Search Engine Optimization

The Vadas restaurant in Stellenbosch is all about great food, shared with friends and family in a beautiful setting. Situated on Spier Wine Farm, Vadas is the perfect place to stop for a hearty lunch on a day out spent exploring the magnificent Cape Winelands.

136.87%Increase in new traffic (Monthly)

31%Increase in conversion (Monthly)

2000+Increase in website clicks (Monthly)

200%return on Ad Spend

Brief & Objectives

VADAS’ core objective was to increase brand awareness to local communities and improve sales through website enquiries.The restaurant specifically wanted to increase demand for dinner reservations, events and wedding celebrations, take-away food, and their delicious bakery items.


Rather than using web pages for many of their services, Vadas were instead using (beautifully designed!) portable document format menus to display content, which is not ideal in terms of SEO. The site also lacked conversion tracking to measure the performance of individual aspects of the campaign. The next major challenge we faced revolved around the terms we wanted to target – which cost a lot per click but were not converting at a satisfactory rate.

Our Solution

We developed a powerful strategy aimed at promoting the business using beautiful search and display ads across Google, Facebook and Instagram. Ruby Digital assisted with the redesign of the PDF docs into website text and graphics to improve the user experience, help the web pages rank better on search engines, and improve the ad quality score for PPC campaigns.

We provided content and keyword optimization to target specific head terms that would attract customers organically. We also set up various campaigns targeting bakery, weddings, events, and branded terms to drive increased traffic. Additionally, we implemented correct conversion tracking to measure the performance of the campaign and report back on the return on investment.


As a result of our multifaceted approach, VADAS was able to produce a 200% Return on Ad Spend, increase a single-digit conversion rate by 31% and get over 2000 clicks to the website in the very first month. Ruby Digital also managed to obtain a 136.87% increase in new traffic to the VADAS website.

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