Restaurant in New York: banquet leads, $120,000 in sales, 510% ROMI

The task

Generate banquet event leads for a restaurant in New York (US market). Banquets are a high-ticket product with a long decision cycle: the venue is chosen weeks and months before the event, comparing several options. So the channel has to be judged not by cost per click but by final sales.

What we did

Paid traffic for leads over 11 months (September 1, 2022 — July 2023) with end-to-end evaluation of the channel by sales, not only by cost per lead.

Results

Summary figures for the period:

• Ad budget — $23,536
• Leads — 362
• Cost per lead (CPL) — $65.02
• Sales — $120,000
• ROMI — 510%

From the detailed case (a separate period sample):

• Ad budget — $12,069
• Leads — 230
• Cost per lead — $52.47

Insights

A $65 CPL sounds expensive until you look at the economics: on average one lead brought about $331 in sales ($120,000 / 362), and total sales exceeded the ad budget 5.1 times. This is the typical logic of high-ticket HoReCa: the banquet line allows paying tens of dollars per lead and staying deep in the black — where low-ticket “table booking” ads do not add up. For a local business with an expensive product, paid traffic for leads is a working model if it is measured through to sales. The case is under NDA: no restaurant name.