Client
Elevating Birtelli’s Pizza’s
Digital Presence and Sales
Services
Paid Ads, Branding, Conversion Rate Optimisation, Copywriting
Year
2021
A beloved local pizza chain known for its artisan, Italian-style pizzas, our client had a strong reputation for excellent food but a limited online presence.
Objectives
Our client aimed to generate sales through their website – without relying on JustEat – while establishing a stronger online footprint. The key performance indicators (KPIs) set to measure the project’s success included:
- Average Order Value (AOV)
- Cost Per Order
- Return on Advertising Spend (ROAS)
Challenges
The client’s digital challenges included:
- A weak online presence, mainly limited to Google Maps reviews
- Inadequate social media activity
- Poor branding, creative assets, and absence of paid advertising campaigns
- Lack of conversion tracking due to an outdated website
The project also faced logistical constraints such as the need for high-quality creative assets and website updates to enable pixel tracking.
Services Provided by Buoy Digital
- Paid advertising across Meta platforms (Facebook/Instagram)
- Website navigation and conversion rate optimization
- Advertising copywriting and asset creation
- On-site tracking setup
- Social media optimisation
Bespoke Solutions
In a strategic move to target students and promote special offers like free garlic bread with the purchase of two pizzas, we developed specialised creative assets that emphasised these unique selling propositions. Hiring a photographer, we were able to ensure the images showcased the food as the key visual, showing customers what they could expect if they were to order themselves.
We ran ads on Meta, targeting the local catchment area for delivery and pushing our key promotional messaging. Initially, we targeted an audience who had shown an interest in eating out and restaurants. But as the pixel we implemented garnered more data, we were able to create Lookalike audiences, and increase scale.
Results
- New Customer Acquisition Cost: £7.29 per customer
- Average Order Value (AOV): £35
- Return on Advertising Spend (ROAS): 480%
- Conversion Rate: Increased from 4.8% to 12%
- Time on Site: More than doubled
Our efforts not only met but significantly exceeded the client’s KPIs. The robust ROAS and the rise in the conversion rate stand testament to the efficacy of our strategies. The campaigns also generated hundreds of thousands of impressions, as well as lots of likes and comments on the adverts. This meant that even those who didn’t buy directly now became aware of the restaurant and may convert in the future.
Unexpected Benefits
The high lifetime value of the new customers acquired; many became repeat and loyal patrons of the local pizza chain.
Conclusion
By leveraging a multifaceted digital marketing strategy that encompassed paid advertising, website optimization, and social media enhancements, Buoy Digital effectively revitalised our client’s online presence and significantly boosted their sales. The project not only fulfilled but far surpassed the pre-defined KPIs, securing a win-win scenario for all parties involved.
