Pura Vida Tacos
Catering
April 2026
Online Visibility
Marketing
Pura Vida Tacos had strong demand – but not always the right kind. Weekends were filling up quickly, while midweek availability remained underused. Alongside this, a number of enquiries lacked commercial value, often coming in with low budgets or for the wrong type of event.
They also wanted to attract more of the work that really moves the business forward – corporate bookings, weddings, and larger parties – rather than one-off, lower-value enquiries.
The challenge was clear: reach the right audience, in the right locations, at the right time, while improving the overall quality of enquiries coming through.
Within just 10 days of relaunch, the campaign generated 7 strong, relevant leads.
A clearer structure, better targeting, and ongoing optimisation have created a more consistent flow of the right kind of enquiries – reducing wasted spend and supporting sustainable business growth.
We started by refining how Pura Vida appeared in search. Broad, unfocused terms were replaced with more intent-driven searches, helping attract people actively looking to book rather than just browsing.
From there, we built a more balanced campaign structure. We introduced two approaches – one highly specific to Mexican catering, which is more likely to convert but naturally lower in volume, and another more general campaign targeting broader catering searches. The key difference was in the messaging, making it clear from the outset that Pura Vida specialises in Mexican food, helping filter enquiries before the click.
We also explored audience behaviour, including testing whether weighting budget towards female audiences – who made up a large portion of enquiries – would improve results. However, this didn’t deliver a strong enough impact to scale.
Location and timing were refined to drive more midweek demand while maintaining strong weekend bookings. Alongside this, we supported updates to messaging around minimum spend.
Remarketing campaigns across Google and Meta are now helping keep Pura Vida front of mind for people who have already visited the website and may just need a reminder to take the next step.
