Quick answer: Restaurants get the cheapest leads on Facebook of any industry WordStream measured ($3.16 per lead in 2025). Use Facebook and Instagram for events, set menus and offers within a few kilometres or miles, and Google Search plus a strong Business Profile for “near me” searches.
Restaurant marketing is local, visual and frequent. You are not selling one big job; you are filling tables every week. Small, consistent budgets work well.
What ads cost for restaurants and cafes
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Restaurants & Food | $2.05 | 8.05% | $30.57 |
| Facebook and Instagram lead ads: Restaurants & Food | $0.74 | 18.25% | $3.16 |
Restaurants & Food averages $2.05 per click and $30.57 per lead on Google (WordStream 2026), and just $3.16 per lead on Facebook lead ads (2025), with an 18.25% conversion rate.
Which channel to start with
Channel roles:
- Facebook and Instagram for events, new menus, set menus, functions and loyalty offers
- Google Business Profile with photos, menu and booking link (the most important free channel)
- Google Search for “restaurant near me”, cuisine + suburb and functions
- Local Services Ads: Google has added many restaurant cuisine categories in its LSA documentation
Google Ads keywords for restaurants and cafes
Cuisine, occasion and location.
- “[cuisine] restaurant [suburb]”, “restaurant near me”
- “private dining room”, “function venue [city]”, “birthday dinner venue”
- “breakfast near me”, “brunch [suburb]”
- “catering [city]”
Negative keywords to add on day one
recipe, jobs, chef course, menu prices only, franchise, delivery app names, supermarket.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Menu (not a PDF that loads slowly)
- Online booking
- Location, parking and hours
- Function and group packages
- Photos of food and the room
Full list: landing page checklist.
Track the right things
- Online bookings from ads
- Function enquiries
- Offer redemptions (use a code)
Platform rules that apply to restaurants and cafes
- If ads promote alcohol, both Google and Meta apply alcohol policies, including age targeting and country restrictions. Check the rules for your market before running drinks promotions.
- Food offers must be honoured as advertised.
Common mistakes
- Targeting a whole city when diners come from nearby
- No booking link
- Slow PDF menus on mobile
- No way to track which ad filled tables
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Restaurants & Food average of $3.16 per lead, 150 leads a month is roughly $474 in ad spend before management fees.
Many restaurants run $300 to $1,500 a month, focused on events and quiet nights.
Frequently asked questions
Do Facebook ads work for restaurants?
Yes. Restaurants have the cheapest Facebook lead costs in WordStream’s 2025 benchmarks. Events, menus and offers perform best.
Should restaurants use Google Ads?
For function venues, catering and “near me” searches, yes. Your free Business Profile is often even more important.
How far should restaurant ads reach?
Usually a few kilometres or miles, unless you are a destination venue.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Search Engine Land: Google expands Local Services Ads categories (restaurants, automotive, beauty)
Want a second opinion on your restaurant ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →