Heerlijk.nl
Heerlijk.nl, the premium booking platform for fine-dining and Michelin-starred restaurants, wanted to increase online reservations substantially. The ambition was clear: generate more restaurant bookings at a lower cost through a scalable full-funnel advertising strategy, while preserving the brand's exclusive, high-quality positioning.
- Monthly reservations increased by 60%, resulting in record monthly revenue.
- Meta Ads: cost per reservation fell by 59%, while monthly bookings more than tripled.
- Google Ads: CPA decreased by 53%, supported by a conversion rate of more than 8%.
- Lead generation: UGC videos significantly reduced the cost per lead and improved database growth efficiency.
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CPR
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CPA
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Conversion
Our approach
As Heerlijk.nl's performance partner, we rolled out an integrated advertising strategy built around the following pillars:
Full-funnel account structure: We launched a differentiated structure across Google (Performance Max and Dynamic Search Ads) and Meta (geographic prospecting, remarketing and lead campaigns) to capture untapped search demand and grow the database.
Authentic creative mix: We replaced generic catalogue ads with atmospheric, restaurant-specific imagery and introduced user-generated content (UGC) as a powerful conversion driver within the funnel.
Data-driven optimisation: By switching Google's bidding strategy to Target CPA, we improved stability and cost efficiency. Budgets were adjusted weekly based on platform performance, while the available restaurant selection was continuously expanded to increase reach.
The result
The shift to a data-driven approach produced the platform's strongest month ever, with major improvements across every KPI:
Conversion growth: The total number of monthly reservations increased by 60%, resulting in record monthly revenue.
Meta Ads: The cost per reservation fell by 59%, while monthly bookings more than tripled.
Google Ads: CPA decreased by 53%, supported by an exceptionally strong conversion rate of more than 8%.
Lead generation: The strategic use of UGC videos significantly reduced the cost per lead, making database growth far more efficient.
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