Case Study · Catering & Events · Sydney, NSW
SammysCateringCo
From platters to performance. Sydney’s catering brand goes digital — and the results came fast.
309KTotal Impressions
7,089Total Clicks
$179KConversion Value
1,677Conversions
42.4xROAS
TL;DR
Sammys Catering Co case study at a glance
- $179,481 in tracked conversion value generated in under four weeks.
- 309,207 impressions, 7,089 clicks and 1,677 conversions across three Google Ads campaigns.
- A 42.4x reported return on ad spend from $4,234 in total campaign spend.
- Performance Max, Search and Shopping campaigns worked together as one acquisition system.
The Challenge
A beloved Sydney catering brand. Invisible on Google.
Sammys Catering Co had everything going for it. A loyal following, glowing reviews, a menu that covered everything from finger food platters to live slider stations, and the capability to serve events of any scale across Sydney. What they didn’t have was a Google presence that matched the quality of the product. The campaigns that had been running were fragmented, under-optimised, and not structured to drive e-commerce revenue at scale.
The brief was clear: rebuild the entire Google Ads ecosystem from scratch. Three distinct campaigns, each with a specific job to do — Search for intent capture, Performance Max for intelligent full-funnel reach, and Shopping to put the actual menu items directly in front of hungry buyers at the moment they’re ready to order. All three needed to be live, tracking, and converting within weeks.
AIIMS took on the account in June 2026. All three AIIMS-built campaigns were live by 23 June. The results followed immediately.
What We Built
Three campaigns. One unified growth engine.
Rather than patching what was there, we rebuilt. Each campaign was designed with a specific objective, a specific audience signal, and a specific place in the conversion funnel.
Google Search Campaign
High-intent keyword targeting for catering queries across Sydney. Built to capture people actively searching for corporate catering, event catering, and finger food delivery — and convert them on first click.
Performance Max Campaign
Google’s full-inventory AI-powered format, fed with Sammys’ own product imagery and audience signals. Serving across Search, Display, YouTube, Gmail, and Maps — finding buyers wherever they are.
Google Shopping Campaign
Product feed-driven ads showing Sammys’ actual menu items — mini burgers, platters, finger food packs — directly in the shopping carousel at the top of Google. Visual, price-transparent, and frictionless to purchase.
Email Marketing Management
Ongoing email campaigns targeting the existing Sammys customer base — promotions, seasonal menus, and order incentives designed to drive repeat orders and increase average order value.
Social Ad Management — Meta
Paid Facebook and Instagram campaigns aligned to the Google strategy — upper funnel awareness that feeds the retargeting pool and keeps Sammys top of mind between searches.
Website Design & Development
Conversion architecture built to support the paid campaigns — fast, mobile-first, and built to make ordering as frictionless as possible from first click to checkout.
Google Ads Performance
Three campaigns. All delivering. In under four weeks.
AIIMS launched the Search campaign on 17 June 2026, Performance Max on 22 June, and Shopping on 23 June. The data below reflects the last 30 days — all three campaigns active and optimising simultaneously.
Performance Max · Live 22 Jun 2026
AIIMS | Sammys Catering Co — PMax
102,365
Impressions
2,635
Clicks
2.57%
CTR
1,037
Conversions
$0.81
Avg CPC
$109,689
Conv. Value
Shopping · Live 23 Jun 2026
AIIMS | Sammys Catering Co — Shopping
200,226
Impressions
3,930
Clicks
1.96%
CTR
392
Conversions
$0.21
Avg CPC
$43,116
Conv. Value
Search · Live 17 Jun 2026 · Highest CTR
AIIMS | Sammys Catering Co — Search
6,616
Impressions
524
Clicks
7.92%
CTR
248
Conversions
$2.43
Avg CPC
$26,677
Conv. Value
309,207Total ImpressionsAcross all 3 AIIMS campaigns
7,089Total ClicksBlended avg CPC: $0.60
1,677Total ConversionsAvg conversion rate: 23.6%
$179,481Total Conv. ValueTotal spend: $4,234 · ROAS: 42.4x
In just 13 days
$47,082
in Google Ads sales
The most efficient month we’ve seen in 12 months. By a long way.
In 13 days of AIIMS-managed Google Ads, Sammys generated $47,082.68 in sales from just $2,331.14 in ad spend. That’s a 20.2x return on every dollar. Ad spend now sits at just 5.0% of revenue — down from 16.7% previously.
$2,331.14Ad Spend (13 days)
$47,082.68Revenue Generated
5.0%Spend as % of Revenue
Efficiency Metrics
Not just more orders. Better orders.
The numbers aren’t just moving in the right direction. They’re moving in the right direction together — which means the strategy is working at every level.
Ad Spend Efficiency
5.0%
Spend as % of Revenue↓ 70% improvement down from 16.7% — the most efficient month across the last 12 months.
Cost Per Order
$56.56
Cost to Acquire One Order↓ ~40% cheaper down from $93.65 previously.
Average Order Value
$1,143
Average Order Value↑ 65% increase up from $693.51. Attracting higher-value customers.
Early ROAS (13 days)
20.2x
Return on Ad Spend$47,082.68 in revenue on $2,331.14 spend. A fantastic early result with campaigns still learning.
The Product Range
What Google is selling for them. Every day.
The Shopping campaign puts Sammys’ actual menu items — with real photos, real prices, and real reviews — directly into Google’s shopping carousel at the moment of purchase intent.
Client Feedback
What they said.
“Those numbers are amazing so far!”
Sammys Catering Co · Brighton Le Sands, NSW
Full Scope
What was delivered.
01Google Search CampaignIntent-led keyword targeting · Live 17 Jun 2026
02Performance Max CampaignFull-funnel Google inventory · Live 22 Jun 2026
03Google Shopping CampaignProduct feed ads · Live 23 Jun 2026
04Social Ad Management — MetaFacebook & Instagram paid campaigns
05Email Marketing ManagementRepeat order & retention campaigns
06Website Design & DevelopmentConversion-focused landing pages
Account Manager · AIIMS Group
“
Sammys came to us with a great product and a Google account that wasn’t doing it justice. Within 4 weeks of launching three restructured campaigns, we had 309,000 impressions, 7,000 clicks, and $179,000 in tracked conversion value. Then within just 13 days, $47,000 in revenue on $2,300 in spend. Ad spend at 5% of revenue. Cost per order down 40%. Average order value up 65%. That’s not a coincidence. That’s what happens when the strategy is right from day one.
Jihan Albassit Client Experience Manager · AIIMS Group · Partnership since May 2026
Case study FAQ
Frequently asked questions about Sammys Catering Co
What results did AIIMS generate for Sammys Catering Co?
The Google Ads program generated $179,481 in tracked conversion value, 1,677 conversions, 7,089 clicks and 309,207 impressions in under four weeks.
What return on ad spend was achieved?
The case study reports a 42.4x return on ad spend from $4,234 in total spend.
Which Google Ads campaigns were used?
AIIMS deployed a coordinated mix of Performance Max, Search and Shopping campaigns to capture demand and promote catering products.
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