Despite more conservative growth targets compared to the previous year and increasing competitive pressure, we successfully launched new food tours across multiple markets. Through rigorous data-driven optimization, we maintained strong profitability and ensured a sustainable return on marketing investment.

About the Client

Culinary Backstreets is a global provider of curated food tours across major cities worldwide. By partnering with local guides, the company offers authentic culinary experiences, including hidden gems and off-the-beaten-path locations. Their primary audience consists of international travelers, with a strong focus on the U.S. market.

Services
PPC
SEO

Client
Culinary Backstreets

Team
PPC Specialists – Alex Barčovský, Matej Gavenčiak
SEO Specialist – Michaela Fašiangová
Business Consultant – Juraj Sasko

Awards
Pozrite si

Key Challenges

1. Shifts in seasonal revenue peaks required segmentation of services into two groups: those needing peak amplification vs. those requiring more evenly distributed budget allocation

2. Loss of impression share in key locations despite increased budgets, driven by intensified competition and overall market growth in the food travel segment

3. A relatively complex expansion process compared to some competitors operating with more simplified market entry models

Goals

KEY OBJECTIVES

Achieve a ROAS above 300% in Google Ads for 8 newly launched tours

Maintain overall ROAS despite a 50% increase in ad spend

Increase Google Ads ROAS by +100 percentage points (from 548% to 648%)

Results

WHAT WE’VE ACHIEVED

Average ROAS across 8 new locations exceeded 436%, surpassing the target by +136 percentage points

Overall ROAS was maintained while total revenue increased by +51%

Google Ads ROAS improved by +369 percentage points, reaching 917%

Approach & Execution

Compared to the previous year, our strategy prioritized performance efficiency, return on investment, and horizontal expansion (launching new locations rather than scaling capacity within existing ones).

  • Reallocated budget from social platforms (Instagram, Facebook, Pinterest) toward Google Ads, with a strong emphasis on Search campaigns
  • Leveraged advanced analytics and micro-optimization at the location level
  • Aligned budget allocation with seasonality patterns to maximize efficiency
  • Distributed budgets more evenly across key periods instead of overinvesting in peak weeks

Awards

Digital PIE 2026

Golden PIE

  • Perfomance: E-commerce / Shopping
    Exporting Flavors: Culinary Backstreets’ Successful Expansion into 8 New Locations

Silver PIE

  • Perfomance: Campaign a Search, Display, Mobile, Video
    Exporting Flavors: Culinary Backstreets’ Successful Expansion into 8 New Locations
  • Perfomance: Campaign
    Exporting Flavors: Culinary Backstreets’ Successful Expansion into 8 New Locations

European Search Awards 2026

Shortlist

  • BEST USE OF SEARCH – TRAVEL / LEISURE (PPC): LARGE
    Expanding the Taste
  • BEST PPC CAMPAIGN: LARGE
    Expanding the Taste