01 / CONTEXT
The situation
Competitive local food market; the aim is reaching people near enough to visit, order, or contact, on a controlled budget.
Funnel Stages
Cold
Engaged
Retargeting
Restaurant · Local
KKK Restaurant
Campaign Objective
Increase local awareness, enquiries, and customer visits.
02 / STRUCTURE
Campaign structure
1
Cold
People within the target radius; dishes, quality, atmosphere, offers, short food videos.
2
Engaged
People who interacted with Facebook/Instagram content; menu items, offers, reasons to visit.
3
Retargeting
Video viewers, ad interactors, visitors who took no action.
03 / CREATIVE
Creative tests
Angles and creative formats tested systematically to find winning combinations before increasing budget:
01Food appeal (close-ups of best-sellers)
02Offer-based (limited-time deals)
03Social proof (reviews, atmosphere)
04Local messaging ("Looking for a great meal nearby?")
04 / OPTIMIZATION
Optimization rules
- Rule 1Watch which dishes, audiences, offers, and placements perform; shift spend to the strongest combinations instead of raising budget blindly.
Planning targets, not reported results
Planning targets
These numbers serve as planning models and pacing targets during setup, not guaranteed or historical client outcomes.
Budget$150 / 30 days
Impressions15,000-25,000
Local reach7,000-12,000
KPICost per inquiry
AlsoCTR, CPC, video views, engagement
Key Strategic Takeaway
Key strategic takeaway
“Reach the right local people → create interest → encourage action → retarget → drive customers.”
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