Effectiveness of Google Ads in Restaurant Digital Marketing: A Moderated Mediation Model of Customer Engagement, Brand Awareness, and Market Dynamics — Evidence from the Ontario Restaurant Industry

This study examines the effectiveness of Google Ads campaigns in the restaurant industry by analyzing key performance indicators such as click-through rate (CTR), return on ad spend (ROAS), conversion rates, and customer acquisition cost (CAC). Drawing on practical experience managing digital advertising campaigns for multi-location halal restaurant brands across Canada and the United States, the research explores how targeted Google Ads strategies influence customer engagement, increase online visibility, and drive both dine-in and online orders. The study provides real-world insights into the role of paid search advertising in enhancing restaurant marketing performance and supporting business growth in a highly competitive food service market.