Mr. Birria: Turning a Viral Restaurant Brand into Measurable Orders

Mr. Birria had the hard part figured out — food people love and a viral social presence. But social buzz doesn't capture the customer typing “birria near me” at lunchtime.

The restaurant needed to show up at the moment of highest intent — local food searches — and give those visitors an immediate way to order, find a location, or book catering.

Built a bold, food-forward website featuring the full menu, multiple location pages, online ordering integration, a gallery of the most popular dishes, and catering inquiry forms.

Launched Google Ads campaigns focused on high-intent local searches — birria, tacos, and catering queries across the San Diego area — with location targeting matched to each restaurant location.

Connected ads to dedicated landing pages so a search for catering landed on catering, not the homepage.

Ran social media ad campaigns on Meta: catering lead-form campaigns targeting event planners and a traffic campaign feeding the menu and location pages.

Google Ads has driven 47,000+ actions for the brand — including 1,600+ phone leads and 10,800+ store visits.

Social media ads added 4,825 catering form leads at $7.24 per lead, 23,069 landing page views at $0.24 each, and 14,759 new followers.

The Google Ads overview below is a real, unedited screenshot from the campaign. Paid search and paid social now complement the brand's organic reach, capturing customers at the exact moment they're deciding where to eat.