−41% cost per booking with local search

Ceiba spent heavily on Meta to “build awareness” — and it worked, but at rising cost: MXN $118 per attributed booking and climbing. Meanwhile, searches for “Yucatecan restaurant Playa del Carmen” and “where to eat cochinita” went to competitors with better-maintained profiles.

With two locations, half the calls also landed at the wrong branch: the Google profiles were duplicated, with stale hours and no clear distinction.

We put the house in order: one Google profile per location, correct categories and attributes, per-branch menus with prices and a review system feeding each location separately. The NAP became consistent across every directory that matters.

We moved budget from discovery to demand: local search campaigns by dish and area, plus organic presence built with content answering what people ask before choosing — average prices, vegetarian options, whether group bookings are accepted.

The Meta budget didn’t disappear: it was cut in half and concentrated on remarketing to menu visitors and on special dates, where it does pay.

Cost per booking dropped from MXN $118 to $69 — 41% less — with 28% more total bookings. Both locations now rank in the local pack for their core searches, misdirected calls have practically disappeared and organic traffic to the site doubled. Total media spend is 18% lower than in March.