AIIMS Group × Sammys Catering & Co
From platters to performance.
A rebuilt Google Ads engine generated $179,481 in tracked conversion value and a reported 42.4x return in the opening 30-day reporting window.
42.4x
Reported Google Ads ROAS
42.4xReported ROAS
$179,481Tracked conversion value
1,677Tracked conversions
309,207Impressions
7,089Clicks
TL;DR
The case study at a glance.
- This Sammys Catering Google Ads case study covers three AIIMS-built campaigns launched between 17 and 23 June 2026.
- The opening 30-day reporting window recorded $179,481 in tracked conversion value from $4,234 in spend.
- Performance Max generated the largest share of value, while Search delivered the strongest click-through rate at 7.92%.
- A separate 13-day snapshot recorded $47,082.68 in revenue from $2,331.14 in Google Ads spend.
- The wider growth system also included Meta advertising, email marketing and website conversion support.
The challenge
A strong Sydney catering brand. A fragmented acquisition system.
- Client
- Sammys Catering & Co
- Market
- Sydney, NSW
- Sector
- Catering & Events
- Partnership
- Since May 2026
Sammys Catering & Co already had the essentials: a recognised local name, a broad menu, a loyal customer base and the operational ability to deliver office catering, finger food, live stations and event packages across Sydney. The missing piece was a paid-search structure capable of turning that demand into consistent ecommerce activity.
The existing Google Ads activity was fragmented and under-optimised. Search intent, product discovery and automated inventory were not working as distinct parts of one system. That made it harder to see which campaign was doing which job, where budget was creating value and how the website journey could support conversion.
AIIMS chose to rebuild rather than patch. Search would capture explicit demand. Performance Max would expand reach across Google inventory. Shopping would place actual menu items—with imagery and pricing—directly in front of buyers ready to order.
Mini Burgers 
Arancini Balls 
Mini Pizzas 
Falafel · Gluten Free 
Sombosik 
Vine Leaves · Gluten Free
What AIIMS built
Three campaigns. One commercial system.
Each channel was given a clear role, then supported by the infrastructure around it: product feeds, conversion architecture, email, Meta and ongoing optimisation. The Google Ads results reported on this page relate to Search, Performance Max and Shopping.
Google Search
High-intent keyword architecture for corporate catering, office catering, event catering and finger-food delivery searches across Sydney.
Performance Max
Cross-inventory reach using product imagery, audience signals and conversion data across Search, Display, YouTube, Gmail and Maps.
Google Shopping
Feed-led campaigns designed to show real menu items, product imagery and pricing when buyers were closest to ordering.
Email Marketing
Promotional and seasonal email activity built to support repeat ordering, customer retention and larger baskets.
Meta Advertising
Facebook and Instagram activity designed to expand awareness, build retargeting audiences and keep the brand visible between searches.
Website Support
Mobile-first conversion architecture and landing-journey improvements aimed at reducing friction between the ad click and the order.
Google Ads performance
Three launches. Three different jobs. One strong opening window.
Search launched on 17 June 2026, Performance Max on 22 June and Shopping on 23 June. The supplied opening 30-day account view shows all three campaigns active and contributing.
The value leader.
102,365Impressions
2,635Clicks
2.57%CTR
1,037Conversions
$0.81Average CPC
$109,689Conversion value
The reach engine.
200,226Impressions
3,930Clicks
1.96%CTR
392Conversions
$0.21Average CPC
$43,116Conversion value
The intent capturer.
6,616Impressions
524Clicks
7.92%CTR
248Conversions
$2.43Average CPC
$26,677Conversion value
Where the tracked value came from.
Share of supplied campaign conversion value
Performance Max$109,689 · 61.1%
Google Shopping$43,116 · 24.0%
Google Search$26,677 · 14.9%
Campaign values are displayed as supplied and rounded to whole dollars. Their component total differs from the supplied account total by $1 due to source-level rounding.
13
day revenue snapshot
$47,082.68 in revenue from $2,331.14 in Google Ads spend.
The separate 13-day view showed an account running materially leaner: ad spend represented 5.0% of revenue, cost per order was lower and average order value was higher than the supplied previous benchmark.
20.2xRevenue return
$56.56Cost per order
$1,143Average order value
Efficiency gains
Not simply more orders. Better economics.
The supplied comparison shows acquisition cost falling at the same time as average order value increased. That combination matters more than traffic volume alone.
A reported 70% improvement in the proportion of revenue consumed by ad spend.
Approximately 40% lower than the supplied previous cost-per-order benchmark.
Approximately 65% higher, indicating stronger order quality as well as volume.
$47,082.68 in supplied revenue against $2,331.14 in Google Ads spend.
Product-led discovery
The menu became the media.
Shopping ads gave buyers a direct view of the food, pricing and product choice before they reached the website. For a visual, occasion-led category, that reduced the distance between search and appetite.
-
Shopping feedMini Burgers -
Shopping feedArancini Balls -
Shopping feedMini Pizzas -
Shopping feedFalafel · Gluten Free -
Shopping feedSombosik -
Shopping feedVine Leaves · Gluten Free
Why it worked
Campaign roles were separated. Commercial intent stayed connected.
Search captured intent.
A 7.92% click-through rate showed the value of matching direct catering searches with a focused response.
Shopping made the offer tangible.
Real products and pricing let buyers assess the menu from the results page rather than clicking blind.
Performance Max found scale.
Performance Max produced 61.1% of supplied tracked conversion value across Google’s wider inventory.
The surrounding system mattered.
Feed quality, website conversion support, email and Meta gave the campaign account more than media buying alone.
Those numbers are amazing so far!Sammys Catering & Co · Brighton-Le-Sands, NSW
That is what happens when the campaign structure, product feed and conversion journey are designed to work as one system from day one.Jihan Albassit · Client Experience Manager · AIIMS Group
Case study FAQ
The direct answers.
What result did AIIMS achieve for Sammys Catering & Co?
In the opening 30-day Google Ads reporting window, the three AIIMS-built campaigns recorded 309,207 impressions, 7,089 clicks, 1,677 conversions and $179,481 in tracked conversion value from $4,234 in spend, equal to a reported 42.4x ROAS.
Which Google Ads campaigns did AIIMS build?
AIIMS built three distinct campaigns: Google Search for high-intent demand, Performance Max for cross-inventory reach and conversion, and Google Shopping for product-led discovery.
How quickly were the new campaigns launched?
Search launched on 17 June 2026, Performance Max on 22 June 2026 and Shopping on 23 June 2026.
What did the 13-day revenue snapshot show?
The supplied 13-day snapshot recorded $47,082.68 in revenue from $2,331.14 in Google Ads spend, representing a 20.2x return and ad spend equal to 5.0% of revenue.
What services did AIIMS provide beyond Google Ads?
The broader engagement included Meta advertising, email marketing management, website design and development, conversion support and ongoing performance reporting.
Reporting and methodology note
Figures in this case study are based on the Google Ads and commercial reporting supplied for the stated 2026 campaign windows. “Conversion value” refers to platform-tracked value and is presented separately from the supplied 13-day revenue snapshot. Campaign-level values are rounded to whole dollars; the $1 variance between their sum and the supplied account total is a source-level rounding difference. Results are specific to this client, offer, market, tracking setup and period and are not a guarantee of future performance.
Built for commercial outcomes
Your ads should behave like a system.
AIIMS connects campaign strategy, feeds, creative, websites and conversion data so performance does not depend on one channel working alone.