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.

Ce que nous avons fait

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.

Les principales initiatives comprenaient :

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

Le défi

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.

Parmi les principaux objectifs figuraient :

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.

Parmi les principales améliorations, on peut citer :

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.

Parmi les principales améliorations, on peut citer :

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.

Parmi les principales améliorations, on peut citer :

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.

Parmi les principales améliorations, on peut citer :

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.

Portée sociale organique élargie

Organic Social traffic also delivered strong growth during the campaign period.

Parmi les principales améliorations, on peut citer :

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.

Résultats des campagnes et impact sur l'entreprise

During the reporting period, Palate & Plate achieved significant improvements in traffic, audience reach, and customer acquisition through a targeted PPC strategy.

Résultats clés

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.

Commentaires des clients

“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