[calbear81]

This is either dynamic keyword insertion in the ad copy or they did target a specific restaurant name but decided to use a more generic landing page. In my previous life doing more marketing oriented activities in the travel space, we found that even if someone was looking for a very specific hotel, if you dropped them on that page, it converted at a lower rate than dropping them into a search page for hotels in that location and "pinning" that hotel to the top of the page. The reason is that people may be more open to other similar options than you think. So in the case of Doordash, perhaps they have found a similar thing which is that you might have said McDonald's but net net more people will buy if you show them McDonalds, Wendy's, Burger King, Jack-in-Box, etc.

Also, showing all of the options may actually create more net value for Doordash since you're letting the customer know you have a wide breadth of options and this may create more long term loyalty.

[majormajor]

So if someone was searching for Hilton would you drop them on a page with Motel 6 pinned at the top if they paid you some money? With Hilton nowhere on the page?

That's what's being claimed in the original comment here.

That's what feels like incompetence (or, more likely, a "targeted landing pages" project that just hasn't been very prioritized).

[calbear81]

Yes, it's most likely that the ad that's matching is the generic one for "Lansing, MI BBQ" or something to that effect and therefore it's not pointing to a specific landing page. It may also be that Doordash has found that individual restaurant keywords that point to specific restaurant pages are just not profitable.