How Zest Planche reached €80 per request and a 4x return with Google Ads

Zest Planche, a catering service selling to both businesses and consumers, ran a Google Ads test with Growth Room between April and July 2026. The setup became profitable after three months on the quotes it generated, with a cost per enquiry of €80 and a return on ad spend of 4 on the purchase campaigns. Two sets of campaigns ran side by side: qualified lead generation for the B2B side of the business, and online purchases for the B2C side.

About Zest Planche

Zest Planche is a catering service. Its business covers two distinct audiences: companies on one side, private customers on the other. The two do not buy in the same way. On the business side, an order starts with an inbound enquiry, then a conversation, then a quote. On the consumer side, the decision is shorter and the purchase can be completed directly.

That dual nature has a direct consequence for acquisition. A single campaign cannot serve both logics. One is measured in enquiries received and quotes signed, the other in purchases and revenue. Mixing them means steering on an average that says nothing about what actually works, on either side of the business.

The starting point

Zest Planche wanted to know whether Google Ads could become an acquisition channel for the business. Rather than committing budget over a long period, the company chose to run a three-month test, with one question set from the outset: does the channel return more than it costs?

The framing was therefore fixed from day one. The test had to cover both sides of the business, B2B and B2C, and produce numbers clear enough to decide on at the end of the period. What was needed was hard reference points rather than a general impression: a cost per enquiry on one side, a profitability level on the other.

Google Ads: two setups for two audiences

Lead generation campaigns for B2B

For the business side, we built campaigns aimed at quote requests. The objective was neither clicks nor traffic, but the volume of inbound enquiries and their unit cost. That is the metric the company can compare directly against its own quotes and orders, without an intermediate measure in between.

Cost per enquiry served as the reference throughout the test. It gives an immediate read on whether the channel is viable: set against the value of a professional order, it says whether the setup holds up. Over the period, it settled at €80.

Purchase campaigns for B2C

For the consumer side, the campaigns targeted purchases directly. Campaigns like these are judged on what they return, not on the volume of visits they generate. We steered them on profitability, meaning the ratio between the revenue produced and the budget invested.

Over the test period, these campaigns reached a return on ad spend of 4: four euros of revenue for every euro spent. That level held across the test, which makes it a usable benchmark rather than a one-off result.

A test with a fixed horizon

The three months were not only about measuring. They were about correcting. Trade-offs were made continuously, keeping a clear separation between what fed B2B enquiries and what produced B2C purchases, so that neither side of the business ended up funding the other without it showing in the overall numbers.

By the end of the period, the setup was profitable on the quotes generated. The question asked at the start had an answer backed by numbers, on both parts of the business.

Results

• A setup profitable after three months, measured on the quotes generated.
• €80 cost per enquiry over the April to July 2026 period.
• A return on ad spend of 4 on the purchase campaigns, meaning €4 of revenue for every €1 invested.

The test ran from April to July 2026 on Google Ads. It qualified the channel for both sides of the business, with cost and profitability reference points now established for what comes next.

Looking to make your Google Ads campaigns pay off?

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