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PF Changs

How online advertising converted a return on investment (ROI) of 2,000%

The challenge

PF Changs was not getting sufficient reservations on daily basis, they had 225 plates served per day. The demographics of their guests consisted of 80% locals and 20% tourists. Furthermore, the results generated by the in-house marketing team was unsatisfactory, to which the management team in Aruba sought outsourcing services.
Google Ads & PPC Management
Social Media Advertising
Digital Marketing

About PF Changs

P. F. Chang's China Bistro is an American-based, casual dining restaurant chain founded in 1993 by Paul Fleming and Philip Chiang that serves Asian fusion cuisine. PF Changs Aruba opened on December 10, 2020.

Our approach


In accordance with the objectives of PF Changs Aruba we created a Digital Marketing strategy that focused on generating more website traffic and reservations.

We created a Digital Marketing funnel with PPC campaigns that increased website traffic. Our campaigns included all paid advertising platforms, from Google ads to Social Media ads, and everything in between.

We made all campaigns ROI measurable and based on the results we optimized our PPC campaigns 24/7. We provided our client an extensive, but simplified in order to be comprehended, dashboard showing how their campaigns were performing.


●Increase amount of guests to 300 per day. ●Increase PF Changs awareness among tourists.

Our results

Return on investment (ROI) of 2,000%
There have been a total of 436 conversions with the total revenue directly generated from online orders of $9,537.24 (20-02-2022 until 28-03-2022). This is without the revenue generated from OpenTable Reservations which we determined to be $30 per reservation. Furthermore, there have been 144 OpenTable reservations which makes a total of $4320. If you were to consolidate the results, the total revenue of P.F. Chang’s, since working with The Lab, was $13,857.24 as a direct result of the marketing funnel that was set-up for them. With a total investment amount of $500.62 on Google Ads and $177.97 on Facebook Ads (total of $678.59). This means for $1 spent on ads P.F. Chang’s Aruba received $20.42 dollars back in return as revenue in accordance with the data collected between February 20th until March 28th, 2022.

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Diederik Kemmerling
CEO The Lab
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