Maximizing Results with a Limited Budget How a Campaign Restructure Improved Performance Challenge Moe’s Southwest Grill’s SEM budget is optimized towards the top performing markets driving conversions. This leaves a limited amount of budget to cover paid advertising in lower performing markets. Performics proposed a franchise solution where markets could fund their own paid search e?orts, ensuring necessary coverage. Moe’s Southwest Grill agreed to this dual method of advertising. During the test phase, the franchisee wanted to launch with a lean monthly budget. To prevent overlap with existing markets, the target radius was restricted to 30 miles from the location. Plan Performics created one campaign that housed all of the “catering” terms for the franchisee. After a two week benchmark

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