Palate & Plate Case Study: 52% More Traffic & 140% Reach
About Palate & Plate
Based in Vernon, California, Palate & Plate is a B2B importer and distributor of commercial dinnerware and tabletop products for the hospitality industry. Since 2004, the company has supplied restaurants, hotels, caterers, and other foodservice businesses with high-quality porcelain, melamine, and wooden tabletop solutions for commercial use.
Operating in a competitive market, Palate & Plate wanted to increase online visibility, reach more decision-makers, and attract qualified website visitors to support long-term business growth.
What We Did
To achieve these goals, Marqade developed a PPC-focused marketing strategy. The campaign aimed to increase brand awareness and attract qualified hospitality professionals searching for commercial tabletop products.
Key initiatives included:
- Developed and enhanced Paid Search campaigns
- Expanded Paid Social advertising campaigns
- Refined audience targeting to better reach hospitality buyers
- Improved ad messaging and creative assets
- Tracked performance across key marketing channels
- Optimized campaigns based on performance data and results
The Challenge
Palate & Plate had built a strong reputation within the hospitality industry. However, the company needed a stronger digital strategy to reach new audiences and create more customer acquisition opportunities.
The primary goals included:
- Increasing brand visibility among hospitality buyers
- Driving more qualified website traffic
- Expanding reach across paid advertising channels
- Attracting new visitors while engaging existing audiences
- Building stronger brand recognition within the industry
- Supporting long-term growth through scalable campaigns
Hospitality buyers often spend time researching products before purchasing. Therefore, maintaining visibility throughout the buying journey was especially important.
See How Strategic PPC Campaigns Accelerated Growth
The campaign delivered strong improvements across paid media, social engagement, direct traffic, and overall website performance. Increased visibility helped Palate & Plate reach more hospitality buyers and strengthen brand awareness within its target market.
Paid Social Growth Increased
Paid Social became one of the strongest-performing channels during the campaign. It helped Palate & Plate reach a much larger audience and attract new visitors.
Key improvements included:
Users increased from 1,382 to 3,313 (+139.73%)
New users increased from 1,383 to 3,268 (+136.30%)
Returning users increased from 99 to 244 (+146.46%)
These results showed that targeted social advertising effectively introduced the brand to new hospitality buyers. The channel also encouraged repeat engagement from existing audiences and supported customer acquisition efforts.
Website Traffic Grew 52%
As campaign visibility improved, overall website traffic increased significantly throughout the reporting period.
Key improvements included:
- Total users increased from 13,533 to 20,548 (+51.84%)
- New users increased from 13,345 to 20,254 (+51.77%)
- Returning users increased from 1,598 to 2,143 (+34.11%)
The increase in website traffic showed that the advertising strategy successfully attracted new visitors. It also helped maintain engagement with previous users and potential customers.
Direct Traffic Increased Significantly
Direct traffic also increased during the campaign, indicating stronger brand awareness and recognition among potential buyers.
Key improvements included:
- Users increased from 5,134 to 7,215 (+40.53%)
- New users increased from 4,961 to 7,063 (+42.37%)
- Returning users increased from 343 to 480 (+39.94%)
More hospitality professionals began visiting the website directly rather than relying solely on search engines or advertisements. This trend suggested stronger brand recall and growing buyer interest.
Paid Search Reached Buyers
Paid Search campaigns helped Palate & Plate connect with users actively searching for commercial dinnerware and tabletop products.
Key improvements included:
- Users increased from 636 to 1,057 (+66.19%)
- New users increased from 637 to 1,054 (+65.46%)
- Returning users increased from 29 to 120 (+313.79%)
These results showed that search campaigns successfully reached buyers researching relevant products. The increase in returning users also indicated growing interest from potential customers.
Organic Social Reach Expanded
Organic Social traffic also delivered strong growth during the campaign period.
Key improvements included:
- Users increased from 209 to 504 (+141.15%)
- New users increased from 209 to 503 (+140.67%)
- Returning users increased from 26 to 36 (+38.46%)
The growth in Organic Social traffic showed that brand visibility extended beyond paid campaigns. Increased engagement with content helped generate additional traffic through unpaid social channels.
Campaign Outcomes & Business Impact
During the reporting period, Palate & Plate achieved significant improvements in traffic, audience reach, and customer acquisition through a targeted PPC strategy.
Key Results
51.84% increase in total website users
51.77% increase in new users
139.73% increase in Paid Social traffic
66.19% increase in Paid Search traffic
40.53% increase in Direct traffic
141.15% increase in Organic Social traffic
Stronger brand awareness across multiple channels
These results helped Palate & Plate expand its reach within the hospitality industry and increase visibility among key buyers. The campaign created more opportunities to connect with restaurants, hotels, caterers, and foodservice professionals. Through targeted PPC advertising, the company achieved measurable growth and strengthened its foundation for future success.
Client Feedback
“One of our biggest goals was getting our products in front of more hospitality buyers. Marqade helped us expand our reach, increase website traffic, and improve visibility across paid channels. Throughout the campaign, we saw measurable growth and gained more opportunities to connect with restaurants, hotels, and foodservice professionals. Their team was proactive, responsive, and focused on delivering results.”
— Palate & Plate Team
