Context
LIT Coffee Bar opened a second location in Berlin-Mitte. Local awareness was low. Existing Google Ads campaigns only targeted clicks to the site, with no in-store visit measurement. The €800/month budget produced no measurable attribution.
Café / F&BBerlin, GermanyQ3 2023
LIT Coffee Bar
+228% Store Visits in 60 days
+228%
Store Visits / month
+300%
Average CTR
-55%
Average CPC
At a glance
SectorCafé / F&B
MarketBerlin, Germany
PeriodQ3 2023
The problem
Switched from a clicks objective to Store Visits with full Performance Max restructuring.
Tools & technologies
The exact stack used to deliver these results — no secrets, everything documented.
Google Ads · Performance MaxGoogle Business ProfileGA4GTMStore Visit Conversions
Actions taken
- Full Performance Max restructuring with dedicated assets
- Conversion signals via Google Business Profile linked to Google Ads
- Tight geo targeting: 2km radius around both locations
- Audiences built on local intent (café/coffee/brunch Berlin)
Results
| Metric | Before | After | Change |
|---|---|---|---|
| Store Visits / month | ~120 | 394 | +228% |
| Average CTR | 1.2% | 4.8% | +300% |
| Average CPC | 0.92€ | 0.41€ | -55% |
| Conversion Rate | Not tracked | 12.4% | New KPI |
| Monthly Budget | 800€ | 800€ | Unchanged |
Key takeaways
4 transferable lessons, applicable to your business regardless of sector.
- / 01
For physical retail, conversions aren't measured in clicks — you must measure store visits.
- / 02
Performance Max on a local budget thrives with a tight 2km radius, not by going wider.
- / 03
GBP linked to Google Ads turns a static listing into a measurable attribution engine.
- / 04
On the same €800 budget, the right objective (Store Visits) beats the wrong one (clicks) by 3–5×.
Services involved
Every case combines multiple systems. Here are the ones that made the difference here:
Read next
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