4-month local paid media turnaround
Italian Restaurant: Local PPC Recovery and Takeaway Growth
Livingston, Scotland
Challenge
Previous campaign settings were too broad, driving low-intent clicks and wasting budget outside the core catchment area.
Strategy
We tightened geotargeting, rebuilt campaign structure, and coordinated Google and Meta activity around opening-hours demand patterns.
- • Catchment-first paid media strategy
- • Operational-hour demand alignment
- • Cross-channel conversion efficiency
Execution
- • Restricted targeting to practical serviceable areas.
- • Refined keyword and audience logic around real purchase intent.
- • Synced campaign delivery with open trading windows.
- • Rebalanced spend between Google and Meta based on order-quality signals.
Commercial Impact
- • Lower wasted spend and materially stronger local conversion quality.
- • More predictable order flow from paid channels.
- • Improved efficiency without reducing visibility in core local market.