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Dinner Ladies

Client Overview

Founded in 2015, Dinner Ladies is dynamic, London-based catering company dedicated to producing impressive, vibrant, and varied food with personality and fun.

Savoring tastes from a host of different regions and countries, their goal is to pack British ingredients with contemporary flavors and spices inspired by their travels.

They’ve been great at understanding what we need. I’m delighted with their work; we’ve increased our inquiries since we started working with them, most of which convert into new customers.
Lily Cai
Co-Founder & Managing Director

The Problem

Dinner Ladies was reliant on referrals and personal networks for generating leads. They had tried PPC campaigns before, but with limited results. 

Velocity rebuilt their Google Ads campaigns from the ground up. Using a revised campaign structure, conversion-focused landing pages, and ensuring tight message match from keyword selection to the point of conversion.


Within 2 weeks, refreshed landing pages, ad copy and an expanded keyword portfolio were launched. This provided an instant lift to Dinner Ladies’ sales pipeline, and we continue to optimize their campaigns.

As part of our process we run high-tempo ad design, copy and format experiments to figure out what resonates with the market, then double down on what works.


Campaign Tactics

In-Depth Competitor Analysis

Prior to relaunching campaigns, we engaged in deep competitor analysis to discover what the most effective keywords and messaging were being used in the market.

Sales-Focused Copywriting

By re-focusing messaging on customer benefits, we were able to boost both ad clickthroughs and landing page conversion rates.

Conversion-Optimized Landing Pages

Following a UX audit, Velocity developed landing pages that were laser-focused on driving conversions. Using split-testing we continually optimize pages to improve lead flow and quality.

Single Keyword Ad Groups

Restructuring ad groups and keyword match types allowed us to drive a greater volume of leads at a lower cost, bid more efficiently, and get a better understanding of what's driving new sales.

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