Selling a coffee franchise through Google: 3,684 leads and click fraud protection

Niche: self-service coffee franchise · Channel: Google Ads · Author: Septminor

In short

• Client: a self-service coffee franchise.
• Goal: get leads from people who want to buy a franchise, without losing budget to competitors.
• What we did: built Google advertising around search, added Performance Max with video and remarketing. Solved the click fraud problem.
• Result: 3,684 leads on a $14,000 budget, $5,500 average deal.

Why selling a franchise is hard

A franchise is not an impulse purchase. A person invests their own money in a business, so first they want to understand how it works. So it matters to reach them at the moment of search, then show what the business really looks like: video does that better than text.

What we did

1. Made search the core. It reaches people already looking for a franchise or a ready business and comparing options. Ukrainian and Russian searches were handled separately.
2. Added Performance Max with video. These are Google's automated campaigns that show ads across different placements. They brought good results.
3. Brought back people who showed interest. Nobody decides on a franchise in one day, so remarketing kept the offer in front of them.
4. Solved the click fraud problem. Competitors were clicking the ads to drain the budget. For an owner this is a direct loss: money goes and no leads come. We dealt with the conflict and protected the budget.

Result

Advertising brought leads for a high-ticket product, and the budget worked on buyers rather than competitors.

Is this relevant to your business

This case is about you if you sell a franchise or an expensive service and recognize at least one of these:

• the budget goes fast but leads are few;
• you suspect competitors are clicking your ads;
• your ads run in one format and you haven't tried others;
• you get leads but can't tell what brings them.

More on our services: Google Ads, Performance Max and ad account audit. More results on the cases page.