Promotion of food delivery in Facebook Ads: advertising result in 6 months with ROAS of 4787%

Stage 1: Advertising to a warm audience
Initially, we focused on advertising to a warm audience, i.e. those who had already had contact with the client’s restaurant. The campaign lasted for 2 months. This allowed us to maintain and improve our relationship with this audience, keeping them as regular customers.

Over time, they began to attract the attention of those who did not complete the order. We used advertising to encourage them to return and complete the purchase process:

Stage 2: Additional targeting
3 months of running – during this period, we launched additional advertising campaigns, but kept the same banner, changing only the text. This allowed us to effectively attract the attention of new customers from a cold audience using a previously tested creative.

Stage 3: Expanding advertising
At the end of the 3rd month, we added branded banners to the warm audience creatives that were about expanding delivery services. This further strengthened brand perception among regular customers.

Stage 4: Scaling the targeting
At the end of the 4th month, we began to expand targeted advertising by updating creatives. We continued to work with the warm audience, but also addressed new segments of this audience. For example, we created offers for customers who had shown interest or were in the process of placing an order but had not completed it. The banners also showed how the company helps the Armed Forces.

Stage 5: Change of communication and branded sleeve
For the third audience, who had already made a purchase, we created additional creatives, such as a special offer for Lent and Easter (for 3 months of running). We also actively engaged them in repeat purchases and encouraged them to complete the order.

In June, when the situation began to stabilize, we changed our approach to communicating with the audience and focused on the products and emphasized the restaurant’s brand. During this period, we built a stable system that remains unchanged. We also continued to work with all three audience segments.

In addition, we started to launch a branded arm to attract customers to the sales funnel. We had already built an automated funnel that increased the reach of the cold audience and attracted those who interacted with ads but did not complete the order. Therefore, the main work was to maintain this funnel and constantly create new creatives.