{"id":15365,"date":"2026-09-09T10:23:47","date_gmt":"2026-09-09T08:23:47","guid":{"rendered":"https:\/\/www.vilax.es\/?post_type=casos&#038;p=15365"},"modified":"2026-10-06T11:12:35","modified_gmt":"2026-10-06T09:12:35","slug":"lestrategia-digital-que-va-fer-creixer-la-comunitat-les-reserves-i-la-visibilitat-dun-restaurant","status":"publish","type":"casos","link":"https:\/\/www.vilax.es\/ca\/casos\/lestrategia-digital-que-va-fer-creixer-la-comunitat-les-reserves-i-la-visibilitat-dun-restaurant\/","title":{"rendered":"L\u2019estrat\u00e8gia digital que va fer cr\u00e9ixer la comunitat, les reserves i la visibilitat d\u2019un restaurant"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Com una estrat\u00e8gia coordinada de Google Ads, Meta, TikTok i, des de l\u2019estiu, Local SEO va ajudar un restaurant del Poblenou a guanyar notorietat, atraure nous perfils de client i convertir aquesta visibilitat en reserves.<\/p>\n\n<h2 class=\"wp-block-heading\">Resultats principals<\/h2>\n\n<p class=\"wp-block-paragraph\">En vuit mesos, aquest restaurant del Poblenou va passar de tenir una pres\u00e8ncia digital gaireb\u00e9 inexistent a convertir-se en un negoci amb comunitat pr\u00f2pia, m\u00e9s reserves i una major visibilitat online. Aix\u00ed es resumeix aquest canvi: <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Dada<\/strong><\/td><td><strong>Abans<\/strong><\/td><td><strong>Despr\u00e9s<\/strong><\/td><td><strong>Variaci\u00f3<\/strong><\/td><\/tr><tr><td>Instagram<\/td><td>100 seguidors<\/td><td>2.450 seguidors<\/td><td>+2.350%<\/td><\/tr><tr><td>TikTok<\/td><td>50 seguidors<\/td><td>1.785 seguidors<\/td><td>+3.470%<\/td><\/tr><tr><td>Reserves<\/td><td>Per\u00edode anterior<\/td><td>Per\u00edode analitzat<\/td><td>+96%<\/td><\/tr><tr><td>Cerca org\u00e0nica<\/td><td>Gen.-ag. 2025<\/td><td>Gen.-ag. 2026<\/td><td>+333,8%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">El punt de partida<\/h2>\n\n<p class=\"wp-block-paragraph\">La Roda \u00e9s un restaurant del Poblenou, Barcelona. Quan vam comen\u00e7ar a treballar amb la marca el gener de 2026, la pres\u00e8ncia digital encara tenia molt marge de creixement: al voltant de 100 seguidors a Instagram i 50 a TikTok, una comunitat redu\u00efda i una captaci\u00f3 online que encara no estava a l\u2019altura del potencial del restaurant. <\/p>\n\n<p class=\"wp-block-paragraph\">El repte no era simplement guanyar abast. Necessit\u00e0vem construir un sistema capa\u00e7 d\u2019acompanyar l\u2019usuari des del descobriment fins a una acci\u00f3 concreta: visitar el web, seguir la marca, consultar la carta o reservar taula. <\/p>\n\n<p class=\"wp-block-paragraph\">Per aix\u00f2 el projecte es va plantejar des del principi amb una l\u00f2gica de captaci\u00f3 completa. Primer vam treballar Paid Media per accelerar la visibilitat i la demanda. M\u00e9s endavant, durant l\u2019estiu, tamb\u00e9 vam incorporar Local SEO per refor\u00e7ar la pres\u00e8ncia org\u00e0nica del restaurant en cerques locals i reduir la depend\u00e8ncia dels canals de pagament.  <\/p>\n\n<h2 class=\"wp-block-heading\">Una estrat\u00e8gia coordinada, no campanyes a\u00efllades<\/h2>\n\n<p class=\"wp-block-paragraph\">L\u2019estrat\u00e8gia es va construir combinant Google Ads, Meta i TikTok, per\u00f2 evitant que cada plataforma treball\u00e9s per separat. Cada canal tenia una funci\u00f3 concreta dins del recorregut de l\u2019usuari. <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Google Ads: captar cerques amb una intenci\u00f3 m\u00e9s propera a la visita o a la reserva.<\/li>\n\n\n\n<li>Meta Ads: ampliar la visibilitat, generar comunitat i portar tr\u00e0nsit qualificat cap al web.<\/li>\n\n\n\n<li>TikTok Ads: accelerar el descobriment del restaurant i connectar amb una audi\u00e8ncia af\u00ed al concepte i a la zona.<\/li>\n\n\n\n<li>Local SEO, des de l\u2019estiu: refor\u00e7ar la visibilitat en cerques org\u00e0niques i locals, especialment entre usuaris que ja estaven buscant on menjar o reservar a la zona.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">L\u2019objectiu com\u00fa era senzill: que comunitat, tr\u00e0nsit, cerques i reserves avancessin de manera connectada. No vol\u00edem acumular m\u00e8triques de vanitat, sin\u00f3 construir diferents portes d\u2019entrada al restaurant. <\/p>\n\n<h2 class=\"wp-block-heading\">De gaireb\u00e9 no tenir comunitat a construir una audi\u00e8ncia pr\u00f2pia<\/h2>\n\n<p class=\"wp-block-paragraph\">Un dels primers canvis visibles va arribar a les xarxes socials. Instagram va passar de 100 a 2.450 seguidors i TikTok de 50 a 1.785. Per\u00f2 el valor no estava \u00fanicament en el volum.  <\/p>\n\n<p class=\"wp-block-paragraph\">El restaurant va passar de dependre gaireb\u00e9 completament de l\u2019impacte puntual d\u2019una campanya a disposar d\u2019una audi\u00e8ncia pr\u00f2pia a la qual tornar a impactar amb nous plats, continguts, promocions o moments del restaurant. Aquesta comunitat va comen\u00e7ar a funcionar com una capa addicional de notorietat i boca-orella digital. <\/p>\n\n<h2 class=\"wp-block-heading\">M\u00e9s reserves, per\u00f2 tamb\u00e9 millors oportunitats<\/h2>\n\n<p class=\"wp-block-paragraph\">Segons les dades de TheFork, les reserves van augmentar un 96% respecte del mateix per\u00edode de l\u2019any anterior. Aquesta dada ja era rellevant, per\u00f2 hi va haver un canvi encara m\u00e9s interessant: va comen\u00e7ar a canviar el tipus de client que arribava. <\/p>\n\n<p class=\"wp-block-paragraph\">Abans, les reserves de grups d\u2019empreses i ag\u00e8ncies de viatges eren puntuals. La mitjana se situava en unes 2 o 3 al mes. Durant el per\u00edode treballat se\u2019n van arribar a registrar 7 en una sola setmana.  <\/p>\n\n<p class=\"wp-block-paragraph\">M\u00e9s que parlar d\u2019un percentatge a\u00efllat, aquest canvi mostra una evoluci\u00f3 en la qualitat de la demanda. L\u2019estrat\u00e8gia no nom\u00e9s estava ajudant a omplir taules, sin\u00f3 tamb\u00e9 a atraure grups corporatius i tur\u00edstics amb un valor potencial m\u00e9s alt per al negoci. <\/p>\n\n<h2 class=\"wp-block-heading\">El tr\u00e0nsit web va cr\u00e9ixer i la intenci\u00f3 de reserva tamb\u00e9<\/h2>\n\n<p class=\"wp-block-paragraph\">El creixement de la demanda tamb\u00e9 es va reflectir al web. Comparant el per\u00edode gener-agost de 2026 amb el mateix per\u00edode de 2025, els usuaris actius van augmentar un 218,9% i els usuaris nous un 219,8%, segons Google Analytics. <\/p>\n\n<p class=\"wp-block-paragraph\">El senyal m\u00e9s interessant va apar\u00e8ixer a la p\u00e0gina \u00abFes la teva reserva a La Roda Poblenou\u00bb, les visites de la qual van cr\u00e9ixer un 589,1%. \u00c9s a dir, no nom\u00e9s hi entraven m\u00e9s usuaris: una part cada vegada m\u00e9s gran arribava a un dels punts amb m\u00e9s intenci\u00f3 comercial de tot el web. <\/p>\n\n<h2 class=\"wp-block-heading\">A l\u2019estiu, el Local SEO va obrir una nova via de creixement<\/h2>\n\n<p class=\"wp-block-paragraph\">Durant l\u2019estiu tamb\u00e9 vam incorporar treball de Local SEO. Fins aquell moment, gran part del creixement s\u2019havia recolzat en Paid Media i en la notorietat generada per les campanyes. El nou objectiu era refor\u00e7ar la capacitat del restaurant per apar\u00e8ixer quan l\u2019usuari buscava de manera org\u00e0nica restaurants, opcions per menjar o llocs on reservar al Poblenou.  <\/p>\n\n<p class=\"wp-block-paragraph\">En aquest per\u00edode, Google Analytics va registrar un creixement del 333,8% en el tr\u00e0nsit procedent de cerca org\u00e0nica. La dada coincideix amb l\u2019inici del treball de Local SEO i amb una marca que ja estava guanyant visibilitat gr\u00e0cies a la resta de canals. <\/p>\n\n<p class=\"wp-block-paragraph\">La combinaci\u00f3 va comen\u00e7ar aix\u00ed a ser m\u00e9s equilibrada: Paid Media generava demanda i accelerava el descobriment, mentre que el SEO local ajudava a captar cerques existents i a refor\u00e7ar la pres\u00e8ncia de la marca sense dependre exclusivament de la inversi\u00f3 publicit\u00e0ria.<\/p>\n\n<h2 class=\"wp-block-heading\">Una audi\u00e8ncia cada vegada m\u00e9s internacional<\/h2>\n\n<p class=\"wp-block-paragraph\">El Poblenou t\u00e9 un component tur\u00edstic important i aquesta realitat tamb\u00e9 es va comen\u00e7ar a reflectir en les dades. El web va rebre tr\u00e0nsit rellevant des dels Estats Units, Alemanya, el Regne Unit, Fran\u00e7a, It\u00e0lia i els Pa\u00efsos Baixos, mentre que les versions de la carta en angl\u00e8s i franc\u00e8s ajudaven a donar millor resposta a aquest inter\u00e8s. <\/p>\n\n<p class=\"wp-block-paragraph\">El mateix restaurant va detectar reserves procedents de llocs com Londres, Pol\u00f2nia o M\u00e8xic. Aix\u00f2 \u00e9s especialment rellevant per al negoci perqu\u00e8 una part d\u2019aquestes reserves es paguen per avan\u00e7at, convertint l\u2019inter\u00e8s digital en ingressos assegurats abans de la visita al local. <\/p>\n\n<h2 class=\"wp-block-heading\">El resultat: m\u00e9s punts d\u2019entrada al negoci<\/h2>\n\n<p class=\"wp-block-paragraph\">El cas no s\u2019ent\u00e9n b\u00e9 mirant una sola m\u00e8trica. El canvi apareix quan observem com es connecten totes. <\/p>\n\n<p class=\"wp-block-paragraph\">La comunitat va cr\u00e9ixer i va donar a la marca una audi\u00e8ncia pr\u00f2pia. Les campanyes van augmentar la visibilitat i van portar m\u00e9s usuaris cap al web. Les reserves van pujar i van comen\u00e7ar a arribar perfils de client amb un valor potencial m\u00e9s alt. M\u00e9s endavant, el Local SEO va afegir una nova via de captaci\u00f3 org\u00e0nica, mentre que la p\u00e0gina de reserves multiplicava les seves visites.   <\/p>\n\n<p class=\"wp-block-paragraph\">El resultat no va ser dependre m\u00e9s d\u2019un \u00fanic canal, sin\u00f3 construir un ecosistema on Paid Media, xarxes socials, web i Local SEO contribueixen en diferents moments perqu\u00e8 nous clients descobreixin el restaurant i acabin reservant.<\/p>\n\n<h2 class=\"wp-block-heading\">Vols que les teves campanyes atraguin clients reals al teu negoci?<\/h2>\n\n<p class=\"wp-block-paragraph\">A VILAX treballem Paid Media, Local SEO i anal\u00edtica amb una visi\u00f3 conjunta: generar visibilitat, captar demanda i connectar aquesta activitat amb resultats que tinguin sentit per al negoci.<\/p>\n","protected":false},"featured_media":15378,"template":"","tipo_de_caso":[90],"sector":[202],"area":[196],"servicio":[178],"target":[255,256],"class_list":["post-15365","casos","type-casos","status-publish","has-post-thumbnail","hentry","tipo_de_caso-caso-de-exito-post","sector-restauracio-hostaleria","area-perfomance-marketing","servicio-paid-media","target-b2b","target-b2c"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gesti\u00f3 d\u2019Ads per a Restaurants: M\u00e9s Comunitat i Reserves | VILAX<\/title>\n<meta name=\"description\" content=\"Cas real de gesti\u00f3 d\u2019Ads per a restaurants: com Paid Media i Local SEO van ajudar a multiplicar la comunitat digital i les reserves.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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