Traffic to Site

Increase in CTR

CTR above industry standard

Traffic to Site

Increase in CTR

CTR above industry standard

The Business

Aqua Restaurant Group has 25 venues spanning London, New York, Miami, Beijing, Dubai and Hong Kong. Each restaurant and bar encompasses the founding philosophy – serving exquisite dishes, presented with style in uniquely designed environments.

Aqua Shard is a lively, cosmopolitan restaurant where guests can enjoy spectacular views from Level 31 of The Shard, a 95-storey skyscraper designed by the Italian architect Renzo Piano and one of the key modern London landmarks.


The restaurant market in London is a highly competitive one and Aqua Shard with three primary objectives:

  • The primary objective was to increase brand salience against its competitors in London.
  • Capturing searches for ‘The Shard’ in order to generate additional bookings.
  • The third objective was to become the top choice of restaurant for tourists visiting London.

The Challenge

  • Wanting to generate extra revenue from tourist searches.
  • No Google insights available from past activity & lack of tracking on site making attribution bookings difficult.
  • DNA Creators to set benchmarks and discover optimum spend to justify an always-on approach.
  • Heavy competition & booking sites making it tough for Aqua Shard to break through as a competitive choice.

Solutions & Recommendations

  • Established location focused ads, targeting users searching within proximity the Shard. Testing the effectiveness of the key USPs – iconic location, amazing views & contemporary British cuisine.
  • Integrated with Aqua marketing team to solve conversion tracking issues at the website backend level.
  • Call & registration conversions were created to enable assigning a value to business from the campaign outcome.
  • Set up a variety of ad group per offer and introduced dynamic targeting to refine TA and improved performance, lowering average CPC cost.


DNA Creators Case Study Google Pay Per Click

  • A/B testing showed that location USP is the strongest, which will guide future messaging.
  • Dynamic targeting increased daily conversions (not considering seasonality) by up to 100%.
  • We were able to quantify conversions for the first time through converting calls, our conversion rate was 420% above industry benchmark.
  • New incremental traffic recorded: 8.98% increase from previous period.
  • CTR increase by 105% from the campaigns run before – Avg CTR 23.73%.