How a coordinated strategy combining Google Ads, Meta, TikTok and, from the summer onwards, Local SEO helped a restaurant in Poblenou increase brand awareness, attract new customer profiles and turn that visibility into bookings.
Key results
In just eight months, this Poblenou restaurant went from having an almost non-existent digital presence to building its own community, increasing bookings and achieving greater online visibility. Here’s a summary of the transformation:
| Data | Before | After | Change |
| 100 followers | 2.450 followers | +2.350% | |
| TikTok | 50 followers | 1.785 followers | +3.470% |
| Bookings | Previous period | Period analysed | +96% |
| Organic search | Jan–Aug 2025 | Jan–Aug 2026 | +333,8% |
The starting point
La Roda is a restaurant in Poblenou, Barcelona. When we started working with the brand in January 2026, its digital presence still had significant room for growth: around 100 followers on Instagram and 50 on TikTok, a small community and an online acquisition strategy that was not yet reflecting the restaurant’s full potential.
The challenge was not simply to increase reach. We needed to build a system capable of guiding users from discovery to a specific action: visiting the website, following the brand, checking the menu or booking a table.
That is why the project was designed from the outset around a complete customer acquisition strategy. We first focused on Paid Media to accelerate visibility and demand. Later, during the summer, we also introduced Local SEO to strengthen the restaurant’s organic presence in local searches and reduce its dependence on paid channels.
A coordinated strategy, not isolated campaigns
The strategy combined Google Ads, Meta and TikTok, while ensuring that each platform worked as part of a connected system rather than in isolation. Each channel had a specific role within the customer journey.
- Google Ads: capture searches with stronger intent to visit the restaurant or make a booking.
- Meta Ads: increase visibility, build a community and drive qualified traffic to the website.
- TikTok Ads: accelerate discovery of the restaurant and connect with an audience aligned with its concept and location.
- Local SEO, from the summer onwards: strengthen visibility in organic and local searches, especially among users already looking for somewhere to eat or book a table in the area.
The shared objective was simple: to make community growth, traffic, searches and bookings work together as part of the same system. We were not looking to accumulate vanity metrics, but to create multiple entry points to the restaurant.
From almost no community to building an audience of its own
One of the first visible changes came on social media. Instagram grew from 100 to 2,450 followers, while TikTok increased from 50 to 1,785. But the value went beyond the numbers.
The restaurant went from relying almost entirely on the short-term impact of individual campaigns to having an audience of its own that could be reached again with new dishes, content, promotions or moments from the restaurant. That community began to act as an additional layer of awareness and digital word of mouth.
More bookings, but also better opportunities
According to TheFork data, bookings increased by 96% compared with the same period the previous year. That figure was already significant, but there was an even more interesting change: the type of customer coming to the restaurant began to shift.
Previously, group bookings from companies and travel agencies were occasional, averaging around two or three per month. During the period analysed, the restaurant recorded as many as seven in a single week.
Rather than looking at an isolated percentage, this change reflects an improvement in the quality of demand. The strategy was not only helping to fill tables, but also attracting corporate and tourist groups with greater potential value for the business.
Website traffic grew, and so did booking intent
The increase in demand was also reflected on the website. Comparing January–August 2026 with the same period in 2025, active users increased by 218.9% and new users by 219.8%, according to Google Analytics.
The most interesting signal came from the “Book your table at La Roda Poblenou” page, which saw visits increase by 589.1%. In other words, not only were more users visiting the website, but an increasing proportion of them were reaching one of the pages with the highest commercial intent.
In summer, Local SEO opened up a new avenue for growth
During the summer, we also introduced Local SEO. Until then, much of the growth had been driven by Paid Media and the awareness generated by the campaigns. The new objective was to strengthen the restaurant’s ability to appear organically when users searched for restaurants, places to eat or somewhere to book in Poblenou.
During this period, Google Analytics recorded a 333.8% increase in traffic from organic search. This growth coincided with the start of the Local SEO work and with a brand that was already gaining visibility through the other channels.
This created a more balanced strategy: Paid Media generated demand and accelerated discovery, while Local SEO helped capture existing searches and strengthen the brand’s presence without relying exclusively on advertising spend.
An increasingly international audience
Poblenou has a strong tourist presence, and this also began to show in the data. The website received significant traffic from the United States, Germany, the United Kingdom, France, Italy and the Netherlands, while the English and French versions of the menu helped support that international interest.
The restaurant itself also identified bookings from places such as London, Poland and Mexico. This is especially relevant for the business because some of these bookings are paid in advance, turning digital interest into secured revenue before customers even arrive at the restaurant.
The result: more entry points to the business
This case cannot be fully understood by looking at a single metric. The real change becomes clear when we look at how all of them are connected.
The community grew, giving the brand an audience of its own. The campaigns increased visibility and drove more users to the website. Bookings rose, and higher-value customer profiles began to emerge. Later on, Local SEO added a new organic acquisition channel, while visits to the booking page multiplied.
The result was not greater dependence on a single channel, but the creation of an ecosystem where Paid Media, social media, the website and Local SEO all contribute at different stages to helping new customers discover the restaurant and ultimately make a booking.
Do you want your campaigns to attract real customers to your business?
At VILAX, we approach Paid Media, Local SEO and analytics as part of one connected strategy: generating visibility, capturing demand and linking that activity to results that genuinely matter to the business.
