our ongoing partnership, here's how Hundred Mile Brewing's trajectory has evolved.
Hundred Mile Brewing opens in Tempe, AZ with foundational 'brewery near me' campaigns
First full year of operations, store visit campaigns driving consistent traffic
Campaign strategy expands to events, lunch specials, holiday parties, and Performance Max
Full multi-campaign ecosystem drives record growth
The 21% revenue growth from 2024 to 2025 came during a period of economic uncertainty for the restaurant industry. While many venues struggled, Hundred Mile Brewing's consistent advertising presence and optimized campaigns helped them capture market share and build lasting customer relationships.
Note: While our marketing efforts contributed to this growth, Hundred Mile Brewing's success is the result of many factors—most importantly, the incredible community Sue and her team have built, the relationships they've fostered with loyal locals, their commitment to quality craft beer, and the welcoming atmosphere they've created. We're proud to play a supporting role in their story.
What Made This Work
Six key strategic elements that drove Hundred Mile Brewing's Google Ads success.
Hyper-Local Targeting
2-mile radius targeting on PMax campaigns ensures we reach customers who can actually visit, not just browse. For a taproom, relevance means proximity.
Dayparting Strategy
Lunch campaigns run 11am-2pm only, driving traffic during traditionally slow hours when capacity exists. This fills seats without competing with already-busy peak times.
Multi-Campaign Structure
Separate campaigns for store visits vs. event leads allow for optimized bidding and budget allocation. Each objective gets the strategy it deserves.
Store Visit Tracking
Performance Max with store visit goals lets Google's AI optimize for actual foot traffic, not just clicks. We measure what matters: real people through real doors.
Seasonal Campaigns
Holiday party campaigns spin up Q4 each year, capturing high-value event bookings when demand peaks. Timing is everything in event marketing.
Continuous Optimization
Monthly review of search terms, bid adjustments, and campaign structure keeps performance improving. Good campaigns don't run themselves—they require constant attention.
Key Takeaways for Restaurant & Hospitality Businesses
Performance Max with store visit optimization is the most efficient way to drive foot traffic for restaurants, breweries, and hospitality venues.
Separate your objectives: store visits and event leads require different campaign types, bidding strategies, and success metrics.
Dayparting allows you to fill slow periods without cannibalizing your already-busy peak times.
Seasonal campaigns capture demand when it exists—holiday parties, wedding season, corporate events all have predictable windows.
Consistent advertising presence builds compounding returns over time as the algorithms learn and optimize.
Measure what matters: clicks and impressions don't pay rent, but store visits and event bookings do.