The Challenge
Birdies BKK is a new restaurant concept by award-winning chef Jennifer Evans. Its produce-led menu of refined small plates comes with what the restaurant calls fancy fried chicken, in an upscale yet relaxed setting.
The restaurant relied on Google search engine marketing (SEM) to raise its visibility and bring in bookings. The share of bookings that were confirmed was lower than it expected, which suggested that audience targeting, ad relevance or conversion optimisation could work better.
Primal found that search ads serve people who already search with a clear intent, and are less suited to reaching potential customers earlier in their booking journey. The restaurant needed a data-driven strategy to raise engagement, refine its targeting and increase its conversion rate.
Our Approach
Primal began with an in-depth analysis of the audience, which showed how potential customers behave and that the restaurant needed a more engaging and more targeted approach. As search ads were not the most effective channel for reaching people early in their journey, Primal recommended a switch to Facebook Ads.
Facebook’s audience segmentation and interest-based targeting gave more precise ad delivery, reaching high-intent users by their interests, behaviours and demographics. We also focused on engaging creatives and ad formats, with messages that matched the audience’s motivations and their intent to book.
Outcomes Achieved
The Facebook campaigns ran in a structured framework of audience testing, ad creative optimisation and performance tracking. Facebook’s delivery algorithm, with lookalike audiences and retargeting, reached the users most likely to convert. High-quality visuals, persuasive ad copy and dynamic creatives raised engagement and click-through rates, and continuous A/B tests, which compare 2 versions of an ad, refined the messaging.
Primal tracked cost per acquisition (CPA) and return on ad spend (ROAS) closely, and the campaign delivered measurable gains in confirmed bookings.
- 62%Increase in Confirmed Bookings
- 40%Lower Cost Per Acquisition (CPA)
Key Insights
- Search ads serve people who already search with a clear intent. Facebook Ads reached potential customers earlier in their booking journey.
- Targeting by interests, behaviours and demographics put the ads in front of high-intent users.
- Lookalike audiences and retargeting reached the users most likely to convert, and A/B tests refined the messaging.
- Confirmed bookings rose 62% and cost per acquisition fell 40%.
