LaBel Foodservice

Case Study: Driving Niche Market Success for LaBel Foodservice & Equipment


LaBel Foodservice & Equipment, a leader in commercial kitchen design and build services in New York state, sought to expand its reach and capture a larger share of its niche market. Specializing in cafeterias, restaurant kitchens, assisted living kitchen facilities, and more, LaBel required a strategic approach to attract high-quality leads in a highly specialized industry.


  • Increase Visibility: Enhance LaBel Foodservice & Equipment’s online presence within targeted niche markets.
  • Generate Quality Leads: Drive leads for commercial kitchen design and build projects, focusing on high intent prospects.


Encipher devised a multi-faceted digital advertising campaign leveraging the strengths of both Google Ads and Meta platforms to reach potential clients at various stages of the decision-making process.

  1. Market Research and Audience Segmentation: Initial efforts focused on understanding LaBel's target audience, including restaurateurs, facility managers of assisted living centers, and decision-makers in educational institutions looking to build or renovate their kitchen spaces. This research informed the creation of detailed buyer personas and audience segments.
  2. Customized Ad Campaigns: Encipher crafted tailored ad campaigns for each segment, highlighting LaBel's expertise, past successful projects, and the unique value proposition of their design and build services. The campaigns utilized a mix of search ads, display ads, and social media ads to maximize visibility across the digital landscape.
  3. Content and Messaging: The campaigns were supported by high-quality content that demonstrated LaBel's industry expertise, including case studies and virtual tours of completed projects. This content was strategically deployed to engage potential clients and guide them through the decision-making process.


  • Increased Online Visibility: LaBel Foodservice & Equipment saw a significant increase in online visibility within their target market segments, resulting in a broader awareness of their brand and services.
  • High-Quality Lead Generation: On-going campaigns generated a substantial number of leads, with a noticeable increase in high-intent inquiries related to commercial kitchen design and build projects.


Encipher’s strategic approach to digital advertising enabled LaBel Foodservice & Equipment to effectively penetrate a niche market, generating high-quality leads. By leveraging the targeted capabilities of Google Ads and Meta platforms, Encipher not only enhanced LaBel's market presence but also positioned them as a top contender in the commercial kitchen design and build industry.

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