Every industry converts differently, and restaurants is no exception to that rule. Treating it like any other category is a fast way to waste a ppc & google ads budget. This space runs on appetite, decided within a few seconds. That single fact changes which keywords, offers and creative actually earn attention here. Most campaigns never bother to check that fact before spending a single rupee. That's usually the exact point where the budget starts leaking away.
We build every restaurants campaign around that specific behaviour first. Not around a generic playbook reused from somewhere else entirely. Results follow from that fit, more than from any clever tactic on its own. A strategy built for the wrong industry rarely gets a second chance to prove itself. We'd rather get the fit right than impress anyone with a flashy first draft. Flashy drafts rarely survive contact with a real customer anyway.