Promotion of an online restaurant in Facebook Ads: advertising result in 14 months with ROAS 4999%

Audience segments of an online restaurant

In the process of achieving our goal, we focused on three main audience groups that were selected to achieve the desired results:

• Cold users: This group included such subgroups as IT, food delivery, and others. We launched advertising campaigns aimed at attracting new customers from these subgroups.
• Potential customers: This category covered those who had already interacted with the client’s Instagram profile, Facebook page, visited the website, or installed the app, but had not yet made a purchase. We launched ads aimed at converting these users into active buyers.
• Loyal customers: This category included customers who had already made a purchase in the past. We paid special attention to this group, stimulating them with additional offers and reminders of unfinished orders.

Work on the restaurant promotion project

In our project, we focused on improving the effectiveness of the restaurant’s advertising campaigns. Along the way, we went through several key stages, focusing on the work during the first year and the next two months.

Stage 1: Engaging the existing audience

From the very beginning, our attention was focused on the audience that had already interacted with the client’s delivery. By the end of the second month of the advertising campaign, we were actively working to strengthen relationships with these people, turning them into loyal customers through messengers about the start of work and special promotions.

Stage 2: Reaching out to potential customers

From the third month of the advertising campaign, we started working with those who had not yet completed their order. With the help of well-thought-out remarketing, we encouraged them to return and complete the purchase process.

Stage 3: Expanding advertising efforts

At the end of the third month of the advertising campaign, we added branded banners to our promotional materials and focused on expanding our delivery services. This strengthened the brand perception among our regular customers.

Stage 4: Scaling the target market

After the fourth month of the advertising campaign, we started to scale our targeted advertising by updating the advertising materials. We kept our focus on the existing audience, but also expanded our reach to new segments. We especially focused on engaging those who have already shown interest in our products.

Stage 5: Transformation of communication and brand strategies

During the sixth month, we changed our approach to communicating with customers. We focused on products and branding, actively promoting the restaurant’s brand.

While we continued to work with all segments of our audience, we already had a stable system in place to help us ensure the continued engagement of new customers.

At this stage, we also began to deploy a brand strategy to attract more customers to our sales funnel. Using an automated system, we constantly attracted new audience segments that had already interacted with our advertising but had not yet placed an order. This was done by maintaining the current funnel and regularly updating our advertising materials.

Stage 6: Optimizing and maintaining the advertising campaign

After scaling, it was time to further optimize our marketing efforts. We had already implemented a monitoring system that allowed us to track the audience’s response to ads in real time. This enabled us to react quickly to changes, adjust strategies, and respond to market challenges instantly.

Using this data, we constantly made adjustments to our advertising campaigns to maximize their effectiveness. We experimented with different texts and banners, changed targeting algorithms, and analyzed which methods worked best for different segments of our audience.

The main goal at this stage is to ensure constant interaction with our audience, maintain their interest in the client’s brand, and encourage repeat purchases. This means maintaining a high level of customer relations, constant customer engagement, and increasing sales, even in the face of market changes.