Tarrazu Coffee Co.
Turning a wasteful Google Ads account into a foot traffic engine for a local coffee shop.
Services Provided
The Problem
Spending More, Getting Less
When ACC Unlimited took over Tarrazu Coffee Co.'s Google Ads account in February 2026, the account was burning budget with little to show for it. It ran on autopilot with no real control and no clear goal.
- Running on automated Smart Campaigns with no keyword control
- No negative keyword list and no visibility into search terms
- Not counting store visits as a conversion, optimizing for direction requests instead of foot traffic
- Budget wasted on searches that would never convert, including competitor names and products the shop doesn't sell
- Broad targeting with no time-of-day strategy, burning spend overnight
- Only 11% impression share in local search
They were paying $8.36 per store visit and losing ground.
The Solution
A Rebuilt Account Aimed at Real Foot Traffic
ACC Unlimited tore the account down to the studs and rebuilt it around the one outcome that matters to a coffee shop: getting people through the door.
Rebuilt the Account Structure
Replaced the automated Smart Campaigns with a managed Search campaign and a Performance Max campaign built specifically to drive store visits.
Fixed the Optimization Goal
Made foot traffic the actual conversion and assigned it a value, so Google's bidding algorithms started working toward store visits instead of direction requests.
Cut the Waste
Built out a negative keyword list to block searches that would never convert, including competitor names and products the shop doesn't sell, and paused an underperforming ad group entirely.
Tightened the Targeting
Narrowed to a five-mile radius around the shop, targeting people physically in the area, with ads running 7am to 2pm to match when a coffee shop actually sells.
Improved Ad Relevance
Rewrote ad copy around the terms people actually search, lifting click-through rate well above the local average and driving cost per click down.
The Impact
Cheaper Visits, More of Them, on Less Money
In the first two quarters under ACC Unlimited, Tarrazu Coffee Co. paid less, spent less, and brought more people through the door. The latest three-month period, May through July, shows exactly how the account now performs.
Lower Cost Per Store Visit
From $8.36 to $3.83
More Store Visits
1,387 to 1,680, quarter over quarter
Less Ad Spend
More results on a smaller budget
Click-Through Rate
More than double the 3.5% local search average
Local Search Impression Share
From 11% at takeover to 43%
Lower Cost Per Click
Down from a $1.65 peak to $0.93
May Through July Campaign Breakdown
Actual media spend and measured foot traffic by campaign type.
| Campaign | Spend | Store Visits | Cost Per Visit |
|---|---|---|---|
| Search | $2,009.77 | 368 | $5.46 |
| Performance Max | $4,432.25 | 1,312 | $3.38 |
| Combined | $6,442.02 | 1,680 | $3.83 |
At an average in-store spend of roughly $12 per visit, the $6,442.02 ad investment drove an estimated $20,160 in foot traffic revenue, a 3.1x return on ad spend before repeat visits, referrals, and lifetime value are counted.
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