Turning local insight into national Paid Social impact

• Improve attribution and tracking across all funnel stages
• Increase bookings via Meta Ads
• Boost reach and visibility on the platform
• Create a structure that could support scalable and localised growth
• Generate lead volume to support new site openings

Our initial focus for the first four months was to stabilise the account and set a foundation for scale. This included:

• Auditing and resolving tracking issues to restore full visibility on performance metrics
• Introducing a clear campaign structure segmented by funnel stage
• Testing early creative and messaging to assess engagement

After the account had a strong foundation, we implemented a major structural change: a location-based strategy that split 50+ restaurant sites into their own dedicated TOF (top of funnel) and MOF (middle of funnel) ad sets. Each ad set was configured with specialised radius targeting, ensuring ads were served to users in close proximity and travelling distance to individual restaurants.

Alongside this, we also launched a TOF awareness campaign to maximise reach and support upper-funnel activity. These changes had a huge uplift in performance, whilst allowing for:

• Highly relevant localised ads
• Flexible budget optimisation by location
• Greater agility to support openings or underperforming sites
• Equitable visibility across all 50+ restaurant sites

Since launching the new structure, the performance has been extremely successful:

November 2024 to March 2025 vs. June to October 2024:

• Post engagements more than doubled, rising to 5M+
• Monthly reach increased by 23% on average

These outcomes highlight the success of scaling both spend and performance without sacrificing efficiency. It was also an excellent opportunity to demonstrate that generalised campaigns do not always equal scalable success, and that more personalised, meaningful ads can create a much stronger impact with audiences.