POMO Pizzeria
How an authentic Neapolitan pizzeria turned $74K in ad spend into 67,349 store visits and 74% more event leads across 3 Phoenix locations
A 2-year performance marketing partnership driving foot traffic, pizza truck catering leads, and private event bookings.
The Client
POMO Pizzeria is an award-winning Neapolitan pizzeria with three locations across the Phoenix metro area: Downtown Phoenix, Scottsdale, and Biltmore. Known for their authentic wood-fired pizzas and regional Italian cuisine, POMO has established itself as a premier dining destination in Arizona.
Beyond their restaurants, POMO operates a popular pizza truck catering service for weddings, corporate events, and festivals — a high-margin revenue stream that required specialized marketing attention.
This case study was executed in collaboration with Old Pro Agency , combining our PPC expertise with their comprehensive brand strategy.
The Challenge
POMO Pizzeria faced a complex marketing challenge: how to effectively drive results across multiple distinct revenue streams while managing three separate physical locations in a competitive Phoenix dining market.
Multi-Location Complexity
Three distinct locations with different neighborhoods, demographics, and competitive landscapes requiring tailored strategies.
Untapped Catering Potential
The pizza truck catering service represented a high-margin opportunity but wasn't generating consistent lead volume.
Private Event Bookings
Each location has private dining capabilities but needed targeted campaigns to capture rehearsal dinners, corporate events, and parties.
Attribution Across Channels
Needed clear visibility into which campaigns were driving store visits vs. catering leads vs. event bookings.
2-Year Performance Comparison
See how we scaled high-margin leads while maintaining efficiency across all campaigns.
Strategic Note: The decrease in store visits from 2024 to 2025 was intentional—we shifted budget from store visit campaigns to higher-margin event and catering campaigns. While we still focus heavily on driving foot traffic, 2025 prioritized scaling Pizza Truck and Private Event leads, resulting in 74% more event leads and 33% lower catering CPL.
Pizza Truck Catering
Private Events
Campaign Breakdown
Click to explore each campaign type or let it auto-rotate.
Pizza Truck Events
Search Campaign
High-margin off-site catering leads for weddings, corporate events, and festivals. Targeted mobile-intent keywords like 'pizza truck catering' to capture users looking for mobile food solutions.
2024 Performance
2025 Performance
Performance by Location
Each location received tailored campaigns based on its unique neighborhood and customer base.
What Made This Work
The strategic approach that turned POMO into a PPC success story.
Segmented Campaign Structure
Separate campaigns for store visits, pizza truck catering, and private events allowed precise budget allocation and optimization for each revenue stream.
Location-Specific Targeting
Each location received tailored geo-targeting and ad copy that resonated with its specific neighborhood demographics and competitive landscape.
Intent-Based Keywords
For pizza truck catering, we targeted mobile-intent keywords like "pizza truck catering" to capture users specifically looking for mobile food solutions.
Performance Max for Foot Traffic
Leveraged Google's AI to optimize for "Get Directions" and "Calls" across Maps, Search, and YouTube, achieving conversion rates up to 37%.
Continuous Optimization
Year-over-year refinement reduced Pizza Truck CPL from $17.91 to $11.98 while increasing lead volume by 67%.
Agency Collaboration
Partnership with Old Pro Agency ensured PPC strategy aligned with broader brand initiatives and creative direction.
Key Takeaways
Lessons from POMO Pizzeria that apply to any multi-location restaurant.
Segment by Revenue Stream
Don't lump dine-in, catering, and events into one campaign. Each has different customer intent and requires unique messaging.
Focus on High-Margin Opportunities
Pizza truck catering and private events deliver higher margins than average dine-in tickets. Prioritize these in your budget allocation.
Performance Max Works for Restaurants
With proper setup, PMax can drive store visits at conversion rates exceeding 35%. The key is location-specific asset groups.
Year-Over-Year Optimization Compounds
The 33% reduction in Pizza Truck CPL from 2024 to 2025 came from continuous refinement—not a one-time setup.
$1.10 Average Cost Per Conversion is Achievable
With the right campaign structure and optimization, restaurants can achieve exceptional efficiency across all conversion types.