Google Ads Case Study for Restaurant, Café, and Cake Shop: Nami Thailand
Introduction
Nami Thailand is a popular cake and dessert shop, well known for birthday cakes and desserts designed for special occasions. Since customers often search for cake shops on Google at the exact moment they are ready to place an order, Google Ads plays a critical role in reaching users with strong purchase intent.
This case study highlights how Google Ads campaigns for Nami Thailand were strategically managed to focus on traffic quality, control cost per conversion, and build a solid data foundation that allows the ad system to learn from real buying behavior. The goal was not only short term performance, but sustainable growth driven by meaningful conversions.
About the Client
Nami Thailand is a Japanese style cake and dessert brand known for its birthday cakes and celebration focused offerings. The brand stands out for its product quality, consistent taste, and reliable service, making it a preferred choice for customers ordering cakes for important moments.
With a diverse customer base that includes nearby local customers, users actively searching on Google, and tourists looking for desserts or celebration cakes, Nami Thailand prioritizes reaching customers at the exact moment they are ready to order. Online channels play a key role in enabling fast and confident purchase decisions.
Our Services
Digital Agency Bangkok provided full Google Ads campaign management for Nami Thailand, focusing on building a campaign structure that aligns with real search behavior and continuously improving performance using real conversion data.
The scope of service included managing Search and Performance Max campaigns, keyword and ad copy optimization, traffic quality control, and ongoing conversion tracking validation. This approach ensured the campaigns operated efficiently while supporting long term scalability and growth.
The case study covers the period from November to December 2025. During this phase, the primary focus was on restructuring the account and building a strong learning foundation for Google Ads, preparing the campaigns for future expansion and performance scaling.
Challenges
The cake and dessert market is highly competitive, especially for keywords related to birthday cakes and nearby cake shops, where many advertisers compete aggressively. For Nami Thailand, the challenge was not simply visibility, but ensuring ad spend reached users with genuine purchase intent who were ready to decide quickly.
Another key challenge was maintaining an efficient cost per conversion while allowing Google Ads enough high quality conversion data to learn and optimize effectively. The objective was to move beyond short term gains and build a system that supports sustainable brand growth.
In addition, choosing the right balance between Search and Performance Max campaigns required careful planning to ensure each campaign type fulfilled a clear role without overlapping or competing for the same traffic.
Our Strategy
1.Focus on High Purchase Intent Users
Search campaigns were structured around keywords that clearly reflect readiness to order, such as birthday cake related searches, cake ordering terms, and branded keywords. This ensured ads appeared at moments when users were closest to making a purchase decision.
2.Clear Role Separation Between Search and Performance Max
Search campaigns targeted high intent transactional keywords, while Performance Max was used to expand brand visibility and reach new users who were exploring nearby shops or locations. This separation prevented campaign overlap and ensured each campaign supported a distinct stage of the customer journey.
3.Traffic Quality and Cost Control
Search term reviews were conducted regularly to remove irrelevant queries. Keyword match types and targeting were refined to ensure the budget was allocated only to high quality audiences with strong conversion potential.
4.Conversion Data as the Core Decision Driver
Accurate conversion tracking was prioritized so Google Ads could learn from actions that truly reflect business value, such as customer contact or purchase intent, rather than relying solely on clicks or traffic volume.
Results
Search Campaign Performance Overview
In December, Nami’s Search campaigns primarily served ads to high purchase intent queries, particularly searches related to birthday cakes, nearby cake shops, and branded terms containing “Nami.” This confirmed that most users reached were already in the decision making stage rather than simply researching.
The campaign achieved an average projected CPA of approximately THB 39.17 per conversion, closely aligned with the target benchmark. The system continued learning from user behavior, as most customers took around six days after seeing an ad before completing a purchase.
During this period, Search campaigns managed by Digital Agency Bangkok generated strong engagement and conversion performance.
- Clicks: 8,932
- Impressions: 103,774
- CTR: 8.61%, indicating strong ad relevance and engagement
- Conversions: 1,181
- Cost per Conversion: THB 40.47
- Optimisation Score: 89.6%, reflecting a well structured campaign with room for further growth
Performance Max Campaign Results
During the same month, the Performance Max campaign played a key role in expanding overall brand reach. Ads were shown more than 1.7 million times and generated 17,144 clicks, demonstrating strong brand visibility across a wide audience.
While Performance Max does not focus solely on immediate purchase intent keywords like Search campaigns, its objective was to drive store related engagement and broader discovery. As a result, the campaign generated a high volume of conversions with a conversion rate of 50.76% and more than 12,985 conversions in a single month. The average cost per conversion was only THB 2.94, highlighting exceptional efficiency.
Conclusion
This case study clearly demonstrates that effective Google Ads performance is not driven by increasing ad spend alone, but by structuring campaigns to match customer intent at each stage of the decision making journey.
For Nami Thailand, combining Search and Performance Max campaigns allowed the brand to cover the entire customer path, from users ready to order immediately to new audiences in the awareness and consideration stages.
Overall results show that clearly defined campaign roles and a strong focus on real conversion data enabled Google Ads to operate more efficiently, maximize budget effectiveness, and support sustainable long term growth.
If you are looking for a Google Ads expert who can design strategies tailored to your business goals, whether increasing sales, expanding your customer base, or building long term brand value, Digital Agency Bangkok is ready to support you with a professional and results driven approach.
Contact us for a free consultation
Phone: 098-7655-243 or 098-7655-701
Email: [email protected]
