6.5x ROAS in 90 Days: Data-Driven Targeting That Fueled a Family-Owned Pizzeria’s Rapid Growth
The Challenge
For family-owned pizzerias, standing out in a saturated market is no easy task, facing challenges such as:
Limited marketing budgets, compared to national chains with aggressive advertising spend.
Inconsistent online engagement, making it difficult to translate digital interactions into real-world sales.
Reaching the right audience, to maximize return on ad spend (ROAS) efficiently.
Our client, a well-loved but locally known pizzeria, approached SAPIEN LAB with two critical objectives:
Achieve a 3x return on ad spend (ROAS) within 90 days.
Build an engaged customer base that translates digital visibility into long-term revenue growth.
The Outcome
By implementing a highly targeted, data-driven approach, we:
Overdelivered the pizzeria’s ROAS to 6.5x in just 90 days, exceeding initial projections.
Drove a 60% increase in online orders, with a noticeable uptick in high-value customers.
Boosted customer retention rates by 35%, leveraging personalized offers and engagement.
Introduction
Family-owned pizzerias struggle in standing out within a crowded market dominated by large chains with substantial marketing budgets. Our client, a well-loved but locally known pizzeria, struggled with inconsistent online engagement and reaching the right audience to maximize their return on ad spend (ROAS).
With a focused data-driven targeting strategy, we set out to overdeliver their goals: driving a 3x ROAS within 90 days and building an engaged customer base that translates digital visibility into long-term revenue growth.
Crafting the Strategy
Our approach focused on the following:
1. Precision Audience Targeting - we utilized advanced segmentation techniques to identify and reach high-intent customers:
Geo-targeting: Focusing on a 10-mile radius to attract local pizza lovers.
Behavioral insights: Analyzing ordering patterns to tailor promotions.
Lookalike audiences: Expanding reach to individuals with similar preferences and habits.
2. Performance-Driven Ad Creative - we crafted ad content designed to resonate with the audience:
High-quality visuals: Showcasing professional images and videos of signature dishes.
Storytelling approach: Sharing the pizzeria’s heritage and unique recipes.
Urgency tactics: Implementing time-limited offers to drive immediate action.
3. Continuous Optimization - we maintained a flexible and adaptive campaign structure:
A/B testing: Evaluating different ad formats, messaging, and creatives.
Budget allocation: Shifting resources to the best-performing campaigns.
Real-time analytics: Refining strategies based on live performance data.
Tracking Success
To stay on course and maximize ROAS, we deployed a suite of analytical tools:
Ad platform insights: Tracking impressions, clicks, and conversion rates.
Customer journey mapping: Identifying touchpoints that led to purchases.
Custom attribution models: Connecting online ad performance to in-store visits and delivery orders.
By meticulously analyzing the data, we ensured every dollar spent contributed directly to business growth.
Turning Clicks into Customers
Growing online engagement was just the start; our focus was on long-term sustainability through:
Exclusive Digital Offers: Providing social media-only deals, such as "Buy One, Get One Free."
Loyalty Programs: Encouraging repeat business through points-based rewards.
Personalized Messaging: Using data to deliver tailored recommendations to returning customers.
These strategies helped turn new customers into regular patrons who engaged with the brand beyond just a single purchase.
Building Scarcity
To maintain momentum, we executed high-impact, limited-time campaigns, including:
"Student and Weekend Pizza Specials" featuring exclusive deals promoted via Instagram Stories.
Holiday-themed offers that drove spikes in orders during key seasons.
Flash sales and giveaways to create buzz and increase social sharing.
The Creative Process
To ensure the pizzeria's personality stood out, our creative strategy included:
Behind-the-scenes videos: Showcasing the pizza-making process.
User-generated content: Featuring happy customers enjoying their meals.
Humorous, relatable posts: Leveraging pizza-related content to boost shares and engagement.
Conclusion & Takeaways
By leveraging precision audience targeting, performance-driven ad campaigns, and continuous optimization, the pizzeria achieved a remarkable 6.5x ROAS in just 90 days—exceeding their original goal. Online orders increased by 60%, and customer retention improved by 35% through personalized offers and engagement.
